What started as a simple problem for university student Aus al Ghassani has now turned into a growing Omani eyewear brand aiming to carve out its place in the local fashion market.
“My problem was simple. I didn’t have sunglasses”, Al Ghassani said with a laugh. “So I created a sunglasses brand”.
Founded in 2025 by Al Ghassani alongside co-founder Tariq al Bariki, Shu’aa began as an idea between two university students before evolving into what the founders describe as a locally built sunglasses brand focused on individuality, exclusivity and modern design.
Operating primarily online through Instagram, Shu’aa offers stylish, durable and protective sunglasses inspired by modern fashion trends. The brand focuses on exclusivity and individuality, with limited-edition models that are not restocked once sold out.
“We were students entering a market we never actually worked in before”, Al Ghassani said. “It was a big jump for us, from being regular students to suddenly becoming businessmen”.
The pair spent nearly six months planning the project before officially launching the brand online.
“We started by building curiosity”, he explained. “For around two months, we kept hinting that something new was coming to the market, but we didn’t actually show people what Shu’aa was”.
According to Al Ghassani, the mystery-driven marketing campaign helped generate early interest among university students, friends and social circles before the launch of the first collection.
“We honestly did not expect the demand”, he said. “Our expectations were very low, but the reality was completely different. We were shocked by how many people ordered”.
The brand currently offers sunglasses with UV400 protection, alongside polarised and non-polarised options. Al Ghassani stressed that Shu’aa manufactures its products rather than reselling existing designs.
“All our products are made by us as a company”, he said. “We do not resell”.
Design inspiration, meanwhile, comes from a combination of fashion trends, customer feedback and the founders’ own perspectives.
“We follow trends and ask people what they like and what they don’t like”, he said. “At the same time, we add our own point of view into every collection”.
Despite operating primarily online, the founders say building a distinctly Omani identity was always central to the business.
“Everything about Shu’aa is Omani”, Al Ghassani said. “The planning, the execution, the marketing, everything started from scratch here”.
The name itself was inspired by sunlight and global eyewear brands such as Ray-Ban.
“I looked at the idea of rays and searched for Arabic alternatives until I found the word Shu’aa”, he explained. “It just felt right”.
Al Ghassani also credited local businesses such as The Random Shop and Dozy for inspiring his entrepreneurial journey.
“I learned a lot from local brands”, he said. “Seeing Omanis create their own businesses made me feel like I could do it too”.
Balancing business ownership with university life has been one of the biggest challenges so far.
“Time management was the hardest part”, he said. “But at the same time, it became one of the biggest benefits because it taught me discipline and helped me grow as a person”.
Looking ahead, the founders say they hope to position Shu’aa alongside international eyewear names such as Oakley and Ray-Ban, while continuing to expand the brand beyond social media sales.
Moreover, the co-founder shared that the brand is preparing to launch its official website soon, allowing customers to order sunglasses and prescription eyewear directly online.
“When people see the website, they’ll feel like there’s nothing they can’t do on it”, Al Ghassani said. “We want to make ordering easier for everyone, whether inside Oman, the GCC or internationally”.
The founders also revealed plans to expand into prescription and clear glasses in the near future as Shu’aa continues scaling its presence both locally and internationally.
To find out more, Shu’aa can be found on Instagram at @shuaaa.om.
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