Boutique boom

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  • Back in 2010 I was appointed to manage an abandoned law firm in Dubai. I had to increase revenues and re-create its reputation, and after weeks of dilemma, I rebranded the firm entirely and called it a "boutique".

    The label was proven highly successful because the word itself denotes what the clients needed from law firms during and post financial crises at that time: a client focused exclusive law firm with a small but expert team of cherry picked lawyers.

    The foregoing not only justified the abandonment as a strategic move towards exclusivity, it also allowed us to increase hourly rates to nearly $ 1,000.00 per hour.

    Target accomplished and exceeded.

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