This week we speak to Haidi Al Marsumi, Founder and Creative Director of Haidis PR and Haidis Floret, a UAE and UK-based floral boutique and PR agency.
Welcome to the Emirates Woman 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.
From bespoke arrangements for events to managing clients through her boutique PR agency, her creative journey is testament to how she’s always ahead of the curve.
In an exclusive interview with Emirates Woman, we delve deeper into Marsumi’s creative vision, lessons learned, and how her journey in the industry began.
What was your favourite subject at school?
English Literature, as I’ve always been fascinated by storytelling and how words can capture deep emotions and create vivid images. This love for literature has influenced the way I approach both branding and floral design, where every detail tells a story.
What was your first job?
My unofficial first job was growing up in wedding halls, watching creativity unfold alongside my mother, who was a wedding planner. She would give me small tasks to keep me busy while I watched creativity unfold around me. That early exposure sparked my appreciation for the process behind events. Later, my first official business venture was launching a fashion line as part of the Young Entrepreneur competition by His Highness Sheikh Mohammed bin Rashid Al Maktoum, which gave me invaluable experience in entrepreneurship.
What brought you to Dubai?
As I grew up in Dubai, I’ve always known there’s no better place to start a business than here. Even when If I operate in multiple countries, I will always need a base in Dubai because of its unique blend of innovation, culture, and opportunity. This city inspires me to grow my brands while staying connected to a dynamic and ambitious community.
What inspired you to enter the PR and floral space and launch your brands?
I hold a Bachelor’s degree in Business Administration with a focus on Marketing and E-commerce, as well as a Master’s in Digital Marketing. I’ve worked across various sectors in marketing, but I found my true passion in PR, especially because it’s closely connected to psychology, something I’m deeply interested in. I wanted to start my own company because nowadays, marketing and PR are often divided into too many confusing labels, sometimes just for sales reasons. But the truth is, PR is a marketing tool, and the real impact in marketing based on consumers psychology and building a real connection as well the image you build for the brand through effective storytelling. I wanted to create a company that combines it all. This space perfectly serves both my passions and creativity. I love organizing events and tying them to a brand’s DNA to create meaningful experiences, and nothing beautifies an event quite like flowers. Floral design is a therapeutic art, one that only true lovers of the craft truly understand.

Talk us through the concept?
Haidis.PR is focused on building authentic brand stories through strategic communication. It’s about helping brands connect with their audiences on a deeper level using consumer psychology, storytelling, and tailored brand positioning. Our aim is to create PR that’s not just noise, but a meaningful narrative. Haidis Floret, on the other hand, began organically. During our events, we received so many inquiries from guests asking if they could order the floral arrangements separately. My passion for flowers was obvious through the floral pieces I designed at events, and it felt natural to launch Haidis Floret as its own standalone brand. I wanted to extend the experience beyond corporate events and PR campaigns, to be part of people’s daily celebrations too, whether through online daily floral orders or personal occasions. Together, both brands complement each other by blending strategy with creativity, building stories you can see, feel, and remember.
What are the key elements of your role?
In PR, I craft ideas and build storytelling that carries both emotional and psychological meaning, always connected to the brand’s identity. Whether it’s an event, PR gifting, a photoshoot for a campaign or daily social media content, I act as the creative director behind every concept, making sure it aligns with the message we want to communicate. On the floral side, I design every piece personally, whether it’s for a large-scale event or the website collections. I always create the initial design, then our florists follow that direction. Floral design is a deeply creative process for me, and I see each arrangement as a piece of art, ensuring it reflects the emotion and message behind the occasion. Together, both brands complement each other by blending strategy with creativity, building stories you can see, feel, and remember. Across both sides of the business, I stay closely involved to make sure everything is aligned, intentional, and elevated.

Talk us through your daily routine.
I’m an early bird and usually start my day around 5am. On calm, balanced days, I like to begin with a workout, it gives me a positive boost and sets the tone for the rest of the day. On event or shoot days, we often start as early as 6 or 7 AM, making sure the set is ready and the floral designs are executed perfectly. For large installations, the setup can begin two or even three days before the event. My day includes everything from overseeing floral styling to coordinating talent, deliveries, and guest arrangements. In my field, there really isn’t a fixed routine, some days are packed with morning back-to-back shoots and evening events, while others are calm and quiet, giving me time to reset, recharge, and plan.
What advice do you have for anyone looking to follow in the same footsteps?
My advice would be to stay authentic to your passion and never stop learning. Focus on building genuine connections with clients, your audience, and your team. Understand the psychology behind consumer behavior; it’s what makes your storytelling truly effective. Most importantly, let everything you do carry valuable sentimental meaning. Remember, you succeed best at things you’re passionate about the most. When you put that energy into your work, people will resonate with it. Also, don’t rush growth and always think long-term success, not short-term.
Tell us more about the pieces?
Each piece we create is crafted for a reason, carefully connected to the meaning of the flowers and tied to the personality of the individual or brand. For example, our Haidis.Floret website “Feeling Extra Collection” features giant floral bags designed for the senders who love to give, and for the receivers, it’s for those who love to stand out from the standard. We also create artistic, sculptured floral designs for brands that focus on creativity and bold expression. Every flower has its own meaning, allowing it to speak uniquely for a brand and deepen the emotional connection with its audience.
What is the best piece of advice you have ever received?
The best piece of advice I’ve ever received through this field is: instead of making someone else’s dream come true, make yours. This mindset inspired me to start my own company and pursue my true passions. Even if it means more work than an ordinary job, at least I am building something of my own that will last a lifetime with me.
And what is the worst?
I think the worst advice I’ve ever gotten is to chase trends for the sake of views, whether for personal branding or brand building. While it might bring quick attention, it often lacks authenticity. It’s much better, even if it takes more time, to build something genuine that people won’t just remember for a few months but will leave a lasting impression and create loyal customers for life.

What’s the biggest challenge you have had to overcome?
Throughout my career, I have remained patient and resilient. While I haven’t faced major obstacles so far, some challenges are more mental than practical. For example, not everyone shares my taste or perspective, so sometimes, even if the outcome isn’t exactly as I envision, I need to compromise and truly understand the client’s personality and preferences. It’s essential to incorporate their individuality into the work, even when it differs from my own vision. Additionally, being a perfectionist and working with intense passion can be exhausting. Since not all team members share the same level of passion or attention to detail, I’ve learned that patience and empathy are key to effectively guiding and supporting the team.
What’s lies ahead for the brand?
Haidis PR and Haidi Floret are growing in exciting new directions. At Haidis PR, we carefully select projects to ensure each receives our full creative focus and maintains the highest quality. Meanwhile, Haidi Floret operates more freely, reaching a wider audience with everyday floral offerings that bring beauty and meaning into daily life, not just special events. We are expanding into new concepts and locations, both locally and globally, while keeping Dubai at the heart of everything we do.

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Images: Supplied More

They never disappoint When it comes to to eating out, our editors have their firm favourites that guarantee a great meal that’s worth the money. Although we can’t wait to dig our forks into one of the many new restaurants set to open in Dubai and Abu Dhabi,the ones below never fail to satisfy on […] More

If 2020 did anything to our mentality when it comes to our wardrobes, it put what good clothes mean to us into perspective. When we’re sitting at home for months on end dreaming about a life outside of sweatpants, it’s easy to see how much our clothes do for our identity in a precedented world; our fashion choices are both an expression of ourselves and a part of who we are, whether we normally realize it or not.Whether or not you opted to wear any non-sweatpants this year, you probably felt an ache for a former version of you that strolled into the office in the morning in clothes that made you feel your best, rather than keeping a revolving door of sweatshirts at the ready. But regardless of whether or not fashion weeks are happening or we’re leaving the house, fashion still exists, and a new season is here to show us what it has to offer. These are the trends we have our eyes on for winter 2020 (bonus: the majority of them are quarantine-approved).

’70s-Inspired 

Source: Janelle Marie Lloyd | @waityouneedthis

If you’ve been on any store’s website over the past few months, you might’ve noticed some prints and colors that remind you of your grandma’s old living room wallpaper, but the patterns and olive and deep orange tones are paying homage to the ’70s, a trend that’s more prevalent than ever this season. It might be time to dig through your mom’s old clothes that she was never able to part with.

Oversized Puffers

Source: @lydiajanetomlinson

Gone are the days that having a giant winter coat on is a fashion faux pas; this year, the bigger, the better. Make a statement with a puffer in an oversized fit, out-of-the-box color, or fun texture.

Leather pants

Source: @alyssa.lenore

By now, you’ve probably gotten the gist that leather everything is in this year, with pants making it to the top of the list. This is a trend that you can get wear out of for years to come; there’s hardly anything chicer than a good pair of leather pants in the winter. To feel more 2020 and less Sandy in Grease, opt for a trouser fit rather than a skinny one.

Chunky boots

Source: @nadiaanya__

In a shockingly practical twist, winter’s biggest boot trend are a kind that can withstand any kind of weather. Just about every retailer is stocked with options in every color and variation you can imagine, so all that’s left for you to do is pick which ones you like the most. Don’t feel weary about your ability to rock them; paired with something even as simple as jeans and a sweater, they basically style themselves.

Cardigans

Source: @mylittlebooktique

You’ve probably seen every fashion Instagrammer you know rock a cardigan or two this fall, and they aren’t going anywhere come winter; from tiny, cropped options to slouchy, chunkier ones, the cardigan is the knitwear of the season.

Quilting

Source: @jnaydaily

Quilting details on everything from sweaters to jackets to bags will be leaving us with a little extra detail to admire on our winter 2020 pieces, and given the homey, cozy feels it exudes, it feels all too appropriate for this year.

Sweater vests

Source: @thesilvermermaidxo

If you told us we’d be excited about wearing sweater vests come 2020, well, it wouldn’t be the most shocking part of the year, but it would be up there. Layer the preppy piece over a white button-up or patterned blouse to pull it off seamlessly.

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As many of us watch from afar in the awe of the lives of many celebrities, sometimes the grass isn’t always on greener on the other side.
While celebrity comes with legions of adoring fans, a life of luxury and often more money than most of us could ever imagine, it isn’t always what it seems. A recent alleged incident at Kylie Jenner’s home in Los Angeles is proof of that.

According to TMZ, the makeup mogul has filed a restraining order against an alleged intruder.
The outlet reports that last month the intruder allegedly broke into a home in Jenner’s gated community in November, but did not take anything. However, he reportedly told police officers who were called to the scene by security guards of the community that he was there to see Kylie.

Now, the 23-year-old makeup mogul is seeking a restraining order against the alleged intruder following the break-in.
According to the court documents, which were also obtained by The Blast, the 23-year-old shared her fears for her two-year-old daughter Stormi.

Referring to the break-in and the intruder’s subsequent arrest Jenner stated, “I am informed that upon being arrested, he stated he was there for ‘Kylie’ but went into the wrong house.”
“I am also informed that he spontaneously stated to the arresting deputies that he was there to meet “Kylie.’ I am informed he travelled from North Dakota for the purpose of meeting me,” she continued.
Jenner noted that was no “legitimate purpose” for the man in question to be visiting her at her home as she does “not share publically” where she lives.
“The fact that he was able to ascertain where I reside, attempted to gain access to my home and in fact, broke into a home that he believed to be mine scares me,” she said.
“I have a young child and I also fear for her safety.”
– For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
Images: Kylie Jenner Instagram More

Life

by Ruman Baig
2 hours ago

Queen Rania of Jordan has added another role (the most precious, might I add) to her life. Recently, she became a grandmother to Princess Iman, child of Princess Rajwa and Crown Prince Hussein.
Her Highness Queen Rania took to Instagram to show a glimpse of her new life as a grandma. While being a Queen comes with its own set of duties, Her Highness knows how to make time for her little princess. “Baby Iman’s first Zoom board meeting earlier this week,” she captioned while cradling her precious granddaughter as attended to work.

This is Queen Rania and King Abdullah of Jordan’s first grandchild. The Royal couple of Jordan are often seen spending their downtime with baby Iman.

When did Queen Rania become a grandmother?
Crown Prince Hussein and Princess Rajwa welcomed their first child, a baby girl named Princess Iman, on August 3, 2024.
The Hashemite Royal Court shared a glimpse of Princess Iman, held by her father, the Crown Prince, while he performed the act of calling the adhan in her ear.
Take a look at the all the precious moments shared by Queen Rania:
Queen Rania also shared a heartwarming video of the family wishing Crown Prince Al Hussein on the birth of his baby daughter, as they make their way to the hospital to meet the baby Princess Iman.

Congratulations are in order for the Jordanian Royal Family — Crown Prince Hussein and Princess Rajwa welcomed their first child, a baby girl named Princess Iman, on August 3, 2024.

The Hashemite Royal Court shared a glimpse of Princess Iman, held by her father, the Crown Prince, while he performed the act of calling the adhan in her ear.
All of Princess Rajwa’s pregnancy looks so far:
Princess Rajwa looked radiant in a nude body con dress, standing tall next to her is the Crown Prince, dressed in a formal black shirt.

Previous Pregnancy Portraits
The Royal Court has unveiled new photos of Her Royal Highness Princess Rajwa Al Hussein, on the joyous occasion of her first wedding anniversary and her pregnancy in June 2024.
Princess Rajwa’s Official Pregnancy Portraits

Radiating elegance and grace, Princess Rajwa dazzled in a vibrant red dress by Alice & Olivia, complemented by exquisite gold jewelry that added a touch of regal splendour to her look. The photos beautifully captured the joyous moment in her life as she lovingly cradled her baby bump, symbolsing both a personal milestone and a bright future for the royal family. This special celebration highlights a year of love and anticipation for the Princess and the entire kingdom.
The anticipation of royal parenthood grows as the Crown Prince of Hussein and Princess Rajwa Al Hussein of Jordan eagerly await the arrival of their first child this summer.
First Outing Post Announcement
For her first public appearance after the announcement captured on video, Princess Rajwa Al-Hussein was spotted wearing a jumpsuit from Seraphine and carrying a Bottega Veneta mini tote, showcasing her radiant baby bump as she left THE ABDEEN store in Amman.

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Images: Instagram: @queenrani, @arabianroyalagency, @rhcjo More