The Definitive Guide to Living in the Capital , Cairo , Egypt


Goelia: New Women’s Wear Brand Now in Mall of Arabia

reviewed by
Soraya Morayef
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Goelia: New Women’s Wear Brand Now in Mall of Arabia

Located in the latest section to open in Cairo’s Mall of Arabia (next to GAP), Goelia is a recently opened women’s wear
shop that had this reviewer slightly confused. Although the shop was flanked by
large posters announcing its recent opening and celebrating with balloons, a
sale of up to 50% was already on. And although a few items on display were
eye-catching and potential buys, others were so hideous we couldn’t figure out
what style and age this brand is targeting.

The Mall of Arabia branch is the second
branch of Goelia’s to open in Cairo, after Dandy Mall on the Cairo/Alex road.
The shop’s high ceiling and shiny cream ceramic flooring give it an elegant
touch, further emphasised by the large silver baubles hanging from the ceiling.
Loud, frantic commercial house music was playing as this reviewer browsed
through the winter collection of cardigans, bright and chunky knit sweaters,
black blazers and skirts.

At the time of this reviewer’s visit, the
shop had a selection of heavy winter coats, quite useful during this rather
cold winter; including sheepskin-style coats, thick woollen coats and
fur-trimmed versions. A pink and orange
tartan double breasted knee-length coat cost around 1400LE after the sale
discount. A little too garish for this reviewer’s taste; the long camel wool
coat with a fur trimmed collar, large buttons and thick lining (around 1100LE)
was a much classier option. The shop is full of winter-appropriate sweaters,
including a loose knit sweater in super bright pink (around 400LE) and several
soft cashmere-like cardigans in black, light pink and white, many of which come
with flashy rhinestone broaches attached. Black office-appropriate trousers and
black jackets (around 450LE) are also available.

A few garish clothing pieces stood out, such
as a pair of 3/4 faded black jeans with a teddy bear broach attached at the hip
pocket. The flashy, childish style jarred in comparison to the more adult
pieces nearby. Equally painful was the short tartan skirt on top of a pair of
black trousers (around 320LE), which was neither tasteful nor trendy. The
skirt-on-trousers fad dates back to the year 2000 and should stay there; a
distant, disturbing fashion disaster memory.

However, we were willing to forgive all
when we spotted the long black gauze on nude skirt with flower detail, and the
pretty petal pink long-sleeved dress (around 420LE). The dress was ruched at
the hips and had a thick cotton layer underneath, making it a perfect combination with a pair
of leggings and boots.

The rest of the shop included bomber jackets,
jeans, and a few flashy accessories such as chunky gold bangles, necklaces and
a large white belt with heavy rhinestone detail. The colour theme of the
clothing was predominantly bright orange, bright pink, grey and black.

We’re not quite sure that Goelia’s style
would appeal to the trend-conscious and edgy Cairene, but there are a few
buyable options hidden among the racks.

360 Tip

Try Goelia's Dandy Mall branch for a slightly varied collection.

Best Bit

The pink long-sleeved dress and the camel coat.

Worst Bit

The skirt on trousers combo.

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