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JUMA, however, didn’t simply stop at pop-up stores. JUMA now has a permanent boutique in the lobby of Four Seasons Tianjin where they will be launching their shoe collection this fall. The brand’s founders Jamil and Alia Juma also began designing soft furnishings for the hotel rooms and spa, including pillows, curtains, and bed throws featuring their signature digital prints and custom textiles. These are sold both online and offline in their hotel shop. For JUMA, the partnership with Four Seasons goes beyond retail, the brand also wants to be an integrated part of the