avingThis week, we speak to Amanda Mai Binger, General Manager at goshá buro. The brand is a creative agency specialised in concept creation, creative direction, and full project execution – with a focus on high-end events and experiences.
Welcome to the weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
So, to delve into Binger’s journey in the floral industry and creative industry, sat down with her to see how her journey in the industry began.
What was your favourite subject at school?
In the earlier years, it was definitely art. I would spend hours completely immersed in making things with my hands. Later, I also developed an appreciation for math. I think one of my strengths today is being able to bridge both worlds: I understand how creatives think and work, and I pair that with a structured, logical, business-minded approach – most of my decisions are a balance of both.
What was your first job?
My first job was working for a jewellery designer in Copenhagen. I would go in after school and spend hours making pieces by hand. It was so therapeutic and gave me an early appreciation for craftsmanship and attention to detail. During my university years, I worked in luxury retail, where I discovered an interest for visual merchandising and the power of storytelling through space and display.
What brought you to Dubai?
Love, though it sounds really cliché, is what brought me to Dubai. I took a big leap of faith and moved with my partner when he got a job opportunity there. Having arrived without a job and very little idea of what kind of market we were stepping into. I had come from a fashion background in London and naturally started looking into local businesses in the creative space. That’s when I came across Nat Morcos and goshá flowers. While flowers are not exactly fashion, I was completely captivated by the work and how different it was from anything I had seen before. I sent Nat a short message and by the next day I had an interview. Within ten days of landing in Dubai, I was employed.
What inspired you to enter the space?
When I came across goshá, I saw something so beautiful and unexpected, and I knew I wanted to be part of it. I followed my intuition. I joined goshá in its early days, when it was still ‘just’ a floral arts studio. At the time, we had a retail business and were just beginning to explore corporate projects. I was originally brought on as director of product development to build a product line for the brand but very quickly, my role evolved into something much broader. As we began working more closely with our clients, the scope of our work organically expanded. They started asking for more than just flowers and styling – ‘Can you design the table and seating layout? Can you print the menus? Can you manage the lighting, entertainment, photography?’ and so what started as floral styling grew into concept creation, design and full-scale event production. That’s when goshá buro was born.
Talk us through the concept?
goshá buro is a creative agency specialised in concept creation, creative direction, and full project execution – with a focus on high-end events and experiences. Neither the founders or I come from an event background, we simply fell into the space, and in many ways, that’s what allowed us to approach things differently. Our work might not always follow the most conventional path, but every project we create has soul. It’s experience-led and rooted in elevated aesthetics. Over the past years, we have tried our strengths through hands-on work, constantly refining our processes and finding our focus in the intersection of art, design, and luxury fashion. That same instinctive, design-led mindset shapes how we run goshá flowers. We approach it less like a traditional floral business and more like a fashion house following a seasonal calendar, launching spring/summer and fall/winter collections, along with capsule collections supported by original editorials and campaigns. Beyond goshá buro and goshá flowers, the group also includes SKOONI arts foundation & creative residences and Studio Morcos, which focuses on architecture and interior design. While each entity has its own identity and purpose, they exist in natural synergy and have a shared commitment to creativity, storytelling, and expression.
What are the key elements of your role?
Over the past four years, my role has evolved significantly – what started as a role within product development has grown into overseeing the entire group across multiple disciplines. One of the unique things about building a career in Dubai is how quickly things can move if you’re open and willing to grow. The pace here allows for rapid progression, and I’ve been lucky to be part of a business that trusted me to grow alongside it. While I oversee and stay closely connected to all the businesses within the group, the majority of my time is spent with goshá buro, working in depth on our creative projects. I lead the concept development process, ensuring each idea is thoughtful, aligned with our client’s vision, and executed to the highest standards. I also manage a growing team of designers, producers, and collaborators. Strong relationships are at the core of everything I do, whether it’s with our clients, our suppliers or our team. I put a lot of energy into building trust, and understanding what people need. That sense of connection and collaboration is what I believe brings our clients back again and again, ensures our suppliers always deliver amazing work on our projects and keep our team happy, motivated and proud of the work we do together.
Talk us through your daily routine.
I’m not a morning person, I need 7 to 8 hours of sleep and a bit of quiet time in the morning before I can properly function. I usually start the day from home, checking emails and messages. I get to the office around 10 or 11. from there no days are ever the same. Some are creative, spent working on creative pitches and developing concepts. Others are more operational, filled with client meetings, supplier calls, or site visits. Some are a mix of it all. The industry is very unpredictable and things rarely stick to regular hours. We work mornings, evenings, sometime weekends – whatever the projects need. It’s intense, but so rewarding when you see your hard work come to life.
What advice do you have for anyone looking to follow in the same footsteps?
Reach out to businesses you genuinely admire. Businesses whose work resonates with you. Many creative agencies are constantly looking for fresh perspectives, even from people outside their immediate field. Don’t be afraid to bring a different lens or background to the table. And also just go for it: most of the people on our team, myself included, joined by reaching out at the right time.
Tell us more about the services
We create high-end experiences across events, floristry, design, and art. At goshá buro, we craft brand experiences from the ground up – developing concepts, creative direction, and full event execution. It always begins with one question: not just what will look beautiful, but what the brand is trying to say, and how we want people to feel. goshá flowers reimagines floristry. SKOONI focuses on arts, performance and cultural programming, while Studio Morcos focus on interior and architectural design.
What is the best piece of advice you have ever received?
It’s less a piece of advice and more a mindset I inherited from my parents, who are both entrepreneurs. They taught me that the goal isn’t chasing success for its own sake – it’s building something sustainable that allows you to keep doing what you love.
And what is the worst?
Growing up, I was always more quiet – not out of shyness or arrogance, just naturally calm and intentional with my words. During my high school years, I was often told that if I didn’t learn to speak up more, I wouldn’t succeed. I’ve never agreed with that. I believe there’s strength in listening, observing, and speaking with purpose. You don’t have to be the loudest voice in the room to make an impact.
What’s the biggest challenge you have had to overcome?
As the business has grown, so has our team and with that comes the challenge of learning to let go. It’s something I have found very difficult. I care about every detail, so stepping back and trusting others with certain parts of the process has not come naturally. I understand the power of delegation and how important it is for growth, and it’s something I’m still learning and working on.
What’s lies ahead for the brand?
For goshá flowers, international expansion is a major focus. It’s something we’ve been working towards, and we’re excited to bring our vision to new markets soon. As for goshá buro, we are currently in a phase of refining our direction towards more art and design focused projects and bringing in the right talent to support that direction and growth. Summer tends to be quieter in Dubai, which makes it the perfect time to pause and make the necessary shifts to move forward in a better, stronger direction.
