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/August 15, 2025
↑ Marina Rabei is the co-founder of UAE-based homegrown specialty tea brand AVANTCHA Tea.
BUSINESS UNUSUAL
P.15 Blending Passion With Purpose
AVANTCHA Tea co-founder MARINA RABEI on creating a business that goes beyond trends
P.23 Changing the Beauty Game
TRINNY WOODALL on starting a business in her 50s
P.32 Redefining Luxury Inside the World of Jets 100 boss
AFSHIN SAJEDI
P.34 Collectibles Champion
Middle East Film and Comic Con founder ARAFAAT ALI KHAN on his latest venture
TREPONOMICS
P.49 Thinking Big
How to diversify your portfolio with a global approach
P.52 Scaling Across Borders SupperClub Middle East’s MEHREEN OMAN on building a UAE homegrown brand
P.54 Google Isn’t the Whole Story Why “Search Everywhere Optimization” is the new SEO.
STARTUP SPOTLIGHT
P.61 Timeless Elegance
SUMMAT IQBAL’S luxury womenswear brand, SUMMAT , launches in the Gulf.
P.66 Connecting Minds
DR. AMINA YONIS’ The PAGE DOCTOR is leveraging human intelligence with ethical AI.
P. 70 Forging New Paths
In conversation with ADNAAN JASSAT, founder of UAE-based sneaker and streetwear marketplace ThrillerME.
IN THE LOOP
P.74 In The Loop Revealed: First Picture of Cover of MOHAMED ALABBAR’S New Autobiography
CEO Wissam Younane wissam@bncpublishing.net
MANAGING DIRECTOR Rabih Najm rabih@bncpublishing.net
ART DIRECTOR Simona El Khoury
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MANAGING EDITOR Tamara Pupic tamara@bncpublishing.net
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GROUP SALES DIRECTOR – B2B GROUP Joaquim D’Costa jo@bncpublishing.net
HEAD OF PARTNERSHIPS Samir Glor Samir@bncpublishing.net
COMMERCIAL LEAD Anna Chipala anna@bncpublishing.net
COLUMNIST Tamara Clarke
CONTRIBUTING WRITERS
James Reynolds, Johnny Conran, Mehreen Omar, Scott Melker, and Fida Chaaban.
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Editor’s Note /
WHY MY PHONE IS NOW MY MALL –AND PROBABLY YOURS TOO
Irealised something last week while scrolling through Instagram. I wasn’t just looking at funny videos or holiday photos—I was shopping. Without even thinking about it, I added a few things to my cart, tapped to pay, and that was that. No search engines, no e-commerce websites. Just me, my phone, and a perfectly timed product reel.
It turns out I’m not alone. According to DHL’s new E-Commerce Trends Report 2025, a staggering 96% of UAE consumers now expect to do most of their online shopping directly through social media platforms like TikTok, Instagram, and Facebook by the end of this decade. That’s not a subtle shift. That’s a complete transformation of how we buy.
In fact, 86% of people here say they’ve already made a purchase via social media. And 93% admit that viral trends and
influencer hype directly shape what they buy. It’s no wonder that brands are scrambling to build mobile-first, in-app experiences that feel more like entertainment than retail.
It’s not just the platforms that are changing. Artificial intelligence is quietly reshaping the shopping experience too— whether through virtual try-ons, voiceenabled searches, or smart assistants helping us find what we didn’t even know we needed. In the UAE, nearly 9 in 10 shoppers want this tech, and more than half are already using voice commands to shop.
But if brands want to keep up, flashy tools aren’t enough. Logistics still matter. The same DHL report shows that most shoppers here will walk away from a purchase if delivery options don’t suit them—or if the returns process feels like a chore. In other words, convenience still rules.
All of this leaves me wondering: will malls become museums of consumer nostalgia? Will shopping become something we used to do in person, like renting DVDs? If this trend keeps up— and it looks like it will—we might hit that future far sooner than we think.
Anil Bhoyrul Editor-in-Chief
→ Marina Rabei is the co-founder of UAE-based homegrown specialty tea brand AVANTCHA Tea.
Blending Passion With Purpose
Following the opening of a shiny new tea bar and shop in Dubai, and multiple collaborations with name brands like Netflix and Cartier, UAE-based AVANTCHA Tea’s co-founder Marina Rabei talks about how the homegrown brand has established itself as a market leader in the luxury tea space (and why an insatiable thirst for knowledge has driven her entrepreneurial success!). by AALIA MEHREEN AHMED
Asking an entrepreneur what their favourite subjects at school were can sometimes be an easy gateway to understanding their current line of work. “I loved math and physics but there was also a creativity aspect where I wanted to be a painter or an interior designer,” says Marina Rabei, co-founder of UAE-based luxury tea brand AVANTCHA Tea. “I didn’t really like history and literature. But math…it’s a very precise science; very exact. It was funny because I was gravitating towards math with a bit of creativity. And that’s what I think happens a lot [with me] even today!”
Indeed, as the rest of this feature will slowly reveal, Rabei’s –as well as her co-founder Markus Zbinden’s–eagerness to gain knowledge in different fields has been instrumental in AVANTCHA Tea’s growth since its launch in the UAE in 2014. Rabei’s curiosity to learn more, for one, led to her becoming one of the earliest individuals in the UAE to become a TAC Tea Sommelier™ —a professional certification conferred by the Tea & Herbal Association of Canada and delivered through accredited educational partners such as the Academy of Tea— in 2017. “For me, knowledge was more about understanding in depth about what I was doing,” Rabei tells me. “So being an early certified tea sommelier was not about being ‘the first.’ It was about understanding my craft, and understanding its depth, so we could build something with lots of authenticity and substance.”
The most successful outcome of that initial vision is the brand’s new tea bar and shop in Dubai’s Al Quoz area– a classy two-storey, greyishblack building with polished glass panes and a presence that is inviting even at first glance. I arrive there for my interview with Rabei on a sweltering summer afternoon, and am immediately met with a sense of tranquility upon entering the venue. Inside, the tea bar and shop –which was launched in May 2025– are shelves upon shelves of packages containing various organic-certified tea leaves and premium blends, tea accessories and gift boxes, as well as teaware for modern tea ceremonies. But the highlight of the space is its aroma wheel- a glass-made display of various blends and concoctions where customers can take their time to go through every jar’s flavour and scent notes (all mentioned in neat little notes). “The customers can also taste any tea at the tea bar at
ULTIMATELY, WE WANT TO BUILD A BRAND THAT STAYS RELEVANT, BUT IS ELEGANT THROUGH TIME. SO IT’S NOT SOMETHING THAT PASSES; ONE THAT IS NOT NECESSARILY A TREND MAKER OR JUST FOLLOWING TRENDS. WE JUST WANT TO BE A BRAND THAT IN 10-15 YEARS, OUR TEAM IS PROUD TO WORK FOR. WE WANT TO BE A HOUSEHOLD BRAND THAT STAYS TRUE TO ITS VALUES.”
the moment for free, before they buy,” Rabei adds. “We finally have a space to play around with flavours, so we have tea mocktails now. We can just do much more with tea here, which is something we couldn’t do at the older location. So it’s a bigger space, it’s a bigger playground, where we can bring all our tea dreams to come true.”
The “older location” Rabei alludes to was, in fact, not too far from this new one. Although the brand
launched in 2014, it initially only worked on a businessto-business (B2B) model, and later pivoted to becoming an e-commerce platform in 2015. It was only in 2018 that Rabei and her co-founder Zbinden decided to open a physical store. “So the first location was very close to where we are now; actually, on the same street,” Rabei says. “Do you know those barrels that you store oil in? Well, I remember I found them on sale online for about AED50. So I bought those
three barrels, a piece of marble and some IKEA shelves in the back– and that was pretty much our first tea bar in 2018! I think that the setup cost no more than AED20,000. It was such a small setup. We just wanted to have a location where people could come, and we could meet and talk to them to get some feedback on the products. We also did workshops there, and people enjoyed coming and talking to us. So the place became very popular over the years.”
→ AVANTCHA Tea maintains its commitment to exceptional quality, employing a threefold quality control process for each batch of tea, which includes lab tests for pesticide residues, microbiological assessments, and a dedicated tasting panel.
Here, Rabei notes that much of the growing interest in the brand has to be credited to the very essence of tea itself and the people who love the beverage in its many forms. “Tea is such a connecting drink,” she says. “It’s not like the case where people meet quickly for a cup of coffee, for instance. With tea, it’s more about ‘let’s have a conversation about where is this tea from, and why did you make it?’ I also feel like tea people can be shy, but once you pour that
2024, in collaboration with Netflix series ‘The Gentlemen‘ (a spin off series from British director Guy Ritchie’s acclaimed film) AVANTCHA Tea launched two limited edition black tea blends –Majestic Earl Grey and Chocolate Chilli– inspired by the show’s main characters. Notably, the brand – which has “very proudly bootstrapped right from day one”– also supplies premium tea blends to a number of luxury hospitality giants in the UAE such as Four Seasons, Waldorf Astoria, Atlantis The Royal, Mandarin Oriental Jumeira, One&Only, Banyan Tree, and The Lana Dorchester.
Spurred by the momentum created by such initiatives, AVANTCHA Tea also opened its first location outside the UAE– this time in the
tea-loving nation of Thailand. Situated in the capital city of Bangkok, the tea bar which opened in early 2025, marks the possibility of a greater expansion plan for the brand. “With our offices today in Switzerland, UK and Thailand, we’re trying to reach more people around those countries,” Rabei says. “Perhaps [we’ll expand into] the US sometime soon too. Maybe Japan! Ultimately, we want to build a brand that stays relevant, but is elegant through time. So it’s not something that passes; one that is not necessarily a trend maker or just following trends. We just want to be a brand that in 10-15 years, our team is proud to work for. We want to be a household brand that stays true to its organic sourcing, continues to look after the farmers we work with, and just…stays
WE FINALLY HAVE A SPACE TO PLAY AROUND WITH FLAVOURS, SO WE HAVE TEA MOCKTAILS NOW. WE CAN JUST DO MUCH MORE WITH TEA HERE, WHICH IS SOMETHING WE COULDN’T DO AT THE OLDER LOCATION. SO IT’S A BIGGER SPACE, IT’S A BIGGER PLAYGROUND, WHERE WE CAN BRING ALL OUR TEA DREAMS TO COME TRUE.”
cup of tea…they’re ready to open up and talk about it. So that was the beginning. Eventually everything became busy. Our team grew, everything grew, and finally we grew out of space. So we took another location very close by.”
In the years that have passed between AVANTCHA Tea’s first tea bar launch in 2018 to its latest one in 2025, the homegrown brand has bagged some impressive collaborations with fashion houses Cartier, Gucci, Bvlgari, and Fendi. In early
→ At the heart of AVANTCHA’s ethos lies a strong commitment to sustainability, reflected in its extensive range of 100+ organic-certified teas, biodegradable silk tea bags, and naturallyfarmed, rare teas.
↓ AVANTCHA Tea offers a holistic approach to tea, encompassing high-quality leaves, minimalist accessories, modern tea ceremonies, and educational programs.
true to our values. We want to be a boutique brand with a global reach.”
Much of Rabei’s staunch stance to not forego any of AVANTCHA Tea’s core foundations as a boutique business lies in the fact that this business started out because of a common interest she and Zbinden shared and hoped to nurture together. “Marcus and I, we both had this passion for fine food, and for experiences that are more refined,” Rabei shares. “But we observed that the tea space felt very, very overlooked and very dated. So we didn’t really have a grand idea or a big vision for AVANTCHA originally. We just knew that it was a passion project, and that we wanted to have something organic, something clean, high quality and really good looking in terms of packaging and presentation. Along the way, Chris Lehmann joined our team as Managing Partner. He came from an even bigger corporate world, and brought a lot of knowledge about operations, scaling, and the basics of what a big business needs. But we still want to maintain our boutique feeling, where we treat every customer with care and invest our time properly into projects that we do. So, yes, we want to be available to all the tea lovers around the world but without giving up the boutique feel of our business.”
The AVANTCHA Tea team’s collective decision to maintain exclusivity and attention to detail throughout operations actually begins from the very first step of the process: the sourcing of the tea leaves. “Sourcing was always something that we’ve done internally,” Rabei shares. “And offering organic products has always been important for us because
we believe that organic is not only good for the consumers, but also for the people that grow those crops. A lot of tea companies mostly outsource this step– so they would buy from wholesalers, and they don’t really travel to the tea gardens. For us, Marcus [Zbinden] is responsible for sourcing. He loves spending time in China, India and Japan– even now he’s out somewhere in the Far East. By doing this, with time, you build relationships with tea growers, and in return they always surprise you with new flavours. Because tea is something that grows out of soil. Every season, you have something new in terms of flavor profile. They experiment with manufacturing, with processing of the tea leaves. So there’s always something new. All of that comes from our beloved tea farmers.”
And apart from the farmers they source their leaves from, AVANTCHA Tea has also found that their customers themselves can offer inspiration in coming up with new blends.
“Sometimes clients come to us and say ‘can you match this perfume with a tea flavor?’” reveals Rabei. “And that happens more and more today. So we break it down because perfumes are very much like teas– you have flowers and fruits and spices. So we break those elements down and we mix it. We also now have a lab here at the new tea bar, where we can play around more. And so we just experiment, experiment, experiment!”
“It stands for ‘avant-garde cha,’” explains Rabei. “‘Avant-garde’ is French for something new and innovative, whereas ‘Cha’ means tea in Mandarin. So it just made sense!”
To keep her expertise on the subject matter precise, Rabei shares that she makes it a point to learn more about the different factors that define the industry she operates in. But the key to studying the right topics, in a world that is inundated with endless information, is to “go deep not wide,” says the co-founder. “I think that knowledge is now much more accessible than ever before,” she continues. “In the past you had to go to the library or borrow a book. Now everything is online. But that comes with a lot of challenges. Do you know
specific purpose? So understanding what aligns with your values and goals is what will help decide what you’re going to focus on. Today it’s understanding the world around us and having that curiosity of studying. So I would often study design because I’m curious, but also because it is relevant to my business. There’s also hospitality, trends and what’s going on in e-commerce because, again, that’s relevant. I also study topics related to psychology, just to understand consumer needs and why certain things are happening. As a business owner you have to be aware of many aspects of the business, but I think most people burn out because they’re trying to do everything at the same time. I used to do the same. Now I
AVANTCHA Tea’s mission to experiment and innovate with tea is, in fact, embedded within the brand’s very name.
what’s true? And how do you know what to prioritize? How do you know what is actually relevant to read for a
prioritize. You have to focus on what’s going to have the highest impact at the moment. Of course, there’s
→ AVANTCHA’s core mission is to reshape the tea experience, helping individuals capture the essence of tea’s beauty, rediscover its nuanced flavours, and explore the profound substance and emotional resonance of tea beyond its simple role as a beverage.
WE STILL WANT TO MAINTAIN OUR BOUTIQUE FEELING, WHERE WE TREAT EVERY CUSTOMER WITH CARE AND INVEST OUR TIME PROPERLY INTO PROJECTS THAT WE DO. SO, YES, WE WANT TO BE AVAILABLE TO ALL THE TEA LOVERS AROUND THE WORLD BUT WITHOUT GIVING UP THE BOUTIQUE FEEL OF OUR BUSINESS.”
other things that I want to learn, but it’s going to be later. So it’s about prioritization and understanding what the current demand is and where we focus now, and then going deep into that one subject.”
Now, Rabei’s insatiable hunger for knowledge, she says, is something that was deeply instilled in her much before entrepreneurship became her chosen path in life. Her passion for learning began during her childhood in the Republic of Moldova, where, even as a child, she’d been taught to value education above all else. Later, while being a university student at the Academy of Economic Studies of Moldova, Rabei was introduced to the possibility of becoming a cabin crew member. It was that first dream that brought her to the sandy terrains of Dubai in 2006. But when that plan fizzled out, she quickly pivoted and found herself land a job at real estate giant Nakheel. “I worked there as a real estate agent within the marketing and sales team which was really cool,” she says. “I was also one of the first nonArabs in the team at the time. But then came the economic meltdown of 2008/09, and soon after my next job was working for commercial shipping. It was an agency that was doing
ship repairs, oil tankers, liquefied gas tankers. That was an…interesting part of my life, working with primarily men.”
So what did working in a primarily male-dominated space teach Rabei about the business world? “I know what I didn’t want to have,” she says with a smile. “So while building Avantcha, as our team grew, I knew that we had to allow for diversity, we had to allow for inclusion. We have to lead and build a company that encourages and empowers that diversity. And the merits are rewarded by ideas and not by egos, right? So we allow everybody to speak up and say, you know, in conflict, say their side of stories. And we reward big
ideas rather than gender or egos.”
As someone who has worked across a variety of industries before eventually taking the plunge into entrepreneurship, Rabei has a straightforward piece of advice for entrepreneurs and startup founders when it comes to navigating uncertainties. “You have to adapt,” she says. “If plan A doesn’t happen, you have to work on plan B. You have to be able to make things work, even if it’s not as you calculated. So being adaptable, flexible, resilient is super important. Starting a business honestly tests a lot of your qualities. I think I didn’t know how strong I could be when I started this journey. But with time, it shows you what you can, and
what you cannot do. And you learn…you learn to do it. I didn’t know what it meant to fire the first person that doesn’t perform, but you learn. And you know you’re doing it for the best. I was not very confident in certain environments before but you learn to do it, because you have to. It’s a case of either you do it or somebody else will do it before you.”
It is this mindset that Rabei hopes to continue applying to AVANTCHA Tea’s future plans too now. “We are currently working on a 100% biodegradable tea bag,” she reveals. “This is something some of our other tea brands have already kind of introduced but they are not shelf stable– they tend to expire in six months or so. So we want to introduce a 100% biodegradable tea bag that looks exactly as sleek as our current one. We are also excited about working to establish a bigger presence in Europe– and the starting point for that is currently Switzerland, because there’s been a lot of nice response there. But along the way, I think we’re going to make it a point to start celebrating our wins more often. When you work on a project day in and day out, every single day, very often you forget to stop and celebrate. But as we move forward now, we will definitely try to do that more often!”
Trinny Woodall on Starting a Business in Her 50s—and Changing the Beauty Game
How Trinny Woodall chose to leap into entrepreneurship—founding a digital-first, direct-toconsumer beauty brand from scratch. by
TAMARA PUPIC
→ British entrepreneur Sarah-Jane Duncanson "Trinny" Woodall launched her beauty brand Trinny London in 2017.
British entrepreneur Sarah-Jane Duncanson “Trinny” Woodall launched her beauty brand Trinny London in 2017, when she was in her fifties, at a stage when many slow down. Yet, she was determined that age was never a limit—it was her power. “In the beginning, you simply have to trust your intuition,” she tells me during our exclusive interview in Abu Dhabi in March 2025. “In my case, my personal life was telling me to be a practical mother, look after my child, make everything safe, meaning to get a regular job. Leading up to that decision of transitioning from the safety of a job to being a founder of a beauty company was really challenging. Yet, once I made up my mind, I have never looked back.”
By that time Woodall had already built a well-established career in fashion media and was navigating life as a single mother. Following a career in the financial sector, she transitioned into fashion journalism- In 1996, she teamed up with Susannah Constantine to write Ready to Wear, a weekly style column for The Daily Telegraph that offered accessible fashion advice and practical tips. The column ran for seven years and laid the groundwork for their breakout television success. In 2001, the duo launched the BBC series What Not to Wear, where their no-nonsense approach to makeovers and style guidance struck a chord with viewers. Their influence extended beyond the screen, as they went on to co-author
several best-selling books, including What Not to Wear and The Body Shape Bible. Leaving the security of her well-established career was a risk—but Trinny Woodall had her own reasons for taking the leap. “I thought of the role model my mother had been to me, which was not one of wanting to succeed in business. My mother never really worked,” she says. “It was the relationship I had with my mother, which was quite a distant one because I didn’t see her so much. I thought, ‘I know I want to have a really good relationship with my child. Does that mean I have to be there 24/7?’ At the same time, I’m a single mother, so I have to work. Do I want to build something that could give me limitless possibilities, or do I want to do something
→
The
} The biggest challenge when I started was to convince investors that my customer is defined not by age but by an attitude.” “
Trinny London brand is now valued at roughly £200 million and remains majorityheld by Woodall.
that’s safe but that will make me unhappy? If I am not happy, how would that be as a ramification for my daughter because I had quite an unhappy mother?” All those things came into my head.”
Her next move was bold and driven by a clear mission: to create a digital-first, inclusive beauty brand that would target women over 35 who she considered largely ignored by the beauty industry. “The biggest challenge when I started was to convince investors that my customer is defined not by age but by an attitude,” Woodall says. “People used to classify target audience in advertising and traditional media as A, B, C, or D, but hat’s gone out the window since social media took over. A 23-year-old can have the same attitude and belief as a 52-year-old. I knew my brand was for women who wanted to look in the mirror and still see themselves, but just feel great and energized.”
} I knew my brand was for women who wanted to look in the mirror and still see themselves, but just feel great and energized.” “
Trinny London has evolved from an idea to simplify makeup routines into a global movement for women seeking confidence, clarity, and connection. “I noticed that women’s challenges with their relationship of how they looked was not with themselves but with how other people would judge them,” Woodall explains. “Our brand has helped evolve their relationship with themselves, which is a tremendously positive thing. Therefore, if you’re doing it for yourself first and not for a partner or someone else, then it’s built on solid bricks. It’s not built on quicksand.”
Woodall’s beauty proposition quickly struck a powerful chord with women around the world, transforming Trinny London into one of the fastest-growing beauty companies in the UK. Its products are now sold in 180 countries, with a retail presence in the UK, US, Ireland, and Australia. The brand is now valued at roughly £200 million and remains majority-held by Woodall. The company employs more than 300 people. “I have an executive team of eight,” she says. “It used to be a smaller C suite and I really felt the need to widen that top in order to have better communication within the business and to have more people feeling responsible for its future. With this executive team of eight, every department feels included in all of the final decisions that we make from weekly trade to executive meetings.”
Trinny Woodall has not explicitly announced a dedicated launch or flagship store in the UAE yet, but she’s clearly testing the waters—and loving the reception. “Arab women like makeup with strong eyes and strong lips because they have a very strong bone structure. Northern European women don’t have such strong features, so they can’t focus on both. I wasn’t initially sure if this is a good primary market for me because we’re about this very natural looking makeup, about skincare principles, and about layering good ingredients. However, having spoken with women here in Dubai, I was really excited with the idea of what we could be doing here, introducing that attitude where a woman wants to see her face before her makeup. We could be the brand for women who want to understand a good skincare routine over a label.”
MEET THE FOUNDERS BETTING BIG ON ARAB BRILLIANCE
Maharat co-founders Arman Khederlarian and Bassem
Jamaleddine on building a living archive of Arab excellence.
by TAMARA PUPIC
Arman Khederlarian and Bassem
Jamaleddine
When Arman Khederlarian and Bassem Jamaleddine co-founded Maharat, an edutainment hub for masterclasses powered by Arab thought leaders, they set out with a clear mission: to become the go-to platform for anyone across the Arab world who wants to improve their lives, personally or professionally.
But beneath the surface of skills and storytelling lies something deeper—an attempt to reclaim Arab narrative, identity, and aspiration. “Our vision is for Maharat to inspire and empower everyone to reach their full potential. At the same time, we feel a deep responsibility to preserve and document the wisdom, lessons, and experiences of the Arab world’s most successful and inspiring figures,” Khederlarian says. “We don’t want this knowledge to be lost, we want to make it accessible for future generations, creating a lasting archive of Arab excellence.”
Jamaleddine adds, “On a global level, we’re also driven by the desire to reshape the narrative around the Arab world. For too long, the region has been misrepresented on the world stage. We believe Maharat can help change that by highlighting the incredible talent, innovation, and leadership that exists here, across business, arts, science, and more.”
In addition to democratizing access to the highest calibre of Arab knowledge, experience, and mentorship, Khederlarian
→ The Maharat team after shooting a masterclass.
} We feel a deep responsibility to preserve and document the wisdom, lessons, and experiences of the Arab world’s most successful and inspiring figures.” “
and Jamaleddine’s carefully curated, cinematic courses address a critical challenge in education: studies show that individuals forget up to 90% of newly acquired information within a week.
“What makes the difference for someone fully internalizing and retaining what they learnt is how the information is delivered,” Khederlarian explains.
“That’s why we focus on bringing the biggest Arab icons and capturing their expertise in cinematic and highly engaging formats - so that we can enable impactful education which is also entertaining and inspiring.”
Since launching in 2023, Maharat has released eight
masterclasses featuring the likes of Brands For Less founder Toufic Kreidieh, Syrian actor Kosai Khauli, Lebanese singer Ragheb Alama, Palestinian chef Salam Dakkak, and celebrity stylist Cedric Haddad. The platform has attracted a global audience, with users from over 100 countries. Its digital presence includes more than 200,000 social media followers, over 1.5 million unique website visitors, and upwards of 100 million online impressions.
Each Maharat masterclass is a deeply personalized and thoughtfully curated experience, tailored closely to the strengths and unique journey of the instructor. The co-founders highlight
that Maharat does not deliver generic academic content, but that their team works hand-in-hand with every instructor to ensure their masterclass reflects their expertise, lessons learnt, and real-world insights. “From a production standpoint, we’ve fine-tuned a highly efficient and professional process,” Khederlarian says. “Thanks to our robust pre-production processes, each masterclass is typically filmed over just one to two days, with instructors arriving fully prepped. The final masterclass is usually one to three hours long, broken down into bite-sized chapters that each focus on a specific, practical lesson, making the content
impactful and easy to apply.”
Jamaleddine adds that each Maharat masterclass goes beyond surface-level advice, delivering both practical skills and meaningful personal stories from some of the Arab world’s most influential figures. “Our goal is for users to walk away not only with a solid understanding of the subject, but also with actionable tools they can apply in their careers or creative pursuits,” he says.
The selection process is rooted in one non-negotiable principle: every instructor must be among the very best in the Arab world in their field. Khederlarian explains that an instructor may qualify in a
their voice resonates authentically with our audience.”
The preparation phase typically lasts between 2 to 4 weeks, depending on the instructor. During this period, the Maharat team conducts a series of collaborative planning sessions to develop a masterclass that reflects the instructor’s unique perspective and expertise. “Our internal team of researchers and writers works behind the scenes to align the content with audience interests, focusing on delivering personalized, story-driven, and practical learning experiences,” Jamaleddine says. Maharat was initially
WE’RE ALSO DRIVEN BY THE DESIRE TO RESHAPE THE NARRATIVE AROUND THE ARAB WORLD. “
number of ways. “They could be a household name or major celebrity, they could represent a well-respected brand or institution, or they may be an individual who has achieved remarkable success in their industry, even if they’re not widely known to the public. What matters is that they are the best possible person to teach the topic, and that
bootstrapped by its co-founders, who invested personally in the early stages to bring the concept to life. After developing a clear strategy and business plan, the platform secured initial support from a group of angel investors at the idea stage. Following the production of the first masterclass, Maharat went on to raise several million dollars in funding from
TREP TALK ‘
Maharat co-founders Arman Khederlarian and Bassem Jamaleddine’s tips for entrepreneurs
}BUILD SOMETHING TRULY VALUABLE AND IRREPLACEABLE “In today’s world where content is endless and tutorials are freely available across social media and YouTube, you need to be brutally honest with yourself: is what you’re building truly unique, or is it easily replaceable? To succeed, your platform must offer something users can’t find anywhere else, something with real, defensible value. At Maharat, we’ve done this by creating exclusive, high-quality masterclasses with the Arab world’s biggest icons. This level of exclusivity and premiumness is what sets us apart, and it’s what allowed us to thrive.”
}SURROUND YOURSELF WITH SMART PEOPLE, BUT TRUST YOUR OWN JUDGMENT “Gather insights from experienced voices, listen to smart people, and be open to different perspectives, but never let anyone else make decisions for you. Only you truly understand your circumstances, capabilities, and vision. While external input is valuable, your final decisions should be grounded in your own reality. At Maharat, we’ve often trusted our instincts over conventional advice, and that’s been essential to our progress.”
}THINK LONG-TERM, NOT JUST VIRAL “If you’re building a platform for true impact, aim for longevity. Don’t chase short-term trends for quick wins, focus instead on creating something that will remain relevant and valuable 5, 10, or even 30 years from now. With technology evolving rapidly, particularly with AI and digital transformation, sustainability is more important than ever. Build with the future in mind.”
}LET DATA GUIDE YOU, NOT JUST EMOTION “It’s easy to become attached to your own ideas, but success comes from listening, especially to your users. Pay attention to feedback, analytics, and performance data. Let the numbers tell you what’s working and where to improve. Ignoring user insights in favor of personal preferences is a fast track to missed opportunities.”
}PRIORITIZE TEAM CHEMISTRY AS MUCH AS SKILLSET “When building your team, whether you’re hiring, partnering, or collaborating, don’t focus solely on experience or qualifications. Cultural fit, ambition, and positive energy matter just as much, if not more. At Maharat, we’re proud to have a team that feels more like a group of close friends than coworkers. We empower one another, support each other’s growth, and genuinely enjoy working together. That environment fuels creativity and resilience, and it’s the foundation for building something lasting and extraordinary.”
→ Brands For Less founder Toufic Kreidieh delivering a masterclass on Maharat.
“
} We believe Maharat can highlight the incredible talent, innovation, and leadership that exists here, across business, arts, science, and more.”
prominent venture capital firms, strategic family offices, well-known regional figures, and experienced angel investors from across the Arab world and beyond. Speaking of their future goals, Jamaleddine says, “First, to continue growing our content portfolio across diverse and in-demand topics, so that Maharat becomes the go-to platform
for personal and professional development in the Arab world. Second, to scale our user base to positively impact the lives of as many people as possible. And third, to roll out a major B2B strategy, partnering with forward-thinking businesses and government entities to offer Maharat as a learning and development tool to benefit their teams
while also being aligned with national and organizational goals and objectives.”
Instructor names are not disclosed prior to the official launch of each masterclass, in line with confidentiality agreements and to maintain an element of surprise for users. However, Khederlarian notes that there are several dream instructors the team aspires to feature in future masterclasses. “As football fans, Mohamed Salah would be incredible, not just for his talent on the pitch but for the inspiration he represents to millions across the Arab world,” he says. “In the business world, icons like Mohamed Alabbar have shaped the region’s economy and would offer so much value. We’d also love to spotlight extraordinary Arab women such as Lubna Olayan, who’s been a trailblazer in both leadership and impact.”
Having grown up in Lebanon, Khederlarian and Jamaleddine have witnessed firsthand the transformative impact of education and upskilling. ”We observed how individuals from underserved backgrounds were able to significantly improve their lives and those of their families by pursuing education and acquiring valuable skills that led to meaningful career opportunities,” Khederlarian says. “Education is not a luxury; it’s a fundamental right. And everyone, regardless of background, should have access to the highest quality education possible. Because that’s what enables people to realize their full potential, change their lives for the better, and contribute meaningfully to the world.”
When it comes to what defines Arab achievers across industries, Jamaleddine points out to resilience. “While resilience
→ A Maharat masterclass with Lebanese singer Ragheb Alama.
OUR GOAL IS FOR USERS TO WALK AWAY NOT ONLY WITH A SOLID UNDERSTANDING OF THE SUBJECT, BUT ALSO WITH ACTIONABLE TOOLS THEY CAN APPLY IN THEIR CAREERS OR CREATIVE PURSUITS.”
is a trait shared by successful people everywhere, in the Arab world it carries even more weight,” he explains. “Many people in the region face difficult social and economic realities, yet they continue to move forward with quiet strength, holding on to their goals with resilience, self-belief, and dedication. These soft skills, like perseverance and confidence, are often the true keys to lasting success. And through Maharat’s inspirational content, we aim to instill this mindset in everyone. We want viewers to not only learn practical skills but also develop the mental strength and confidence to overcome their own challenges, just like the icons they admire.” Plus, Jamaleddine adds, the Arab world cannot be represented through a single lens—it is shaped by a rich tapestry of perspectives, ideologies, and experiences. “We believe it’s crucial to foster mutual
understanding and appreciation across these differences, to encourage people to listen to each other, respect varying viewpoints, and see diversity as a strength,” he says. “That’s something we’re committed to highlighting through Maharat: that bringing together different voices and perspectives creates a richer, more connected, and more
empowered Arab world.”
With professional experience rooted in corporate environments, the co-founders were accustomed to structured planning, clear strategies, and predictable outcomes. However, launching Maharat as their first entrepreneurial venture revealed the distinct challenges of the startup world. “One of the biggest
enough to plan, you must be hyper-aware of your environment, ready to react, problem-solve, and let go of initial ideas when needed. Being overly attached to a single approach or perspective can hold you back. Flexibility, objectivity, and a solution-oriented mindset are essential for navigating this unpredictable space.”
lessons we’ve learned is that no matter how detailed your plan is, you need to be prepared for constant change,” Khederlarian says. “There’s a quote by Mike Tyson that captures it perfectly: ‘Everyone has a plan until they get punched in the mouth.’ And that’s exactly what entrepreneurship feels like at times.”
Jamaleddine adds, “You have to stay agile, think on your feet, and adapt in real-time to what the market throws at you. It’s not
The Maharat journey has shown that entrepreneurial success isn’t about perfect planning but about continuous evolution—and that is what Arman Khederlarian and Bassem Jamaleddine have embraced every step of the way. By combining strategic thinking with adaptability, they’ve built a platform that not only reflects the richness of the Arab world but also redefines how knowledge is shared across it.
→ A Maharat masterclass with Syrian actor Kosai Khauli.
→ Celebrity stylist Cedric Haddad featured on a Maharat masterclass.
“We Do Everything 100”:
Inside the World of Jets 100 boss Afshin Sajedi
In a world where time is the new luxury, and inconvenience is the ultimate deal-breaker, one company is redefining what it means to travel well. We sat down with the founder and CEO of Jets 100 Afshin Sajedi, a rising star in the private aviation and luxury experience space, to hear the remarkable story behind the brand— and the man who’s built it from the runway up.
by ANIL BHOYRUL
Istarted my career announcing flights at the airport,” Afshin Sajedi begins with a nostalgic smile. “It was customer service—taking calls, helping passengers—and I used to watch planes take off and land, always asking, ‘When is it my turn to leave this town?’”
It’s hard to imagine that young man now, considering the global travel empire he’s created. With nearly three decades in the industry, his résumé reads like a travel industry tour de force—travel agent, tour manager, booking.com affiliate, franchise owner, and now, founder of a company that combines private aviation with bespoke, high-end experiences.
Unlike traditional brokers, Jets 100 isn’t just offering flights. It’s curating exclusive, all-inclusive experiences: seamless, immersive, and hyper-personalized. “We’re not just organizing a jet and hotel. Our clients are met at the airport by our partners. Everything is orchestrated down to the golf carts at the villa. No check-ins, no lines, no waiting.”
The company’s size is its strength. Inspired by Four Seasons’ private jet program, Jets 100’s offerings are more
→ Afshin Sajedi is the CEO of Jets 100.
intimate. “They take 46 to 60 people on multi-destination tours. We take 10,” he says. “That could be five couples, or siblings, or business partners. The point is: it’s personal. It’s inclusive. It’s manageable.”
Experiences range from three-day escapes to
two-week adventures, targeted not at billionaires with unlimited time, but successful professionals with limited windows and high standards.
Of course, it’s not all glamorous. “It’s the hardest job ever,” he admits. “We test everything ourselves first. We see the pain points—like a loud seaplane in the Maldives or the chaos of commercial terminals—and we fix them.”
He recalls a recent trip to Hong Kong where a commercial airline delay turned a one-day visit into a few frantic hours. “That’s the problem,” he says. “Even with the best airlines—Qatar, Singapore, Emirates—you’re still at the mercy of logistics.”
“
to private travel, because we have it all.”
Some of the company’s partnerships sound almost mythical. “We work with private islands in the Maldives and Turks and Caicos—places with their own runways, no passport control, and villas that cost US$500,000 a week during Christmas. One island is owned by a Czech billionaire and refurbished every single year.”
Guests arrive via private jet, greeted mid-air by immigration officials. “No terminals. You land, walk to reception, and you’re in your villa in five minutes—with two golf carts waiting.”
It’s a far cry from the crowded terminals and seaplane transfers that plague even luxury travelers.
bold future. “We’re competing with the Four Seasons,” he says matter-of-factly. “We want to be a public company. We want to be sold out a year in advance.”
And Sajedi isn’t hiding behind the scenes. “I’m there on every trip—for now. Our clients get to travel with me. I supervise everything personally until I can trust the business to run at the standard I expect.”
Despite the glitz, there’s humility too. “My daughter used to think this was all parties,” he laughs. “Now that she works with me, she knows—it’s hard work. There’s stress, there’s pressure. But it’s also purpose.”
You get the feeling he isn’t just building a company. He’s shaping a new travel standard.
We’re not just organizing a jet and hotel. Our clients are met at the airport by our partners. Everything is orchestrated down to the golf carts at the villa. No check-ins, no lines, no waiting.”
Jets 100, he says, is the solution: “We created a product that upgrades people from first class
Launched in Miami in June 2023, Jets 100 is still technically a startup, but one with a
And from the tarmac to the tropics, it’s clear: Jets 100 isn’t just a name. It’s a philosophy.
A From Pop Culture Pioneer to Collectibles Champion
The founder of the Middle East Film and Comic Con (MEFCC) Arafaat Ali Khan on his latest venture. .
by JUSTIN HARPER
Arafaat Ali Khan is no stranger to building communities around passion. As the founder of the Middle East Film and Comic Con (MEFCC), he helped ignite a pop culture revolution in the region. Today, he’s channeling that same entrepreneurial spirit into a new arena: the world of collectibles. As the head of Certified Collectibles Group’s (CCG) Middle East operations, Khan is on a mission to make Dubai a global hub for collectors seeking authentication, grading, and conservation services for everything from banknotes to comic books.
For many, the world of collectibles can seem shrouded in mystery and jargon.
Khan is quick to clarify what CCG does:
“In simple terms, we provide authentication, grading, and conservation services for collectibles such as banknotes, comic books, trading cards, and coins, among others,” he explains. Since 1987, CCG and its affiliated companies have certified over 100 million collectibles worldwide, including coins, banknotes, comic books, trading cards, autographs, and stamps.
The company’s approach is rooted in independence and objectivity. “We don’t buy or sell collectibles ourselves, and our graders are prohibited from commercial trading to avoid conflicts of interest,” Khan emphasizes. Even the identity of the person submitting an item is kept hidden from the experts evaluating it, ensuring a truly impartial process. This rigorous methodology gives both buyers and sellers confidence in the authenticity and value of their prized possessions.
→ Arafaat Ali Khan is the founder of the Middle East Film and Comic Con (MEFCC) and the head of Certified Collectibles Group’s (CCG) Middle East operations.
Dubai: A Region Ripe for Collecting
So why bring CCG to Dubai? According to Khan, the answer lies in the region’s burgeoning community of passionate collectors. “We have a large and growing customer and dealer presence in the Middle East. Collectors here have some of the most exciting collections in the world,” he says. Until now, many were hesitant to send their valuable items overseas for certification, deterred by the complexities of shipping, insurance, and customs.
CCG’s new Dubai branch changes the game. With dedicated websites and region-specific pricing, collectors can now submit their treasures with shipping and insurance bundled into one seamless process. “It’s about making it easy and safe for collectors here, removing the hassle and worry,” Khan notes. The move is also a statement of intent: “We believe the growing number of collectors in Dubai and the region deserves to be fostered and supported just as robustly as collectors anywhere else in the world.”
What’s Hot in the Middle East Collectibles Scene?
When it comes to what people are collecting, Khan says banknotes and coins remain the most popular items in the region, but interest in trading cards, sports cards, and comic books is rapidly growing. “With the opening of our office, we’ve seen massive interest across all verticals.
Collectors are much more comfortable handing over their prized items directly,” he shares. CCG is also eyeing the introduction of video game grading services in Dubai, responding to growing demand from the local community.
Khan is bullish on Dubai’s potential to become a global powerhouse for niche luxury assets and collectibles. “Dubai and the greater Middle East have the potential to become some of the most influential collectors in the world,” he asserts. The city is already home to internationally recognized
collectors, such as Dubsy, known for possessing some of the rarest Pokémon cards. “That’s one of the key reasons we set up in Dubai—the potential for growth here is among the strongest globally.”
Khan’s entrepreneurial journey began with a bold idea: to create a platform for regional creators to showcase their talents.
“We had too many gifted people in the region for them not to be known!” he recalls of the early days of MEFCC. Despite skepticism from industry insiders, Khan trusted his instincts. “Everything was telling me that people were just waiting for something like this to happen.”
The launch of MEFCC was
met with overwhelming enthusiasm. “There was a traffic jam all the way down Beach Road with people trying to get to the event!” he remembers. Over the next six years, the event grew to attract over 60,000 attendees and won major industry awards. For Khan, the real highlights were seeing artists and exhibitors grow alongside the event, and the heartfelt gratitude from visitors whose lives were touched by the experience.
invaluable.
WE HAVE A LARGE AND GROWING CUSTOMER AND DEALER PRESENCE IN THE MIDDLE EAST. COLLECTORS HERE HAVE SOME OF THE MOST EXCITING COLLECTIONS IN THE WORLD.”
New Ventures, New Lessons
After selling MEFCC to a global events company“We didn’t have the firepower to grow it to its full potential,” he admits - Khan continued to explore new ventures, from original pop culture content to platforms supporting artists. While not every project lasted, the lessons in e-commerce and publishing proved
Now, with CCG, Khan finds himself at the intersection of entrepreneurship and a global brand. “It’s the perfect blend of entrepreneurial acumen and excitement, with the stability of a renowned international company,” he says. As for the financial windfall from his earlier exit? “It wasn’t life-changing, but it gave me the confidence to pursue what I wanted— and, of course, to buy more comic books and action figures!”
Justin Harper is an award-winning business journalist and editor who has worked across four continents and for the biggest names in media, including the BBC, FT Business, Daily Mail, and others. He is the co-founder of The Crypto Radio and an experienced podcast host.
FROM IDEA TO APP STORE IN 45 DAYS
An in-depth look at how the Create Apps Accelerator Program helped tech entrepreneurs from the UAE and across the globe launch their mobile apps in just 45 days. by ENTREPRENEUR MIDDLE EAST STAFF
When H.H. Sheikh Hamdan bin Mohammed bin
Rashid Al Maktoum announced the Create Apps in Dubai initiative in March 2023, it set off a ripple effect across the nation: the hundreds of thousands tech enthusiasts and entrepreneurs in Dubai and the UAE now had endless opportunities to showcase and finetune their ideas.
One such program that has fostered innovation and digitization in Dubai has been the Create Apps Championship- a flagship endeavor led by Dubai Chamber of Digital Economy, which handpicks some of the brightest minds in the UAE and, now, across the globe.
In the wake of a successful second edition, which concluded in April 2025, the Create Apps Championship extended its impact through the launch of the Create Apps Accelerator Program- a six-week intensive program designed to fast-track the most promising alumni of the Championship toward successful app store launch in a matter of just 45 days.
Having taken place from May 19 - July 2, 2025, the program supported 24 teams, representing 20 nationalities across 14 countries. The participants were offered support through a multitude of channels including expert-led workshops, weekly 30-minute consultations with subject matter experts, personalized mentorship opportunities, and hands-on technical support.
Noteworthy regional industry experts who led some of these sessions included Aadam Zaidi, Principal Product Manager of CAFU; Baber Shaikh, CTO of Careem; Himanshu Niranjan, CTO of Property Finder; Omar Al Mheiri, co-founder of LetsWork; and Sven Herzing, CTO of Talabat.
With a focus on real-world execution —right from the minimum viable product (MVP) development and testing to final submission— the accelerator served as a strategic launchpad, empowering emerging app entrepreneurs with the tools, insight, and ecosystem access needed to make their digital solutions market-ready.
As such, by the end of the 45-day period, the teams had successfully built and launched MVPs for iOS and Android, having simultaneously gained necessary skills in core feature development, user interface/user experience (UI/UX) improvement, regulatory compliance, and market positioning. Serving as an amalgamation of all these efforts, the Create
Apps Accelerator Program’s graduation day was held on July 9, 2025 over Zoom. The event saw all the teams present oneminute pitches of their completed apps, as well as insightful keynote addresses from Abdullah AlGaoud, Director of Digital Operations at DCDE and Jawaher Burhaima, ManagerCompetitiveness and Research (Digital Economy Sector) at DCDE.
Create Apps Accelerator Program – Graduation Ceremony, held online on July 8, 2025.
H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Dubai Executive Council, at the grand finale of the second edition of the Dubai Chamber of Digital Economy’s Create Apps Championship, held on April 16, 2025, at the Museum of the Future, Dubai
Meet the teams who launched their apps in 45 days!
1.
2. Aesculai
A smart AI assistant that can analyze patient symptoms, suggest possible diagnoses, and even help with incessant paperwork.
Balansize
Balansize is an all-in-one wellness app designed to simplify and personalize a woman’s self-care journey at every stage of life.
For me, the highlight of the accelerator program was the great experience, knowledge, and support from the Create Apps team and mentors who helped me shift from overthinking to executing. Thank you so much to them and the Dubai Chamber of Digital Economy for this opportunity
Medical Learning App
3. Blix Health
A safety-first logistics platform that schedules drivers' routes, monitors driving behavior, and keeps passengers updated— all in real time.
One of the most memorable parts of the Create Apps Accelerator was meeting leaders from companies like Careem, along with supportive mentors and industry experts who taught us so much.
Co2e enables consumers and brands to invest in climate projects by delivering real-time updates directly from the field. Our approach ensures transparency and accountability, creating a “Farm to Table” experience for climate impact. 4.
Co2e
5. DAMA
Industry Sustainability
6. Feteflex
Industry Event Management
Feteflex is an event service booking platform designed to simplify event planning across Africa. Our digital marketplace connects event organizers with a wide range of verified vendors and service providers such as venues, caterers, DJs, MCs, Artists, Event planners, and more, ensuring a seamless, secure, and efficient booking experience.
A sustainability-focused app that connects ecoconscious consumers and businesses
One of the things I’m most grateful for is that we were able to stay on track and meet the program’s timeline. Kudos to the entire Create Apps Accelerator team for making that happen. The main highlight of the program, for me, was certainly the fact that we launched a mobile app within 45 days — I’m really glad we successfully completed that milestone.
7.
8. Fuelingo GuestPass
An all-in-one vehicle management app that links car owners with reliable service providers for repairs, maintenance, and auto parts.
“The accelerator pushed me out of my comfort zone in the best way—through hands-on mentorship, real accountability, and expert guidance. It helped me iterate fast, meet deadlines, and gain the confidence to successfully launch my app on the Play Store.”
GuestPass turns every entry point into a smart secure check point by capturing visitor details, auto notifying the host and OTP exit validation. That paired with a live visitor dashboard makes it more than a visitor logging system but a reliable security system.
I was able to overcome it thanks to the mentors. They were really insightful and helpful - they showed me what the industry looks like and what’s expected of me.
9.
HomePOWERMENT
HomePOWERMENT is revolutionizing the way families and home personnel interact by providing a comprehensive platform that enhances communication and work performance. By offering guided routines tailored to the specific needs of each household, HomePOWERMENT ensures that nannies or other home personnel can seamlessly integrate into family life
I’m truly grateful to the Dubai Chamber of Digital Economy and the entire Create Apps team for making this accelerator possible. The one-on-one mentorship, especially, helped me break down barriers, simplify my vision, and bridge the gap between ideas and tech execution — thereby accelerating everything and empowering me to build my legacy here in Dubai!
Kids is an educational game designed to teach children financial literacy.
The Create Apps accelerator program was the best we’ve ever done—exciting, fun, and sometimes stressful, but we learned so much from it.
11.
12. Motion MyHealth Global
A performance analysis app powered by AI and machine learning, designed to enhance technique in swing sports such as pool, golf, and tennis.
This has been an incredible experience, and we honestly couldn’t have done it without the amazing team at Create Apps. Huge thanks to the whole team for their support and dedication!
MyHealth Global is a secure, all-in-one mobile healthcare platform that provides telemedicine, remote patient monitoring, mobile healthcare, digital prescriptions, and personalized care—designed to meet the diverse health needs of patients anytime, anywhere.
13. Pharmedic
AI integrated platform that alerts both patients and healthcare professionals on potentially lethal drug interactions.
An AI-powered trivia app that transforms any document or topic into an engaging and interactive quiz game, enabling users to learn and test their knowledge in a dynamic and personalized way.
Every challenge I brought to the technical team was met with prompt responses, additional chats, and extra call time to ensure everything was completed successfully. I’m especially grateful to Sarah and Carmen from the Create Apps Accelerator team for their consistent support. Thank you for always being there when I needed you.
14. Qai (Querist Ai trivia App)
15. SustainifyX
SustainifyX is the UAE’s first all-in-one sustainable marketplace app that empowers people to shop consciously, track their positive impact, and be rewarded for living green. From solar-powered gadgets and ethical fashion to refillable beauty and zero-waste home essentials, SustainifyX transforms everyday shopping into a movement for change — locally.
TotMediX is an AI-powered child health management app that simplifies caregiving by offering smart medication reminders, prescription scanning, symptom tracking, and caregiver coordination.
I’m truly grateful to the Dubai Chamber of Digital Economy for this experience. I’m especially thankful to the Create Apps team—they were always available, and their support and advice were incredible.
17. VaultSplit
VaultSplit is an AI-driven financial automation app that helps dropshippers and freelancers automatically pay vendors, set aside taxes, and split profits into expenses, savings, and investments.
Huge thanks to the Create Apps team and the Dubai Chamber of Digital Economy for bringing this all together. What we gained in just 45 days is the kind of value many founders pay a lot of money to access elsewhere—but you made it happen for us. I’m truly grateful and won’t take it for granted.
18. Who's in Town
During the Create Apps accelerator, we had the chance to really dive deep into how to properly build our app and develop a strong MVP. I’m incredibly grateful for all the mentorship and support we received from the team and everyone at Dubai Chamber of Digital Economy.
Who's in Town helps users plan outings in a simple and seamless way.
19. Yajood
20. Yallah Baggage
Yallah Baggage is an app that makes it easy for travelers to pick up and deliver their luggage from airports, hotels, and Airbnbs with complete convenience.
Yajood seamlessly integrates charitable giving into your everyday shopping experience. When you purchase the products you love, up to 50% of your spending is directed toward a cause that matters most to you, making generosity a natural and impactful part of your daily life.
I extend my heartfelt thanks to each and every in the Create Apps Accelerator team. Words cannot fully express my gratitude for the entire process and program. If given the opportunity, I would gladly go through it all over again.
17-20 NOVEMBER 2025
Riyadh Exhibition & Convention Centre (Malham), Saudi Arabia
THE
MOST ATTENDED REAL ESTATE EVENT
STEP INTO THE FUTURE OF URBAN LIVING
40 Countries Exhibiting
460+ Exhibitors
10 Country Pavilions
450+ Speakers
4 Stages
Thinking Big
How to diversify your portfolio with a global approach. by JOHNNY CONRAN
‘T/Real Estate
In today’s investment landscape, where trends shift monthly and sentiment cycles faster than news headlines, the most enduring gains often come from those who think far ahead, sometimes even beyond their own lifetime.
This is the essence of generational wealth: building something that outlasts you. Increasingly, real estate is playing a central role in how globally minded families are securing that future. The key to maximising your investments for future wealth planning is to do it right. Easier said than done, but this means to go beyond borders and economic cycles. They are diversifying not just across asset classes, but across geographies, and nowhere is this approach more evident than in the dual focus on the UAE and the UK.
UAE – A market for momentum and opportunity
The UAE has rightfully earned its place as one of the most exciting property markets in the world. For example, between 2014 until the pandemic, we noticed a steady decline in property prices with the average price for a luxury apartment dropping from AED1 million to AED 900,000; however post-pandemic the market experienced a price surge by 28%, up from 2014.
The past has witnessed extraordinary movement: luxury villa prices have doubled, and prime locations such as Palm Jumeirah have seen over 30% increase per square foot coupled with a 100% growth rate, while the overall luxury segment highlighted a 147% growth in the past six years. For investors seeking short-term gains and capitalising on global lifestyle shifts, Dubai offers a compelling proposition.
However, any wealth that is meant to last more than a generation needs
balance. This is where the UK enters the picture, not as a safer alternative, but as a strategic counterweight.
Steady returns and stability in the UK
Over the last decade, UK property prices have climbed steadily, up 73% in nominal terms between 2013 and 2023, even in the face of political changes and global disruptions, whereas housing prices have increased by a promising 24% and an annual growth rate of 3.8%. When adjusted for inflation, that is still a meaningful real return, underpinned by strong demand, an undersupplied housing market, and a legal framework that gives international investors confidence.
For families building intergenerational
wealth, this matters. You are not just buying a property, you are acquiring an asset that will hold its value, provide rental income, and offer liquidity over time. You are also investing in a country with deep legal protections, reliable infrastructure, and a culture of property ownership that spans centuries.
In many ways, UK real estate is the opposite of fast money. It is slow, thoughtful money. The kind that does not need to chase headlines, because it was never about a quick flip to begin with. It is about empowering the next generation with legacy wealth and stability.
Balance of growth and resilience
A truly future-proof portfolio often contains a blend of high-growth assets and those that offer steady,
IN MANY WAYS, UK REAL ESTATE IS THE OPPOSITE OF FAST MONEY. IT IS SLOW, THOUGHTFUL MONEY. THE KIND THAT DOES NOT NEED TO CHASE HEADLINES, BECAUSE IT WAS NEVER ABOUT A QUICK FLIP TO BEGIN WITH. IT IS ABOUT EMPOWERING THE NEXT GENERATION WITH LEGACY WEALTH AND STABILITY.
long-term value. For those already active in the UAE market, UK property offers stability and compounding strength. For those anchored in UK investments, the UAE can inject dynamism and momentum to your portfolio.
Looking ahead, both markets show strong ROI opportunities. UK prices are forecasted to grow by 3.5% amid an ongoing undersupply and rising rental demand. In the UAE, prices are expected to grow between 5% and &%, driven by demand in key districts such as Dubai South and Yas Island.
The risk always remains -
the UK market faces affordability constraints and potential policy shifts, while the UAE is more sensitive to global macroeconomic fluctuations, but together, these markets offer a strategic balance of growth and resilience.
In conclusion, the UAE and UK both play a role in a larger strategy, one that is not just about numbers on a spreadsheet, but legacy. The smartest investors today are not asking ‘Where can I make the most money this year?’ They are asking, ‘What will my portfolio look like 25 years from now? What am I leaving behind for my children and theirs?’ Global property investment is no longer just a financial decision; it is a generational one that requires a mindset that goes beyond borders, economic cycles, and time.
Johnny Conran is the founder and Partner – Head of Middle East and North Africa at Jospeh Mews, a property investment
company with over 10 years of expertise in residential developments in the UK. Conran is a seasoned real estate entrepreneur and strategic leader with over a decade of experience in international property investment and development. At Joseph Mews, he is spearheading the company’s expansion into the Middle East nd North Africa, with Dubai as a key growth market, connecting regional investors with forward-thinking international property opportunities. Conran has played a pivotal role in bringing UK real estate opportunities to MENA investors. His charismatic leadership has been instrumental in the successful launch of several standout projects, including Birmingham’s most sustainable residential development SETL and, most recently, The Halcyon - a landmark offering in luxury living in Leeds.
Scaling Across Borders
The rise of a UAE homegrown brand. by MEHREEN OMAR
There’s a misconception in business that scaling fast equals success. But when you’re building something meaningful, something with staying power. It’s not about how quickly you expand. It’s about how well you deliver, and whether your work earns the kind of reputation that grows louder than your marketing.
I co-founded SupperClub Middle East with a straightforward goal: to make luxury feel personal again. Our membership offers discreet, unlimited access to some of the region’s most premium dining, leisure, and hospitality experiences, all in a way that’s seamless, human, and quietly elegant.
We launched in the UAE, a market where quality is the baseline and exceptional service is expected. It was the perfect testing ground; if you can win here, you’ve earned your credibility. What started as a local solution has now grown organically into nine countries, not through hype or funding, but through reputation, performance, and trust.
START WHERE YOU KNOW. LET YOUR WORK SPEAK FOR YOU.
Our first step outside the UAE wasn’t a trend-driven decision - it was strategic intuition. We began expanding across the GCC, where consumer habits, while regionally similar, still demanded cultural nuance. From there, Pakistan became a natural extension. As someone with deep roots there, I understood the hospitality landscape, the dining culture, and the UAE-Pakistan travel corridor. The launch felt less like a market entry and more like a return to something familiar, just reimagined. However, what came next was even more revealing of how growth truly works when you build with integrity.
WHEN YOUR BRAND IS BUILT RIGHT, GROWTH FINDS YOU
We didn’t have plans to enter South Africa or Nigeria, but our long-standing corporate partners did. In these markets, we were mandated to build SupperClub for them. That
AND IF THERE’S ONE TRUTH I’VE COME TO BELIEVE ABOVE ALL, IT’S THIS: WHEN YOU DELIVER WITH CONSISTENCY, CLASS, AND CLARITY OF PURPOSE, THE WORLD MAKES ROOM FOR YOU.
wasn’t just a business win - it was a moment of clarity. Our growth wasn’t being driven by sales decks or ad spend. It was being driven by results and our reputation.
When they expanded into new markets, they didn’t look for someone new. They called us. We hadn’t even visited those countries yet. But when your track record consistently delivers, your reputation precedes you. That kind of trust isn’t built with branding. It’s built on how you consistently and quietly make people feel over time.
So when those same partners expanded into South Africa and Nigeria, they didn’t go looking for someone new. They called us. In both markets, we didn’t force-fit our model. We adapted. We listened. We localised. And we launched, quietly, intentionally, and in complete alignment with what the market needed, not what we thought it should want.
LOCALISE EVERYTHING - EXCEPT YOUR VALUES
One of the biggest mistakes in scaling is assuming what worked in one
market will automatically work in another. It never does.
Take Saudi Arabia, for example. The market is concierge-led, not driven by discounts. People value privacy, premium service, and efficiency. So our strategy focused on effortless luxury access without friction, discretion without complication. Interestingly, this wasn’t just a Saudi insight. From Cape Town to Karachi, one universal truth became clear: people don’t want codes, printed vouchers, or awkward conversations with staff. They want things that work beautifully, invisibly, and. That’s precisely what SupperClub offers: a seamless lifestyle membership that delivers value without noise. Premium experiences booked effortlessly. No flashing phones. No explaining yourself at the table. Just trust, built into the model.
WHAT WE’VE LEARNED ABOUT SCALING - THE HUMAN WAY
} Reputation is your most scalable asset.
If your partners trust you, your work becomes your introduction. You don’t knock on doors, you’re invited in.
} Growth isn’t about headcount or hashtags - it’s about alignment. We don’t expand to tick boxes. We expand when we can bring genuine value to a market that needs it.
Trust doesn’t scale with funding- it scales with delivery.
Every partnership, every venue, and every member interaction must reflect our standard. Always.
} People don’t buy what you offerthey buy how it makes them feel. That feeling of being understood, elevated, and taken care of is what drives retention and referral.
} Quality is non-negotiable. We don’t chase volume. We chase consistency. If it doesn’t meet the standard, we don’t offer it.
} Hire sooner. Trust faster.
In the early days, we did everything ourselves. Every deck. Every call. But scaling requires hiring people you trust. So empower them. And get out of the way when necessary. The moment we started doing that, you unlocked a whole new level of momentum.
} Never lose your ‘why’. Metrics matter. But the objective measure of success is when a member says, “This made my life easier,” or a hotel tells us, “You’ve changed the quality of our clientele.” That’s the win.
At SupperClub, we didn’t just build a business. We built trust across borders, cultures, and partnerships. And if there’s one truth I’ve come to believe above all, it’s this: When you deliver with consistency, class, and clarity of purpose, the world makes room for you.
Mehreen Omar is the Co-Founder & CEO of SupperClub Middle East, a premium lifestyle membership platform trusted by leading global banks and luxury partners across nine countries. She is passionate about customercentric growth, brand integrity, and building companies that scale with soul.
Google Isn’t the Whole Story
Why "Search Everywhere Optimization" Is the New SEO. by
JAMES REYNOLDS
For years, “search” was practically a synonym for Google. But today, entrepreneurs are witnessing a seismic change in where people search.
Users are no longer confined to search engines; they’re exploring a multitude of platforms tailored to their needs. It’s not just about ranking on Google anymore; it’s about establishing a presence across all the channels where your audience
THE SHIFT AWAY FROM GOOGLE
Not convinced? Let’s talk numbers.
Over 70% of daily searches now happen on non-traditional search platforms like YouTube, TikTok, and ChatGPT. This trend is especially pronounced with Gen Z. In fact, over 40% of Gen Z prefer searching on TikTok or Instagram instead of Google for things like product reviews or how-tos.
This shift isn’t just about social media. Amazon has become the go-to starting point for product searches, outperforming search engines. More than 56% of U.S. consumers start their online shopping searches on Amazon, versus 42% on traditional search engines.
And while Google still dominates general web queries, AI tools are rapidly gaining traction. OpenAI’s ChatGPT, for example, is now one of the world’s top websites with over 5 billion visits per month.
Founders should also note what’s happening within Google’s walls: search results are less likely to send traffic to your site than before. Today, just under 60% of Google searches end without any click at all (so-called “zero-click” searches). Google’s own answer boxes, maps, and snippets often satisfy the query. And with the rollout of Google’s AI-generated answers (SGE), clicks are dropping even further.
For entrepreneurs, this means one thing: it’s time to stop treating Google as the be-all and end-all of search and embrace Search Everywhere Optimization.
“SEARCH EVERYWHERE OPTIMIZATION” – A NEW MINDSET FOR SEO
So, what does “Search Everywhere Optimization” mean? In essence, Search Everywhere Optimization is the next evolution of SEO.
It responds to the reality that users trust different platforms for different needs. It’s a strategy to maximize your visibility
Search Everywhere Optimization is the next evolution of SEO. It responds to the reality that users trust different platforms for different needs. It’s a strategy to maximize your visibility and resilience by not putting all your traffic eggs in one basket.”
and resilience by not putting all your traffic eggs in one basket. I call it a way to “future-proof” your search marketing. Relying on just one platform’s algorithm is a huge business risk. If you’re everywhere your audience searches, no single algorithm change or platform shift can totally wipe you out.
There’s an upside, too: multi-platform visibility builds a stronger brand. When your company consistently appears in various search contexts, it reinforces credibility and trust. A potential customer might first hear about you on a Reddit thread, later see your helpful YouTube video, and then notice your product while searching Amazon, by the time they visit your website or Google your brand name, they’ve encountered you multiple times.
This kind of multi-touch exposure accelerates trust-building. In marketing, the rule of thumb is that people need to see a
WELL-WRITTEN POSTS WITH CLEAR, RELEVANT TITLES CAN SHOW UP ON GOOGLE FOR MONTHS (OR EVEN YEARS), ESPECIALLY FOR LONG-TAIL SEARCHES."
brand several times before making a purchase. Showing up everywhere they search naturally accomplishes that.
HOW TO SHOW UP ON EVERY PLATFORM: TACTICAL TIPS
Embracing “Search Everywhere” means adjusting your tactics for each major platform. Here’s a breakdown of how entrepreneurs can optimize content for five key arenas, so that your brand can be discovered everywhere:
}TikTok & Instagram
TikTok and Instagram have evolved into powerful search engines. In practice, that means your content needs to be searchable. Captions should include keywords users might type into the in-app search bar. Your opening three seconds also need to hook attention, as watch time is a core ranking signal. Use trending sounds or formats strategically, not just for entertainment but to signal relevance to the algorithm.
Consistency plays a role, too. Regular posting increases your chances of appearing in search and on the For You page.
}YouTube
YouTube remains the second-largest search
engine globally, and it’s a go-to for everything from product reviews to how-to guides. To rank, think like a search strategist: front-load keywords in your video titles, write detailed descriptions that include relevant phrases, and add tags for discoverability.
Custom thumbnails improve click-through rate, while playlists and video series boost retention. Prompting viewers to comment and engage also helps.
If done right, your videos won’t just show up in YouTube’s search results, they can also rank on Google, giving you dual visibility from one piece of content.
}Amazon
If you’re selling products, Amazon isn’t just a store,
it’s a primary search engine. Your listing needs to match buyer intent to win visibility. This means using keyword-rich titles, persuasive bullet points, high-quality images, and consistently good reviews. Your price, Prime eligibility, and inventory status also influence rankings. The goal is to make your product the most relevant and trusted choice when someone searches “I need to buy X.” A strong Amazon listing converts better than a webpage and can have just as much search value as ranking on Google.
}Reddit & Niche Forums Reddit is where users go for honest, no-fluff answers – often searching directly on Reddit or using Google plus “reddit” to
filter results. To build visibility here, find the subreddits where your audience hangs out and participate meaningfully. Share helpful insights before ever mentioning your brand. Well-written posts with clear, relevant titles can show up on Google for months (or even years), especially for long-tail searches. Users often revisit high-value threads, and your responses can become a source of referrals and reputation.
}Voice & AI Search
As voice assistants like Siri, Alexa, and AI tools like ChatGPT become more integrated into everyday search habits, businesses need to think beyond websites. These platforms favour content that directly answers
questions. That means structuring your content to match how people ask, using natural language and formatting with featured snippets or FAQs in mind. Think in terms of questions and concise answers.
TOOLS TO RESEARCH AND EXECUTE A
“SEARCH
EVERYWHERE” STRATEGY
To effectively optimize across so many platforms, you’ll want the help of some specialized tools. Here are two I recommend to make the job easier:
}SparkToro: This is an audience research tool that’s pure gold for finding out where your potential customers hang out outside of Google. You input an interest or keyword (e.g., “vegan recipes” or “cybersecurity professionals”), and SparkToro shows you the top social media accounts those people follow, the top podcasts they listen to, the top websites they visit, and even what YouTube channels or subreddits are popular with that crowd.
}KeywordTool.io: This is a must-have for multi-platform keyword discovery. It generates keyword suggestions across Google, YouTube, Amazon, Instagram, the App Store, and more by tapping into each platform’s search autocomplete data. Finally, I recommend the MVP framework—”Most Valuable Platforms.” You don’t necessarily need to be everywhere at once (spreading too thin can lead to mediocrity).
“
Monitor the results and keep iterating. The more touchpoints you establish, the more resilient and far-reaching your brand becomes.”
Instead, identify the top 2–3 platforms beyond Google that matter most for your audience and focus efforts there first.
ADAPT AND THRIVE EVERYWHERE YOUR CUSTOMERS SEARCH
The search universe is expanding. It’s no longer just about getting your SEO basics right and outsmarting Google’s algorithm; it’s about out-serving your audience across algorithms. The entrepreneurs who internalize this shift will be
the ones whose brands seem to be “everywhere,” showing up in search results, feeds, forums, and device voices, while others fade into the background noise.
I’m excited about this new landscape. It’s more work, yes, but it’s also more opportunity to connect with customers on their terms. In my experience, that leads not only to stronger leads and sales but to a stronger brand-community relationship. Start small—maybe create one TikTok video a week or
repurpose one blog into a YouTube video—and build from there. Monitor the results and keep iterating. The more touchpoints you establish, the more resilient and far-reaching your brand becomes.
James Reynolds is fanatical about all things search, social, and content on the web. James is the founder of SEO Sherpa, an organic search engine marketing agency servicing enterprise clients like Pretty Little Thing, Farfetch, HSBC, Standard Chartered, Nissan, Guinness World Records, and Bulletproof. In 2019, James was awarded the title of MENA Search Personality of the Year for his outstanding contribution to the search engine marketing industry. James regularly shares content via his SEO blog, Twitter (@FollowJames), and LinkedIn and is a contributor to several leading publications, including Entrepreneur. James hosts the Click Jam inbound marketing event and mentors startup companies in his free time.
Humans + AI
Why collaboration -not replacement- is the future of creative work.
by SCOTT MELKER
Will artificial intelligence (AI) replace us? That’s the question echoing across society – and for good reason. The rise of generative AI began as a thought experiment, but is now a headline-dominating reality. What was once theoretical is now showing up in job descriptions, creative briefs and national strategies.
AI can design, write, speak and even reason, to a degree. And with each leap forward, our existential unease grows. Are we building tools to assist us, or replace us? Is this empowerment or obsolescence? The fear isn’t just economic – it’s philosophical. What happens to meaning, to value, when a machine can do the work we once thought defined us?
And it seems these concerns are well founded. Goldman Sachs estimates that generative AI could disrupt up to 300 million jobs globally. A 2024 Pew Research Center study found that over
half of US professionals believe AI will eventually replace their roles. And according to the Mohammed Bin Rashid School of Government, 55% of Dubai government employees express concern about AI displacing jobs. Across the creative industry, we see AI tools bring instant solutions for tasks that used to require days or weeks of coordinated effort across entire teams. Design, writing, marketing and media workflows are being reshaped - by AI that can spin out brand identities or video ads on demand – raising real questions about the future of the creatives.
The tension is real. The tech is real. So is the fear.
But like many tech-driven fear cycles before, we believe this take is oversimplified. Not wrong – but warped. The replacement narrative is based on a misunderstanding of what creative work really is, and on a misreading of how AI actually works when paired with humans.
The core of creativity isn’t production - it’s interpretation. About knowing when to follow the rules and when to subvert them. It’s about tone, timing, subtext and culture.
It’s the difference between a campaign that “looks good” and one that actually resonates. AI can mimic form, but it doesn’t understand emotion. It can produce content, but it can’t grasp context. And inspiration – the unpredictable spark that drives originality – doesn’t come from a dataset. It comes from experience.
This isn’t nostalgia talking. It’s backed by data. Research from MIT Sloan shows that humans and AI each excel in different areas – and it’s indeed not always more powerful for them to work together. But in some fields, man and machine collaboration brings us superpowers.
In creative fields such as design, writing and content, teams that paired AI with human input consistently outperformed those using either alone.
“When the task requires creativity and the generation of novel ideas, human-AI collaboration tends to deliver the best outcomes,” the study concludes. The future isn’t about replacement. It’s about rebalancing.
AI has a place in creative work. Used right, it is a powerful accelerant. But we need to follow this logic: Let machines do what they do best: draft, iterate, generate at scale. Let humans decide what matters, what lands, what’s worth sharing.
As a founder working in the high-speed world of media and web3, I have tried multiple AI tools. And every time, it’s the same: Fast output, but always needing to be second guessed. Sometimes the first draft is good. Often, it’s generic. It might say the right words, but perhaps not in the right way or the right order. That last 20% – the difference between done and effective – is where human judgment still reigns.
That’s the principle and model behind my latest project - Hum(AI)n Assets, a Dubai-based creative production platform. Our goal is to combine
loops and high costs of traditional agencies, but also avoid the flat, soulless output that often comes from AI-only solutions. Our hybrid model gives users the best of both worlds: the momentum of automation and the integrity of expert craftsmanship.
Collaboration, not replacement. And that’s not just theory.
Our early users are already seeing results. Brands and creators on our early access list are discovering how Hum(AI)
It’s the difference between a campaign that “looks good” and one that actually resonates. AI can mimic form, but it doesn’t understand emotion. It can produce content, but it can’t grasp context. And inspiration – the unpredictable spark that drives originality – doesn’t come from a dataset. It comes from experience.
generative AI’s rapid production capabilities with the irreplaceable creative judgement of human professionals, streamlining content creation without sacrificing quality. Our clients submit a brief, choose a deadline and budget, and we deliver high-quality creative assets - images, videos, copy - fast. The AI handles the heavy lifting; our human team polishes it to perfection.
The difference is not just speed - it’s trust. We eliminate the long feedback
n Assets can help them build content faster, skip unnecessary meetings, and tell their stories better. The platform adapts to their workflow - whether they’re running a campaign, building a brand, or just need content done by tomorrow.
Despite fears and AI anxiety - the opportunity is clear, especially in a region that is investing heavily in AI as a core pillar of its future. The UAE has positioned itself as a global AI leader, with PwC projecting AI to contribute
$96 billion to the national economy by 2030.
With initiatives such as the recently announced AI campus, potentially the world’s largest - it’s clear that the UAE is aiming to become a global leader in AI. But with that scale comes responsibility. We must do our part to build collaborative workflows where output is optimized, but also human dignity, purpose and contribution is protected.
AI will indeed transform every industry it touches. The creative field just happens to be one of the first to feel it. The last time we saw a shift like this was the rise of the internet – when content became instant and global, and distribution outpaced editorial control.
AI is doing the same, but faster. If left unchecked, it could flood every feed with sameness, strip out nuance and reward quantity over quality. But used right – designed thoughtfully – it will give creators superpowers. Reduce burnout. Expand access. Speed up good ideas without flattening them.
We’re not afraid of the future. But we are determined to shape it.
Scott Melker, also known as the Wolf of all Streets, is a trader and investor, co-founder of Hum(AI)n Assets, host of the popular “The Wolf Of All Streets Podcast,” and a prolific writer and thought leader in the crypto space. www.humainassets.ai
Timeless Elegance
→ Summat Iqbal is co-founder and creative director of SUMMAT, a UAE-based brand dedicated to reimagining evening wear.
As Summat Iqbal’s luxury womenswear brand, SUMMAT, launches in the Gulf, the founder hopes to curate collections that don’t subscribe to quick trends and easy fads. by
AALIA MEHREEN AHMED
From an early age, I was drawn to the transformative power of fashion: the way a garment could change how someone carried themselves, how they entered a room- and over the years, fashion has been my language of expression, a medium through which I’ve explored identity, femininity, and culture.” Summat Iqbal’s recollection of her foray into the world of fashion is perhaps the first indicator of why her label SUMMAT –which officially launched in the UAE and the wider Gulf region in May– steers clear of the factors that define fast fashion. “My journey into
fashion was never about following fleeting trends—it was about appreciating beauty, craftsmanship, and storytelling,” Iqbal continues. “This passion led me to pursue academic and professional paths that deepened my understanding of design, business, and the fashion space. Every step was intentional, building toward creating something meaningful and enduring. So the idea of launching my own label wasn’t born from a sudden moment—it was an evolution, a quiet calling that grew stronger over time. I wanted to create a brand that didn’t chase seasons or fleeting trends but instead stood as a timeless offering in the luxury space.”
“
WHEN A WOMAN WEARS SUMMAT, I WANT HER TO FEEL POWERFUL IN HER SOFTNESS, CONFIDENT IN HER QUIET ELEGANCE. IT’S ABOUT EVOKING A SENSE OF PRESENCE—WHERE SHE FEELS SEEN, NOT FOR OSTENTATION, BUT FOR HER GRACE AND STRENGTH.”
“
In the Gulf, there’s a growing appreciation for custom and limited-edition pieces, driven by a desire for individuality and exclusivity- our market research revealed that nearly 70% of luxury womenswear consumers in the Middle East prioritize uniqueness and craftsmanship over brand logos or overt branding!”
SUMMAT’s debut collection is thus a carefully curated selection of 15 designs that, with their flowy silhouettes and clean cuts, lend the wearer a regal and refined look. Bridging all of these elements together –literally and figuratively– are the fabrics chosen for the eveningwear gowns. “At SUMMAT, materials are central to the narrative of each piece,” Iqbal explains. “For our debut collection, we have primarily worked with high-quality satin while also integrating artisanal embellishments that seek to elevate the experience. What sets our designs apart is a balance of restraint and richness: silhouettes that are powerful yet feminine, details that whisper luxury rather than shout it. Every gown is created in collaboration with a dedicated team of artisans—patternmakers, embroiderers, seamstresses—many of whom have honed their craft in renowned couture ateliers. Choosing the right team is about shared values: precision, patience, and a deep respect for the artistry of garment-making.”
→ By combining age-old techniques with contemporary design, SUMMAT aims to bring to life creations that transcend trends and seasons.
While the label’s name may have been borrowed from its founder, Iqbal notes that SUMMAT “while eponymous, has become more than a name” for her. “It represents a culmination of personal and creative values,” she continues. “Today, it stands for purpose, precision, and power—an invitation for women to embrace
understated luxury, crafted with intention. When a woman wears SUMMAT, I want her to feel powerful in her softness, confident in her quiet elegance. It’s about evoking a sense of presence—where she feels seen, not for ostentation, but for her grace and strength. A SUMMAT woman embodies sophistication, intentionality, and authenticity. She doesn’t seek validation; she commands attention through subtlety and depth.”
A little over a month since its launch in the region, SUMMAT aims to build a strong presence in the GCC, particularly in the UAE and Saudi Arabia. “We’re striving to connect with a discerning clientele who value exclusivity, craftsmanship, and pieces that hold emotional and aesthetic longevity,” Iqbal notes. “Our core operations are rooted in limited-edition eveningwear, with an option for custom orders from clients across the Gulf. Looking forward, we’re exploring strategic partnerships in Kuwait and Qatar, with plans to expand our digital footprint to cater to an international audience outside the GCC region.” All these goals for the label, Iqbal reveals, stem from an evident demand from the region’s fashion enthusiasts. “In the Gulf, there’s a growing appreciation for custom and limited-edition pieces, driven by a desire
for individuality and exclusivity- our market research revealed that nearly 70% of luxury womenswear consumers in the Middle East prioritize uniqueness and craftsmanship over brand logos or overt branding!” she shares. “This insight has reinforced our commitment to creating capsule collections and custom sizes, rather than mass-produced lines. The luxurywear industry offers a unique intimacy between brand and consumer—there’s an emotional investment in
each piece. This enables brands like ours to build deep, lasting relationships with clients who aren’t just purchasing a dress, but acquiring an heirloom of sorts.”
But Iqbal’s entrepreneurial journey so far hasn’t been without hurdles.
“For us, the challenge has been staying true to the ideals of craftsmanship and exclusivity in a world increasingly driven by speed and immediacy,” she says. “One of the biggest hurdles has been finding artisans who align with our uncompromising
standards. It takes time to build such a team, but it’s essential for preserving the integrity of the brand.”
SHowever, such pit-stops haven’t deterred Iqbal from sticking to her guns.
“By not subscribing to trends, SUMMAT makes a quiet but powerful statement: that true luxury is not seasonal.,” she reiterates. “A timeless design, for me, is one that transcends the moment of its creation. It holds relevance, beauty, and power today, tomorrow, and years from now. It’s about balance—modern yet classic, bold yet restrained. SUMMAT’s designs invite women to invest in pieces that evolve with them, that can be worn across milestones without losing their allure.”
It is using this mindset that Iqbal now looks to shape her label’s future growth trajectory as well. “Looking ahead, we’re excited to expand SUMMAT’s presence into key international luxury markets, including Europe and select cities in Asia,” she says. “We’re also exploring collaborations with artisans to create limited-edition capsule collections that merge global craftsmanship with Middle Eastern aesthetics. Beyond product, we aim to deepen our commitment to sustainability and ethical luxury, ensuring every piece is as responsible as it is beautiful. 2025 marks not just a beginning, but a deeper refinement of our ethos and impact.”
/Big Idea
Connecting Minds
UK-based ‘The Page Doctor’ was built by Dr. Amina Yonis to help PhD students receive tailored guidance on their academic research through a model that combines human experts and ethical AI. The startup now makes its way into the UAE –the hub of AI innovation and edtech– with hopes to deepen its impact.
by AALIA MEHREEN AHMED
Dr. Amina Yonis was in the midst of her Doctor of Philosophy (PhD) degree in cancer research at University College London when an idea struck her: why not share the knowledge she was using to build her dissertation with other fellow students? “That’s when I began documenting my journey on YouTube with weekly vlogs, offering a lighthearted look at the life of a researcher!” Dr. Yonis recalls. “On my YouTube channel, Dr Amina Dr. Yonis, I offer bite-sized, easily digestible content focused on the ethical use of AI, tailored specifically to university students. Today, with nearly 400,000 subscribers and over 20 million views, I have built a platform where students can access relevant and engaging information on artificial intelligence (AI) and academic writing in a format that speaks directly to their learning habits and preferences. But even back when I started it, the channel quickly gained millions of views and students started reaching out for academic support. As the demand grew, I founded The Page Doctor, assembling a team of PhD researchers to provide the academic help students needed.”
↓ Dr. Amina Yonis is the founder of The Page Doctor, a platform that connects PhD researchers to students for academic support while also leveraging ethical AI.
Being in a country that is actively shaping the future of education provides incredible growth opportunities for us. Dubai is rapidly establishing itself as a global education hub, offering access to a diverse student population and a strategic location that enables us to expand regionally and globally.” “
Indeed, encouraged by the response her YouTube channel was able to garner, Dr. Yonis founded The Page Doctor in 2020. Primarily, the platform serves two interlinked goals: to bridge the gap between the expertise within the PhD community, and the need for high-quality academic support among students. “The Page Doctor does this by addressing four key academic gaps,” notes Dr. Yonis. “The first is personalised comments on academic research and dissertations, wherein we offer detailed, tailored feedback from PhD experts, unlike the generic feedback students often receive from busy lecturers. The second is comprehensive support that goes beyond essays, where we assist with personal statements, resumes, cover letters, PhD viva prep and academic presentations. This support tends to be overlooked at university, leaving students having to find their support from external sources. Third, of course, is the ethical use of AI! The Page Doctor quickly embraced AI as a tool for enhancing academic development, offering resources like workshops and social media content. And finally, though building community by fostering a supportive, mentoring environment to help students feel less isolated and more confident.”
ing and structure,” she begins. “Sarah then comes to The Page Doctor, and the first step is Submission and Matching. In this step, she uploads her draft, assignment brief and concerns, and we match her with a PhD researcher in psychology experienced in dissertations. Next comes the Expert Review stage, where the PhD researcher provides detailed feedback on academic rigor, structure, clarity, referencing and more. After that is the Feedback
While the platform’s main target group is students aged 18 and above, from undergraduates to PhD candidates, it also serves as a tool for youngsters aspiring to get into university by helping them perfect their application forms. But what exactly does a typical academic paper submission on The Page Doctor entail? Dr. Yonis explains this by means of an example. “Say there’s an undergraduate psychology student named Sarah, who while working on her dissertation feels overwhelmed by it and has concerns about argument clarity, referenc-
Delivery stage, wherein within 24 hours, Sarah receives the document with tracked changes and a summary report. She then books a one-on-one meeting after the feedback, to speak to the PhD consultant directly to answer any lingering questions. Here, we teach and advise students on how to use AI for brainstorming, writing citations or even finding literature. In the final stage, Action and Improvement, Sarah refines her dissertation using the feedback, improving her skills and enhancing her submission. This entire process is designed to be efficient,
↑ Offering tailored academic support, The Page Doctor’s experts are PhD holders themselves, from top British universities.
personalised and focused on empowering the student to understand why changes are suggested, fostering longterm academic development.”
Dr. Yonis’ explanation brings out one key aspect of The Page Doctor’s approach towards AI- the technology doesn’t replace any of the steps involved in the platform’s various processes; rather it only accentuates and aids certain aspects that may otherwise have been time-consuming. This, Dr. Yonis says, has been a deliberate decision on her part. “Our platform is built on the foundation of human intelligence in the form of PhD researchers, whilst using education of AI to play a complementary role that teaches the student how to enhance efficiency during their academic studies,” she says. “However, AI doesn’t
replace PhD researchers and we have not noticed a drop in students coming to us as a result of AI. This synergy is achieved by
using AI as a tool to support and augment the human-led approach, rather than replace it. We’re teaching students
that yes, AI can do some things for you, but you still need to use your brain and adopt critical thinking. The result is a highly effective blend of efficiency and depth, offering students the best of both human and machine intelligence to enhance their academic journey.”
→ Dr. Yonis says The Page Doctor›s success is measured by how it makes academic success more accessible and helps students navigate higher education with confidence and skill.
With the UAE’s continued efforts to create pioneering ideas in the AI space, Dr. Yonis felt it would be the perfect launchpad for the platform to grow further. Which is why, in 2024, the London-based founder made her way to Dubai. But the platform’s move into the country holds added relevance in the face of a historic announcement: in May 2025 –in a decision supervised by H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai– the Ministry of Education announced the integration of AI as an official subject in the public-school curriculum for kindergarten to Grade 12, starting from the 2025-2026 academic year. Unsurprisingly, it is something that has sparked excitement in Dr. Yonis. “This is a groundbreaking move focused on building foundational AI literacy from a young age,” she says. “To support this shift, the UAE is investing in digital infrastructure and teacher training, with growing collaboration between the private sector, academia and schools. I
“
Our platform is built on the foundation of human intelligence in the form of PhD researchers, whilst using education of AI to play a complementary role that teaches the student how to enhance efficiency during their academic studies.”
have found that there has been a lot more interest on my YouTube channel and I have spoken at numerous universities and conferences, like Dubai AI week. For future generations, this initiative will create an AI-native workforce, giving students a competitive edge, compared to students from other countries. As AI handles routine tasks, human skills like creativity and collaboration will become even more essential. Teachers will evolve into mentors, guiding students through vast amounts of information.
Ultimately, I think the UAE’s approach is preparing its youth to not just use AI, but to shape its future, ensuring they are wellequipped for an AI-driven world.”
As such, these recent developments have only strengthened Dr. Yonis’ resolve to grow The Page Doctor within the UAE and the wider region. “I’m truly excited about what the future holds,” she says. “Being in a country that is actively shaping the future of education provides incredible growth opportunities for us. Dubai is rapidly establishing itself as a global education hub, offering access to a diverse student population and a strategic location that enables us to expand regionally and globally. This access allows us to reach students not just within the UAE, but across the
GCC and beyond. Moreover, the UAE’s focus on youth empowerment resonates deeply with our mission to help students unlock their academic potential and develop the critical skills needed for the future. Dubai also attracts global talent, allowing us to offer specialised academic support across a wide range of disciplines, ensuring we meet the nuanced needs of students from diverse educational backgrounds. In essence, Dubai offers the perfect environment for The Page Doctor to flourish, with its forward-thinking policies, vibrant market, and innovative ecosystem. This is an exciting time for us and I’m optimistic about our future as we continue to expand globally from our base here in the UAE.”
HOW DOES THE PAGE DOCTOR HELP YOUNG STUDENTS MAINTAIN THEIR OWN CREATIVITY AND RESEARCH SKILLS WITHOUT BECOMING FULLY DEPENDENT ON AI? FOUNDER AMINA DR. YONIS ANSWERS!
} HUMAN EXPERTISE REMAINS PARAMOUNT “Our core principle is connecting students with PhD researchers. AI tools are useful but they lack nuanced understanding and experience that only humans can provide, including tailored advice, encouragement, and helping students develop their own voice and perspective.”
} AI AS A TOOL, NOT A CRUTCH AI as a tool, like spell-check or grammar check, to be used responsibly. Our focus is teaching students how to use it effectively and ethically for tasks like brainstorming, refining language, finding research and summarising text, without relying on it to generate content.”
} EMPHASIS ON PROCESS AND SKILLS DEVELOPMENT “Our feedback is not just about correcting a document blindly; it's about helping students understand the process of academic writing and research. Our goal is to empower students to become independent learners and researchers.”
} EDUCATING ON AI LIMITATIONS AND BIASES “We actively educate students on the limitations of AI, including its potential for generating inaccurate or biased information and the importance of human verification. The output from any AI tool should always be critically reviewed and validated by the student. In short, we blend human mentorship with AI tools. Our PhDs ensure that the student's own intellectual muscle is being developed and strengthened through the service.”
S/Big Idea
Forging New Paths
Adnaan Jassat was only 17 years old when he dropped out of school to launch ThrillerME, a UAE-based sneaker and streetwear marketplace. But what started out purely from a place of personal interest has today grown into a booming multimillion-dollar business with a roster of well-known customers such as Jason Derulo. by
AALIA MEHREEN AHMED
In 2017, renowned entrepreneur Richard Branson said the following words in an interview: “entrepreneurial drive beats a fancy degree anytime.” A couple of years
later, in a blog post, he shared that he had dropped out of school at the age of 16
“when it became clear that my school couldn’t teach me what I needed to learn.”
Now, while the discourse on whether educational
qualifications matter more than skill sets, or vice versa, is one for the ages –and perhaps more relevant now than ever– the almost 22-year-old entrepreneur Adnaan Jassat is certainly in favor of the notion that Branson and other famous “drop-out” entrepreneurs have expressed. “Growing up, I always had a disinterest in school,” Jassat says. “Something about the idea of, for example, learning business from someone who’d never been in business astounded me. With the free time I had, I spent it in books, learning from the most successful people and thinkers in the world. People like Peter Thiel, Simon Sinek, Gary Vaynerchuck and Mark Cuban. One notable thing that I took away from all their literature was that if you want to find something you love, do what you hate. It made me realise that starting and growing companies is tough, and that it only gets tougher. So your WHY needs to be there, or else you’re better off not even trying.”
Jassat’s “why” stemmed from quite a straightforward space: his innate love for sneakers, which began at the tender age of 14. However, the rare, high-end brands he wanted to add to his
One notable thing that I took away from all their literature was that if you want to find something you love, do what you hate. It made me realise that starting and growing companies is tough, and that it only gets tougher. So your WHY needs to be there, or else you’re better off not even trying.” “
collection were beyond the teenager’s finances at the time– which is when he came up with the idea to resell the pairs he already owned to fulfil his hopes of owning a pristine, luxury collection for himself. But it was around the same time that Jassat –a native South African who grew up in the UAE– also observed that the Middle East’s sneaker
↑ Adnaan Jassat is the founder and CEO of ThrillerME, the Middle East’s largest online marketplace for sneakers, streetwear, and collectibles.
market was underserved and saw an opportunity to cater to this niche market. And so, in 2020, soon after he’d turned 17, Jassat decided to drop out of high school to launch ThrillerME as an online marketplace to buy and sell exclusive sneakers, streetwear, accessories, collectibles and watches.
The underlying goal was simple: if you see your favourite athlete, musician, or artist wearing a particular brand or model, chances are you can find similar authentic pieces on ThrillerME. Indeed, ThrillerME has become something of a trusted avenue for pop culture merch buyers by addressing a significant challenge in the region: counterfeit products. Jassat has ensured this by implementing a dedicated team to ensure the authenticity of items sold on the platform in a transparent manner– a process that has allowed its customers to rest assured that the items they buy on the platform are 100% original.
“We chose the name Thriller because it has a nature of receptivity,” Jassat says.
“Instead of projecting our name onto users, we love when the same name means something special to everyone. I’ve had people come to me and say it means they get a ‘thrill’ when buying on the platform, and I’ve heard others say it’s because we sell products that are exciting. In the end, it’s a name that is used in the collectible culture world, that symbolises the unique
and exciting market we serve.”
While that may well be true, the startup’s name has also been reflective of Jassat’s own entrepreneurial journey. By 2022, just under two years after the brand’s launch, it was announced that ThrillerME had gained a US$8 million evaluation. Today, under Adnaan’s leadership, the platform has expanded across the UAE, Saudi Arabia, Qatar, Jordan, and
→ ThrillerME aims to make sneaker and streetwear culture accessible and trustworthy in the region.
Bahrain—with over 55,000 users, 10,000 sellers, and around 120,000 items listed. And along the way, the platform has also had a
roster of well-known customers including American singer Jason Derulo, PalestinianAmerican entrepreneur
I AM VERY FORTUNATE TO HAVE A TEAM THAT NOT ONLY IS THE BEST AT WHAT THEY DO, BUT ONE THAT IS PASSIONATE ABOUT IT! IT’S ONLY WHEN YOU TRULY CARE ABOUT YOUR PRODUCT AND YOUR CUSTOMERS THAT YOU CAN THEN ENVISAGE WHERE THE TRENDS ARE HEADING, AND IF YOU’RE LUCKY, MAKE SOME WAVES OF YOUR OWN.”
↑ Jassat with Jason Derulo (left) and Offset, both who’ve purchased sneakers from ThrillerME.
Fadie Musallet, and American rapper and songwriter Offset. “I’d like to consider myself as one of the leading figures of the viral culture boom,” Jassat declares.
As Jassat gears up to continue growing ThrillerME, there is of course the lingering notion of how pop culture by its very nature is ever-changing. How then does the young entrepreneur hope to maintain his own unique vision in the midst of an ever-evolving industry? “It all comes down to the team you have around you,” Jassat says. “I am very fortunate to have a team that not only is the best at what they do, but one that is passionate about it! It’s only when you truly care about your product and your customers that you can then envisage where the trends are heading, and if you’re lucky, make some waves of your own.”
In The Loop/
“We Got Funded!” UAE-Based Proptech Startup Huspy Raises US$59 Million Series B Round
With six new cities in Spain and a Saudi launch planned, Huspy expects to operate in over 10 cities by end of 2025. by
AALIA MEHREEN AHMED
Huspy, a UAE-based home-buying platform, has raised US$59 million in a Series B funding round led by Balderton Capital, a UK-based venture capital (VC) firm.
Balderton Capital had previously invested in the proptech startup in May
2024 during a round that was valued higher than Huspy’s 2022 Series A funding of $37 million–which, at the time, was said to be one of the MENA’s largest Series A funding rounds.
This Series B round also saw participation for a third time from Indiabased VC and growth
investing firm Peak XV (formerly Sequoia Capital India and Southeast Asia), as well as US-based investment firm ExBorder Partners, Singapore-based private equity firm Turmeric Capital, UAEbased global venture firm BY Ventures, tailored investment and wealth management platform Dara Management, and KE
Partners, a UAE-based investment firm by Elias Bakhazi and Karen Wazen.
Launched in 2020 by Jad Antoun and Khalid Ashmawy, Huspy operates in the UAE and Spain, facilitating over $7 billion in real estate transactions annually across both major markets. The platform aims to empower real estate
→ Jad Antoun, Co-Founder & CEO (left) and Ziad Nassar, Deputy CEO, Huspy
agents and mortgage brokers with high commissions, best-in-class technology and robust infrastructure to serve home buyers and sellers more efficiently.
With the latest infusion of capital into its operations, Huspy is expected to bolster its European and Middle East expansion plans over a course of four years, invest more in technology and increase its strategic hiring. In particular, the startup aims to launch in six additional Spanish cities by the end of 2025, with its presence already established in Madrid, Valencia, Alicante and Malaga. Closer to the region, Huspy will also be expanding into Saudi Arabia, thus bringing its total footprint to ten cities globally.
“This funding marks a major milestone for Huspy as we embark on our expansion across Europe, while also entering Saudi Arabia, the largest middle east economy,” said Antoun to Entrepreneur Middle East. “Today, Huspy provides mortgage brokers and real estate agents with the tools to secure and close deals faster than ever before while earning industry-leading commissions. To do this we’ve recruited from global technology firms which has significantly bolstered our talent capabilities and will continue to push out the best technology to the market.”
In April this year, at the inaugural Dubai AI Week, Huspy launched the GCC’s first AI-powered mortgage chatbot to transform home financing, Huspy.Ai. As such, to support its expansion, Huspy is hiring across expansion and technology-specific roles. The company has attracted global talent from leading companies in technology and real estate, and has established tech hubs in the UAE and Spain. “The team is building technology that modernizes real estate and mortgage businesses, allowing brokers to reap substantial efficiency gains that translate into serving more clients, better,” added Rana Yared, General Partner at Balderton Capital.
WHETHER IN THE UAE OR SPAIN, PROPERTY BUYERS REQUIRE ACCESS TO AFFORDABLE FINANCING AS WELL AS ACCESS TO THE BEST PROPERTIES IN EACH MARKET. WE ARE DOING ALL OF THIS BY GIVING ALL OF OUR STAKEHOLDERS ACCESS TO THE RIGHT TOOL TO SUPPORT HOME BUYERS.” “
Recognised as one of the fastest growing proptechs in the UAE, Huspy’s mortgage unit is the largest in the UAE, processing over 25% of all residential home financing in Dubai. Meanwhile, in 2024, the company’s Spanish real estate business achieved more than 20x year-on-year growth.
With the pain points being quite similar, Antoun notes that Huspy’s
aim is to provide the best infrastructure for real estate agents and mortgage brokers, thus enabling them to grow their businesses and serve home buyers and sellers efficiently. “The home buying journey around the world doesn’t differ much across markets with fragmented services across every step,” he adds. “Whether in the UAE or Spain, property buyers require access to affordable financing as well as access to the best properties in each market. We are doing all of this by giving all of our stakeholders access to the right tool to support home buyers. The funding will now help us to double down on Europe, initially in Spain and then in new countries there. We will also enter Saudi Arabia, a market that has a lot of potential, but lacks the technology tools to support home buyers, agents and brokers.”
Huspy’s growth plans come at a significant time for the Dubai’s real estate market– in March 2025, the Dubai Land Department (DLD) announced that mortgage transactions were up by 4.76% in the first quarter of 2025 (as of March 19, 2025, a total of 2,065 transactions were recorded with a total value of AED10.26 billion). Serving as indicators of strong buyer confidence and increased accessibility to home financing, these statistics are being eyed with much keenness by the Huspy team. “Huspy is already the biggest processor of mortgages in the UAE, with one in four mortgages being processed through our platform,” Antoun says. “For home buyers, we provide a single platform from financing to home purchase. Due to the size of our operations, we are able to secure some exclusive interest rates for our customers, which are market leading. The UAE’s real estate market remains strong with local and international demand. For Huspy, this means continued growth in Dubai and Abu Dhabi, and we look forward to scaling our presence in Saudi Arabia.”
In The Loop/
Revealed: First Picture of Cover of Mohamed Alabbar’s New Autobiography
New book due to be released in August. by
STAFF WRITER
It has been five years in the making – but the wait is nearly over for the release of Mohamed Alabbar’s long awaited autobiography.
Called “For the love of the craft”, sources say the book will be released in August – as seen in the leaked pictures of the cover. It is understood to be several
hundred pages long, and covers every detail of the Emaar founder’s life story.
“He shares everything – the early days growing up in Dubai, family, the launch of Emaar, Noon,
the building of the Burj Khalifa. But most of all, it is also very much a book of advice – how to build and run an empire,” says a source close to Alabbar.
The cover suggests the first run of the book will be in English, and available across the Arab world, Europe, Asia and USA – with an Arabic version also believed to be in the works.
Alabbar is now a global entrepreneur with interests in real estate, retail, hospitality, e-commerce, technology, logistics, F&B, and venture capital.
A graduate in Finance and Business Administration from Seattle University in the United States, Alabbar also holds an Honorary Doctorate from Seattle University, an Honorary Doctorate from London School of Economics, and a Political Science Honorary Doctorate from Sun Moon University in South Korea.
The book, written in the first person, is understood to delve into all aspects of his life.
“Every high and every low is in there, no stone has been left unturned,” says a source.
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