The way we shop is changing. While resale has become one of fashion’s fastest-growing sectors globally, the experience itself has often failed to keep pace. Between endless listings, uncertainty around authenticity and the logistics of meeting strangers to exchange items, buying or selling preloved pieces has rarely felt as effortless as purchasing something new.
A new UAE-born platform believes it can change that.
LUVED has officially launched in the UAE as a curated peer-to-peer marketplace where users can buy, sell and gift preloved fashion and lifestyle pieces through a single mobile app. Designed around trust, convenience and circular shopping, the platform combines authentication, secure payments, door-to-door delivery and artificial intelligence to simplify what has traditionally been a fragmented experience.
Rather than focusing exclusively on luxury, LUVED brings together premium and everyday fashion across men’s, women’s and children’s categories, with additional lifestyle categories expected to follow. Sellers keep 100 per cent of every sale through a zero-commission model, while buyers benefit from built-in protections designed to make shopping second-hand feel considerably more secure.
Authentication sits at the centre of the platform. High-value items are verified through a two-layer process that combines AI technology with expert human review, while luxury purchases are accompanied by digital authenticity certificates. Seller verification, secure escrow payments, a 48-hour return window and dispute resolution are all integrated into the platform, removing many of the concerns that continue to hold consumers back from buying preloved online.
Artificial intelligence also plays a practical role behind the scenes. Product listings can be created in as little as five seconds from three photographs, with the app automatically generating descriptions and suggesting pricing based on marketplace data. The company has also introduced LUVBOT, an in-app assistant designed to help users throughout the buying, selling and gifting journey. From surfacing relevant listings and recommending pricing adjustments to providing negotiation guidance and personalised recommendations, the assistant is intended to make the marketplace more intuitive as it continues to evolve.
Alongside these features, LUVED has launched My Impact, a personalised dashboard that measures the environmental impact of every transaction. Users can track estimated carbon emissions avoided, water saved and the number of items kept in circulation through resale, while a Nearby feature highlights listings within a 10-kilometre radius to encourage more local transactions and shorter delivery journeys.
Perhaps the platform’s most distinctive feature is Luved & Gifted, which allows users to give away unwanted pieces directly through the app. At a time when conversations around conscious consumption continue to evolve, it offers an alternative to traditional resale by extending the life of products that might otherwise remain unused.
The idea grew out of founder Shaima Sibtain’s own experience after moving to Dubai, where she found it surprisingly difficult to sell or even give away quality items. That frustration ultimately became the foundation for a platform designed not simply to facilitate transactions, but to make passing things on feel effortless.
As part of its launch, LUVED is opening its first 500 places to founding members, who will receive early access to curated drops, increased visibility on the platform and complimentary authentication for luxury pieces for a limited time. The app is currently available on the App Store, with an Android launch and full Arabic version set to follow as the company prepares for regional expansion.
