A purpose-driven leader, Dana Odeh is pioneering a transformation at the intersection of commerce, conscience, and community. As the founder and Managing Director of Rock n Shine, she is fulfilling her passion for a conscious lifestyle, ethical sourcing, and sustainable growth across the UAE. Collaborating with refugee artisans from across the globe, Dana’s brand offers handcrafted pieces, with each collection honoring heritage, celebrating craftsmanship, and embodying a profound resilience. Parallel to this, Dana also serves her goal of ethical luxury and women’s empowerment by serving as an Official Representative and Distributor of SEP the Brand in the UAE.
Spark Behind the Journey
After a successful career in finance, Dana Odeh transitioned from the sector to launch Rock n Shine, reflecting a purpose-driven entrepreneurship. After years in finance, Dana felt a growing desire to do something more meaningful with her life, a path that allowed her to create genuine impact in people’s lives. She reflects, “I was craving purpose, something that felt human, creative, and connected. Rock n Shine grew out of that feeling. I wanted to create something that celebrated mindfulness, creativity, and compassion, a brand that not only looks good but does good.”
Working with refugee artisans and purpose-led partners gave Dana’s dream real depth. With Rock n Shine, her journey diverted towards working for her passion, turning it into the most rewarding part.
Evolution of Rock n Shine Over the Years
Dana reflects on the beautiful evolution of her venture, sharing that it took seven years to get to where Rock n Shine is today. When the company first began in 2018, it was Dana’s small idea rooted in purpose: to create something meaningful, ethical, and full of heart. Over time, that idea grew into a brand that blends craftsmanship, heritage, and style in a way that feels authentic and alive. What stayed constant is her mission: to celebrate stories, culture, and people through every piece Rock n Shine creates. “But we’ve also learned and evolved so much along the way,” Dana adds.
Today, Rock n Shine stands as a reflection of that journey, a blend of ethics and aesthetics, where every design carries meaning and every collaboration supports something bigger. She even mentions, “It’s been a long road, but one filled with growth, learning, and a lot of heart.”
Reflection of the Company’s Mission and Impact
Rock n Shine’s journey has always been about meaningful partnerships, and that’s something Dana is really proud of. Working together with SEP the Brand for seven years now, a relationship built on shared values, trust, and a deep respect for craftsmanship, they have created pieces that carry real meaning and impact, connecting artistry with purpose. SEP is a social enterprise project founded in 2013 in the Jerash refugee camp in Jordan, with a mission to lift refugees above the poverty line. Today they give dignified jobs to over 630 artists living in the camp.
More recently, Rock n Shine began collaborating with MADE51, a United Nations initiative, which has opened new doors for Dana and her team to work with incredible refugee artisans from around the world. These partnerships, continuing to shape Rock n Shine, have been an inspiration to Dana, reminding her that blending ethics, heritage, and style isn’t just her mission, it’s her way of doing things. Every collection at Rock n Shine is a reflection of that ongoing journey, one that continues to evolve, grow, and shine brighter with every collaboration.
Navigating through the Challenges
Bringing ethical, handcrafted fashion to the GCC market has been quite a daunting task for Dana Odeh. Reflecting on the tough phases, she shares, “One of the biggest challenges has been reaching the right audience, people who truly understand and appreciate what we do. Rock n Shine has always been about purpose and connection, not just fashion. But in a world where everything moves fast and mass production is the norm; it can be hard for people to see the real value behind our pieces and understand why they come at a higher price.”
Each piece at Rock n Shine carries its own identity and unique signature, handmade with care, using time, skill, and heart. That level of craftsmanship and social impact doesn’t come easy or cheap, but it’s what makes every design meaningful. Dana believes sometimes it takes a bit of education and storytelling to help people see that difference. And the beautiful part is that once they do, they truly connect with it, and those are the people Rock n Shine creates for.
What Defines Success in the Ethical Fashion Space
To succeed in the conscious consumerism and ethical fashion space, Dana believes entrepreneurs need to have a very different kind of mindset. Beyond creativity and business sense, one needs patience, resilience, and a deep belief in their purpose. It’s not a fast path, it takes time to build trust, educate customers, and stay true to your values even when it’s challenging. Transparency is also key. People want to know the story behind what they buy, who made it, how it was made, and the impact it creates.
Being open and honest, even about the difficult parts, builds real trust and connection. And above all, empathy. She comments, “To succeed in this space, you have to lead with heart, to understand the people you’re working with and the change you’re hoping to make. When your work is rooted in purpose, transparency, and compassion, people can feel that. That’s what keeps you grounded and moving forward.”
Moments that Drive Rock n Shine Forward
Impact is central to Dana Odeh’s brand, being at the heart of what she does, and at Rock n Shine, it’s about more than numbers, it’s about people. With the impact on the journey, the growth, and the confidence of the artists the brand works with, alongside their long-standing partnership with SEP the Brand and now MADE51, witnessed how fair wages, steady work, and creative recognition can transform lives and communities. “When we visited the Jerash camp, one of the artists told us that SEP is their only source of income. Moments like that stay with you, they remind us that behind every piece is a person whose work carries meaning and dignity,” Dana mentions.
Despite tracking measurable outcomes, like the number of artists involved, income generated, and projects completed, the real impact is human. It’s in seeing women gain independence, skills being preserved, identity protected and pride restored through purposeful work. That’s what keeps Rock n Shine grounded and motivated to keep growing this mission.
Words of Wisdom for Young Professionals
Addressing the beginners in her field, seeking to build a brand rooted in sustainability, heritage, and social impact, Dana Odeh shares, “The first piece of advice I’d give is to stay deeply connected to your purpose. Building a brand rooted in sustainability, heritage, and social impact isn’t a short-term journey, it takes time, patience, and a lot of resilience. You’ll face challenges, especially when it comes to educating your audience and conveying the true value of your work, but staying true to your mission will guide every decision. Transparency is essential. Be open about your process, your partnerships, and even the challenges you face. People connect with authenticity, and it builds trust in ways that marketing alone never can.
And above all, honor the relationships you build. Once you start, and artists place their trust in you, there’s no going back; their livelihoods, skills, and stories become intertwined with your mission. Listen, learn, and collaborate, and let those connections shape your brand. The work is rewarding, but the real success lies in the positive change you create along the way.”
Connect with Dana Odeh on LinkedIn to gain industry insights and visit Rock n Shine on Instagram and www.rocknshine.me to learn more.
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