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    How I got my job as… founder of the region’s first active gaming experience

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    Life

    by Camille Macawili
    4 seconds ago

    Welcome to the Emirates Man weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businessmen 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, Emirates Man speaks to Adam Schmidt, CEO of Activate – an interactive entertainment experience that fuses gaming and fitness. Founded in Winnipeg, Activate features a start-of-the-art facility at City Centre Mirdif including nine dynamic gaming rooms designed to test physical and mental agility.
    Here, Adam shares with Emirates Man the genesis of Activate, his career journey and key insights that comes with the job of putting together a first-of-its-kind active gaming experience in the region.
    What was your favourite subject at school?
    Entrepreneurship.
    What was your first job?
    My very first job was as a paper boy.
    What brought you to Dubai?
    We saw a high level of engagement with Activate experiences on social media, especially from the Middle East. This led to multiple partnerships being proposed in the region, among which Majid Al Futtaim stood out. We were particularly impressed by Majid Al Futtaim Entertainment’s enthusiasm, experience, and commitment to bringing Activate to Dubai, which made the decision to expand here an exciting one for us.

    What inspired you to enter the gaming and entertainment space and launch Activate?
    Our journey into the gaming and entertainment space began when we first experienced an escape room. We took the lessons from that and developed one of the much successful escape rooms in Western Canada. While running that company, we saw an opportunity to innovate and expand on the idea, creating a concept that was replayable and continuously engaging. That’s how Activate, the world’s first active gaming experience, was born. Activate is a unique blend of gaming, entertainment, and physical activity complemented by cutting-edge technology. One of the most exciting aspects of Activate is that it allows for constant innovation—being an inventor at heart, it’s a platform to keep developing new content and share it globally.

    What are the key elements of your role?
    Creating ideas that will drive Activate’s growth while expanding Activate rapidly across the globe.
    Talk us through your daily routine.
    My day starts at 5am with a power bowl, followed by an hour and a half workout. After that, I take my kids to school and head to the office. While I have meetings with international and prospective partners, I always make time to walk around and connect with the teams. In the afternoon, I pick up my kids and take them to hockey practice. Once they’re in bed, I get back to work around 9pm, where I focus on creative tasks and developing new ideas. At nighttime, I find I’m the most creative.
    What is the best piece of advice you ever received?
    The best advice I ever received was to consistently push myself beyond my comfort zone. Growth happens when you challenge your limits, and expanding what you’re capable of is key to both personal and professional success.
    And what is the worst?
    To settle. I strongly believe that you have one life, you have to live it.
    Tell us about the facilities and services offered at Activate.
    Activate offers a cutting-edge, tech-driven gaming experience that combines physical activity with immersive challenges. Our facilities are equipped with multiple interactive game rooms where players use RFID wristbands to track their progress and unlock new levels. Each game is designed to engage both the mind and body, with activities that range from solving puzzles to completing agility-based tasks. With a variety of games that are constantly updated, players can return again and again for a fresh experience. Additionally, Activate caters to groups of all sizes, making it perfect for team-building events, schools, parties, or just a fun outing with friends.

    What has been the biggest challenge you had to overcome?
    Our biggest challenge has been managing the complexity of running multiple types of businesses all under one roof, while expanding at an unprecedented rate. We’re not just a gaming company—we’re a manufacturer, franchisee, franchisor, production company, and game developer. Balancing all these elements while growing so quickly has been the toughest part. Despite the challenges, it’s incredible what we’ve been able to achieve in such a short time.
    What advice do you have for anyone looking to follow in the same footsteps?
    Find a partner (referring to his wife) that will be willing to accept that what you are about to do will take up the majority of your time, but you’re in it – together.
    What are your goals for the future?
    My goal for the future is to constantly create concepts that will bring positivity and people closer together.
    The first Activate in the Middle East is now open at City Centre Mirdif. For more information or to book tickets, visit playactivatemena.com. Tickets cost AED95 per player for 60 minutes.
    – For more on how to look smart and live smarter, follow Emirates Man on Facebook and Instagram
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      How I got my job as… Artist Director at Ethara

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      This week, Emirates Man speaks to Ethara’s Artist Director, Jason Johnson.
      Welcome to the Emirates Man weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businessmen 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.
      As the Artist and Content Director in Abu Dhabi, Jason orchestrates unforgettable live entertainment experiences by curating diverse lineups of international and local artists. With over 15 years of experience in the industry, Jason brings a wealth of expertise to his role, ensuring the seamless execution of each event through meticulously navigating contract negotiations and promoting teamwork across departments.
      Jason has built a diverse portfolio during his seven years at Ethara, spotlighting acts from Dua Lipa to Eminem, The Weeknd, Foo Fighters, and Guns N’ Roses, alongside stars like Pink, Post Malone, Andrea Bocelli, and comedians Dave Chappelle and Russell Peters. Jason also plays a crucial role in the Yasalam F1 After-Race concerts, blending top international artists with up-and-coming talents to create a vibrant atmosphere at the events.
      An influential player in the industry, Jason extends his influence beyond concerts to foster the local music scene, evidenced by the Regional Artist Spotlight programme. This initiative has elevated the profiles of over 25 local and regional acts through strategic partnerships.
      Emirates Man spoke to Jason to see how it all began. Here, Jason shares his career journey and insider insights that comes with the job of putting together a show like no other.

      What was your favourite subject at school?
      I enjoyed a few of them but Entrepreneurial Studies stands out the most to me. There was a programme back home in Canada for entrepreneurial studies in high school and I opted for it, not thinking much, and it left a much bigger impact on my life because of the lessons I’ve learned from it. It taught me a lot of skills that I find myself using to this day in my role that constantly has me negotiating with artist management, resolving issues, and strategically allocating our resources at Ethara.
      What was your first job?
      I worked as a cashier at a fast-food chain in Toronto. I believe it gave me a good understanding of working with a large number of people. One of the main aspects of my job was conversing with people, and working in the service industry definitely helped me build a strong foundation for dealing with different personalities. Since then, I’ve worked in the live entertainment industry for over 15 years, from owning an entertainment agency to now being the Artist Director at Ethara – it’s been a long journey to get where I am.
      What eventually brought you to the Abu Dhabi?
      I initially came here to visit a friend who had just relocated to the country. So when I came, checked it out, and thought, “I’m gonna live here.” And that was it. It was an immediate decision, but it took me six years to make it happen. During those six years, I would come back every year. The growth was exponential in the city and you could feel the energy throughout. And it felt like no idea was too big.
      What inspired you to enter the entertainment space?
      I believe I was always in the entertainment space. I think it comes from my Jamaican culture. Our culture is all about bringing families together on the weekends and organising parties and events. So it felt like a natural extension of things that I did with my family to my friends and then expanded it to everyone else.
      What are the key elements of your role as Artist Director at Ethara?
      The exciting part about my job at Ethara is that I wear many hats. It’s always interesting and challenging. Sometimes I act as a lawyer finalising contracts and then strategising e with the marketing team; no two days are ever the same and that’s what I love.
      In a nutshell, my main focus areas are artist procurement, IP development, and event programming. I can go from negotiating commercial points and also working with a team to delivering the events. Research and development is a big part of what we do. Trends have shifted, especially around F1 and subsequently with the Yasalam After-Race Concerts. The audience has gotten younger and more diverse We look at diversifying the lineup over the week. We try to adapt by looking at the trends, making sure that we are ahead of it. Our team works year-round to ensure we deliver the best event we can to support one of the biggest sporting events in the Middle East.

      Abu Dhabi Grand Prix 2023
      Talk us through your daily routine.
      I usually wake up around 7:00 AM every day and start my day with a matcha. I play some piano right after since I’m currently learning it. It helps me clear my mind and sets me up to start on the right note.
      I’ll start by checking my emails and liaising with artist agencies to plan any potential performances in the UAE. I’ll move on to researching artist touring data if we’re currently actively in a cycle of procuring artists and announcing artists. Then it’s my responsibility to coordinate with all of our other departments to ensure that whatever is contractually agreed upon is acceptable for everyone involved. After that, I facilitate the approvals for the announcement and serve as a point of contact to verify everything adheres to our contractual terms.
      In the background, a lot is happening, and we simultaneously plan for the coming years and look at what commercial shows might make sense for this year and years to come. Thankfully, we have such a great team that is well-oiled that has done this year after year. And I don’t think any of us individually could say it’s because of us. It really is a hive mind and a collective movement, especially when we are in sync leading up to an event.
      What advice do you have for anyone looking to follow in the same footsteps?
      What I always tell people is that the fastest and easiest way to achieve success is to be consistent. It’s the only way to do or become anything you want. If you get up tomorrow, and you’re like, “I’m going to take 1 step towards this thing”, you might miss a day. But what is important, is that the next day, you come back. You need to be determined to take another step that eventually compounds over time. These small steps move you yards. You may not see your progress right now, but the only thing that actually genuinely works is to be consistent. And the sooner you become more consistent, the easier it is for everything else to happen and fall into place.
      What is the best piece of advice you ever received?
      One of the best pieces of advice I’ve actually ever gotten was, “If you think the price of winning is too high, wait until you get the bill for regret.” And it speaks volumes to me because if you take a shot at what you want, you will always be content that you tried even if it didn’t work out. But to think, “What could have happened if I tried?” is a mindset you should try to stray away from. And I apply this advice daily in my professional and personal life.
      Tell us what guests can expect at the upcoming Yasalam After-Race Concerts?
      This year we have an incredible lineup of artists delivering an unparalleled 4 nights of entertainment at Etihad Park, headlining the Yasalam After-Race Concerts. Featuring world-class artists, the Abu Dhabi Grand Prix’s 16th edition will feature multi-platinum artist Teddy Swims and electronic music royalty Peggy Gou on the first night of the event. Friday and Saturday will feature Grammy award-winning artists and American icons Maroon 5 and Eminem, respectively. Wrapping up a four-day thriller is British rock legends Muse, closing the region’s biggest sporting and entertainment event on a high. You don’t want to miss these performances.

      Teddy Swims and Peggy Gou
      What has been the biggest challenge in your role at Ethara?
      When it comes to the Yasalam After-Race Concerts, we have to constantly think outside the box. We had to look at what made the most sense for the lineup. In recent years, we have definitely wanted to have an even balance of star power across the four days of the Abu Dhabi Grand Prix, which is something that we have been mindful of this year.
      But that decision alone involves 10,000 things that you have to consider. There are things like budgets, artist availability, artist calibre, touring dates, and all these elements that we look at solely for artist selection. It requires a lot of effort, and it took a lot to finalise the lineup this year. We are incredibly excited for our audience to finally see Muse, Maroon 5, Eminem, and our latest additions—Teddy Swims and Peggy Gou perform at Etihad Park.
      What are your goals for the future?
      My hope for Ethara is that we continue being what we currently are: the premier, one-stop destination for entertainment. Whether it’s small or large-scale productions of any kind, I want us to become a key player in the regional market, able to rival international businesses. I hope the team keeps refining and creating experiences that turn into core memories for people—moments they carry with them for life.
      – For more on how to look smart and live smarter, follow Emirates Man on Facebook and Instagram
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      How I got my job as…the CEO and Founder of Sparkle

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      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 speak Sarah Brook, a humanitarian with a strong drive for sustainable change, founded The Sparkle Foundation. With a strong academic background in psychology and sustainable humanitarian action, Sarah has successfully combined her theoretical knowledge with practical experience to create a thriving charity.

      Under Sarah’s leadership, The Sparkle Foundation has rapidly expanded its reach, becoming a leading force in transformative initiatives across the globe. The charity’s programs have a significant impact on communities in the UAE, UK, Europe, Africa, and the Middle East.

      Sarah’s deep understanding of human behavior and strategic planning has been instrumental in The Sparkle Foundation’s success. Through her innovative approach, the charity has become a beacon of hope for countless individuals.

      What motivated you to volunteer with 13 not-for-profit organizations worldwide before founding The Sparkle Foundation? How did those experiences shape your vision for the foundation?
      My motivation to volunteer with 13 not-for-profit organisations worldwide stemmed from the difficulty I faced growing up in finding meaningful, hands-on experience in the charity sector. Often, opportunities were limited to administrative tasks like photocopying or making coffee, or they were part of paid gap year programs that didn’t offer a genuine look at the inner workings of a nonprofit. I wanted something real—an unfiltered view of what happens behind the marketing campaigns. Finding these opportunities wasn’t easy; it required a lot of digging and leveraging my own network, often through friends of friends.
      Some of these volunteer roles were brief, while others were more extended, but each taught me invaluable lessons—what to avoid and what practices truly worked. I realized that best practices in the charity sector often lag behind those in the corporate world. However, these experiences gave me a unique perspective on how different organizations operate and what truly makes an impact. When I founded The Sparkle Foundation, I was driven to be a pioneer in the field because I had never found a charity that ticked all the boxes. I knew, from my exposure to the corporate world, that if a nonprofit is going to sustain itself, it needs to operate differently, with a fresh approach that integrates the best of both worlds.
      Can you share the moment or experience that solidified your decision to start The Sparkle Foundation, and why did you choose Malawi as the focus of your charity’s work?
      Malawi chose me, in a way. Age 18 when I was due to leave School and had no idea what I wanted to do aside of see the world, I pointed at a map, and my finger landed on Malawi. Coincidentally, I had a friend at school whose aunt lived there, so everything seemed to fall into place. It wasn’t until I was volunteering in Malawi that my decision to start The Sparkle Foundation was truly solidified. I underwent a life-saving operation while there, and afterward, I learned that many people, including children, were waiting to be seen by the doctor. I was prioritised because of the colour of my skin, and it struck me deeply. Knowing that others lost their lives while I was being treated was a turning point. I did not know how it would look but I was just determined to make a difference to at least one child’s life and make a difference in the country that saved me.
      The Sparkle Foundation is known for its innovative and sustainable model in the charity sector. How does your approach differ from traditional charity models, and what impact has this had on the communities you serve?
      The Sparkle Foundation’s approach is holistic because we recognize that you can’t address just one aspect of a child’s well-being in isolation. It’s often said that it takes a village to raise a child, and that’s because there are so many interconnected elements at play. We learned this the hard way—you can’t educate a child who is hungry, lacks access to clean water, suffers from a serious medical condition, or whose parents don’t value education. While education is at the core of creating lasting change, addressing these other critical factors is essential to making the biggest impact.
      We could have used our funds to feed over a million children by now, but we knew that wouldn’t truly change their futures in a comprehensive way. Instead, we focus on creating a sustainable model where the community plays an active role. We don’t believe in handouts; we see our work as a mutual commitment to creating lasting change. That’s why our community members contribute to our programs in whatever way they can, whether it’s providing firewood, volunteering in the kitchen, donating maize, or making small financial contributions. This shared responsibility gives them ownership and ensures that, long term, Sparkle can continue operating even if we were to leave the country.
      Sparkle becomes the hub of the community, and as a result of our impact, we have successfully replicated our model, now positively affecting 20,000 lives. Our sustainable, community-driven approach distinguishes us from traditional charity models and ensures that our efforts lead to long-term, meaningful change.

      You’ve overcome significant personal challenges, including a severe brain injury and life-threatening encounters. How have these experiences influenced your leadership style and your commitment to the charity’s mission?
      For me, leading The Sparkle Foundation isn’t just a job; it’s a lifestyle choice that I believe I was born to fulfill. After experiencing a severe brain injury, I went through a challenging period in my career where I realized that the charity couldn’t continue without me. This realisation fueled my commitment to building a strong support system around me and ensuring that Sparkle could leave a lasting legacy, independent of any one person.
      My personal challenges have profoundly shaped my leadership style and my dedication to our mission. Sparkle is deeply personal to me, and I think that’s why so many people are drawn to it—because there’s a face and a story behind the organisation. These experiences have taught me the importance of preventing others from going through the same burnout and trauma that I experienced. If I can create a best-practice framework and serve as an advisor to others who want to make an impact—helping them avoid the mistakes I made—then I consider that a great success.
      Sparkle is like my family. I’ve been with some of our staff since I was 18, back when we were all volunteers. Some might say I’m too emotional, but I believe if they had experienced what I have, both personally and with the people we serve, they would understand why I lead the way I do. I could never take another job now—waking up every day with the ability to change someone’s life and having a sense of purpose is a privilege not everyone gets to experience, and I am grateful for it.
      As Sparkle has grown, my leadership has evolved. We’ve had to professionalise, and now we have four boards across four different countries, with much more process and procedure in place. However, that doesn’t stop me from leading with a big heart and wanting the best for everyone. To some of our staff, I’m a sister, a mother, a friend, and a boss—it varies depending on when they joined the organization. We’re navigating our way through this journey the best way we can, always focused on making the biggest impact possible.
      What specific strategies are you implementing to disrupt the traditional charity sector, and how do you see the future of charitable work evolving?
      At The Sparkle Foundation, we’re disrupting the traditional charity model by prioritising time, knowledge sharing, and networking over just raising funds. We believe in applying the same high standards as the corporate sector because our work is about saving lives. This means investing in top technology, equipment, and talent to achieve the best outcomes.
      While there’s often criticism about charity administration costs, we know you can’t deliver excellence without resources. We’ve relied on volunteers, AI, donations in kind and technology to enhance efficiency and ensure transparency. Our rigorous data collection and reporting have attracted large organisations, proving that accountability is key.
      Looking ahead, I see the future of charity work embracing technology, transparency, and high standards, aligning more closely with corporate practices to create lasting impact.

      How has your academic background in psychology and sustainable humanitarian action informed your approach to running The Sparkle Foundation?
      My academic background in psychology and sustainable humanitarian action has significantly shaped my approach to running The Sparkle Foundation. Through my psychology degree, I gained a deep understanding of what drives people and how they work, which has been invaluable in fostering volunteer and employee engagement. Specifically, my knowledge of mental health has helped me create an environment where giving people purpose in their roles leads to greater fulfillment and commitment. Additionally, my studies in infant development were crucial in shaping our early childhood curriculum during Sparkle’s formative years.
      My master’s degree in sustainable humanitarian action connected me with professionals worldwide, many of whom work in UN-linked organisations. This experience provided me with deeper insights into how some of the biggest charities operate, and I’ve been able to apply some of that knowledge to enhance the Sparkle model as we prepare for further growth.
      With The Sparkle Foundation growing rapidly across the UAE, UK, Europe, Africa, and the Middle East, what are your plans for further expansion, and how do you maintain the charity’s core values as it scales?
      Our core values remain at the heart of everything we do. These values have become ingrained in our culture, ensuring that everyone within the organisation embodies them. This alignment naturally attracts volunteers and partners who share our vision. When these values are deeply instilled from the top down, those who don’t align with them are quickly identified, helping us maintain our integrity as we grow.
      We are learning and evolving as we go, recognising that there are still many challenges to navigate. However, that’s the beauty of Sparkle—we don’t pretend to be perfect. We’re committed to doing our best, and while we may not always get it right and often encounter failures, we approach these setbacks with honesty and transparency. By being realistic about our journey, we invite others to support and guide us along the way. This openness is key to preserving our values as we scale and continue to make an impact globally.
      You’ve represented England in Rugby 7s and hockey at a national level. How has your experience as an athlete influenced your resilience and drive in the philanthropic world?
      When I was 12 years old, I was told I was too fat to make it as a hockey player and that I didn’t have the right body type. I was judged before I even got on the field. A year later, I returned, weighing exactly the same but fitter than anyone else, and I made the team. Since childhood, I’ve always been driven to prove a point—when someone says no or that I can’t do something, I see it as a challenge to show that it can be done.
      This mentality has deeply influenced my resilience and drive in the philanthropic world. I believe we often limit ourselves by thinking we’re not capable of overcoming big challenges. When the problem seems too large, we doubt our ability to make a difference. But we just need to start somewhere. Look at Sparkle now—I was told by everyone stick to the corporate world, you can make more of an impact there. It began with one life and has grown to impact 20,000. I’m living proof that anyone with a dream can make it a reality. Playing sports at a national level taught me toughness, discipline, and determination. Even after failing, I never wanted to give up; I kept trying. I firmly believe that where there’s a will, there’s always a way.
      As an award-winning TEDx speaker, what message do you hope to convey through your public speaking, and how do you use this platform to advance your mission?
      My goal is to share personal stories that resonate with others, helping them see that the challenges they face are often universal. Many people in Malawi and globally will never have the chance to share their voices, and I recognise the privilege I have to speak on their behalf. Rather than shying away from this privilege, I embrace it, knowing that I can use my platform to educate others about the realities of the charity sector, the world, and how they too can find their purpose and make a difference.
      Through my speaking engagements, I aim to inspire a global movement. Sparkle is already present on every continent except Antarctica, and I believe that this is just the beginning. My hope is that as more people hear our message, they’ll want to get involved and change lives. By using this platform, I’m not only advancing Sparkle’s mission but also encouraging others to discover how they can contribute to creating positive change.
      Looking ahead, what are your long-term goals for The Sparkle Foundation, and how do you plan to ignite a global movement of changemakers through your work?
      Looking ahead, my long-term goal for The Sparkle Foundation is to impact 100,000 lives by 2030 and to create a best-practice framework that can be utilised by others who want to make a lasting difference. This framework will serve as a guide, helping others avoid the challenges we’ve faced while maximizing their impact.
      We rely heavily on word of mouth, and as long as we stay true to our values and keep faith, I believe we’ll witness something truly remarkable unfold across the globe. By igniting a global movement of changemakers, we aim to inspire and empower individuals worldwide to join us in creating meaningful, sustainable change.
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
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      How I got my job as… Specialist in Middle Eastern 20th and 21st century art

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      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’re putting the spotlight on Suzy Sikorski, Specialist at Middle Eastern 20th and 21st Century Art at Christie’s. Here, the New York native shares her early interests in the art world, what drives her main passion, and what it takes to raise up incredible talents with the aim of seeing Middle Eastern art flourish – regionally and internationally.
      What was your favourite subject at school?
      As a young child – totally science! I was a chemistry nerd and grew up with my aunt and uncle’s medical books. I’d even read and draw over them during breaks at school – much like artist Basquiat (Jean-Michel Basquiat) read Grey’s Anatomy books as a child.
      What was your first job?
      My first official job was actually Christie’s – as a Junior Art Specialist. I had plenty of internships across real estate, luxury and art sectors, but my first ‘real’ job was at Christie’s.
      Other internships included art advisor at Kim Heirston (Kim Heirston Art Advisory, New York) throughout most of college followed by Ayyam Gallery in Dubai.
      What eventually brought you to Dubai?
      In 2014, I was an exchange student at the American University of Sharjah. It was a crazy first trip moving so far away from my home and family in New York at the time. Further to that, I received a Fulbright Scholarship in 2016-2017 that paved the way for my official move to Dubai. Following the completion of my scholarship, I was fortunate to start at Christie’s as a Junior Specialist in 2017.

      What inspired you to enter the art space?
      I have an uncle who lives in New York who worked at Dolce & Gabbana for over 20 years, and is now with Alexander McQueen. Early on in my career he connected me with many creative individuals in the art, fashion and real estate sectors. I had the opportunity to work with powerhouse women straight out of high school and post college who introduced me to the luxury lifestyle sector.
      I always had a great interest in the Middle East, so during my time in New York I would actively search every bookstore and gallery to track down art magazines to read up on the Middle Eastern art scene. Whilst at University I also wrote and contributed articles on art exhibitions and artist reviews, and also published Middle Eastern artist biographies in Oxford University Press’ Benezit Dictionary of Artists. I mapped out all the regional artists living in the United States of America and made studio visits.
      In 2016, I also was part of the team launching GENERA#ION: Contemporary Art from Saudi Arabia exhibition in Minnesota Street Project, San Francisco, as supported by the King Abdulaziz Centre for World Culture (iThra) – which represented the first exhibition of contemporary art from KSA in the Bay Area.
      I then assisted galleries at Art Dubai and at Abu Dhabi Art which helped me connect within the art eco-system in the UAE and beyond. This was an invaluable opportunity to network and meet artists, gallerists, collectors, art lovers and creatives from around the world.
      Talk us through the concept of “Mid East Art”?
      Mid East Art is a digital storytelling platform across the art and culture eco-system of the Middle East region, founded and run by me. MEA acts as both an archival reference that documents and analyses the regional Middle Eastern modern and contemporary art scenes through in-person public and private storytelling initiatives, alongside curated digital art production. Its interviews and curatorial content is displayed, showcased in essays, video and text interviews, and as published articles on mideastart.com and on Instagram.

      The inception of MEA began after I completed my Fulbright Scholarship, awarded after my thesis on Hassan Sharif – my Fulbright focus covered artist video and text interviews of three generations of UAE art history. Mid-East Art is powered by community driven events, largely made in part from its Storytelling Sunday gatherings (interpreted and directed as performance) that ran from Autumn 2022 to Summer 2023. Past activations have included one day exhibitions, performance re-enactments, manifesto readings, exhibition walkthroughs in modern and contemporary galleries and museums, artist studio visits, each week directed and led by a different Storyteller as expert within the specific topic that allows a wider perspective on art: across music, dance, literature, cuisine, sports, among others.
      What are the key elements of your role?
      My role is multi-faceted and no two days are the same. I work to support raise awareness of art and artists across the Middle East to our international clients and to our Christies, international specialists. There is so much storytelling to expand upon and share the breadth and diversity of the regional art scene. Alongside building the regional Middle Eastern Art auctions, I also support a focus on integrating Middle Eastern modern and contemporary art into the Christie’s international 20th & 21st Century art sales, and private selling exhibitions to further build the market, especially for those Arab artists highly sought after by international clients.
      Talk us through your daily routine.
      As Specialist in Modern & Contemporary Art, my main focus is on securing top level Modern & Contemporary Middle Eastern Art for sale; this consists of consigning works for auction and private sales; continuing to expand my art expertise and fostering top level client relationships in the Middle East.

      My daily schedule includes meeting with clients to discuss valuations for auctions, private sales and strategic partnerships, that integrate both international and regional art. In addition to many messages and responses to clients internationally that I keep up with across time zones.
      Auctions of Modern and Contemporary Art take place globally and we have clients in the Middle East actively bidding and buying, so it’s important to set up the bidding support channels for them, and review the catalogue for each sale aligned with our clients preferences or collections.
      I travel across the GCC and beyond regularly visiting clients for object and/or art collection valuations and also attending art fairs and institutional shows for building client relationships and continuing to deepen my art expertise in the region.
      What advice do you have for anyone looking to follow in the same footsteps?
      I would take time to visit artist studios, regularly visit galleries and art auctions to gain a sense of the market as well as developing your own knowledge. I recommend placing yourself in the client or collector’s shoes to view the market as they would. Ask yourself what is it that they are looking for? What shapes their preferences? By doing this it supports craft a better understanding of what your clients are looking for as well as ensuring to continue to learn at every possibility.
      What is the best piece of advice you ever received?
      Never stop learning – no matter what stage of your career
      And what is the worst?
      Follow money over passion – no way!
      What has been the biggest challenge you had to overcome?
      I am an art specialist with over 10 years of expertise and experience both in the Middle East region as well as in Middle Eastern art. However, I do not have Middle Eastern roots or ethnicity. I come from an American family in Long Island, New York State, USA. It took time for me to establish myself in this market with clients and also within the wider art eco system in the Middle East. I overcame this by being able to demonstrate my expertise – whether in our auctions and via private sales, or advising clients and being able to share my knowledge. I also found that Mid East Art has opened doors. From producing digital mashups that started to mix American music, film, literature and other pop cultural references helped me start to connect more deeply with art.
      What are your future goals and plans for your career?
      I wish to continue expanding the Middle Eastern art market, across our regional sales, and also across our top level global Evening and Day sales of Modern and Contemporary Art whilst also continuing to expand Mid East Art storytelling initiatives at all levels: across regions, age groups and educational sectors. I would also like to encourage more females to enter the art market from the Middle East and continue to be a champion of female Arab artists.
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
      Images: Supplied More

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      How I got my job as…Head of Sotheby’s UAE

      by

      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 speak to Katia Nounou Boueiz, the visionary Head of Sotheby’s in the UAE since 2017. With her poignant leadership, she has transformed Dubai into a global hub for unveiling remarkable artworks and groundbreaking news, putting the city firmly on Sotheby’s map of cultural significance. In a detailed chat with Emirates Woman, Katia talks about her journey so far and how she envisions to shape the future of art in a thriving landscape like Dubai. You’ve been at the helm of Sotheby’s in the UAE since 2017, what inspired you to take on this role and contribute to Dubai’s emergence on the global arts scene? Looking back, it all came together almost as if by fate. I actually joined Sotheby’s all the way back in 2008, working in the London office but with a core focus on nurturing the new generation of collectors in the Middle East. When I married my husband in 2015, we decided to move to Dubai, and so I had to of course let management know. I certainly didn’t expect that they would turn around and offer me the chance to open Sotheby’s first office and gallery space in the Middle East (as you can imagine, it was an offer I could hardly refuse!). Shortly after, I found out I was pregnant, and nine months later, I was pregnant once again! Before I knew it, by the time the office had officially launched in 2017, I had two little ones under two, and an entire office to manage and run (my third child in a way!). It was terrifying and exhilarating all at once, and I can’t imagine it any other way. Eight years later – we are not only still here, but our team of three has expanded to eleven of us permanently on the ground in the UAE – so not only did we manage to survive, but we have also gone beyond our initial scope and feel proud to be part of the Emirates’ thriving ecosystem for the arts. Your involvement in bringing major artworks to Dubai, like the recent Picasso that sold for $139 million in New York, has been transformative. How do you approach curating and unveiling such significant pieces in the region? Dubai has long held a reputation for hosting the biggest, the best, the tallest, the most valuable… and so my strategy with which artworks and gems to travel to the doorstep of collector’s here has always partly aligned with that. Put simply, lets being the very best of the best that is on offer at our global auctions, because, why not? Standards and expectations here are high. With UAE as one of the culture capitals of the Middle East, and with the great appetite we have witnessed, it doesn’t take much convincing for the business to send us these incredible highlights. Whenever something major is about to be announced for auction at Sotheby’s, I jump on a call with the head of department or most relevant specialist, and we talk through bringing it to the UAE as part of its global travelling exhibition (or indeed, more and more, as the very first stop on the tour). When we know what it is that is coming, we plan a whole host of programming around it – from collaborations with our wonderful neighbours The Arts Club, to educational talks with our specialists and relevant spokespeople. For the most exceptional lots, we also make sure we work closely with Dubai Culture and DIFC, who have been so supportive in the past. We have been lucky enough to bring the likes of Marie-Antoinette’s pearls, artworks by Botticelli, Rubens, Picasso, Kandinsky, Boetti and Warhol, and important stones from across the rainbow, including the once-in-a-generation Estrela de Fura (a 55.22 carat ruby), the Infinite Blue and Eternal Pink diamonds, and the Enigma (the largest polished black diamond in the world at 555.55 carats). The ‘Made in the Emirates’ exhibition showcased local artists. Can you tell us more about the importance of promoting local talent and how it contributes to the cultural fabric of Dubai? The UAE is home to some amazing artists, designers, architects, jewellers, the list goes on, and we feel very lucky to be part of this ecosystem together. I myself collect works by Emirati artists, including a piece by Mohamed Ahmed Ibrahim that I am particularly fond of. Though Sotheby’s is very much a heritage company whose history goes back to 280 years, we feel very closely connected to the DNA of our particular location. We believe it is super important to promote this cultural scene and celebrate these creatives – offering them a platform (given our reach is so international) and raising awareness – as much as possible wherever we can. As well as our selling, and non-selling exhibitions, the educational side of things is also key, for example our series of public talks with collectors. Very excitingly, and something quite new for us, during Dubai Fashion week in February we have teamed up with the Arab Fashion Council and Mrs. Keepa to be the venue for the much-anticipated launch of the French-Egyptian designer’s latest line. We’ll be styling her avant-garde creations with jewellery and handbags that we are offering for private sales, so it’s all very symbiotic. We always have an exhibition during Art Dubai week too. I can’t say too much, as the details are still under wraps, but we are planning a sort of love letter to Beirut, and Lebanon more generally, as a melting pot for the arts – having been the home of, but also inspired, so many of the major artists from our region. I would love to shout out a few other homegrown talents as well: Engage101, who are a platform that study, support and exhibit young emerging Gulf artists, and Bayt AlMamzar, a great community space for artists. Beyond traditional auctions, you’ve organized charitable collaborations, including a post-explosion charity auction for Beirut. How do you see the role of the arts in contributing to charitable causes, especially during challenging times like the ones we are in? Charity auctions have always been important to Sotheby’s, as part of our ongoing dedication to giving back and our commitment to making our industries more accessible, sustainable and collaborative. Globally just this past year, we played a role in raising over $200 million for various non-profit organizations, with more than $58 million directed towards museums. From providing one of our fabulous auctioneers (whose skills on the rostrum are fully unleashed when raising bids for charity), to more full blown initiatives where we partner with a charity to put together an auction of donated lots, we hope that we can continue to give back where we can. Your commitment to engaging the local arts community is evident, with talks, workshops, and involvement of children. Why is it essential for you to foster this community engagement, and how do you envision its impact on the future of the arts in Dubai? Education and investment in education is key for the continued evolution of the art scene of any nation, and we believe it is critical to focus our attention on providing the unique insights and content that come from our centuries of expertise. Whether our audience is a child, a seasoned art collector or a young, first-time buyer, our number one priority is to educate (and also to learn!). When we brought the Picasso portrait to Dubai last year it felt like a landmark moment, just watching every person who walked through the door was so rewarding: it really shows you that the thirst is there. From men in their work suits coming in on their lunch break, to gaggles of young children, the awe and wonder was palpable. Bringing my own children to see it was actually one of those lovely career moments for me – I had been talking about it to them for days over the dinner table (they always know first what is coming!), and so it was very fun for them to see it in person. They went back home that evening and did their own little drawings of the painting, which were pretty good! How does your multicultural background influence your approach to curating and connecting with artists from various parts of the world? Much in the same way as Dubai itself, I feel like I am a melting pot of everything from the West and the Middle East. I am half Iraqi, half Iranian, married to a Lebanese man, born and raised in London but French-educated, it is difficult to put a label on it! I have such a strong, natural affinity to the Middle East, and am so proud to be working and living here – and at the same time, I am so keen to showcase international artists, and expose clients to art from all over the world. Given your success in bringing renowned works to Dubai, what is on your wish list for future art collections or exhibitions in the region? I have quite a few ideas that we are working on, but one that I come back to a lot is the concept of a ‘Prints’ online sale here, as prints are just such a great entry point for young collectors, and are a great way to decorate your home (with pieces by some of the best known and best loved artists). A personal favourite of mine is Latin art, as well as African American art, and this is something that hasn’t really been done before – its always nice to add new flavours to the UAE. Last year we had a talk about the late Fernando Botero, with his eldest son, and it really inspired us to think about these themes and explore further, as there was such a huge appetite. Watch this space! Are there specific artists or genres you hope to introduce to the local art scene of Dubai? Over the years, we have had a sort of roll call of the great artists who are international household names, from Old Masters to pioneering Modernists, and so I love the element of surprise of what might emerge next from a great collection, ready to be shown to the world once again. I am keeping my fingers crossed for a Monet and a Magritte. Beyond that on my wishlist are Henry Taylor, Amy Sherald, Lynette, Kehinde Wiley, Kerry James Marshall, Basquiat and Rashid Johnson. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram Images: Supplied  More

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      How I got my job as…Head of Sotheby UAE, the legacy auction house with a rich history

      by

      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 speak to Katia Nounou Boueiz, the visionary Head of Sotheby’s in the UAE since 2017. With her poignant leadership, she has transformed Dubai into a global hub for unveiling remarkable artworks and groundbreaking news, putting the city firmly on Sotheby’s map of cultural significance.In a detailed chat with Emirates Woman, Katia talks about her journey so far and how she envisions to shape the future of art in a thriving landscape like Dubai.You’ve been at the helm of Sotheby’s in the UAE since 2017, what inspired you to take on this role and contribute to Dubai’s emergence on the global arts scene?Looking back, it all came together almost as if by fate. I actually joined Sotheby’s all the way back in 2008, working in the London office but with a core focus on nurturing the new generation of collectors in the Middle East. When I married my husband in 2015, we decided to move to Dubai, and so I had to of course let management know. I certainly didn’t expect that they would turn around and offer me the chance to open Sotheby’s first office and gallery space in the Middle East (as you can imagine, it was an offer I could hardly refuse!).Shortly after, I found out I was pregnant, and nine months later, I was pregnant once again! Before I knew it, by the time the office had officially launched in 2017, I had two little ones under two, and an entire office to manage and run (my third child in a way!). It was terrifying and exhilarating all at once, and I can’t imagine it any other way.Eight years later – we are not only still here, but our team of three has expanded to eleven of us permanently on the ground in the UAE – so not only did we manage to survive, but we have also gone beyond our initial scope and feel proud to be part of the Emirates’ thriving ecosystem for the arts.Your involvement in bringing major artworks to Dubai, like the recent Picasso that sold for $139 million in New York, has been transformative. How do you approach curating and unveiling such significant pieces in the region?Dubai has long held a reputation for hosting the biggest, the best, the tallest, the most valuable… and so my strategy with which artworks and gems to travel to the doorstep of collector’s here has always partly aligned with that. Put simply, lets being the very best of the best that is on offer at our global auctions, because, why not? Standards and expectations here are high.With UAE as one of the culture capitals of the Middle East, and with the great appetite we have witnessed, it doesn’t take much convincing for the business to send us these incredible highlights. Whenever something major is about to be announced for auction at Sotheby’s, I jump on a call with the head of department or most relevant specialist, and we talk through bringing it to the UAE as part of its global travelling exhibition (or indeed, more and more, as the very first stop on the tour).When we know what it is that is coming, we plan a whole host of programming around it – from collaborations with our wonderful neighbours The Arts Club, to educational talks with our specialists and relevant spokespeople. For the most exceptional lots, we also make sure we work closely with Dubai Culture and DIFC, who have been so supportive in the past.We have been lucky enough to bring the likes of Marie-Antoinette’s pearls, artworks by Botticelli, Rubens, Picasso, Kandinsky, Boetti and Warhol, and important stones from across the rainbow, including the once-in-a-generation Estrela de Fura (a 55.22 carat ruby), the Infinite Blue and Eternal Pink diamonds, and the Enigma (the largest polished black diamond in the world at 555.55 carats).The ‘Made in the Emirates’ exhibition showcased local artists. Can you tell us more about the importance of promoting local talent and how it contributes to the cultural fabric of Dubai?The UAE is home to some amazing artists, designers, architects, jewellers, the list goes on, and we feel very lucky to be part of this ecosystem together. I myself collect works by Emirati artists, including a piece by Mohamed Ahmed Ibrahim that I am particularly fond of.Though Sotheby’s is very much a heritage company whose history goes back to 280 years, we feel very closely connected to the DNA of our particular location. We believe it is super important to promote this cultural scene and celebrate these creatives – offering them a platform (given our reach is so international) and raising awareness – as much as possible wherever we can. As well as our selling, and non-selling exhibitions, the educational side of things is also key, for example our series of public talks with collectors.Very excitingly, and something quite new for us, during Dubai Fashion week in February we have teamed up with the Arab Fashion Council and Mrs. Keepa to be the venue for the much-anticipated launch of the French-Egyptian designer’s latest line. We’ll be styling her avant-garde creations with jewellery and handbags that we are offering for private sales, so it’s all very symbiotic.We always have an exhibition during Art Dubai week too. I can’t say too much, as the details are still under wraps, but we are planning a sort of love letter to Beirut, and Lebanon more generally, as a melting pot for the arts – having been the home of, but also inspired, so many of the major artists from our region.I would love to shout out a few other homegrown talents as well: Engage101, who are a platform that study, support and exhibit young emerging Gulf artists, and Bayt AlMamzar, a great community space for artists.Beyond traditional auctions, you’ve organized charitable collaborations, including a post-explosion charity auction for Beirut. How do you see the role of the arts in contributing to charitable causes, especially during challenging times like the ones we are in?Charity auctions have always been important to Sotheby’s, as part of our ongoing dedication to giving back and our commitment to making our industries more accessible, sustainable and collaborative. Globally just this past year, we played a role in raising over $200 million for various non-profit organizations, with more than $58 million directed towards museums. From providing one of our fabulous auctioneers (whose skills on the rostrum are fully unleashed when raising bids for charity), to more full blown initiatives where we partner with a charity to put together an auction of donated lots, we hope that we can continue to give back where we can.Your commitment to engaging the local arts community is evident, with talks, workshops, and involvement of children. Why is it essential for you to foster this community engagement, and how do you envision its impact on the future of the arts in Dubai?Education and investment in education is key for the continued evolution of the art scene of any nation, and we believe it is critical to focus our attention on providing the unique insights and content that come from our centuries of expertise. Whether our audience is a child, a seasoned art collector or a young, first-time buyer, our number one priority is to educate (and also to learn!).When we brought the Picasso portrait to Dubai last year it felt like a landmark moment, just watching every person who walked through the door was so rewarding: it really shows you that the thirst is there. From men in their work suits coming in on their lunch break, to gaggles of young children, the awe and wonder was palpable. Bringing my own children to see it was actually one of those lovely career moments for me – I had been talking about it to them for days over the dinner table (they always know first what is coming!), and so it was very fun for them to see it in person. They went back home that evening and did their own little drawings of the painting, which were pretty good!How does your multicultural background influence your approach to curating and connecting with artists from various parts of the world?Much in the same way as Dubai itself, I feel like I am a melting pot of everything from the West and the Middle East. I am half Iraqi, half Iranian, married to a Lebanese man, born and raised in London but French-educated, it is difficult to put a label on it! I have such a strong, natural affinity to the Middle East, and am so proud to be working and living here – and at the same time, I am so keen to showcase international artists, and expose clients to art from all over the world.Given your success in bringing renowned works to Dubai, what is on your wish list for future art collections or exhibitions in the region?I have quite a few ideas that we are working on, but one that I come back to a lot is the concept of a ‘Prints’ online sale here, as prints are just such a great entry point for young collectors, and are a great way to decorate your home (with pieces by some of the best known and best loved artists).A personal favourite of mine is Latin art, as well as African American art, and this is something that hasn’t really been done before – its always nice to add new flavours to the UAE. Last year we had a talk about the late Fernando Botero, with his eldest son, and it really inspired us to think about these themes and explore further, as there was such a huge appetite. Watch this space!Are there specific artists or genres you hope to introduce to the local art scene of Dubai?Over the years, we have had a sort of roll call of the great artists who are international household names, from Old Masters to pioneering Modernists, and so I love the element of surprise of what might emerge next from a great collection, ready to be shown to the world once again. I am keeping my fingers crossed for a Monet and a Magritte. Beyond that on my wishlist are Henry Taylor, Amy Sherald, Lynette, Kehinde Wiley, Kerry James Marshall, Basquiat and Rashid Johnson.– For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and InstagramImages: Supplied  More

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      How I got my job as… Co-founder of homegrown low-tox homecare brand

      by

      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 Emirates Woman chats with Soraya Sawan, co-founder of homegrown homecare brand Rooted Regimen. A full collection of non-toxic, plant and mineral-based household cleaning products that blend beauty with ease, effectiveness, and respect for the environment – ultimately transforming the home into a clean, fragrant sanctuary.
      Home cleaning products aren’t usually known for their pleasure but Rooted Regimen adds a joyful twist to practical day-to-day domestic chores. Built on the idea to create the healthiest and safest home environment for the family, Soraya alongside her husband Bassem developed a superior collection of cleaning solutions that are non-toxic and powerful in equal measure. Each Rooted Regimen product is formulated using green-rated natural ingredients certified by the Vegan Trademark, while the bottles can be refilled.

      What was your favourite subject at school?
      Without a doubt, my favourite subject was history. I loved learning about how civilizations developed, and understanding how the world came to be as it is today. It was fascinating to me.
      What was your first job?
      My first job was at a regional business publication covering banking, finance, real estate, and social economic issues where I was the Banking & Finance Editor before being promoted to GCC Bureau Chief to further expand the publication.
      What eventually brought you to Dubai?
      Before moving to Dubai, I had visited every year since 2005 for vacations. My trips became work-related as of 2008, and in 2009 I moved to head up the GCC operations of the regional business publication.
      What inspired you to enter the consumer goods space?
      Our journey to starting Rooted Regimen really began 10 years ago. When we got married in 2013, we brought Leo (our Golden Retriever) home. As a puppy, Leo suffered from extreme skin allergies, severe breakouts and never-ending skin infections. My husband Bassem also struggled with allergies his entire life and was taking antihistamines daily. We were also trying to start a family, and I struggled with endometriosis and then had to undergo surgery and years of IVF. It felt like there were so many different things going on with our health, and we just wanted to feel better.
      We were really looking for ways to make our lives healthier and lower our toxic load. Once I got pregnant with our first daughter, I really wanted to understand the ingredients in everyday products. Finding truly non-toxic cleaning products was the biggest challenge. For a long time, we had no choice but to use products that claimed to be ‘plant-based’, but in reality most still contained artificial fragrances, SLS, colorants, and other chemicals we didn’t want in there. We found some cleaner products abroad, but over time we spent a fortune on shipping to Dubai, which we knew wasn’t sustainable. Since we couldn’t find anything that really met our needs, and saw a huge gap in the UAE market, we felt we could create something ourselves.
      Talk us through the concept of Rooted Regimen.
      Rooted Regimen’s mission is to make homes healthier by offering products that are safe for everyone, yet powerful, affordable, and better for the planet. We currently offer a completely non-toxic, 100% plant and mineral-based, hypoallergenic refill-based home care solution that tackles all your home care needs from laundry to dishwashing, floor cleaning, and everything in between.
      Our Complete Starter Kit contains refillable cleaning bottles, our proprietary All-In-One Concentrate, and Bio Boost (a powerful powder that can be used for laundry and surface de-staining and to replace your dishwasher tablet). To create the different cleaners, customers simply fill their bottles with water and All-In-One Concentrate by following the simple fill lines on each bottle. Each 1L bottle of concentrate can make 12 bottles of cleaners (All-Purpose Cleaner, Glass Gleaner, Bathroom Cleaner, Laundry Liquid, and Dish Liquid) and reduces single-use plastics by over 90%.
      What are the key elements of your role?
      As a startup, Bassem and I do everything together. Before we launched, we spent months creating the business plan, products and formulas, working on our brand logo/identity, we designed our labels, packaging, and website – literally, every single thing! Bassem has years of experience in product development and management, technology and operations, so he’s an absolute ace with this side of the business. With my editorial and PR experience, I handle marketing, social media, content creation, and press. It’s just the two of us right now, with the support of a network of amazing partners and agencies, so we run everything by each other and make all decisions for the business as a team.
      Talk us through your daily routine.
      I have two daughters, Lily and Chloe, who keep me so busy. So in the mornings I take Lily to school, work out, spend time with Chloe, work on Rooted Regimen, cook (if there’s time), and then pick up Lily from school. Once we’re back home I try to get some more work in, but spending time with my girls is my number one priority during the day. Bassem and I put the kids to sleep and then have dinner, and either work or watch a series together.
      What advice do you have for anyone looking to follow in the same footsteps?
      When you’re convinced of an idea and see a need in the market, don’t be discouraged and go for it. Just be ready to make sacrifices, and deal with lots of criticism and strong opinions along the way.
      What is the best piece of advice you ever received?
      “You can’t pour from an empty cup.” After having kids, I found this concept really challenging as for a long time I felt like taking care of myself was selfish and was taking time away from my family. In reality, if you don’t take care of yourself, you won’t feel good, and ultimately neither will those around you. So, fill your cup before filling everyone else’s. Don’t get me wrong, there are still days where my cup is perhaps only half full, but I try my best to do a few things throughout the week that make me feel good, be it getting in a morning Pilates class, catching up with friends, getting my hair/nails done, etc.
      And what is the worst?
      When I decided to leave my full-time job, so many people warned me not to stay out of the industry or full-time work for too long. They cautioned that if I left for more than a year or two, I’d regret it as opportunities would be slim. I’m glad I didn’t listen.
      I left my last job for a lot of reasons, but the main one was to focus on my health and start a family. I spent years going through IVF to eventually be blessed with two incredible daughters. My husband has been my biggest supporter, and I’m forever grateful that I was able to step away from work and spend time with our kids during their formative years. I will never regret spending this time with my girls, and I hope they remember when they’re older that mommy was always there for them.
      What are your future goals and plans for your brand and career?
      Since our launch in February, we’ve been focusing on the UAE market. We are working on plans to ship to the rest of the GCC and Levant soon. We’re also working on some other exciting products to hopefully expand the Rooted Regimen brand into personal care. Watch this space!
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
      Images: Supplied More

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      How I got my job as… Founder of Dubai design firm Concept Me

      by

      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 French entrepreneur and architect Nina Parvaresh, founder of Concept Me. The Dubai design firm first launched in 2008, branding itself as a “multi-disciplinary boutique studio” in the emirate. “Creativity is at the core of what we do, being able to bring life and soul to high-end residential projects,” the founder says.
      Emirates Woman sat down with Parvaresh to discuss the making of Concept Me and all of the ups and downs in between.
      What was your favourite subject at school?
      In short, my favourite subject was History/Geography. The way we studied those in France was as one subject. Maps really stunned me I remember. I was fascinated by the layout of cities, the visuals that showcased their constant development and changes. I would go through those plans and feel an obsessive need to know more about them, trace my hands across the different areas and automatically start visualizing how the little, intricate details in those cities of the past actually looked like. I had a tendency for the obsessive! So, I remember very vividly how much I loved that class and the stories I would make up about the maps and plans we were given.

      What was your first job?
      I was a teenager when I decided to get a job! I started tutoring other students when I was 15. I always liked explaining concepts and seeing how people understood ideas in their own ways. So, I continued tutoring different kids my age and younger to make some side money. Tutoring always made me happy because it’s a two-way interaction and because it involves two of my favourite elements: people and concepts! Following that, my first official job was a brief stint teaching Architecture in Saudi which didn’t last very long as I kicked off Concept Me around the same time. I don’t think I would make a very good employee, between you and I.
      What brought you to Dubai?
      I moved to the Middle East (to Jeddah particularly) in 2008, a month after graduating. A couple of years after living there, I believe I wanted to be living somewhere with more flexibility, more openness and somewhere that would ease my way of doing business. I spent some time going back and forth to Dubai, it being the hub that it became during that phase and I found it quite easy to do business, set up the company and most importantly to source and recruit amazing talents. So, yeah, it was about remaining in the Middle East but in a place that I felt more at ease with.
      What inspired you to enter the architecture/interior space?
      I am not sure there was a specific inspiration for me to go into the field. For as far back as I remember, I was busy sketching houses as a child. I learned to draw before I could speak fluently! Even at home as a child, I had opinions on how we should lay out our furniture, how the elements in our space should be, and how decorative items should line up. Most importantly, I was always sensitive to the spaces around me, which unconsciously is why I was always drawn to the field. More so, I have always loved the human scale of architecture. I am not invested in creating landmark skyscrapers, but rather spaces for real people that can leave an impact on them. My love of maps, cities and the way urban grids dictated peoples’ livelihoods is also a contributing factor. As a child, my parents took me travelling frequently which fostered my obsession with cities like New York, Paris, Milan, etc.. The Middle Eastern heritage in me also goes to see the beauty of cities like Tehran, Beirut, Istanbul… So, I guess that’s what curated my directed love for this field.
      Talk us through the inspiration of what Concept Me does.
      As a boutique scale firm, my vision for Concept Me was to handle projects in a very holistic manner that takes the project from A to Z. Whatever we do is always focused on creating a unique personality for any space. Creativity is at the core of what we do, being able to bring life and soul to high-end residential projects. However, we also have a mission to be ‘client-centric’. My aim is to have clients that trust us blindly, tell us what they want and then get peace of mind until we hand over the project they had seen in their mind’s eye. We’ve made this possible at Concept Me with our multi-disciplinary team, their international talent and our empathetic intellect.
      What are the key elements of your role?
      Essentially, I think I am juggling a bit too many roles at the moment, which is maybe natural in a boutique-scale company environment. However, I am working on this, gradually! Primarily, however, one of the key elements of my role is client management. I take it upon myself to understand my client’s mindstate, to reassure them, to direct their vision and to inform them of the rationale behind our design choices and how we can bring their space to life in the best way possible. The second key element is to be the final decision-maker on all design choices. As part of a multi-disciplinary team, one that is driven by creative input, it can become challenging to keep all the creative choices from different people consistent, so that’s where I come in so we can have a final, polished, cohesive space instead of a pastiche. And finally, one of the hats I wear is the business development hat, whereby I keep signing deals while heading the design department! As I said, I am juggling a couple of roles…
      Talk us through your daily routine.
      This is a great topic haha! My calendar is usually locked from 7:30 am to 8:30 pm. I aim to get a workout in as soon as I get up, which is contrary to my nature since I am not a great morning person! Luckily, I live close to the office and I am trying to maximize my steps count, so I manage to walk to the office where I sift through my emails. I then get to the essential part of catching up with the team, organizing what each one’s day looks like. And then it’s a non-stop rollercoaster of meetings between operations, logistics and design meetings. Of course, there are days when I am on site, days when I am at showrooms, galleries and supplier warehouses! In between those, I try to always make time for meetings with my marketing team and my financial team. It sounds much more organized on paper, but it doesn’t feel that organized when I am cramming my healthy lunch in between Zoom calls at the office! I eventually get home, feed my furry babies, get through some more emails, take a good walk, do my stretches and get to my pillow before I get back up, drink my hot water and lemon and do it all over again gladly!

      What advice do you have for anyone looking to follow in the same footsteps?
      The first piece of advice I would have for someone in the field is, ‘Find balance.’ I am someone who sacrificed her 20s for work. I took on quite a big load of stress early on in life. This took away from my health at some point. So, my advice is to prioritize your health, prioritize your personal life at some points, prioritize your best friends’ birthdays or weddings, etc. Keep in mind that sacrifice will come at every step. So, you might miss your trip with the people you love, you might not be there for family reunions and more. So, please, hustle all you can for the business, but find some balance so you don’t look back in retrospect and wish you had done it differently.
      What is the best piece of advice you ever received?
      I will keep this short so it resonates with whoever is reading it, ‘The universe has a lag time, so always be patient to see the result of what you’re planting.’ Now, repeat that to yourself.
      And what is the worst?
      ‘You cannot get this done, just give it up.’ Being the stubborn person that I am, I found strength in challenging all the people (and they were many) that told me to give up what I was doing.
      What has been the biggest challenge you had to overcome?
      This answer is split two ways. The first massive challenge I had to get over professionally came when I was 30. Due to a couple of bad decisions and partnerships, I was left with a business that was bankrupt with 25 people dependent on me. I was abandoned by my business partners with a negative company balance. This was a real defining moment because I had to rebuild the business and grow it better than it was before. The burnout in the aftermath really hit me, but you know, we made it! The second part presents itself as going through a really powerful personal problem and having to live with it, get over it and heal from it whilst handling the complex and overwhelming operations that I run at Concept Me. Thankfully, I was able to get through these difficult situations through patience, self-reflection and a fantastic team.
      What are the future plans for your brand?
      In summary, the future is to work with clients that are connoisseurs of the craft! I want to work with people who inspire me, who understand the powerful value of high-end design, to penetrate a market that appreciates what we do and push the limits of how spaces can really impact the ways we live. The plan is already underway, we have expanded our repertoire into the kind of markets we want to work on and we are taking the company international with aims to find the quality clients that will allow us to leave our design imprint globally! The future looks bright, thankfully.
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
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      How I got my job as… Founder of The TRUENUDE & Head of Marketing at FoodFund

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      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 Nawel Aderghal, head of marketing at Foodfund International and Founder of THE TRUENUDE. In her marketing role,  Aderghal oversees some of the most well-known food and beverage concepts in Dubai –  SAN Beach Club, Clay and The Meat Co., just to name a few. Alongside her full-time role, Aderghal has founded her own fashion brand, THE TRUENUDE,  a project which she started to “fill my own needs”. Noticing there was nothing on the market to work as transitional streetwear pieces post-workout, the idea for THE TRUENUDE was born.
      Emirates Woman sat down with Aderghal to find out more about launching her own brand, her role at FoodFund International and how she’s able to balance the two.

      What was your favourite subject at school?
      My favourite subject at school was history and social studies. I have been always attracted to history and focusing on the people involved in history as well as human contributions that lead to historical events. Even if I did find it hard sometimes to understand because history involves looking into the past by reading texts and thinking tirelessly, trying to piece bits of historical data together. I love learning and discovering new languages, and cultures… I am kind of an explorer.
      What was your first job?
      My first job was when I was 16, I had the opportunity to do a paid internship with a National Bank located in the south of France. It was a great experience and an interesting introduction to the work industry.
      What eventually brought you to Dubai?
      I have always been fascinated by Dubai. Working in the hospitality industry and willing to make a career of it, it was clear to me that I would have to move to Dubai at some point.
      This hospitality sector plays a major role in the region. The opportunities to be part of a large group and have a successful career can only be offered in the Middle East. The hospitality sector of Dubai is considered one of the fastest-growing industries in the UAE and contributes almost 6.2% of the country’s GDP. A budding industry and emerging opportunities are two important factors for me. Within four years I have gained so much experience and learned so much. I am so grateful that I moved to Dubai much earlier.

      What inspired you to enter the fashion space?
      THE TRUENUDE actually started as a project to fill my own needs. Being a woman who doesn’t necessarily love to wear sweatpants or hoodies, I struggled to find my go-to layering options post-workout. I’ve had these thoughts floating in the back of my mind for a few years. I wondered for quite some time whether that void was unique to me but soon realized that there was in fact a significant opportunity to address women’s needs post-workout.
      Streetwear has evolved through the decades and has become a part of the fabric of everyday life. Through the influence of various subcultures such as activewear, athleisurewear, and urban wear, I decided to create a line for every woman’s every day, something that was dedicated to women which fit them in their daily routine. I want to encourage versatility and balance in women’s wardrobes, keeping their style contemporary while also being classic. Clothing is not only a necessity but a way to express yourself, elevate your confidence, and brighten up any mood.
      Talk us through the concept of THE TRUENUDE.
      THE TRUENUDE is a female-first brand inspired by Nature and earth tone colours, defining natural beauty and cultivating femininity amongst real women.
      The latest athleisure range to land in the region isn’t only an aesthetic concept, but a brand that explores the depths of women, going beyond the surface, prompting them to look within and celebrate their individuality.
      THE TRUENUDE provides a contemporary feel with a multi-faceted collection while integrating new and trend-driven designs, that showcase innovation, making each piece a ‘must-have’ for every closet. The collection includes interchangeable pieces in neutral color tones to ensure timeless classics that will last.
      The essence of the brand is to develop pieces that are versatile by incorporating everyday pieces that can be translated to workwear essentials as well.
      What are the key elements of your role at FoodFund international?
      As head of Marketing and communication for FoodFund international, the key elements of my role are;

      Creativity- by bringing a brand to life and introducing a new concept in a competitive market.
      Communication – by creating enough brand awareness around the brand and keeping up with a strong interest to visit the venue
      Budget – by having a great strategy aligned with the head office goals
      But in general, I would say Crafting strategies for all our venues, including Digital, Advertising, Communications, and Creative.

      Talk us through your daily routine.
      I’m normally awake before my alarm around 8-8.30 am and snuggle in bed for a few minutes.
      I jump into the shower and start my morning beauty routine. I try to stay away from the phone (texts, emails, and social media) for 1 hour or so, as I think self-care and “Me” time are so important before kicking a busy day.
      I then get ready and start with my phone, then emails and start phone calls. I usually have a busy morning with meetings and admin for group marketing and like to keep my afternoon free to visit the venues and work from there.
      Weekend and time off are usually dedicated to shooting and my clothing brand expansion.
      What advice do you have for anyone looking to follow in the same footsteps?
      I would like to advise anyone looking to follow in the same footsteps to
      Break big goals into smaller tasks, by defining goals and what needs to be done to accomplish them. To have a vision and be consistent is key.
      But as well Surround yourself with motivated people and stay focused. I have been blessed enough to join FoodFund International and be surrender with a great-minded leader and passionate team. They have always been a such great support and listen to ideas. Working with motivated people makes a difference, it becomes much easier to stay focused on your end goals. You’ll feel better about yourself. You’ll feel energized and motivated when you spend time with these people.
      What is the best piece of advice you ever received?
      Be audacious. Dare to explore. Be someone who shows new ways. It helped me to gain respect in the industry, network with like-minded professionals, and most importantly, build trust with my network. If I ever wanted something to be done, I had to jump from my comfort zone and challenge myself. Learning how to master a task and exploring new ways have helped me to grow and build my confidence.
      And what is the worst?
      I would say there are no bad pieces of advice. By seeking advice from different people you can develop smarter solutions to problems, deepen your thinking, and sharpen your decision-making. And by becoming a better adviser, you’ll extend your influence and learn from the people who come to you for guidance.
      What has been the biggest challenge you had to overcome?
      I believe the biggest challenge is being able to be on top of everything I do. Leading the marketing and communication for 18 home-grown brands in a busy industry such as hospitality, and launching e-commerce in the region while keeping up with the hard work has been a journey. I am proud to say that I found the right balance, and am super excited about the future. A few more openings have been announced, and we are thrilled to introduce new concepts in the region.
      What are the future plans for Foodfund International?
      We are set to launch a new concept called Loren, an Italian restaurant located at The Club, Palm Jumeirah. We are also about to embrace our first opening season in October for SAN BEACH. I have a really busy schedule for the next six months, a lot of ideas to share, and many collaborations to focus on.
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
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