Retold was opened by founder Sian Rowlands, to encourage people to purchase and use second-hand clothes instead of spending on brand new outfits. The founder encourages customers to stop following the fast-changing fashion and buy long-lasting and well-made pieces that would go along with the changing surroundings. This is a way to help the planet get greener by just changing our notions about fashion. She has curated second-hand clothes from high street fashion and designer labels in her 3000 square foot boutique in Al Barsha, Dubai.