New blog on the block

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In an attempt to go “social-media-friendly” all the way…I have created a blog for USF Store!

Please pay a visit and leave a comment or two: 

Also if you haven’t yet joined us on Facebook, hurry and do so as this is where new items are featured almost daily!

Hope you like it and happy shopping

USF Store now on Facebook!

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Just type in USF Store in your search box and become a fan!
I plan to update constantly with new images, information, prices and upcoming milestones!
Here is a little preview of what is on the page:

Join us on Facebook today!

A stroke of genius!

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I’ve had a lot of time to think about how I want the first artwork of the USF store to look like. It was going to be sassy but modest, chique but also relevant and above all…it was going to stand out. Given the opportunity, I expected to have at least a week to plan it out and collaborate with an experienced designer. Instead I faced a deadline of about 24 hours, a complete lack of ideas and extreme pressure.
I love it when magazines feature “behind the scenes” shots. On one side of the page you see Eva Longoria in glamorous high heels and a breathtaking gown, with her hair tossed just-right and a glimmer in her eyes. On the other side of the page the trendy editor would let you sneak a peek into the making of the photo shoot with racks of messy clothes, dozens of busy-bees huffing and puffing over Eva’s hair and make-up and the stressed-out photographer who has already gone red in the face.
When I realized I needed to put together a photo shoot for the store in about 3 hours time I of course called my best friend to the rescue and yet again she saved my ass. Throughout the day I tossed around some ideas with Is This Serious, Yuliya and mom and we decided to recreate an image I found online earlier that day. It was simple, straight to the point and allowed the imagination to run wild. So, after a hard day at work I dragged by pregnant-self to the store and picked out a few outfits for Cynthia to wear during the shoot. Oh and the shoes. And the bags.
You see…I didn’t want a page that simply featured a bag and matching shoes. We have enough of these. But I also didn’t have the time and resources to create an image that would fully convey the uniqueness and the style of the store. I wanted it to portray sexiness without seeming vulgar. Most importantly I wanted the image to be focused on the stylish items sold at the store.
Two hours of trying on clothes, finding the correct shoe sizes, crawling on the floor trying-to-get-the-angle-right and two cans of Redbull later- we were stunned by the results. I shot over 100 pictures. They all turned out exactly how I wanted them. Not bad for a rookie huh?
I will let you judge:
We have received a lot of supportive comments and very positive feedback from friends and families regarding the final product. Personally, I am very happy with how it turned out, given the circumstances.
I will now begin working on a Facebook page for the store where I hope to feature more images from the photoshoot to help spread the word!
During Ramadan the shop is open from 10am to 1pm and then again from 7pm to 11pm! Happy Shopping!

Ladies, new store in town!!!


So Eid is coming up which means this is the perfect opportunity to add a few new items for your ever expanding wardrobe!
And now I have just the place…
The USF store is now OPEN!
Looking for a fancy evening bag? Comfy shoes for the office? A summer dress or maybe a classy party piece? Look no further…
The store is located in Zakher Mall (home to Pan Furniture, Omantel, Body Shop) in Al Khuwair. Venture up to the second floor and the USF store will be just on your right. Opening times are from 10am to 1pm and then from 4pm to 8pm everyday! There is a lovely lady managing the store who will be more than happy to show you around and help you find just what you are looking for! The clothes/bags/shoes were all handpicked in Italy by my mom and I have personally been wearing one of the wedges from the shop for over 2 months now and they are super comfy!
Here are a few shots of what the store has to offer(excuse the quality, I was just very eager to get these to you as soooooon as possible!):

More images to come soon, meanwhile please visit the store as I am certain you will find something you will fall in love with!

I am upset about…


1. The heat. The mind numbing-brain-melting heat. The other day I thought about skipping lunch because the thought of walking from the office to my parked car was a little unbearable. I am possibly exaggerating a little but I think the fact that I CANT TOUCH THE WHEEL OF MY CAR during the day is a sure indicator of the sun overdoing it. I tried going to the beach. Eating three scoops of Baskin Robins. Yet I have come to conclusion that I would prefer to take a nap until October.
2. Two butt-ugly cats that my building has adopted. These skinny, vicious looking animals are lounging around all day long waiting for one of the neighbors to bring over a saucer of milk or grilled chicken breast for their satisfaction! My neighbors must be out of their minds because they have actually resorted to feeding these invaders! Now, now. I am all for “feeding homeless animals” but these two fiends look like something hell threw up. I have never been a fan of Omani cats. They are not lovable and they are not affectionate. Half the time they are missing an eye or a tail. They freak me out. Every time I walk past them I am under the impression that the tougher looking one will jolt up and sink his huge white fangs into my ankles. They growl. I am pretty sure they growl.

3. The neighbor who bullies us. We lived in the same apartment for about two years now. Since the bike was stolen we resorted to a second vehicle, which is a norm around here. When we moved in the building was half empty, so we took the liberty of spray painting our flat number on the relevant parking space to ensure that we always have a spot under the shade. Ha ha. This gesture was rudely ignored by every Dick (and Harry..or however the saying goes). So I learned to live with that and we only park in the shade on a first-come-first-served basis now. Only when we have both of our cars parked there a grumpy neighbor blocks Alex’s car off with his and then endures being woken up at 6:30am with a pissed off Alex to move his car the fuck awaaaaay. This petty man ensures us that the shaded parking space is for 1 member of the family only. This happened twice so far. We refuse to adhere to any “rules” this man made up, because 1. He is not the landlord and 2. The next time he does that I will call the police on his annoying ass.

4. Dunkin Donuts at the 18th November petrol station. Just this morning the thought of having a doughnut for breakfast helped me get out of bed. En route to work I stopped by the Oman Oil petrol station to pick up a few snacks and breakfast only to be cautioned “don’t buy those doughnuts madam, they are very old”. The salesman must have recently been elected employee of the month. So here is an idea Captain Duh, take them out of the little pink Dunkin Donuts fridge until new ones arrive, coz a strawberry/chocolate donut still looks good no matter how old it is. (Yes I did buy it, but no I didn’t eat it).

5. The fact that we have still not been able to find an Omani employee for my mom’s store. Hence the store remains closed for the public. Of course we have interviewed about a dozen girls who all promised to “Call back tomorrow” or “Start on Saturday at 9am sharp” but they were never heard from again. What is going on? What pisses me off the most if that when the tale is told everyone rolls their eyes and says “Oh well, Omanis! What do you expect?” Damn it that is not an excuse and no that is not an Omani thing to do!!!! That irritates me! Can someone please prove them wrong already? The timing seems to be perfect as everyone is yelling right left and center about a lack of career opportunities and attractive jobs in the market. Well here is one! Grab it!
I am done ranting. At least for today.

Job opportunity!

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Over the last few months my mom has been working very hard on establishing her own business. She is now the proud manager of a women’s clothing store located in Zahir Mall, in Khuwair. It is a very spacious, well lit, warm store that offers a range of bags, evening and casual shoes as well as dresses, pants and tops. The merchandise is from Italy, making it of a very high quality and certainly unique in Muscat- something we all welcome! It is a very well known fact that Muscat somewhat suffers when it comes to shopping extravaganza. So resist the urge to go to Mango/Zara/Gap the next time you are clothes hunting and visit the USF store instead! Only one little hic up there…the store is not open yet. Which brings me to my next point:


A boutique is looking to recruit an Omani sales girl. Applicant must be hardworking and social. Previous experience in sales is a plus. Attractive salary and comfortable working hours. Salary on probation is 250OMR and will be increased once probation is successfully completed. CVs can be email to

I am reaching out to you dear readers because so far the word of mouth I have spread amongst my peers has not been very successful, so if you happen to know anyone who may fit the profile described above- please encourage them to apply!

More on the opening of the USF store will be posted next week (Insha’lla). I will also be posting a link to the Facebook page of the store soon- featuring dozens of pictures of the merchendise!