Qatar Luxury Group, owned by Qatar Foundation, is reportedly gearing up to launch its first luxury fashion and accessories brand, announced the HuffPost on August 26.

The launch of the brand QELA will be boosted by the opening of numerous luxe boutiques around the world, starting with Doha, Qatar’s capital city by the end of the year, followed by other shops in NYC, Paris, Los Angeles, Milan, London and Tokyo.

“Since its inception, the goal for our group is to create a fashion brand in Qatar, with the next step being international expansion.

We are currently working on the collection,” explains Caroline Guillon, marketing director of the Qatar Luxury Group, to the Huffington Post.

The QELA brand will encompass high-end clothing and accessories.