Razzeil Maravilla is the co-founder of UNOO. ARCHIVE

Walk into UNOO, a boutique tucked inside Centro Shopping Centre in Dubai’s Satwa district, and you’re greeted not just by designer bags, but by a bold vision: luxury that’s accessible. From Coach to Michael Kors and Tory Burch, the shelves gleam with promise. Behind this vision is Razzeil Maravilla—Filipina, entrepreneur, co-founder of UNOO, and a force of nature with grit that rivals gold. In an exclusive sit-down with Expat Media, Razzeil shares the story of how she transformed a struggling business into a Dh5 million retail powerhouse with a million-strong customer base—and how her relentless work ethic, sharp instincts, and commitment to integrity continue to drive her forward.

Born to hustle

Razzeil was raised in the Philippines, while her parents—both long-time overseas Filipino workers—built a life in Dubai. She describes the experience with maturity: “Growing up without them didn’t feel out of the ordinary to me. I had been accustomed to it since I was three.” After graduating from college, she moved to the UAE to join them. But unlike many newcomers, she wasn’t looking for comfort. She was looking for challenge. “I always envisioned myself being an entrepreneur,” she says. “I wasn’t satisfied with the easy route. I wanted to be in control of my future and build something from the ground up. I’ve always believed I was meant for something bigger.” Back in 2014, Razzeil became part of UNOO—then a modest electronics repair shop that also dabbled in selling handbags. “The pay wasn’t much, but I gave it my all, as if I were earning Dh50,000. I believed in what we were building.” Her commitment didn’t go unnoticed. She was eventually offered an ownership stake, but not just for showing up. She proved herself by showing up harder than anyone else. She rolled up her sleeves and took over operations—sales, logistics, customer service, marketing—you name it, she did it. “I wasn’t just in it for a paycheck. I treated the company like my own,” she says. “I stepped up, took responsibility, and constantly looked for ways to grow the business.” The result? From a modest Dh300,000 valuation, UNOO has grown into a Dh5 million enterprise, with a loyal base of buyers in the UAE and the Philippines. Her work ethic? Relentless. Razzeil lives by a brutal but effective philosophy: “No excuses. Only results.” “I believe in discipline, grit, and mental toughness,” she says. “Most people want success, but few are willing to embrace the grind. You need to push through, even when you don’t feel like it.” She doesn’t believe in sacrifice—“I call it making smart choices”—and dismisses the myth of overnight success. “People thought I was sacrificing my youth for work. But if I didn’t focus on what mattered, I’d still be printing resumes in my 40s.” It’s this mindset that led her to build UNOO’s sourcing network—personally traveling across the US and Europe to negotiate with outlet stores and brand managers. She and her team now have early access to sale events, thanks to long-term relationships with outlet store managers in various US states.

Credibility, always

In a market flooded with fakes, Razzeil’s and UNOO’s integrity is non-negotiable. “Our brand stands on trust,” she says. “I personally ensure that our items are original and competitively priced. I will never compromise on that.” Her attention to detail—and her obsession with credibility—has earned UNOO a cult following. “Luxury should not be reserved for the ultra-rich,” she adds. “Everyone should have access to it. And at UNOO, we make that possible.” UNOO celebrates its 14th anniversary this July. From a shared office in Al Quoz, the business now boasts a stronghold in Satwa—and a presence in the US. Razzeil and her team are currently scouting a bigger retail space, and plan to expand into the Philippines in the next five years and expand the store in the United States this year. Her proudest moment? Not just the growth. Not even the numbers. It’s knowing that the business is sustainable, that her customers trust her, and that her leadership is no accident. “I’m very careful who I let in,” she says. “Some people will sink the ship just because they can’t be the captain.” What advice would she give to aspiring entrepreneurs, especially expats in Dubai? “Be obsessed,” she says. “If you really want something, you’ll figure it out. Don’t seek comfort—comfort breeds complacency. And life doesn’t reward the weak.” “Remember, there is no finish line to self-mastery. Every day, push yourself. Test your grit. Build your mindset.” And if you’re motivated by fear? She gets it. “Being average scares me and motivates me to do better each day. I want to dominate, to grow through every challenge. I feel most alive when I’m pushed to the edge,” she says.

The UNOO mindset

To Razzeil, success isn’t a number. It’s a journey of progression. “Every challenge I face is an opportunity to evolve. True success is not a destination—it’s a continuous pursuit of growth and impact.” As for luxury, she has a few favorites: “Hermès, Rolex and Cartier”—because their value appreciates. And they’re timeless.” But more than the products, it's the principles that define her journey. “For me, work ethic is built on two core pillars: integrity and grit,” she says. “I hold myself to the highest standards, no matter the situation. I push through, and I never back down.” With expansion plans in the pipeline, a growing team, and a loyal global customer base, Razzeil is just getting started. “I’ve built something I’m proud of,” she says. “But I’m not done. I’m still climbing. Still chasing better. I will keep going until I win.”

Rapid fire questions

Your all-time favorite luxury brand? Hermès, Rolex and Cartier Heels or sneakers? Heels If you could shop in one store for free, which one would it be? Hermes Your go-to airport outfit when traveling to the US? Pajamas! If you weren’t in luxury retail, what career would you pursue? Docu-film maker One thing in your bag that you can’t leave home without? Lipstick and airpods Your comfort food after a long day at work. Bulalo The last show you binge-watched? UFOs/Crime series If Dubai had winter, what would be your go-to cold-weather outfit? Boots, skirt and blazer Most memorable travel experience? Bali What’s a song that always gets you hyped up? R&B Fun fact about you that most people don’t know? I hate phone calls. If you had a superpower, what would it be? Time travel Best piece of advice you’ve ever received? If you get a no for an answer, you are asking the wrong person. This cover story also appears in the Expat Media Special Edition magazine
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