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      How I got my job as… Founder of this bespoke Dubai-based artistic cake business

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      Lifestyle

      by Sarah Joseph
      1 hour ago

      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.
      This week we chat with Luma Makhlouf, Founder of Luma’s Cakes, an exclusive cake boutique with signature artistic creations to make each client feel special on their big day. With a passion for baking, Luma followed her heart to build a brand and design baked goods after founding the restaurant Maiz Tacos, Makhlouf has expanded its offering to bring you more decadency and deliciousness.
      Now, the scrumptious new creations are launching to the masses after two and a half years of being perfected by Luma, and tried and tested by her friends and family.
      Emirates Woman sat down with the brand’s founder to learn about her career path and how she’s converted her passion into a full-time business.
      What was your favourite subject at school?
      I absolutely loved English in school. I had some fantastic teachers who really made me enjoy reading and writing. I was a big fan of fiction and would spend my summers devouring tons of books.
      What was your first job?
      I started working at a mall when I was 14 years old. I was eager to be independent and earn my own money, so as soon as my parents let me, I never stopped working! I’ve had a lot of jobs over the years and learned a ton about people and work ethic. To this day, I still love working. Some people think I’m a little crazy for it, but I just can’t get enough, it keeps me sane.

      What brought you to Dubai?
      After university, I took some time off and ended up in Jordan with my mom. I worked there for a few months and then got offered a job in Dubai. I had heard so much about it and it sounded like such a different experience from my life in Chicago, so I decided to give it a shot. 14 years later, I’m so glad I did! Dubai is an incredible place with so many opportunities for women and entrepreneurs.
      What inspired you to enter the food space and launch HL Food?
      I’ve always had a dream of being a chef, and my mom was my biggest inspiration. So when I was living in Dubai about 8 years ago, I enrolled in culinary school to learn more. Then, when my husband and I got married, we decided to launch a food truck called Maiz Tacos. It’s been a dream come true and I’ve never been happier. From there, we expanded our brand and started two more businesses: Good Burger and Luma Cakes. They’re all like our babies and we’re so passionate about them. We really believe they fill a need in the market and are doing something special. I grew up in Chicago where Mexican food is as popular as shawarma is here, so I knew I wanted to create an authentic, made-from-scratch Mexican brand. For Luma Cakes, it was similar. I missed those simple, fresh, flavorful cakes that my grandma used to make, so I worked with a fantastic team to bring that experience to life.
      Talk us through the inspiration of your pieces.
      The inspiration behind all of our brands is to use only the freshest ingredients. No canned goods, no frozen food, no chemicals or hormones. We believe in using raw, premium ingredients to create the best possible versions of our recipes. That’s really the secret to our success, and of course excellent customer service. I waitressed all through college, and we invest just as much time in our front of house as we do the back, we want you to feel the vibe when you interact with our brand at every touch point.
      What are the key elements of your role?
      Since it’s just my husband and me running the business, I wear a lot of hats. I might be a waitress one day, a chef the next while working on marketing strategies simutaneously. I’ll do whatever it takes to keep the wheels turning. The one thing I’m not great at is admin and accounting, so you’ll probably catch me snoozing during those meetings. But my husband is a wizard in that department, so we make a good team.
      Talk us through your daily routine.
      I’m a mom of two now – a newborn and a three-year-old. Mornings are a little hectic getting my older one ready for school and trying to keep the baby on a sleep schedule. I love getting my little one dressed for the day, then snuggling with the baby before starting my day. I check my phone for any urgent work stuff like catering or cake orders, then have breakfast and reply to emails. I feed the baby again and head out for any errands or appointments I have that day.
      What advice do you have for anyone looking to follow in the same footsteps?
      For anyone looking to start their own business, my advice would be to focus on your why and keep going. It’s easy to get caught up in what everyone else is doing, but it’s important to remember your own path and goals. Some days will be tough, but if it’s truly your passion, you’ll find a way to make it work. And don’t be afraid to ask for help or delegate tasks to your team if you need to.
      What is the best piece of advice you ever received?
      The best advice I ever received was to delegate, ie hire a general manager. When I finally started to let go a bit, and trust in the process and my amazing team I learned that it was possible to remain on track while not doing every single task asked of the business. It has changed my work–life relationship for the better.

      And the worst advice
      That I had to have investors to succeed in Dubai. I learned that you can definitely make it work on your own, it just takes a little more effort and determination.
      What is the biggest challenge you had to overcome?
      One of the biggest challenges I faced was during the pandemic. We had just opened our first location and I had just given birth to my daughter. There were times when we thought we might not make it, but we kept coming up with creative ways to connect with our customers and build trust. And before we knew it, we were actually growing more than ever!
      What are the future plans for your brands?
      In terms of the future, we’re looking to expand our brand to new locations and potentially even create new ones. Exciting times are ahead.
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
      Images: Instagram & Supplied More

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      Exclusive: At home with Founder & Creative Director of ROMANI, Haya Jarrar

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      Lifestyle

      by Dan Robinson
      2 hours ago

      VIEW GALLERY/ 13 IMAGES
      Nothing excites us more than aesthetic interiors and clean spaces.
      One such home that stands out prominently is of entrepreneur Haya Jarrar. Known for her luxury fashion brand, Romani, she has made strides in every aspect of her career and she highlights this in every element of her home too.
      From muted hues to carefully curated furniture pieces, every corner is tailored to pay homage to her keen eye as a curator.
      For an exclusive peek, Emirates Woman shares all our most loved elements from Jarrar’s home.
      How long have you lived in this space?
      For almost two years.
      Did you have a clear concept from the outset, and which key pieces are your favourite?
      I knew exactly what I wanted from the start… the coffee tables I designed. I feel they are more like pieces of art.
      Have you custom-built any bespoke pieces?
      Coffee tables, the dining table, some of the stools around the house, and my bed and dresser have all been custom-built.
      How do you think your interior reflects you/your brand?
      The colours of the house are very neutral yet the design of the house is very bold which mirrors me as a person. And just like Romani (my clothing brand) every piece in the house is memorable and fun. Describe your taste in three words. Raw, daring and controversial.
      November’s – The Collectors Issue – Download Now
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
      Images: Supplied, Photography by Mark Mathew More

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      Made With Love – The Entrepreneur Issue cover shoot with Salama Mohamed

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      Lifestyle

      by Amy Sessions
      2 hours ago

      VIEW GALLERY/ 9 IMAGES

      Founder & CEO of Peacefull, Salama Mohamed tells us what it takes to build a brand from scratch and how integrity is important for engagement.

      Words & Creative Direction: Amy SessionsPhotographer: Žiga MihelčičCover Star: Salama MohamedFashion Editor & Production: Dan RobinsonProduction: Olivia MorrisMakeup & Hair: Michel Kiwarkis at MMGVideographer: Ahmed AbdelwahabFashion Assistant: Sarah JosephBespoke Suit: Suited & BootedWith special thanks to Stellar Studios
      What do the first 30 minutes of your day look like, your morning routine?
      The first 30 minutes of my day start off with gratitude journaling. It is a habit that I am proud that I started (and kept at it!), because those brief reflections on moments that I was and am thankful for have drastically changed how I perceive certain situations and adjust what I should focus on. Afterwards, my AM Peacefull skincare routine is in full swing. I head down to the kitchen for breakfast and spend the rest of my morning with my family until we kick off the day ahead.
      Peacefull was born as a range designed to help men and women be at peace with themselves and embrace their skin for all its qualities. Is this the core DNA of the brand?
      Absolutely! With the realization that I was not alone in my search for clean, inclusive and effective skincare, creating and launching Peacefull was truly done so as a labour of love. Another key aspect at the core of Peacefull’s DNA is that the formulas are specifically tailored to the region’s needs and furthermore, they are entirely backed by science. Peacefull is made for the region, by the region and it is certainly people-powered. We want you to feel at home in your own skin.
      How challenging was refining the production of your products and is there a huge amount of red tape around launching a skincare brand?
      The challenging part was firstly researching and learning about which active ingredients will provide the required results depending on the needs of our region. After finding the right balance and amount of each active ingredient, we ensured that our products – from the formula to the packaging – underwent rigorous testing so that they are presented at the highest standard. The process of red tape is warranted to a certain degree be- cause launching a skincare brand must be taken seriously – these are products that are applied directly to our bodies and companies should be held liable should their products put people’s health at risk. Given the various kinds of skin tones and types, Peacefull is dermatologically tested for sensitive skin, regionally focused and always, formula-first.
      How do you define which will be the new products you will take to market and which has been your favourite to date?
      Firstly, I ask myself, “What does my skin need? How are our weather and climate affecting my skin?” From there, my research into the right active ingredients begins. I believe in the healing powers of natural, botanical-based items. It is hard to pick a favourite because each of the products in the Hya, Centella! a collection specifically serves their purpose in supporting and repairing your skin’s health.
      How has having a following across social media supported the growth of Peacefull and is integrity the vital ingredient in what you create?
      Having a supportive following did allow Peacefull to organically grow and to raise and spread awareness both to the online and offline community. I highly regard my following as an extension of my family, because of their absolute support. Thankfully, Peacefull had a welcoming platform to showcase its results and effectiveness – and to educate the public on their creation and clinically proven ingredients as well. Integrity is a vital ingredient; So are precision, innovation and intention.
      Peacefull is focused on clean beauty. Was this key for you from the outset?
      Always, especially because I am blessed with vitiligo – and am well aware of other people’s skin sensitivities, whether it be eczema and rosacea to psoriasis and acne-prone skin.
      How do you balance the creative and commercial sides of the business and do you feel more drawn to one than the other?
      I make it a point to find the ‘sweet spot’, the right balance between my creative and commercial sides. My creativity knows no bounds and I rely on my commercial know-how and experience to keep me grounded and above all, realistic. I am more drawn to my creative side because it leads me to create entirely innovative formulas that fuel my passion for helping others, starting with skincare.
      How many people are on your team now and did you start out alone?
      I did start out alone with the vision of Peacefull and the research – However, most importantly, I never felt alone. I built Peacefull in the confines of my own home while simultaneously growing my following who helped me find my voice and refine Peacefull’s ethos accordingly. Currently, Peacefull has a small yet mighty internal team of dedicated, loving and passionate professionals who all play a pivotal role in Peacefull’s expansion.
      What would be your advice to other entrepreneurs regarding taking on investment from external parties? Is it necessary?
      Nobody has the same entrepreneurial journey. The best advice I can give to entrepreneurs is to continuously educate themselves, to in fact invest in themselves and when needed, ask for help and guidance from experts within their desired fields or industries. External parties can be beneficial and helpful in many ways, other than fiscal. They can also offer support, advice, direct and sometimes, that is worth more than an investment.
      What have been the biggest challenges to date and how did you overcome them?
      I expected the external and logistical challenges that come with launching your own business – as any aspiring entrepreneur will surely tell you. My biggest challenge started off internally, finding the courage to translate my vision into fruition. I knew that in doing so I am exposing myself, my insecurities and sensitivities to the public, sharing with them my personal struggles as well as my journey of self-love and acceptance. Once I realized that, my story had to be told for it is not only my experience with skincare but a universal one. I overcame my internal challenges by in fact allowing myself to open up to others.
      How do you approach scaling without compromising on quality?
      Preserving quality is of utmost importance. We ensure that every unit we create is placed under rigorous testing so that they can withstand any issues – for example heat brought on by harsh weather conditions. When it comes to scaling, we make sure from an operational perspective, that it is done in a timely manner. Scaling comes naturally, so we dedicate our entire focus on the product’s quality and longevity.
      Have you had any mentors along the way and if so, what knowledge did they impart?
      My main mentor has been an internal drive. I believe that a mentor can be presented to you in any form and shape – and does not necessarily have to be an “individual”. My internal drive taught me to follow my instincts, stay self-motivated and how to manage speed bumps along the way.
      What advice would you give to your younger self?
      Get ready to fail. It is harsh advice but has so much truth to it. We feel ‘failure’ way before it is actually the reality. I’ll tell my younger self that it is truly the only way to learn and to build resilience.
      You celebrated your first anniversary of Peacefull in June. How did you know it was the right time to launch your business and what was the final catalyst?
      We are so proud to celebrate Peacefull’s one-year anniversary! However, it was a concept that took years in the making. When it comes to any kind of launch, there never really is a supposed ‘right time’. You must take the plunge and dive in. And that’s what I did – the right time is the time you decide it to be. The final catalyst was an overall feeling, that moment of serendipity that overpowered me to take that crucial first step.
      This is The Entrepreneur Issue – what does this mean to you?
      This is an honour and privilege because it is a testament that hard work does pay off. The ‘Salama Mohamed’ of a few years ago, with a dream to launch her own clean skincare line, with a dream to be an entrepreneur, would be in awe. For Peacefull, an idea and a concept that ventured into the unknown without any certainty of success, it means that it has fulfilled its role of being a brand that people can rely on. It means that Peacefull’s overall message of self-love and inclusion is a collective belief.
      September’s – The Entrepreneur Issue – Download Now
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
      Images: Supplied More

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      7 Emirates flight attendants forging new career paths

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      Lifestyle

      by Sarah Joseph
      1 minute ago

      Balancing two careers doesn’t come easy, but Emirates cabin crew members show us how it’s done.
      From launching their own fashion labels to jewellery brands, these talented individuals have made a mark for themselves beyond the world of aviation.
      To champion these talented cabin crew members, Emirates Woman has curated a list of flight attendants who prove that you can do both.
      Luciana Tanase

      Besides her full-time career as an Emirates cabin crew member, Luciana Tanase has also founded her own fashion label, I-LO. This Romanian-based fashion label offers an array of everyday wardrobe staples such as crop tops and partywear pieces. With a passion for travelling, she’s managed to garner a massive fan base and dedicate time to growing her fashion brand’s presence online.
      Yassmine El Kholy

      With a passion for yoga and other meditation practices such as sound healing, Yassmine Elkholy is a part-time yoga instructor and an Emirates cabin crew member. She has been part of several campaigns for brands such as Reebok and Alo Yoga, making a mark for herself in the world of fitness. With a focus on complicated poses, she has garnered a dedicated audience who are keen to learn about the practice.
      Maria Soldatova

      With over 11 years of flying experience, Maria Soldatova is a long-standing Emirates cabin crew member. With her dedicated love for travelling, Soldatova decided to launch her own jewellery brand, Zoldi Jewels, designed with all the wanderlust inspiration. The pieces consist of airplanes, seashells, a map and various countries she’s visited around the globe. The pieces are sustainably produced in a conscious environment for the workers. As an entrepreneur, she has learned the art of dedicating her efforts to both her profession and brand.
      Danai

      Danai has visited over 48 countries as an Emirates flight attendant. Originally from Greece, she has established herself as a travel content creator with her pictures from around the globe. From surfing to skydiving, she’s always on a mission to try out new activities while sharing her fashion inspiration. Her loyal fan base is always keen to see where she’s off to next and what her outfits are.
      Margot

      With long-haul flights and numerous hours spent on air, Margot started her own YouTube channel and is now a part-time vlogger. With all the new countries she has visited, she shares snippets of her life as a cabin crew member, her channel has reached over 51,000 subscribers.
      Hana Brvar

      This Slovenian cabin crew member has travelled to a host of countries around the world. After pursuing her law degree, she decided to become a full-time flight attendant and makes time for her hobby as a professional ski instructor. From Portugal to Sri Lanka, she has seen the world and constantly shares photos of her travel experiences.
      Olia Podvolotskaya

      Podvolotskaya wears many hats. Along with being an Emirates cabin crew, she has been a dancer for 18 years and is also a part-time English and German teacher and interpreter. In May 2022, she officially completed her training programme and is now a full-time flight attendant for Emirates.
      So, who says you can’t do two things at once?
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
      Images: Supplied & Feature image: Instagram @luciana_tanase More