Emirates Woman - October 2022

Page 16


EDITOR-IN-CHIEF Obaid Humaid Al Tayer


EDITOR/ASSOCIATE PUBLISHER Amy Sessions amy.sessions@motivate.ae





CHIEF COMMERCIAL OFFICER Anthony Milne GROUP DIRECTOR Andrew Wingrove GROUP SALES MANAGER Chaitali Khimji chaitali.khimji@motivate.ae SENIOR SALES MANAGER Anna Chipala anna.chipala@motivate.ae


Nicole Little, Mark Mathew, Ahmed Abd El-Wahab, Guido Duken


Media One Tower, Dubai Media City, PO Box 2331, Dubai, UAE, Tel: (+971) 4 4273000, Fax: (+971) 4 4282261, E-mail: motivate@motivate.ae

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LONDON Acre House, 11/15 William Road, London NW1 3ER, UK, E-mail: motivateuk@motivate.ae

Editor’s Letter

Welcome to The Pioneer Issue.

For our cover, we are very proud to have three incredible women, not only sisters but business partners who are changing the landscape of commerce in the beauty space. Nora, Sara and Dana Al Ramadhan, Co-Founders of Apotheca Beauty, tell us what it takes to rethink how you approach an industry and build a brand that pioneers a new direction all while upholding a quality over quantity mentality in The Pioneering Beauty Empire on page 20.

Aesthetic on page 34, founder of Aubade, Duha Al Ramadhan in Careful Curation on page 62 and Caterina Ercoli, Head of Buying at Level Shoes in Delivering Growth on page 30.



Thinking outside the box is something those we feature in this issue have in common from Mary Alice Malone, founder and creative director of Malone Souliers in A Distinctive

Beauty wise, we look at the dramatic effects NAD can have on anti-ageing in The Fountain of Youth on page 116, we speak to Lucy Goff, Co-Founder of LYMA on the first medical grade laser to launch to market in The Game Changer on page 88 and we compile the latest tech you can harness in terms of pioneering light therapy to elevate your skin in The Edit on page 86.

In The Wanderlust on page 142, we unveil the most unusual places to visit for the pioneers at heart. Go on – take the leap!




Berbère 18-karat

Dhs21,765 REPOSSI

Layered shell-paneled wool-blend bomber jacket Dhs4,729 Sacai

The Pill,

Dhs336 The Nue Co.


Alec lace-up leather knee boots Dhs4,690 Ann Demeulemeester
10 emirateswoman.com
rose gold ring
Signature S2U sunglasses
Dior Eyewear




Monitor News p.16

Social Listings p.18

The Pioneering Beauty Empire –Cover Shoot with Nora, Sara and Dana Al Ramadhan, Co-Founders of Apotheca Beauty p.20

12 emirateswoman.com

Cult-Profusion –Le Labo takes us on a sensory journey this Fall p.104


Delivering Growth – Interview with Caterina Ercoli, Head of Buying at Level Shoes p.30

Perpetual Innovation – Exclusive interview with the Editor-in-Chief of THREADS Styling, Rachel Ingram p.32

A Distinctive Aesthetic – Interview with Mary Alice Malone, founder and creative director of Malone Souliers p.34

Pioneering Energy – Exclusive interview with the co-founders of MACH & MACH p.36

Hardware –Gold hardware touches make a strong statement for FW22 p.38

The Goddess –Versace’s FW22 Greca Goddess Bag p.44

Dare to be Different –Piferi FW22 p.50

Forefront of Design –Exclusive interview with Shamsa Alabbar p.52

The Risk-Taker –Exclusive interview with Eli Mizrahi, founder of Mônot p.54

Careful Curation –Interview with the founder of Aubade, Duha Al Ramadhan p.62

A Cut Above –ASHLYN FW22 p.70

The Innovator – Dovile De Angelis on creating a niche brand that represents Arab and Islamic culture p.76

Emblematic Codes –The new chapter for Boucheron’s Serpent Bohème collection p.78

Juxtapose –Dries Van Noten’s FW22 collection p.64



Hot New Buys p.84

The Edit – Pioneering light therapy p.86

The Detox – Pioneering treatments at Clinique

La Prairie p.92

The Superhuman –Exclusive interview with Founder of Superhuman App, Mimi Bouchard p.96

The Specialist –Leading aesthetic laser specialist Rebecca Treston p.100

Leading Awareness – The Estée Lauder Companies on pioneering breast cancer prevention p.102

Ahead of the Curve – Interview with Dr Radmila Lukian, founder of Lucia Clinic p.110

Conceptual –Co-founders of Area Beige p.112

The Fountain of Youth –The NAD drip p.116

Beauty Shelf – Sarah Alagroobi p.118

AM to PM Beauty – Amna Banihashem p.120

The Beauty Pioneers – The pioneering products you need in your beauty kit p.114


Taking the Lead – The UAE’s leading women in power p.122

Pioneering Support –Interview with Aisha Al Mulla, Director of Friends of Cancer Patients p.124

Taking the Leap –Interview with Alia Al Banna, Co-Founder of RollDXB p.126

Holistic Innovation –Kintsugi is the brand taking on a fresh approach to self-care p.128

Pioneering Physiotherapy – fisio Dubai p.130

Creative Spaces –Interview with Najla Al Ansari, co-founder of NOT a SPACE p.132

Personal Space –At home with founder of Klekktic, Heba El Habashy p.134

The Wanderlust –Unusual places to visit for the pioneers at heart p.142

The Pioneering Restauranteurs –Meet the pioneering female restauranteurs of the region p.148

Low-Fi – The best luxe low-key restaurants p.150

The Game Changer –Interview with Lucy Goff, Co-Founder of LYMA p.88

The Cover

Cover stars: Nora, Sara and Dana Al Ramadhan
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122 OCTOBER 2022



The o er is available at participating units in Dubai, Abu Dhabi and Al Ain. Please visit www.mediclinic.ae for more information, locations and details of how to book your appointment.

* Advance appointments required

* Limited availability. Book early to avoid disappointment

* Screening mammograms available for women over 40 with no prior breast symptoms who have not had a mammogram in the previous 12 months

* Screening mammograms not applicable for patients with applicable insurance coverage


Oversized Tailoring

The latest launches, new openings and hero buys


Laser focused on using conscious materials, RAEY’s FW22 collection delivers sleek wardrobe staples for the cooler days ahead.

Wonton 20 Leather Tote Dhs4,909 BOYY

Manel Twill Vest Dhs1,713 Bouguessa available on NET-A-PORTER

Recycled CashmereBlend Cardigan Dhs4,473 RAEY; Tailored Wood-Blend Flared Trousers Dhs1,299 RAEY; Crew-Neck CottonBlend T-Shirt Dhs293 RAEY. All available at MATCHESFASHION

My Happy Hearts 18-Karat Rose Gold Mother-Of-Pearl Bracelet Dhs5,290 Chopard


Gabriel Cat-Eye Acetate Sunglasses Dhs1,187 Kimeze

312 Unconventional Nude The Slim Velvet Radical Dhs180 YSL Beauty

Lilian Pleated Slim-Leg Twill Pants Dhs2,022 Bouguessa

Embellished Leather Sandals Dhs4,100 Bottega Veneta

16 THE MONITOR – NEWSemirateswoman.com

The Sporting Pioneers

Meet Sara Al Shamsi and Maha Al Balooshi – the new stars of Al Ain Womenʼs FC First Team. Leading the line for the womenʼs game in the UAE, both players recently came together for a photo shoot to launch this seasonʼs official new Nike kit. Stars on and off the pitch, the pair are plan ning on kicking off the season in style.

The women’s team has been a key supporter of women’s sports in the UAE following its launch in 2019, creating the Al Ain Sports Girls Training Cen ters with delegates from the UAE Football Asso ciation and the Womenʼs Football Committee. This

year the team was also on hand to lend support to the UAE’s silver medal-winning team in the Special Olympics in Michigan. Inspiring generations of foot ball stars to come.

The new Al Ain FC 2022/23 home and away kits are available from the following locations:

Al Ain Fan Store – Online Shop shop.alainclub.ae/ Nike Store – Al Ain Mall alainmall.net/shop-listing/nike/ Nike Store – Dubai Mall thedubaimall.com/en/shop/nike-town

17emirateswoman.com IN PARTNERSHIP

Social Listings

A curated guide of all the pioneering accounts to #follow

@monotofficial The daring-meets-sophisticated label redefining contemporary glamour. @skims Kim Kardashian’s solutions-oriented brand transforming the shapewear industry. @aubadejewelry A carefully curated Kuwaiti fine jewellery boutique. @machandmach A new take on hero accessories. @patmcgrathreal Changing the makeup landscape. @atalthani The first record-setting Qatari woman to scale Mount Everest. @kintsugispace A multidimensional wellness universe of products, services and education. @nak UAE’s Minister of Culture and Youth on paving the path for future generations. @cliniquelaprairie Pioneers in medical wellness, based in Switzerland. COMPILED BY: SARAH JOSEPH
18 emirateswoman.com THE MONITOR


From left: Dana, Nora and Sarah Al Ramadhan, co-founders of Apotheca Beauty

For the better part of the last de cade, Kuwaiti sisters Nora, Sarah and Dana Al Ramadhan have cre ated their very own beauty empire right here in the GCC. Noticing a huge gap in the beauty space here in the Middle East, the trio launched Apotheca Beauty back in 2013, aiming to help new brands break into the region. Ten years on, Apotheca is now the hub for some of the most renowned beauty brands in the region including Hourglass, Dr. Barbara Sturm, Tatcha, Sarah Chapman, SkinCeuticals, Anasta sia Beverly Hills, Oribe, Oskia and many more. Normally known to be the brains behind the scenes of the brands, the sisters are now coming to the forefront appearing in their first-ever cover shoot. It’s a milestone that’s a big step for Nora, Sarah and Dana, who are normally the ones cham pioning and sharing the stories of other brands. But for The Pioneer Issue, we couldn’t think of three individuals better to share their story of building a business from the ground up, with a simple vision in mind: to bring the best in beauty to the GCC, thereby changing the landscape of the space in this region.

In their individual interviews, each of them shares with us their own stories of life before Apotheca and their memories of starting their company together. They also discuss what it’s really like working so closely together as sisters. Most importantly, they detail what have been the challenges they’ve had to overcome throughout the years – some professional and some personal – and share their wise and heartfelt words about the philosophies they live by.

Over the past decade, Nora, Sarah and Dana Al Ramadhan, co-founders of Apotheca Beauty, have been pioneers, changing the landscape of the beauty space in the Middle East by helping luxury niche brands enter the market
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and Co-CEO. As such, I have a wonderful relationship with each of our brand part ners and work closely with our commercial and supply-chain departments. I spend a significant amount of my time in internal meetings, building out brand strategies, collaborating on various new internal projects, and assessing areas for improvement. How have things developed for Apotheca over the past decade? I feel so incredibly for tunate to be where I am today and working with the people I do. We have two arms to our business – one B2B distribution and one B2C via our Apotheca Beauty bou tiques and e-commerce sites. Today, we distribute 22 brands across 14 countries, have four global offices, four warehouses, four Apotheca Beauty stores and two dedicated Apotheca Beauty e-commerce sites that both offer same-day and next-day delivery.

As sisters, what’s it like working together on a daily basis? In the beginning, it was chal lenging working with family, as there was little separation between work and personal life. Post our third or fourth year working together, we learned how to leverage each oth er’s strengths and respect each other on a professional level. We understand that our personal lives will continue to evolve, and we cover for each other in the process without judgement or criticism.

Can you talk us through your career? I started my career in New York working in investment banking. I then moved into asset management for a year and fixed income for another year. Throughout this time, my sisters and I had been working on establishing Apotheca Beauty in the background. I would fly frequently to Los Angeles to take meetings, while my sisters secured relationships on the ground in the GCC. What I loved about entering the beauty world was how tangible it is. You can literally and physically see the outcome of your efforts. This was a new concept for me coming from banking.

Tell us about where you grew up and what your family life was like. How did your parents influence you? I grew up in Kuwait until I was 18 and went to college at the University of Southern California in Los Ange les. I feel fortunate to have grown up close to my sisters and parents. My mother was such an inspiration to me, as she always stressed the importance of looking after your health and fitness – without applying any pressure to conform to societal expectations. All four of us, includ ing my mother, were roughly the same size clothing; so, it was a lot of fun to essentially have four closets to dress from. My parents strongly believed that my sisters and I should learn to play an instrument and be involved in sports and extra-curricular activities. As such, from the age of five, I grew up playing the violin for about nine years and joined my volleyball team throughout my high school years.

One of the best pieces of advice ever given to me was from my father. During university, I could not decide which area of business to specialize in and my father suggested finance. He stated that the backbone of all businesses was finance, and until I figured out what I truly wanted to do, I could not go wrong studying finance. I have never been more thankful for that advice than during our estab lishment of Apotheca.

Who have been your strongest influences in life? My mother and both my sisters have honestly been the strongest influences in my life and the closest people to me. Until today, I turn to them for support and advice regardless of the situation.

How did you come up with the idea for your business? While working in New York, a globally well-known dermatologist asked if we would be interested in helping him expand into the Middle East and cater to his many clients based there. My sisters and I began to explore what that would entail. Apotheca started off as nothing more than a passion for beauty, and natural beauty remedies for our evolving skincare needs. What inspired you to launch Apotheca? Whilst analyzing the Middle Eastern beauty market in 2013, we noticed a serious gap in the industry between the availability of niche brands expanding into the region and the local demand for such products. As I spoke to founders of these upand-coming beauty brands, the feedback I received was the same – they simply could not find a suitable distribution partner in the Middle East who would give their brand the attention and care it required to thrive. What does your daily role in Apotheca entail? I currently spend the ma jority of my time in our Dubai office and hold the title of Co-Founder

What have been your biggest obstacles in life and how have you mastered them? A frequent obstacle and internal struggle has been choosing to live my life in a way I deem best for me, as op posed to doing what has been expected by society and culture. As a Kuwaiti woman living alone and often abroad from the age of 18, this was not easily accepted – far from it. Being in my 30s, not yet married and spending a significant amount of time working, also led to some misjudgement. I remind myself that I have worked this hard to attain my independence, and as such have the privi lege of making my own choices. You only have one life, and it can be distressing to spend it attempting to appease everyone else.

What is a philosophy you live by in your everyday life? If you fail to take care of yourself, eventually you will be unable to take care of others. Self-care is incredibly important and yet so underrat ed – making the time to eat well, exercise, socialize with friends and family, read, travel, having alone time and more. This is a skill that I had to learn, as historically it could lead to feelings of guilt and self-doubt.

In terms of beauty, how does the Middle East differ from other re gions? Beauty empowers us, gives us confidence, and encour ages creativity. In the Middle East, sharing beauty tips and getting ready with your loved ones is a heartwarming activity. I view beauty as not only a way of expressing yourself, but a way of connecting with others.

How do you feel about doing your first cover shoot? I do not think I will really process this until I see the magazine displayed in front of me in stores. As a person, I am quite introverted, so this is a big step for me. I am honoured, proud and nervous all at the same time. What message do you hope to share with others to inspire them? If you profoundly want something to happen, dedicate your energy towards it, and maintain confidence in yourself – despite what others think – you will have a significantly better chance at suc ceeding. Do what you believe is right for you and live your life with the aim to simply be happy, healthy and content. What’s next for Apotheca? Over the past eight months, we more than doubled our physical store count, launched a new local UAE website, and expanded our distribution business with new launches. We have been through cycles of ups and downs, and I have no doubt we will continue to do the same. However, our aim is to further develop our Apotheca boutiques and e-commerce, expand into new markets and continue to offer innovative solu tions for our ever-changing customer needs.

This is The Pioneer Issue – to you, what is a pioneer? To me, being a pioneer means to set a new example, thought or way of doing things. Being a pioneer is to carve out a new way of being that deviates from the standard norm. A pioneer challenges pre-set boundaries to advance a new way of doing.

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What inspired you to launch Apotheca? As mentioned, we felt like nothing else yet ex isted in the market. And our store was inspired by a luxury beauty closet that every girl deserves! It’s evolved over time – our consumers now include men and babies as well – but still stays true to the concept of clean, luxury beauty in all areas.

What does your daily role in Apotheca entail? All three of us carry many hats, but ge nerically I am in charge of all the numbers. I do all of our internal analyses as well as working with our banking facilities and auditors. In addition to that, I monitor our supply chain and balance sheet across all the different territories.

How have things developed for Apotheca over the past decade? On multiple fronts –our brand portfolio has expanded and our stores have grown from one to four. We have four offices – Kuwait, Dubai, Riyadh and London. While our identity has stayed true to bringing luxury, niche brands to the region, I also think we’ve evolved on our retail front. We have become a more sophisticated, refined and recognizable stand-alone brand in our own right.

Can you talk us through your career? I graduated in 2006 with a bache lors in economics and started my first job as a Merger and Acquisitions Analyst. I found it incredibly exciting learning about all the different industries and markets we would invest in, so after about five years I went back to school. I got my MBA at London Business School, and during the last year in London, Apotheca was incorporated. We began distribution in August 2013, and our store opened not long thereafter. Here we are, nearly 10 years later. Tell us about where you grew up and what your family life was like. I grew up in Kuwait, but spent every summer in either Arizona or New Mexico, where my mom’s relatives lived. My family was close and growing up with all sisters was fun. We spent a lot of time during the school year flying kites in Green Island, going fishing on the boat and camping in the desert. During the summer we spent a lot of time with our cousins in the States, as well as going to music and tennis summer camps. How did your parents influence you? Education-wise, they were a defi nite force in taking accountability for your own success and future. This resonated in my schoolwork, and dedication to the activities I committed to, like studying music theory and playing the flute. On a personal front, my mother was definitely an important figure in so lidifying our family as well as a great example of being a present and encouraging mother. My father continues to be someone I respect and depend on as a logical sounding board and friend in life.

Who have been your strongest influences in life? This evolves and changes as I grow older. Surely, my parents, as they were the most in fluential for the longest period of time. Beyond that, I’ve had different mentors – some of whom I’ve had the pleasure meeting, like my value investing professor at London Business School, who influenced me on his approach to quality analysis on undervalued assets (a skill I still carry and use in many other relevant points in life). Other influences are people I’ve never met such as Bob Iger (former Disney CEO) and Phil Knight (co-founder and CEO of Nike). The evolution and adapt ability of their lives and brands over long periods of time is a principle I carry in many facets of my life. My husband, as well, is one of the most important influences, and a stable and objective sounding board in my life, who I respect immensely.

How did you come up with the idea for your business? I always say we are consumers before we are suppliers. All the products we’ve brought we have been customers of foremost and use ourselves. This was how the business started – we found a gap in the market of quality, luxury niche brands that weren’t available. So, we approached them.

As sisters, what’s it like working together on a daily basis? It’s honestly great. It took a couple of years to figure it out – how to work with family, or really anyone on a daily basis to be honest, is a real journey and valuable skill. There’s also a vulnerability we are lucky to be able to share with each other, because we are sisters, which is a relationship I consider us lucky to have.

What have been your biggest obstacles in life and how have you mastered them? I’m sure they are similar to what most people’s are – adapting and thriving in parenthood, evolving with the changes and demands of running a company, prioritizing what matters in life and just making better choices. I don’t know if you ever really “master” anything in life, but I think being self-reflective, adapt able, and analytical are three skills that have helped produce bet ter results in all facets of life – particularly in Apotheca.

What is a philosophy you live by in your everyday life? I live every day life by a pretty rigid schedule that I plan out, which helps me prioritize getting done what’s most important – and by remind ing myself to be adaptable. As much as I can plan something, I can never completely control it and being adaptable I think helps make sure decisions aren’t reactionary and rather, logical. In terms of beauty, how does the Middle East differ to other re gions? Cosmetics and fragrance still reign in the region, com pared to skincare, but that is changing slowly. Also, the con sumers are worldly and well-travelled, therefore they compare products not just to what’s available in the western market, but the eastern as well.

How do you feel doing your first cover shoot? Thrilled! We are honoured to be in Emirates Woman and share so much about Apotheca with the region.

What message do you hope to share with others to inspire them? I don’t know about inspiring, but the most practical and honest ad vice I can give is to just do the work. It’s that simple. I don’t mean mindless grinding, but thoughtful, adaptable, and analytical work can never steer you wrong when accomplishing your goals. What’s next for Apotheca? So many things – the biggest change, for now, is the new store opening in Avenues Mall in Kuwait, the second largest mall in the region, and our website! We are excited to further build on the growth of our brand and its pres ence in the region.

This is The Pioneer Issue – to you, what is a pioneer? To be inno vative, and one of the first in an industry or category – which I am honoured to be associated in such a category.

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and got the license. Although it didn’t end up working out with that doctor’s products, we decided to approach other brands that we loved that weren’t available in the region.

What does your daily role in Apotheca entail? I personally follow up on commercial operations in terms of our distribution side of the business from orders, to retailer relationships, to brand representation, to training, to launching NPD. I am also very involved in our Apotheca stores from the aesthetics, to bringing new brands, to pro motions and sales. We are all very involved in every aspect of the business from the big overall picture, to the smallest details like the way everything is displayed and how every brand is represented.

How have things developed for Apotheca over the past decade? Well, to start off with we have massively expanded our retail portion of the business! We have an e-com merce website and a total of four brick and mortar stores now. We are always on the search for the next new beauty brand and trends also. Always looking to bring new and innovative beauty brands and experiences to the market!

As sisters, what’s it like working together on a daily basis? It’s pure joy. I feel like working together on a daily basis has brought us all closer than ever. At first it took a while to figure out how to separate work and family life, but once we got the rhythm it was great.

Tell us about where you grew up and what your family life was like. I grew up in Kuwait with two sisters, one five years older than me and one two years younger than me. We have a very loving tight-knit family and all grew up very close. My father is Kuwaiti and my mother is Hispanic American, so we spent all our summers visiting family in the States and exploring the US. I also spent four years living in Colorado where I went to university, then I moved back to Kuwait. How did your parents influence you? My parents always raised us to be independent, strong women. Our school and studies were always very important to our parents. We were also raised to be grounded and wellrounded between school, social life, the arts and sports. My father was an engineer so we were always influenced to excel in math and science. Who have been your strongest influences in life? My parents and my husband have been the strongest influences in my life. I truly respect what my parents have accomplished in life and the way they raised my sisters and I. My husband has also really influenced me with the high est standards of morals and ethics he lives by every day in every part of his life. He is the kindest and most generous person I have met. He makes me always want to be the best version of myself. My children have also changed me as a person, they have made me more compas sionate and have grounded me in ways I could’ve never imagined. How did you come up with the idea for your business? Our friends and us would always stock up on beauty products whenever travelling to Europe or the US with brands that you couldn’t find in the region. So, we thought why not bring these brands to the Middle East! We then started contacting all the brands we used and loved and set out on a mission to bring these niche brands to the region. What inspired you to launch Apotheca? A doctor who my family and I would see in LA asked us if we could help him bring his products to the Middle East, and we thought it would be a great idea. We started doing all the research on how to do this, started the official company

What have been your biggest obstacles in life and how have you mastered them? One of the biggest obstacles I face currently is having that work life balance. Its a lot juggling a house, hus band, and two small children and running a company that I am heavily involved in. It is still something I am figuring out and changes all the time!

What is a philosophy you live by in your everyday life? Always to be fair, honest and respectful.

In terms of beauty, how does the Middle East differ to other re gions? Beauty and maintenance are very important to the Middle Eastern woman. The typical Middle Eastern woman is well travelled and has been exposed to all different markets, so they are always up to date with the newest trends, products, and brands. It is also a big part of our culture and we have a history of a passion for beauty.

How do you feel about doing your first cover shoot? I feel very proud for where we are at with the company and how much we have accomplished. Emirates Woman is an iconic magazine in the Middle East and it feels like such an honour to be featured in it. What message do you hope to share with others to inspire them? If you have a vision of a goal, keep focused and don’t be dis tracted. You can always achieve what you want with hard work and determination.

What’s next for Apotheca? We’re always on the hunt for the next innovative, trendy, and high-quality products for our Apotheca customers. Always onto bigger and better things! Always look ing to bring exciting and new beauty products and experiences to the Middle East!

This is The Pioneer Issue – to you, what is a pioneer? To me, a pioneer means breaking the boundaries in any industry and in fluencing an industry in a new way.



“If you have a vision of a goal, keep focused and don’t be distracted. You can always achieve what you want with hard work and determination.”
Dana Al Ramadhan Co-Founder & CEO, Apotheca Beauty
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sivity, we always look for brands that embody the same values we have, which helps in grow ing more long-term partnerships. We also look for a good balance between price and quality. How challenging was refining the buy when you joined and how has it evolved? I love chal lenges and I can describe myself as a fearless dreamer. My buying team consists of women with a deep knowledge of the Middle Eastern market who have been part of the Level Shoes team prior, it wasn’t much of a challenge rath er than taking more risks within the strategy. We introduced more than 60 new brands, de veloped a stronger partnership with each of them, that represents our brand vision mov ing forward in catering to the market.

How do you balance the creative and com mercial sides of the business and do you feel more drawn to one than the other? I believe that with my expertise, the team in the buy ing world and with the identity of Level Shoes, we can still be creative while also supporting the commercial side of the busi ness. I hope to see this approach in the fash ion industry as a whole, otherwise we will always see the copy and paste of the same collections season after season.

What would your advice be to others in the luxury industry and what great advice was imparted to you on your journey? Support new talents and build long-term partner ship with brands, even when the brand is not ahead of the curve. You never know what will happen in the future… and time in the fashion industry runs very fast.

What have been the biggest challenges to date and how did you overcome them? One of the biggest challenges in the industry was during COVID-19. On March 8, 2020 my life changed with COVID-19 negatively impacting the fash ion system. My advice is to never panic but to always be consistent, be flexible and agile.

What do the first 30 minutes of your day look like, your morning routine? I am an early bird. An Italian espresso is a good starting point. I am always connected with the rest of the world with many different time zones and when I wake up, I need to check and reply to all messages… and then I am ready for my morning workout routine.

How have your previous roles set you up for working in the fast-paced world of e-com merce? My previous role was an important milestone in my career. I was a Buying Di rector for 10 years in one of the most im portant omni channel retailers within the fashion industry, that scouts talents and de velops new brands. This experience is part of my DNA and buying strategy. Level Shoes as an own brand of Chalhoub Group reflects my strategy on developing new brands in the

region. It is important to follow the trends to adapt to the needs of the market, but we always need to anticipate and educate our consumers and community.

Which brands drive sales season after sea son? Our brand portfolio consists of more than 280 brands across men, women, and kids. We have seen great momentum for well-known fashion houses such as Dolce&Gabbana, Salvatore Ferragamo, and Versace, etc. As well as Niche brands, like Rick Owens and Amiri that are trending now. For women we have Rene Caovilla, Am ina Muaddi, Malone Souliers, Mach & Mach and Aquazarra leading in the designer cat egory but again brands like Le Silla and The Attico are very much center of attraction. What do you look for in a new brand to bring them onboard? Innovation, creativity, exclu

How have you found social media in terms of supporting brand growth? Social media is essential, and it is key to have a tailored strategy for every social media channel which caters to every consumer however they would like to connect. That way we can always en sure that the communication is tailored and the brand messaging is clear.

How do you approach scaling without com promising on quality? Each brand has a dif ferent audience. I believe it is not possible to have high quality and competitive pric ing. Therefore, we always ensure we have a wide offering for everyone to enjoy.

What advice would you give to your younger self?Always believe in yourself and be fearless. This is The Pioneer Issue – what does this mean to you? Firstly, thank you for having me. As a leader in the fashion industry, I feel like a pioneer on discovering new brands and building long terms partnership with all of them. I hope to see many women pioneers like me in the future, leading by my example.

Caterina Ercoli, Head of Buying at Level Shoes, on taking a brave, fierce and commercially astute approach to buying
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Perpetual Innovation

THREADS was always a step ahead of the game in the luxury space, but how do they maintain their position and a sense of entrepreneurialism?

Editor-in-Chief Rachel Ingram explains exactly how

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What do the first 30 minutes of your day look like, your morning routine? I wake up to the giggles of three small children, have a shot of espresso and then go for a run around High gate Woods before breakfast with the kids.

How have your previous roles supported your current role at Threads? I worked for years styling magazine fashion shoots and choosing the hottest pieces of the season to feature. When I moved to Net-a-Porter as Global Head of Styling I loved that thrill of translating editorial fashion into how a real person would wear it. That’s something I’ve definitely taken with me to Threads – that and my love of finding the hottest new sea son accessory!

Tell us how the brand has evolved since you joined and how you maintain a sense of en trepreneurialism throughout the business.

We have gone from a team of 60 when I started to 200 plus people and it’s definitely meant more structure and process, however there is such a spirit of ‘intrapreneurship’ at Threads that has never left – the empower ment that if you feel something could work, you should give it a try.

How do you balance the creative and com mercial sides of the business and do you feel more drawn to one than the other? I love that balance of commerciality with creative – it’s the reason I left the magazine world. There is nothing more thrilling than the direct feed back from customers of something selling out after you post or hearing the sales come in while on an Instagram Live shopping session!

Threads launched initially on Instagram. Which platform now drives the majority of sales? We have seen consistently great en gagement on Snapchat, especially in the Middle East and our TikTok is full of hilari ous videos. However, Instagram is still our biggest sales driver.

Do you see buying patterns globally or within the GCC and which pieces drive sales season after season? Our clients travel constantly so although we definitely work to seasonal cal endars, we find that we have a far more fluid market than many other retailers and sell san dals and resort wear year-round. Our sales of abayas and kaftans peak around February and March ahead of Ramadan, eveningwear in September and October and skiwear around December for the ski season. We love to host pop-ups in the region to support these sales and will definitely be heading to the GCC in October to host some fabulous pop-ups!

What have been the biggest challenges to date and how did you overcome them? Hav ing to wear so many hats can be a bit of a challenge at times. Switching from being Threads’ authority on fashion, to building out an annual social strategy calendar, to ensuring the content we feature supports sales targets, to launching our website visu

als – it’s always a juggle! The key has always been the team I work with – driven, passion ate and talented creatives who really care about the work they do.

What is your approach to leadership as gen erations become ever more entrepreneurial. How do businesses accommodate this? So phie Hill, Threads Founder and CEO, has always led by encouraging entrepreneurship and some of our strongest departments in the business have come through innovation and identifying an opportunity – then seizing it. How do you approach scaling without com promising on quality? We have such a person

alised service that our customers rely on, oneto-one relationships with personal shoppers that can never be replicated. We therefore had to develop technology to allow us to scale this incredible personal service without ever losing the Threads touch. Our new website (threadsstyling.com) is an amazing addition to allow self-checkout for those who want to. What advice would you give to your younger self? To be open to change and don’t assume that change comes with negative connota tions. Using change to my advantage has driven me forward in my career so much over the last 10 years.

“Using change to my advantage has driven me forward in my career so much over the last 10 years.”


Malone Souliers makes shoes that challenge convention. Founder and creative director, Mary Alice Malone, tells us how her designs celebrate artisanal techniques with unexpected details

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What do the first 30 minutes of your day look like, your morning routine? Right after waking up, I let the pups, chickens, and goats out. Then, I make myself a coffee with MCT oil and a splash of creamer and I sit down to start my workday by checking emails and messages. Since I’m in the US, I’m five hours behind the UK so I start work quickly to catch up with the rest of the team. I also usually have meetings early in the morning, it’s easier to focus before the babies wake up. How does your background in psychology in form your role as founder and creative director of Malone Souliers? I want women to be comfort able standing and I want them to have a natural gait when they walk. Part of the beauty of high heels is a woman in motion. Shoes, especially high heels, change the way you present your self, change your posture and consequently they change your psychology. I majored in this sub ject, so I spent and still spend a lot of time with my nose buried in books that explore the mind. Part of this is what inspires my collections. Did you start with a small team or build the business alone in the early days? I started with a small team. It’s impossible to start this kind of business and do everything yourself. My first few hires were on the design team, it was important to have some one who spoke Italian to communicate with our factories. I also had to on board someone to help create the structure of the business itself, and a person who had relationships with buyers to take care of sales. Lastly, I had someone in accounts to collect all the num bers. I strongly believe it’s important to hire around your weaknesses. What was the biggest pivot point of scaling the brand and how chal lenging was that? There was a point a few years ago where our sales really took off and the business had to grow really fast! That can always be a tricky time in a business’ life, as it means being able to meet growing demand while maintaining quality and expectation. While challenging, it was a great thing to happen, and I was very fortunate to have already installed a fantastic team so growth was smooth as it could be.

You took a new design approach to footwear – how did this evolve? I always look at the past, I based all of my creations on styles from the 50s, 60s, 70s and 80s, very iconic and timeless silhouettes that I then rework with a distinctive aesthetic.

What impact does your hands-on and zero-waste approach to mate rials and fabrics have on your products and the environment? When designing I try my best to have a sustainable approach by choos ing deadstock fabric or archive materials from past collections when possible. For SS22, for example, we had the Re-edition capsule, en tirely made with archival leathers and fabric. You’ve said when everyone is trying to be different, they somehow end up being the same. What ensures Malone Souliers stands out season after season? I don’t base the creation of new collections on trends.

I get inspired by what is around me, whom I meet, past travels, and I listen very carefully to our consumers.

Malone Souliers repre sents a new era of crafts manship – what are the challenges in bringing a heritage technique to a new age? Most of the factories we work with are family businesses, so through our work we also want to support the families behind them, who are passing on their heritage techniques through the generations.

Traditional practices are the foundations our de signs blossom from so we want to make sure that through Malone Souliers we can also help legacy and craft manship to live on.

Do you notice any buying trends globally or within the GCC and which pieces consistently drive sales season after season? Styles from our clas sics collection perform well each season both globally and within the GCC. The Maureen in different heel heights and materials, the laceup Alessandra, as well as more generally heeled mules, and silhouettes in neutral colours are al ways well received by our customers.

You will soon open a store in Doha, Qatar at Place Vendôme, how do you scale without compromis ing on quality? At Malone Souliers we have a reli able quality control and we do visits to our facto ries and suppliers often, to check up on the work they are doing. We also always gather and value feedback from our clients, always making sure that the look, quality, and comfort of our shoes are not compromised. We also make sure there is honest and transparent communication with our team and our store sales, so any feedback can come to us directly.

The Fashion Trust Arabia Awards are taking place on October 26th in Doha and you’re a member of the advisory board. What’s your ethos on supporting young and up-and-coming designers? I have always believed that talent needs to be supported, no matter what some one’s background is. Fashion Trust Arabia is giving this opportunity to young creatives in the MENA region, and that is why I am so honoured to be part of their board.

What advice would you give to your younger self and what advice would you give to anyone wanting to start a brand? Trust your gut, is the advice I would give to my younger self. To someone who wants to start a brand: work hard and trust your feelings. It is a rollercoaster of emotions and there will always be ups and downs. But those downs are the key moments where you can learn and make your brand better and better. Also, it is very important to have a trusted, skilled team who are open to being mentored but also able to mentor you. This is The Pioneer Issue – what does being a pioneer mean to you? Being a pioneer means seeing opportunity where few else do and hav ing the courage and grit to stick with it and to keep marching forward.

“I strongly believe it’s important to hire around your weaknesses.”

Pioneering Energy

In just over a decade, womenswear label MACH & MACH has become a pioneer in the fashion space with its iconic, sparkling designs

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MACH & MACH has be come an iconic brand in the fashion space and it’s all down to the pioneer ing energy of founders, designers and sisters Nina and Gvantsa Macharashvili. Hailing from Georgia, the pair have put the country’s fashion space on the map with their unique and daring designs which are now loved by thousands the globe over and interestingly, it was during the COVID-19 pandemic that this explosion of popularity occurred.

Now stocked on major e-commerce sites and stores including NET-A-PORTER, Mytheresa, OUNASS, Harrods, Saks Fifth Avenue, Selfridges and more, it’s safe to say MACH & MACH is a fashion player that’s here to stay. But the journey to get here wasn’t easy. In this exclusive interview with Emirates Woman, the founders have admit ted that over the past 10 years the “changing industry” of fashion has been “challenging to navigate”. But being true believers in their energy and designs, this duo always knew their hard work would reap the benefits. “Success is behind hard times and the pay cheque is always proportional to the chal lenges you overcome,” the sisters explain.

Below, Nina and Gvantsa share their brand story with Emirates Woman which details the highs, lows and everything in between.

The story

In 2012 we created the brand. At that time Nina had just finished medical university and I was still studying fashion design. It was a very obvious decision as we always dreamt to create a fashion label, where we could make unique and beautiful pieces, which would make peoples life’s more beautiful.

The journey

Fashion is a dynamic and fast-changing in dustry. It was really challenging to navigate especially for a young brand like MACH & MACH. However, success is behind hard times and the payback is always proportional to the challenges you overcome. To support this nar rative, we will provide an example – the most challenging time for the brand was the pan demic, however during this period MACH & MACH become an international brand, and also the brand’s most popular product was been created. We are happy that our product now makes the earth a better place to live for thousands of people all over the world.

The Inspiration

Our inspiration has always been the universe, life dynamics, the feminine energy that drives the world, people around the globe, especially our customers who love our brand and this means a whole world to us.

The Pioneering Designs

Our real obsession is the process of work ing on the product itself. In each little de tail, we are putting our absolute energy and whole heart. There is no better reward for us than if these pieces become iconic for oth ers, this feels like receiving all the love back and this cycle is unbelievably amazing. The thing that makes MACH & MACH unique is the spirit of the brand, which is pure and very intense at the same time. We are not afraid of taking risks and still remain deli cate moderation of the brand. It’s all about real authenticity, freshness, and creativity.

Growth in the GCC

It is very important for us that we have ex plored these regions [the Middle East] since the customers here tend to have not only an incredible natural sense of fashion but they are very educated in this field, which makes them one of the most interesting high-end fashion consumers. Thus, the fact that our product is popular in the region is very exciting for us.

The Motivation

There is no better reward for us than to be creators and to be able to express ourselves

with art, especially when our creations are loved, appreciated, and admired.

The Challenges

The first and the major challenge was at the beginning to find the courage and con fidence to follow a childhood passion and launch our own fashion label back in Geor gia. The second challenge was to maintain the same enthusiasm and dedication despite numerous storms around our journey. To remain the strong power of will that finally led us to success. And the last one so far is the pandemic period, despite unbelievably hard circumstances, we managed to make the brand international, with no start-up capital on hand.

The Successes

Each storm in our career led us to the other side of the river, where success was waiting for us. Our major milestones so far have been launching our own fashion label without ex perience; taking the brand global without capital and funding; and obtaining the love of our customers from all over the globe.

The Future

We have really ambitious future plans and as always, we are going to follow our pas sion. Although, we believe in the power of constant development and we cannot restrict ourselves to more specific plans from the cur rent perspective. What we are sure about is that MACH & MACH will bring extra happi ness to our customers in the future.

Being Pioneers

It’s a huge responsibility of course to be called a pioneer in an industry full of profes sionalism and excellence.

“Each storm in our career led us to the other side of the river, where success was waiting for us.”
37emirateswoman.comFASHION IMAGES: SUPPLIED

Previous pages: Antigone Ring Gas Bijoux; Waves Gold Ring Joanna Laura Constantine; Big Chain Slippers JW Anderson; Left page: Gold Arrows Necklace Off White; This page: Antigone Ring Gas Bijoux

This page: Chain Baguette Anchor Bag JW Anderson; Right page: Big Chain Slippers JW Anderson ALL AVAILABLE AT BLOOMINGDALE’S
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Forefront of Design

When did you launch your eponymous jewel lery brand? Why did you want to launch your own label? The brand was launched uninten tionally in 2013, through an Instagram post of pieces I designed and gifted to my friend Alia on her birthday. Since then, the brand has grown tremendously in terms of variety in collections, and designs.

What was the inspiration behind your label? Shamsa Alabbar collections are designed around the contemporary Arab woman. She is modern, minimal, and proud of who she is and where she comes from.

You have been a pioneer in the jewellery space in this region. How does it feel to be at the forefront of design? I hold so much pride in that and hope my journey will inspire oth ers to do what they love.

To you, what does Shamsa Alabbar fine jewel lery represent? This experimental brand rep resents people who appreciate art and design and people who are not afraid of change or being different.

What sets your jewellery apart from other brands? What sets any brand apart from oth ers is attention to detail, quality and coming from a graphic design background I would definitely say a strong brand identity is key!

What excites you about the fashion industry in the UAE and the GCC region? The fashion industry has been booming in the region and what excites me is seeing an increase in fash ion and design appreciators.

You’ve clearly worked incredibly hard to get where you are today, where do you get your motivation from? I think when what you do for a living is your passion, you will definitely always be motivated.

What advice do you wish you had received at the beginning of your journey to success? Take more risks!

Looking back over your career, can you tell us about some of the hurdles you’ve had to overcome? One of my biggest challenges was balancing motherhood and work. Another challenge was the unknown of lockdown and COVID-19 – I’m grateful to have passed that! And lastly, I would say using my graphic de sign skill to create a jewellery brand and learning from it day by day.

On the opposite end of the spectrum, what are your top three milestones from your ca reer, so far? Celebrating our ninth year is one of our biggest accomplishments and I take so much pride in it. Launching our online store and choosing to open a store and show at Expo 2020 made my year.

This is The Pioneer Issue – to you, what does it take to be a pioneer? Confidence and hard work.

There’s no doubt that designer Shamsa Alabbar has shaped the jewellery space in the UAE into what we know it as today. Having launched her eponymous brand in 2013, Shamsa Alabbar has only gone from strength to strength creating cutting-edge pieces at the forefront of design
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Eli Mizrahi, founder of Mônot, is known for designing daring, clean-cut silhouettes. Here we discuss what it takes to build a brave yet successful brand


What do the first 30 minutes of your day look like? I am an early bird and usually awake by 4am. I prioritize my morning walks, which is the only time I enjoy the city; as it is peaceful and quiet. How did your previous roles support you in being able to launch your own brand and how did you know it was the right time? I have been in the industry for a while as a consultant to various brands and through that work, I got to learn the ins and outs of how a brand should operate at a base level. I’ve been so lucky to receive the support of so many in the industry, from stylists to models. Was it challenging to find the right production and how have you had to adapt as the brand has scaled? It was challenging, and it took much trial and error. I’ve learned that, un derstandably so, when you first start out, not many people want to take a chance on you.

But I believe everything happens for a reason and it landed me where I needed to be. How do you balance the creative and com mercial sides of the business, and do you feel more drawn to one than the other? The design aspect will reign most important first and foremost, the aim is always to cre ate designs that are captivating and that I can stand behind. Retailers have been very vocal about supporting the brand. Mônot designs are desirable for the top retailers in the world and I would hope to continue this trajectory of establishing and maintaining great sales relationships.

How many people are in your team now and did you start out alone? I did start out alone, but as of now, it is a small team of seven. The team includes myself, two sales reps, an assistant, a CFO, a lead pattern maker, and a seamstress.

What have been the biggest challenges to date and how did you overcome them?

The learning curve was steep and I am still learning every day, what goes into running a functioning luxury clothing brand in to day’s market. Finding the right factory that can bring my designs to life on a full opera tional scale has been a challenge. I still visit my factories on a seasonal basis to see that everything is working the way it should be, and in the past, I’ve had to switch and test out many different factories.

How have you found social media in terms of supporting your brand’s growth? I am not a huge fan of social media when it comes to me personally, but social media plays a huge role in the business. It builds brand aware ness by exposing it to millions of people all around the world.

Your cut-out designs are incredible. Where did this DNA originate from and do you look to your Lebanese heritage for inspiration? I have a love for architecture; Santiago Calatrava, Frank Gehry, and Zaha Hadid are some of my favourites. I try to incorporate architec ture into my designs, which can be seen in my work of cutouts. As well as the female form, which helped in the making of the cutouts.

How do you approach scaling without com promising on quality? Research is very im portant. I moved my production to Beirut, to a small artisanal atelier; as I wanted to support people in my country; but also real ized that their drive isn’t money; it is their passion to make beautiful clothes. Have you had any mentors along the way and if so, what knowledge did they impart?

Carine Roitfeld has been an amazing men tor since day one. She has been a friend and a huge supporter. As an emerging designer, I am able to say that she styled my first fash ion show and first campaign, and I am truly grateful for her.

What advice would you give to your younger self? Always take risks, as it can lead to some thing great. Also always believe in yourself. This is The Pioneer Issue – what does this mean to you? A pioneer is a leader, who ex udes strength and is able to take risks.

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62 emirateswoman.com FASHION WORDS: OLIVIA MORRIS

The Story

My motivation was simple – I wanted to cre ate a destination where I could showcase my favourite international brands that weren’t previously accessible locally. As someone who grew up obsessed with jewellery, I found it frustrating that I couldn’t find any of my favourite designers in the local market, but rather had to shop for them abroad. Over the years, Aubade has become more than just my personal jewellery box, it’s become a channel to introduce and collaborate with new names in the jewellery market.

The Growth

What started off as a passion project gradu ally evolved to become more than just a retail platform. Today, we’ve worked hard to build a brand identity that’s helped shape what we call “the Aubade lifestyle”. Whether you’re looking for the latest jewel lery trends, need tips on jewellery styling, or want to meet the designer behind a favourite brand of yours, Aubade has truly become a go-to destination for all things jewellery.

Being a Pioneer

It’s honestly surreal but also so rewarding. It’s sometimes hard to grasp that my per sonal love for jewellery and the brands that I work with could have greatly shaped and in fluenced the local jewellery scene. But I truly believe that anything that stems from pas sion will yield the most successful results.

The Passion

Jewellery has been my one true love ever since I can remember. There’s something so personal and sentimental about jewel lery – it speaks to you (and only you) and says more about you than anything else you wear. It’s the ultimate form of expression and can hold so many memories and sto ries. Over the years I love how each piece I

good or bad. It’s truly so poetic.

Branching out

The reception [to our expansion in Dubai] has honestly been overwhelming. The sup port we’ve had from local clients, tourists, and the brands we work with has been a truly humbling experience.

The GCC Jewellery Space

I truly believe the GCC region is a pioneer when it comes to fashion and jewellery trends. We’re always ahead of the market, willing to take risks and experiment with styling. Seeing how the UAE and the GCC region is so receptive to new brands and trends only pushes me further to explore the jewellery world and keep innovating with the collections we showcase.

The Motivation

Nothing drives me further than my personal love for jewellery and the support we’ve re

ceived from our local community. The most ewarding thing is witnessing the number of people around me decked out in Aubade jewellery. It almost feels like we’ve created this jewellery movement and it just makes me want to keep on going.

The Advice

There will be people who will doubt you, downplay the work that you’ve done, or un derestimate the heights you can reach. But don’t stop to listen to the noise. Focus on what drives you and motivates you and your hard work will pay off.

The Challenges

We’ve had our fair share of hurdles, but I’d have to say our top three involved partner betrayals, last-minute setbacks with trunk shows, and difficulty in clearing jewellery from customs.

The Milestones

Opening the Dubai boutique, hosting lead ing international designers for the first time in the region and developing our soon-tobe-launched online flagship store.

Duha Al Ramadhan founded Aubade back in 2013 aiming to introduce new jewellery brands to the region. Over the last nine years, Aubade has brought many emerging designers to the Middle East and become the go-to destination for jewellery
Dries Van Noten’s FW22 collection crafts a heady mix of masculine and feminine through fine details and tough tailoring
ASHLYN delivers a confident, modern interpretation of tailoring for FW22

The Innovator

What do the first 30 minutes of your day look like, your morning routine? It’s rare to have a morning for me, as a mother of two kids I start early in the morning, and rush to get them ready for school. I always ensure that my sketchbook is by my side, as when you are an artist you can come up with ideas at any time.

What inspired you to start your own brand and how has the offering evolved since it launched? It’s the love between humanity and the story of Islamic heritage and art. I believe a person doesn’t need to be part of the same culture to feel part of it.

You create bespoke designs according to each customer’s preference from prayer beads to handcrafted falcon hoods. How deeply connected to the Middle East are you in terms of influence and how did this come about? I had heard a lot about the Middle East, but what I discovered through my in teraction with people and research in histo ry, culture and religion pushed me forward, it became a never-ending quest that led further to dedicate my work to what shows this culture, history, and faith, what shaped and united them.

Where is your production based and how challenging was it to source the finest materi als? The intricate pieces are well thought out and crafted by a team of masters. Everything is made in Italy by experts who pay attention to every detail to produce the finest jewellery pieces. It was not easy to find a good spe cialist, today there are only a few people who handmake one-of-a-kind pieces. The most challenging thing is to work with platinum by hand. As a gemologist, itʼs my job and passion to find and choose the right gem stones for the products we are creating. Which is the most pioneering piece you’ve created to date? All my creations are equal ly important to me, and stand out individu ally – a lot of work, creativity and love are put into each one.

What have you learnt in the brand building process and what advice would you give to those wanting to carve out their own, pio neering career path? I have discovered that there is no need to rush in this life, every unique and special product needs time. This is The Pioneer Issue – what does this mean to you? Pioneers must be flexible, in novative, and committed to positively im pacting lives and communities.

Dovile De Angelis, on creating a niche brand that represents Arabic and Islamic culture, and creates unique one-of-a-kind pieces
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First launched by French jewellery house Boucheron in 1968, the Serpent Bohème collection sees a new chapter written in its history for 2022 with a new, solar identity

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Artistic Wonder

Tanishq UAE celebrates the true essence of India in its newest collection Alekhya. Taking inspiration from Pichwai, a style of painting originating from the area of Rajasthan 400 years ago, the collection, unveiled for Diwali, is an ode to the women of today and celebrates her as the author of her own story through the artistic wonder and royal splendour of exceptional jewellery pieces.

www.tanishq.ae IN PARTNERSHIP

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The Game Changer

months, I saw several leading physicians, each of them pre scribing a convoluted cocktail of different drugs. I was taking a multitude of what I thought were effective supplements, but I was still suffering.

Known for creating a wellness supplement that really de livers, LYMA in conjunction with doctors and scientists has developed a revolution ary medical grade 500mW laser that is safe and easy to use at home, with no downtime and no pain.

What do the first 30 minutes of your day look like, your morning routine? I’m not a morn ing person and I refuse to set my alarm be fore 7am. So, this gives me 30 minutes to get the family fed, dressed and out of the door, if we have any chance of making the school gates on time. Before I do anything, I take five deep belly breaths, which seems to set me off on the right track – I was introduced to diaphragmatic breathing during my first pregnancy to help with high blood pressure. It creates such a wonderful, relaxed state. Breakfast for me is non-negotiable, so I’ll either have some sourdough toast with salt ed butter, or if I’m feeling like a brain boost, I’ll add sliced avocado. My first drink is al ways boiling water with lemon and a tiny dusting of baking soda. I was diagnosed with acid reflux when I was in my 20s, and my grandmother was convinced this was the best way forward – I’ve stuck with it ever since, although it’s probably more of a way of keeping her memory alive rather than anything medicinal.

In 2013 I met Professor Paul Clayton, a world authority on preventative degenerative disease. He educated me and I learnt that almost all the supplements sold today deliver no provable benefits yet are still perfectly legal for sale. This seemed mor ally and ethically a million miles away from what I had been led to believe. Paul prescribed me a new protocol using peerreviewed, patented ingredients, each dosed at active levels and had a rigorous sourcing procedure. Within one month I was back at work, full of energy and feeling better than ever. I felt myself again and from that came the idea of LYMA. How does your new revolutionary laser work and what results can we expect to see? The LYMA Laser works using cold near infra-red 500mW laser technology – a world first for at-home beauty devices – this is unlike every other at-home cosmetic device and is 100 times more powerful than LED. It’s a technology born from the medical industry called low level laser therapy (LLLT), which has been used for decades to treat a host of medical issues as diverse as rebuilding car tilage and healing tendons.

The LYMA Laser penetrates to the deepest layers of the skin (through the subcutaneous layer to the base layers) to completely remodel and rebuild it without causing any dam age to a single cell in the process. Traditional laser devices work through the stress/dam age response, inflicting injury to the skin in order to stimulate collagen. The LYMA La ser’s near-infrared laser beam is a coherent light but is dispersed so many times – more than 25,000 times – it removes all the heat from the laser, making it completely cold, because we’re not relying on the laser’s heat to damage skin, we’re relying on the nearinfrared cold technology to regenerate and renew skin. This means that the laser is completely safe to be used on darker mela nin rich skin tones.

How did your previous roles support you be ing able to launch your own brand and how did you know it was the right time? My career as a journalist in fashion made me appre ciate the power of innovation. During this time, I learned the importance of creating something really new, how vital it is to cel ebrate movements which challenge people’s preconceived ideas and make them reevaluate how they think. Around this time, I saw what Jo Malone was doing, taking a functional item, the candle, and elevating it by making it the best it could be in terms of how it worked and how it looked. These two things, along with my personal experience of how effective a nutraceutical could be, sowed the seed that grew into LYMA. What was the catalyst for launching LYMA? In 2012 I spent six weeks in hospital battling septicemia, riddled with toxins and with no real hope for recovery. Over the next few

How often should we be using this? Consistency is key with the Laser and we rec ommend using it daily, for a minimum of 15-minutes. It is important to remember that everyone’s results are different and more mature skin can take longer to see sig nificant transformation.

How challenging was refining the manufac turing process and ensuring consistency?

We spoke to Lucy Goff, Co-Founder of LYMA on building a wellness brand that works and the new launch of a pioneering laser that’s changing the aesthetics game
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about that side of the business, whether it’s our latest mar keting campaign, creative shoot, or working with our global team of experts and scientists on the new product pipeline – watch this space.

How do you balance wholesale with retail and why did you de cide to extend your brand to ecommerce platforms? LYMA is a DTC (Direct to Consumer) ecommerce business, and this continues to be our priority. We work with retail and wholesale partners that we carefully select for brand aware ness and brand alignment. These retail partners include the cutting-edge wellness retailer GOOP, Hong Kong’s luxury beauty destination JOYCE, Harrods, Saks 5th Avenue and Bergdorf Goodman. How many people are in your team now and did you start out alone? We started as a team of one (me!), but my entrepreneur husband became excited about the opportunity we had to do something transformational for the industry, so we quickly became a team of two. Fast-forward four years and we’re now a team of 20.

The biggest challenge with the Laser was that we were trying to do something that had never been done before. We succeeded in harnessing the power of LLLT – a medi cal grade laser – and putting it into a safe, handheld, portable device, that is complete ly pain free. Despite the fact the device is a laser, it is completely cold and is so safe it can used around the eyes without the need for safety goggles. The consistency with the quality of our products is non-negotiable.

How has the brand scaled since it launched and what have been the biggest challenges as part of that process to date?

Within the first year we were shipping the LYMA Supplement to over 70 countries.

The biggest challenge we’ve experienced todate with our growth is launching the LYMA Laser into the US. We finally received FDA clearance in May this year, but the process took almost two years. We created a new category in the FDA and the LYMA Laser is the first FDA surgical-grade cosmetic laser cleared for use at home.

How do you balance the creative and com mercial sides of the business, and do you feel more drawn to one than the other? It’s exactly that, a balance. We need to be cre ative to stand out, but equally if it doesn’t make commercial sense it isn’t going to work. I am, however, a creative person, so naturally I’m drawn to and I’m most excited

What would be your advice to other entrepre neurs regarding taking on investment from external parties? Is it necessary? My advice would be to explore your options and only work with an investment company you really feel understands your brand and your vision.

When I first had the idea for LYMA so many investment companies refused us based on our price point. They saw no place in the market for a medical-grade supplement and refused to believe people would invest this much in their health. After much delibera tion, my husband and I took a huge risk and decided to seed fund LYMA ourselves. We launched and sold out in two weeks and all the investment companies that had turned me down, contacted me again wanting to change their minds. We did receive external investment from Pembroke VCT in late 2018 who absolutely believed in our mission. How have you found social media in terms of supporting brand growth? Mind-blowing. When we first launched LYMA, we sold out of the supplement within a week and this

demand was driven by PR and power of so cial media. I’m always amazed at the power of a post from Kim Kardashian, Cara De levingne or Hailey Bieber – an influencer or industry-leading expert can resonate with an audience more than any other form of promotion can.

It continues to be a powerful tool, but equally changeable in terms of what the au dience wants to consume on these channels – more than ever we need to communicate the right message, at the right time and on the right channel to reach the right customer. How do you approach scaling without com promising on quality? Quality is part of our DNA, so we would never comprise on it. Our approach is to be agile and fast. Whether it’s the launch of a new product, a new market entry or a new awareness campaign, we me ticulously plan and forecast but ensure we can act quickly should something change from what was originally set out.

Have you had any mentors along the way and if so, what knowledge did they impart?

My husband Simon has been my mentor. He has a talent for leveraging technology, innovation and insight to target pockets of opportunity left unexplored by confines of traditional verticals, which in part is testa ment to LYMA’s success. This journey has and continues to be even more special be cause we’re in it together.

What advice would you give to your younger self? Try anything at least once, only then are you allowed to have an opinion on said thing. This is The Pioneer Issue – what does this mean to you? Incredibly humbling. When LYMA launched, we set out to change peo ple’s lives – it came from a place of necessity and frustration with lack of efficacy in the wellness industry. Being asked to be a part of The Pioneer Issue, in light of the work we’ve done to reshape an entire industry for the better is something I could have only dreamed of when we started out. Thank you.

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Globally renowned for a reason, Clinique La Prairie’s detox and longevity programmes

harness pioneering techniques. CEO Simone Gibertoni

explains how the clinic delivers long-lasting results for an optimized life, long-term

What do the first 30 minutes of your day look like, your morning routine? I’m a to tal morning person. I wake up at 6:30am, I drink hot water with fresh lemon and then I do 20 minutes of transcendental meditation. I read key news, mostly on online newspapers, I’ll read the Finan cial Times, the Wall Street Journal, and I'll also read a lot of contents related to our business. Then I go to the office. On my way, I like setting my goals and fo cus for the day. This really allows me to concentrate myself on what’s going to be important for the day.

Clinique la Prairie has a long-standing his tory – do you feel when it was founded it was already ahead of its time? Yes, I do. You know, the industry considers us as the first medi-wellness institution ever. Our founder, Dr Paul Niehans was, himself, recognized as a medical pioneer of cel lular therapy. When he opened the doors of Clinique La Prairie in 1931, he wanted to give people longer, healthier and better lives – and, in doing so, he transformed the world of health and wellbeing, focus ing on the immune system and on bat tling ageing. Since then, the clinic has pioneered the science of longevity, mak ing the clinic’s reputation for preventative medicine and longevity second to none. We continue to constantly pool strengths in research and science. In recent years, we were the first medi-spa to offer genetic tests, and now also epigenetics. You’re based in Switzerland – how do you think this location helps supports visitors to thrive in the surroundings? Switzerland is well known for its knowhow when it comes to health and has a strong interna tional reputation of excellence. Indeed, it holds a leading position worldwide in in novation and medical technology sectors, with a solid network between research and development, guided by global cor porations, universities, experts and high ly specialized SMEs.

ents highly appreciate this location, its quality of services and its privileged and diversified surroundings.

Can you tell us more about Clinique La Prairie’s revolutionary approach to well ness? We call it “Clinique La Prairie Longevity method”. It is based on a holis tic approach that targets inflammation, slows ageing and boosts immunity using the elements of our ‘four pillars’ philoso phy; medical, nutrition, wellbeing and movement, which forms the foundations of each exclusive programme, from Re vitalisation to Master Detox or Healthy Weight. This is made possible by Clinique La Prairie’s uniqueness: bringing together advanced lab and genetics tests, longevity science, experts from multiple disciplines and over 50 doctors under one roof. We feed into this interdisciplinary approach, and throughout the guests’ stay, we give them a comprehensive overview of their state of health and bespoke plans to fos ter a unique opportunity to change their cellular environment in a way that will optimize health, ultimately building a stronger body and mind. We also target and lower the inflammatory responses that are linked to genetic predisposition or lifestyle habits such as nutrition or stress, and that can lead to a wide range of complications and diseases. Another essential element of Clinique La Prairie is to always deliver our approach with the highest human touch and a very exclusive environment (only 38 rooms).

Besides being a healthy and wealthy country, offering many dynamic oppor tunities and a good quality of life, it also provides the healthiest open-air arena days in the great outdoors and is simply a “natural beauty”. We are also at the forefront of 5-star hospitality. Our cli

Which programme can you opt for and which is the most popular? Clinique La Prairie was founded in 1931 on its still-fa mous, still-popular REVITALISATION programme. And this is the programme that remains core to our offer. This ther apy has evolved year after year, to become today an outstanding one-week holistic programme with major benefits of slowing the ageing process, boosting the immune system and generally upgrading mind and body. It does include advanced re generating science, nutrigenomic supple ments, enhanced nutrition coaching and – wellness wise – far infratherapy that stimulates the body through heat to help activate the immune function. We also think that with today’s lifestyle, detox

The Detox

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programmes are major, and thus the MAS TER DETOX programme is the other popu lar programme. Stress, food treated with pesticides, overconsumption and demand ing situations expose us to a vast quantity of toxins which affect our bodies regenera tion capabilities, which can lead to fatigue, digestive problems, allergies or a weakened immune system. Detox removes these toxins and promotes physiological balance. In our MASTER DETOX week, we focus on a Cel lular Genomic detoxification protocol, in line with our scientific approach, and as always on individual plans based on the four pillars.

These are two major programmes among our offer, in which other programmes cover extensive goals of longevity, psychological rebalancing, or weight loss for example. Can you tell us more about how the food is carefully considered at CLP and what foods are not included when detoxing? Our CLP Nutrition philosophy and pillars are based on an evidence-based approach to nutrients that decreases the inflammatory processes by reducing oxidative stress, im proving metabolic function and restoring a healthy gut microbiota. A balanced diet is the foundation of all our programmes. Our nutritionists explain to guests the roots and benefits of our philosophy and provide them with tailored advice while working closely with the Chef and his crew to craft every day healthy dishes that are always inspiring and adapted to health and dietary needs. Over all, vegan food is privileged in our detox diet. Speaking about the food not included in the food plan: dairy products, gluten, caffeine, sugar and all artificial sweeteners and pre servatives, as well as red meat are excluded. How often should we be looking at a body re set and what can we be doing to optimize the results of these from home in between visits? Every 6 to 12 months, depending on the body and mind levels. Every six months for a detox, every 12 months for a complete reset such as Revitalisation. In order to keep the benefits of the cures in between visits, we encourage our clients to integrate in their daily routine the supplements Holistic Health that we have created especially for this purpose. As a pio

neer in Longevity science, we wanted to bring our pioneering Longevity science to people’s daily routine at home. In other words, Holis tic Health is a manifestation of Clinique La Prairie’s Longevity expertise in a capsule.

Indeed, nutraceuticals coming in ad dition to healthy nutrition and life balance, will maximize the benefits in the body, promote optimal health and body empow erment at different levels (cognition, liver performance, immunity). The basic supple ment that we recommend within our range is AGE-DEFY. It is the most advanced for mulation to offer Longevity benefits, and clients who are willing to add another rou tine on top, depending on their health goals, such as continuing supporting their gentle detox process for example, can add PURI TY in their home routine. How important is bloodwork in defining what treatment is required? In our health pro grammes, blood works are important to identify unbalanced conditions, deficiencies and needs for treatment or supplementation; and also, to perform tests such as genetics or epigenetics screenings. These are combined with the global condition and lifestyle of the guest, and in some cases previous blood and other tests that are shared with the doctor, to define specific treatments within the stay. How do you balance the creative and commer cial sides of the business and do you feel more

drawn to one than the other? Being myself more on the “creative” and “entrepreneurial” side I try to have beside me talented people who are help ing me to structure. Over 10 years in consulting helped me to develop this part, which I would “naturally” consider less important, while it is! How have you found social media in terms of supporting brand growth? In today’s world, it is a must. And yes, it can help in raising brand awareness and differentiation. But as a health and wellness reference, we must use it genuinely. Especially in the past three years, we are lever aging social media not only to share more about our expertise and our programmes, but to en gage and educate on what is longevity, going into the science of it, giving expert advice on how to manage health or nutrition. One digital initiative we launched and that is close to my heart (and passion!) is a podcast se ries called “Unlock Longevity Talks”, in which we speak with experts of many fields from genetic, ageing, brain, good living… I think it’s great to help people understand topics related to health research and make them passionate about it. For some episodes, we also partner with freelance US journalist and broadcaster Peter Bowes and its podcast Live Longer and Master Aging, exploring the science and stories behind human lifespan. How do you approach scaling without compromising on quality? There are some difficult trade-offs in luxury business (such as past vs fu ture; volume vs exclusivity, quantity vs quality). When managing the expansion of Clinique La Prairie (growing now in Longevity Hubs and Health Resorts), we have to think of all parameters of client and health experiences. I think is not possible to stretch it over a certain point. For example, it is impossible to keep our highest level of quality and service if we have too many rooms/suites (our Montreux wellness clinic has got 38, and that’s why we set a cap at 50 rooms for new resorts). So, you need to take a few steps forward (scaling up) and then stop to even tually adjust and fine tune the experience in its most subtle details until the results is ex actly what you had in mind.

Have you had any mentors along the way and if so, what knowledge did they impart? I chose on purpose to spend the first ten years of my working life surrounded by people I could learn from, and I always positioned myself in a deep observation mode to learn what they were doing differently that make them succeed and reach their goals and ob jectives. I wish to add that books are also a great way to get mentors… even though most of the time they just tell the “nice part of the story”, they are a great source of inspira tion, and they have accompanied me during my entire professional career. And of course, still today I love approaching people I ad mire and share ideas with them.

What advice would you give to your younger self? Don’t worry too much, life will take you where you’re meant to go.

This is The Pioneer Issue – what does this mean to you? In the end the “pioneers” are the ones who are able to ask different ques tions, who are prepared to endure the dis comfort of the uncomfortable answers these questions create, and the difficulty of, some times, not being understood by most people.

“Holistic Health is a manifestation of Clinique La Prairie’s Longevity expertise in a capsule.”


What do the first 30 minutes of your day look like, your morning rou tine? I’m a big believer in a strong morning routine. I always say that your mornings create your days, your days create your weeks, your weeks create your months, your months create your years – and you guessed it – your years create your LIFE. Seeing your morn ings from a bird’s eye view re ally helps you understand the compound effect of how pow erful your mornings really are. That being said, my mornings always consist of low screen time, writing and some kind of meditation. Some mornings I combine the last two by doing a Superhuman Writing Medi tation™, which is amazing for the mornings I’m not feeling like free-writing. I also love a classic motivational morning seated meditation, but lately I’ve been veering towards the Getting Ready Meditations™, especially if it’s a busy AM. One more type I often do in the mornings is our famous Super human Walking Meditations™ – I couldn’t forget to mention that! My morning routine has a lot of general consistency but with wiggle room on the details, depending on how I’m feeling each day. I’m not natu rally that consistent as a hu man so doing it this way helps me actually commit and it feels intuitive to my needs. You previously had a very dif ferent life – tell us what the key to transformation was for you?

The key to my crazy “before and after” transformation is simple: I simply became the kind of person that had what I desired. By be coming that person, creating the new “self-image”, and effortlessly taking the actions that new Mimi would take… I transformed ev ery single aspect of my life. I radically changed my body and health, my relationships, my career and finances, the impact I had on the world and the re lationship I had with myself. Everything changes when you change your identity. Nothing changes when you continue be ing the “old self”. This realiza tion alone was the catalyst to my success. This is what “man ifestation” really is: become the kind of person that has what you want, and soon enough you’ll create the life you seek. What were the steps to launch ing Superhuman and do you remember the day you de cided to take the leap of faith to launch an app? My experi ence as an entrepreneur was not a linear journey to success. I tested many different busi nesses before getting into the app space, all of which I am so deeply grateful for as they taught me a lot about myself, business, failure and ulti mately what it takes to create a massive success.

I decided to launch an app after much trial and error and experimenting with what stuck with my audience. The more I tried, the closer I got to

Founder of Superhuman App, Mimi Bouchard discusses her pioneering approach to meditation
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the clarity I seeked. V1 of Superhuman was actually a health and wellness subscription platform called Mimi Method. I had offered my unique guided meditations right at the bottom of the platform to add some extra value to my subscribers, not thinking much of it. Fast forward six months, the meditations quickly became the most popular category in the platform and I decided to relaunch as sole ly a meditation app, called Superhuman. I wanted to go global and removing myself from the brand would help me get there. When it comes to developing the app, I definitely didn’t have $300k+ lay ing around at the beginning to custom develop the app from scratch. I had to get resourceful! I ended up negotiating a licensing deal with an overseas development agency to kickstart Superhuman. I knew there had to be a way to create a custom experience until I could afford my own app. This was a year-and-a-half ago. Now, I’m proud to share that we are launching a new version of the Superhuman app in No vember 2022, 100% owned by us, created by an epic team of California-based developers. It’s wild how fast everything has grown.

There were so many steps to creating this business. I don’t even know where to start! But yes, to answer your question, I do vividly re member the day I decided to switch everything over to the new Superhuman brand. I was sit ting in my parked car on a quiet road (this is always where I do my best thinking) and I felt the enormity of this decision, ready to go all in. I knew, deep in my gut, that this was just the beginning of something way bigger than me. When you launched were you surprised by how quickly it scaled? My honest answer? No. I wasn’t surprised. I knew it was going to happen. I have a strong intuition and I am genuinely the poster child of this work I teach. I attracted my company’s success in every way possible. Superhuman is only aligned with success. Big, quick, epic success. We haven’t even done any paid marketing yet. The wild growth has been 100% organic up to this point. If this isn’t proof that the work works, I don’t know what is!

Owned and earned media have been how we’ve grown so quickly. Word of mouth has been HUGE for us. The product is lifechanging, and when people consistently use the meditations – they see radical change. It’s just what happens. That being said, we are now exploring paid media and can’t wait to reach more people with this work!

Your meditation technique is pioneering. Tell us more? Superhuman is different to every other meditation app out there in more ways than one. I like to say it is the meditation app for “people that don’t like to meditate”. The main differentiators are how you use these meditations and how they feel to listen to them.

I almost didn’t even call the product “meditations” because they’re so much more than that. Ultimately, I wanted to meet the customer where they are so we are calling them meditations for now – but they really are a totally new pillar in the sound indus try. I like to call our content “functional audio”. Listen to it wher ever, whenever and feel the shift instantly. We offer 16+ different categories of meditations for every single moment of your day. From Cooking + Cleaning Meditations to Workout Meditations…

to Getting Ready Meditations and Legs Up Wall Meditations (for lymphatic drainage!). This app quite literally has it all.

Here at Superhuman, we don’t believe your eyes need to be closed and you need to silence your mind to meditate. We are re defining meditation by offering energizing, motivational content that is designed to give you the benefits of changing your energy without needing to change a behavior.

Most of us have downloaded and even paid for a meditation app without ever sticking to it (myself included). I found that many of these traditional meditations weren’t fun to do. They just added another layer onto my to-do list, which ended up stressing me out more because I would resist doing them. They weren’t enticing, I hated thinking about noth ing and I didn’t feel different after. I created these Superhuman meditations for people just like me – people that want to visualize their abundant, wealthy and blissful futures in a way that feels good. And effective. Superhu man meditations are backed by science. They truly transform you by helping you change your self-image. Check out our website to see videos from our scientists + researchers! What is the most popular meditation, and can you see when the majority of people meditate?

The most popular meditation changes weekto-week. We upload new content every single day so our users are always trying something new. Some weeks it’s a Walking Meditation (the one titled “Transform Into Your Future Self” is amazing), other weeks it’s one of our OG Morning Seated Meditations. A popular topic is Wealth + Abundance – our listeners love money manifestation meditations. They really help you uplevel your vibration, open ing you up to new potentials and opportu nities in your life. I love those, too. Magical things always happen when I do them consis tently. Everything is energy. When it comes to time of day, we generally see a spike in the mornings as our listeners like to set the tone for their day with Superhuman. A huge chunk of our members actually use the app 2-5 times per day. Our MAU + DAU stats are very much above industry standard because of this. What has been the scariest moment to date and what enabled you to move through that fear and continue to scale and grow both pro fessionally and personally? There have been so many terrible moments where something’s gone wrong and it’s been anxiety-inducting to deal with. That’s just life running a tech startup! This stuff hap pens all of the time. From protecting ourselves legally when being attacked for no reason, to dealing with an old contractor that went rogue and deleted hundreds of our mediation files, to suing copy cat businesses, to worrying about user migration when moving from developer-to-developer… The “stresses” are seemingly end less. There isn’t just one that comes to mind. We haven’t had one disastrous problem and we’ve persevered for all of the “medium” to “small” ones. I feel thankful that we’ve set ourselves up very well from the start, which mitigates a lot of risk for future issues. When it comes to me dealing with all of this fear and stress that comes with running a fast-growth business, I just do it. I move forward no matter what the emotions. There’s no other option for me. I

“I try to work on the business, not in the business. This is how I move the dial.”

just need to continue building my thick skin and put my CEO hat on whenever a problem needs to be solved. This attitude of “keep moving forward and finding solutions” is what has got me here, and what will continue to help me and my business succeed. Giv ing up is not an option.

How do you balance the creative and commercial sides of the busi ness and do you feel more drawn to one than the other? This is a great question! I’m a visionary. The creative stuff is what I thrive doing most. I can do it anytime and I can get into the zone fast, it’s what I’m drawn to. Most days I work on the business during the day and then record the meditations in the evening when the rest of the world is asleep. Most of my focus actually needs to go into the high-level parts of the business. I feel the product creation is effort less for me, it really just flows out super easily. I’ve grown to love the more commercial side of it all, but it is a lot to work on both at the same time. Thankfully I have a great team member that takes on more of the “integrator” role, and we are continuing to hire fast to give me more “visionary” time. I try to work on the business, not in the busi ness. This is how I move the dial. What would be your advice to others wanting to launch an app? Should they have a website first as it’s such a huge investment – how can you help guide oth ers to grow organically? My best advice would be figure out your USP (unique selling proposition) and offer something that is different to what else is out there. Uniqueness is massively important in the wellness industry. It’s saturated. It’s the best way you’ll truly stand out. Make it something that you’re passionate about, that helps others. The more people you help, the more your business will grow.

I’m a big believer in testing your product and the market diligently be fore investing a large amount of money into it. I’ve learnt this the hard way from my involvement in other business in the past, it’s essential. Even if you think your product is absolutely incredible, you must test it and see how the public reacts before you invest your life sav ings into making it work. Start with a website. There are loads of subscription-template sites you can use for a minimal monthly fee. See how people react. Take note. Pivot. Repeat. Superhuman is not just a creation I blindly came up with. It’s a creation influenced by the feedback I got along the journey, too.

If the product is good enough, you’ll get all the organic market ing you’ll need through word of mouth. Make it so good that people can’t stop talking about it! If you’re needing guidance and wanting to go all in on a career in wellness, I highly suggest checking out www.yessupply.co/mimi – it’s a certification programme that’ll help you step-by-step get to where you want to go. I’m also recording an exclusive masterclass on this exact topic, “creating a multi-million dollar wellness business”, for users that sign up through that link. What have been the biggest challenges to date and how did you overcome them? One of my biggest challenges has been hiring. I have very high standards for the people I take on my team. There’s a lot of potential being part of the core Superhuman team right now, and the fact that this business is doing so well is making me really picky. The team is everything. It’s been a challenge hiring because I’m looking for extraordinary humans that fit the roles perfectly. I don’t want to have any doubt when hiring, which isn’t

great because I tend to overthink things. It’s time consuming inter viewing so many people, and it’s something that is difficult for us right now because we are so darn busy. I’m hopeful we’ll continue finding amazing talent soon! It’s a priority for us right now.

How have you found social media in terms of supporting brand growth? Social media has been huge for our growth. The virality of our customers’ organic content has created a major buzz around the brand. We definitely wouldn’t be where we are today without our customer’s love for the product and social media’s ability to share that love on a major scale.

How do you approach scaling without compromising on quality? One of the reasons I love the business model of a digital product paid via subscription is because you can scale really easily. Unlike a physical product that needs inventory and manufacturers, the app business is a lot more forgiving. We could gain 10,000 new mem bers overnight and be fine. Of course, our devs are always on call for any new bugs, but ultimately the product is built well and there’s low risk for quick growth. The beauty of consistent revenue every month from the subscription model means that we have stability as a business and can project future minimum sales well, resulting in investment decisions to continue im proving quality. It’s only getting better and better from here!

What advice would you give to your younger self? Only take advice from people that have what you want and start taking 100% responsibility for your life. Those two pieces of advice are lifechangers.

When you travel – how do you stay con sistent in your morning routine and what essentials do you need to take with you?

I’m constantly travelling – I’m actually in an airport right now as I write this!

It’s incredibly important for me to stay consistent while on-the-go. I try to uncomplicate things and keep it super simple as this helps me stay consistent. I’m not perfect and definitely still go days without my routine sometimes, but keeping it simple reduces the amount of days that happens. All I need to keep my routine going when I travel is headphones, my Superhuman app, a notebook + a pen. If you could recommend a game changer (or three) of a book that truly helped you change your life what would it be? There are so many in credible books to choose from! If you’re just starting out on your personal development journey, I always suggest The Success Princi ples by Jack Canfield. I call this one my bible. It’s so easy to read and digest and it’s great for beginners. If you’re looking for something with more depth, read Becoming Supernatural by Dr. Joe Dispenza. This is The Pioneer Issue – what does this mean to you and who else to you is pioneering? To me, being a pioneer in an industry means creating something through “out-of-the-box” thinking that can help more people around the globe. Pioneers are opportunityseekers and industry disruptors. Pioneers teach us that we don’t need to stick to what’s always been done. Improving and adjusting where needed is essential for growth. I believe being a pioneer is the greatest way to have as much impact as possible.

There are so many incredible “pioneers” – it’s tough to just think of one. Sarah Blakely pioneered the shapewear industry, Jeff Bezos pioneered the e-commerce industry, etc. Each and every one of these “pioneers” in business inspire me greatly.

“Pioneers are opportunity-seekers and industry disruptors. Pioneers teach us that we don’t need to stick to what’s always been done. Improving and adjusting where needed is essential for growth.”
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Photograph by Jorge Ferrari Photograph by Anthony Lamb Ana Laserna Villa

The Specialist

Dubai’s leading skincare expert and aesthetic laser specialist at Hortman Clinics, Rebecca Treston on her pioneering approach to skincare and anti-ageing

What do the first 30 minutes of your day look like, your morning routine? My morning usu ally starts between 5 to 5.30am. I enjoy a quiet cup of coffee before the house wakes up at around 6am. Then it’s on with the gym kit and out the door as weekdays is always busy. I’d love to evolve and get up at 4 to meditate, then journal and have a quiet cof fee, but that’s yet to be achieved. You’ve had a distinctive and pioneering ap proach to lasers with unrivalled results. How did you hone your own techniques? My passion for lasers was introduced in the late nineties. I worked in a clinic, but the company also made aesthetic equipment and first-generation lasers, so I’ve been in

volved quite early and evolved with them. My vast experience gives me the confidence to not only apply but layer these energies to enable me to treat the varying conditions of my client’s skin. Every day I’m grateful for the trust my clients have in me.

You focus on laser treatments. Can they re place Botox and other popular skincare ser vices? Lasers improve both function and structure of the skin. There is nothing better to even out texture and tones and boosting the structure naturally, but it of course has

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limits as ageing is multifaceted. You lose volume and this is where fillers come in. If you are very expressive you will start to get deep lines, this is where Botox will help, so for some, a combination approach will be the best. In my opinion, it’s always best to

start with a laser. This will make significant improvements that can then be tweaked with filler and Botox for a more natural and long-lasting effect.

How important is aftercare when working with laser treatments? When it comes to

your skin and face you can’t be irresponsible and there is a lot of extra care required for the effortless glowing skin to be achieved. Some of the precautionary measures include various elements. The first being avoid rub bing and scratching the treated area. Some patients experience redness and sensitiv ity after treatment. But one must avoid touching the area to stop inflammation and you should allow your skin to rejuvenate naturally. The second point is to avoid any makeup as your skin is the most sensitive af ter the treatment, so you should at all costs avoid putting any makeup on the face to further aggravate the skin. Certain founda tions have ingredients that might block the pores and congest the surface. The next is to avoid hot water after a treatment as the skin is sensitive and this might cause a burning sensation. The last point to take note of is to avoid direct sunlight. Any prolonged sun exposure should be avoided for four weeks before and after the treatment.

Your latest research involves stem cell treat ments. How is this a game-changer in the beauty industry? Yes, stem cell therapy uses stem cells to treat or prevent a disease or condition. The key lies in the ability of stem cells to speed healing times and encourage the production of blood cells, which makes them ideal for treating injuries. It has also launched a host of new possibilities for beauty and cosmetic procedures. The treatment is non-invasive and is typically free of discomfort allowing most patients to notice a difference after their third round of treatment. We shine a laser light of a specif ic wavelength onto stem cells to stimulate a response. Cells within our body respond to light energy therapy without any harmful damage. Cells that become inflamed can be encouraged to become less inflamed if stimulated by laser light. In addition, cer tain biochemical processes of cells can be modified through laser light.

This is The Pioneer Issue – what does this mean to you? It means a lot to me to be a part of this prestigious issue and I am hon oured for the opportunity to share insights into my industry and my life.

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Estelle Letang, General Manager of the Middle East Region at The Estée Lauder Companies on how they are pioneering the visibility of breast cancer prevention
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What do the first 30 minutes of your day look like, your morning routine? My morn ing routine usually starts with some form of exercise and Pilates is my favourite as it sets me up for the day. Working for a beauty company, I always take five minutes as ‘me time’ by applying my favourite beauty prod ucts including Take The Day Off Cleansing Balm from Clinique, then hydrating my skin with the Estèe Lauder Advanced Night Re pair Serum, proceeding with La Mer’s iconic Crème De La Mer to moisturise my skin, then using a lipstick from M.A.C and finally spritzing my favourite fragrance from Tom Ford, Rose Prick. As a mother of three, I al ways have breakfast with my children before they head to school.

Can you tell us about the latest Estée Lauder Breast Cancer Campaign? This year marks the 30th anniversary of the Estée Lauder Companies’ Breast Cancer Campaign and the Company’s commitment to the global breast cancer movement. Through the col lective efforts of employees, consumers, and partners worldwide, the campaign has facili tated real progress and driven social impact. In the Middle East, we have focused on rais ing much-needed awareness and education of breast cancer to the regional community by highlighting the stories of four inspira tional women who survived breast cancer through a series of empowering videos and events. These survivors share their personal journeys with breast cancer, their journey of recovery and how they went to fulfill their dreams after they beat the disease. All of the survivors share the critical importance of self-examination and early detection which was a key factor in their recovery.

The late Evelyn H. Lauder launched the iconic Pink Ribbon, as part of The Breast Cancer Campaign, how did it all begin? Thirty years ago, in 1992, Evelyn H. Lauder (Estée Laud er’s daughter-in-law) co-created the glob ally recognised Pink Ribbon and launched The Estée Lauder Companies Breast Can cer Campaign, inspiring a global movement around its mission to help create a breast cancer-free world once for all. Since then, the Breast Cancer Campaign is The Estée Lauder Companies’ largest corporate philan thropic initiative. Just one year later, in 1993, Evelyn Lauder founded the Breast Cancer Research Foundation, the campaign’s lead ing non-profit organisation partner dedi cated to advancing the world’s most prom ising research to eradicate breast cancer.

The Company have funded more than $108 million globally for lifesaving research, edu cation, and medical services. The campaign is a true testament to the group’s legacy as a beauty-inspired, values driven company that places people, positive impact, and inclusiv ity at the heart of everything we do. This month brings awareness to breast can cer – what are the key things we should be looking for? Globally, breast cancer causes the greatest number of cancer-related deaths among women. Every 15 seconds somewhere in the world, a woman is di agnosed with breast cancer. This is far too many. A breast cancer diagnosis profoundly affects everyone it touches – patients, loved ones, doctors, caregivers, advocates and more. Our goal as a company is to gener ate wide-spread awareness and education across the Middle East region on breast

cancer highlighting the importance of selftesting, early detection, and prevention. What are some of the key initiatives Es tée Lauder has taken to help people going through this journey? The Estée Lauder Companies in the Middle East have worked very closely with NGO Brest Friends, the first breast cancer support group in Dubai, and Al Jalila Foundation for the last seven years, whose combined mission are similar to ours: To save lives by promoting early detection, increasing awareness, education, and offer ing support to patients with breast cancer. This is The Pioneer Issue – what inspired the group to take the lead in raising awareness?

It has been 30 years since Evelyn H. Lauder, a visionary woman, inspired a global move ment and introduced a symbol of hope and inspiration with one mission, to help create a breast-cancer free world. At a time when breast cancer wasn’t spoken about openly, Evelyn H. Lauder saw an opportunity to unite people everywhere and make a difference.

She said,“I’d like to be able to save lives.” Now, as we honour The Campaign’s 30th Anniversary, breast cancer patients are lead ing better, healthier lives due in part to early detection and improved treatment which the campaign and our partners are dedicated to advancing. The campaign is a cornerstone of who we are at The Estée Lauder Companies and serves as a true, authentic point of dif ference that drives our social impact and enhances our corporate reputation with a key call to action, It’s #TimeToEndBreast Cancer. Together, we are united to help end breast cancer for all.

“The campaign is a true testament to the group’s legacy as a beauty-inspired, values driven company that places people, positive impact, and inclusivity at the heart of everything we do.”
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Le Labo takes us on a sensory journey this Fall creating distinctive hand-blended fragrances at their in-house perfumery labs with the finest natural ingredients and materials

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Ahead of the Curve

Pioneering aesthetics doctor Radmila Lukian, founder of Lucia Clinic, discusses staying ahead of the curve when it comes to beauty and how she’s championing game-changing treatments here in the region

Talk us through your career. I am the Medical Director and founder of Lucia Clinic, where Dubai goes for beauty. I’m a dermatologist and anti-age ing specialist with more than 20 years of experience in beau ty treatments and skin rejuve nation techniques. I earned my academic degree from a prestigious Belgrade univer sity and previously worked at the Clinical Centre of Serbia. I always have the opportunity to learn something new and exchange knowledge. Derma tology is linked with immu nology. The skin reveals how our body, soul, and emotions are our most significant or gans and this is why I did my master’s studies in nutrition and skin. Very early on in my career as a dermatologist, I discovered my talents for aesthet ic medicine since my results were outstanding. Creativity and knowledge in aesthetic medicine are my specialities. My re sults have been recognized in the USA, and I am thankful that I became an educator for the new techniques and technologies for non-surgical facelifts. What brought you to Dubai? When I was invited to give training and lecture at a dermatology conference in Dubai, I received of fers to stay here and work in Dubai. I quickly realized this was

a great opportunity for me as a dermatol ogist and aesthetic doctor. In Dubai, we have a superb mix of different skin types and approaches to every skin type. Why did you decide to open your own clinic in 2012? I realized I could not implement my knowledge by working in another clin ic. I was limited. I felt that I could not grow and could not be the decision-maker. The business and commercial approach was always more vital than the approach of the doctor or expert in another place where I worked. So, my main aim was to create a new concept where the doctor’s expert opinion comes first. My vision and focus were always on implementing all my inter national experience and knowledge first, but always providing the best safety solu tions with excellent results, never compro mising quality. And then, the focus is on the business. The biggest challenge was that I did everything by myself without any support, investors, or agency. So, I did all proce dures, studied laws and more by myself, but the experience I gained has been priceless. During that journey, I realized that if somebody opens a busi ness, they should know every single step of the process. How have things developed for Lucia Clinic over the last de cade? Currently, we are a team of 40+ international profes sional team members full-time, plus external consultants, mar keting and legal. We’re growing every day since this is a natural process when your business is developing. Our services include dermatology, plastic surgery, and aesthetic and cos metic treatments for the face and body. When I started, I was the only doctor, but now we have six doctors in the clinic and patients from all over the world. Before I had one person at the reception, today at Lu cia Clinic, we have six people at the reception. Before I didn’t have anybody in marketing, today, we have an entire strong marketing team. We are a team that is committed to providing tailored treatment options that help our esteemed clients enjoy healthier and more beautiful lives.

In terms of beauty, how have things changed over the years in this region? Beauty standards don’t last and are always

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changing. The idea of beauty has changed and will continue to change throughout history. What was once a beauty standard is no longer the norm, and things are con stantly changing. In ancient Egypt, you were considered beautiful if you were slim with a symmetrical body. Typically, younger females and males with muscles were most attractive. Similarly, Greeks valued a symmetrical face, but men’s bodies were valued over women’s. Women during the Renaissance era typically had longer hair, wider hips, and on the heavier side. The Victorian era was also when makeup was controversial but also when it became popular. The 21st century may have just begun 20 years ago, but the concept of beauty continues to change. Most women aim for a slender look with larger breasts and flat stomachs. While many of us were growing up, we were led to believe that being thin was the “ideal” which is not true. Curvy has been considered the ideal throughout most of history. You’re a pioneering clinic here in the region. How do you stay ahead of the curve when it comes to aesthetics? At Lucia Clinic, we always love constructive challenges and we are always improving the quality of service and treatment daily. To stay ahead of the curve, you need to know the market very well, not only in the Middle East, but the international market as well. As a leader in the GCC market, we are always first with new devices, products, and solutions. In the last 12 months, we launched four of the latest revolutionary technologies at Lucia Clinic; the first in the Gulf and Asia. Con tinuous improvement is our company culture that encourages all employees to look for ways to enhance the business’ operations. This includes suggesting ideas to im prove efficiencies, evaluating current processes, and finding opportunities to cut unproductive work. And as a chief physical dermatologist, I am the person who is responsible for every procedure and even new product. We are following trends, regularly attending world congresses, listening to and understanding our clients, and setting the trends. We worked very, very hard to be where we are today. We have a fantastic team at Lucia Clinic, for which I am very grateful. Lucia Clinic welcomes clients from the globe over. Can you outline some of the most famous faces you have coming to the clinic? I am always honest with my clients and in business. For me, this is super im portant to have this transparent relationship. It is fantastic when your work as a doctor and your brand, Lucia Clinic is recognised by celebrities such as: Huda Kattan, Mona Kattan, Naomi Campbell, Eva Longoria, Lindsay Lohan, Salama Mohamed, Kha lif Al Ameri, Maria Bravo, Amir Khan and more. All these ladies and gents often call Lucia Clinic the first destination to visit in Dubai or their second home. What new trends do you see emerging in the region regarding beauty? The latest trend is a healthy life style – living, feeling and looking healthier. This trend is bringing new clients to the clinic for the first time. This is why it’s essential to follow the research, trends, techniques and more. The clinic which im plements the same, with the most successful results, is the winner. Men’s interest and participation in

cosmetic procedures have increased in recent years. The increase in male patients undergoing cosmetic procedures is multifactorial. A desire to be more competitive and youthful in the workforce, the growing social acceptability of cosmetic procedures, and increased awareness of safety and efficacy contribute to the increase in male patients. In addition, more and more younger people (gen Z) are looking for dermatologists.

How do you hope to help your clients feel from the inside and out? We all have different stories, different skin and a different life. First of all, I am a doctor, a dermatologist. My role as a doctor is to main tain and restores human health through the practice of medicine.

We only get one precious face and taking excellent care of our skin to prevent premature ageing is one of the best ways to show our selves love. Your skin is unique. Skincare is healthcare. We, as doc tors, should always listen to our patients. Listening to your clients indicates that you care about what they think. It makes them feel important and valued, which helps build trust. A doctor-patient relationship is considered to be the core element in the ethical prin ciples of medicine. This is critical for vulnerable patients as they experience a heightened reliance on the physician’s competence and skills. And don’t forget to smile. The key is to validate their feelings and offer genuinely helpful solutions.

This is The Pioneer Issue – to you, what does it take to be a pioneer?

A pioneer, for me, is someone who sees potential, an innovator who is willing to try new things. Pioneers are typically free-thinking, ad venturous, spontaneous and highly creative. They are independentminded, often clever and always original.

“A pioneer, for me, is someone who sees potential, an innovator who is willing to try new things.”


What do the first 30 minutes of your day look like? MB [In-house perfumer]: A typical day is usually starting the day by sitting down with my team to go over the inventory and understand customer feedback, responses, and preferences with the sales team. As I do own several other businesses, I prioritize my time managing them all.

IN [In-house artist]: For me, art is more per sonal, and it is a creative process. So, no two days are alike. I spend most of the time at my studio.

What inspired you to launch Area Beige and how did you know it was the right time? MB: Area Beige is a project so dear to us in dif ferent ways. Area Beige means that my passion and love for niche perfumery finally came to life after more than a decade of real ly understanding, researching, and studying the craft, be it on a corporate level, a B2C level or a personal level. I finally felt ready to take this venture to the next level by ex ploring endless opportunities in the world of fragrances. Area Beige wants to nurture that and provide a platform to look through new perspectives, which will ignite creativ ity, innovate, and inspire a new generation of artists and designers.

IN: As an artist, having my art displayed in a gallery is a dream come true. Along with an added retail space with my illustrations printed on different art products, applianc es, and even apparel is just icing on the cake with many projects to follow. We were able to fulfil our dreams and goals in ways we had waited for so long. Having things planned thoroughly and having all the pieces come together to finally breathe life into Area Beige and see it unfold right before our eyes. Has opening your own concept space al ways been something you have wanted to embark on? MB: Definitely, this might seem like a business venture to our customers, but in reality, it has stemmed from a pas sion and years of planning, contemplating, studying, and experiences in each of our re spected industries – perfume and art. These are not just hobbies, these are fields and sectors we genuinely appreciate, and we’re constantly growing and evolving, keeping up with industry trends and technologies to ultimately give our customers the best of the best in each market.

What piece of advice would you give your younger selves? IN: Always trust your in stincts. Don’t hold back when you know you’re capable of doing or managing some thing you’ve always dreamt of. Do not listen to naysayers. Always trust yourself and your strengths and reach out to professionals to help with any weaknesses or obstacles that

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IMAGES: SUPPLIED What does it take to build a one-of-a-kind multi-sensory experience? Mohammad Badri (MB) and Issa Al Nuaimi (IN), co-founders of Area Beige, have done exactly that and share their incredible story with us

could come your way. It is up to you to keep that door open and explore what’s waiting for you or keep it closed, be too hesitant and eventually have your dreams fade out.

MB: Do not give up. Always look forward and know that when you put your mind to some thing and utilize that power, you will even tually achieve what you’ve always longed for. Your space brings together the elements of fragrance, art and design. How did the three come together to bring the vision to life? IN: All elements complete each other in incred ible ways. Perfume is art in a bottle; the way you have different raw materials blended in a bottle to appeal to your sense of smell is an incredible thing. Art can mean anything; it can be interpreted in different ways. It is how we view or relate to an illustration. This is what I want my art to reflect – empower and inspire creativity and innovative thinking. Our independent design studio, Studio D04, designed such a beautiful space for us to emphasize the beauty of our products, both perfume bottles, and a painting. It is a com plete 360-degree experience under one roof. What is the process for handpicking the fra grances, how do you know which brand and scent is right for the store and customer? MB: All the fragrances on display at Area Beige take me back to a specific memory, whether it’s a memorable trip, a particular occasion etc. These are brands that I have shortlisted and hand-picked myself and are very spe cial to me. I wanted to bring such unique and niche fragrances to the market in the UAE for people to discover these brands and hopefully appreciate them as much as I do.

We are focused on niche perfumery and handpicked international brands from dif ferent parts of the world. We have imported such brands exclusively to the UAE by hav ing over 100 different types of unique fra grances from brands like Mirko Buffini from Italy, 1907 from Slovakia, Maison Violet from France, and NCP from Sweden.

We’ve ensured that Area Beige is your go-to niche perfume boutique in the region if you’re genuinely a perfume enthusiast look ing for rare, unique, and niche perfume hous es. We are also committed to adding local brands to our portfolio, hence why we carry the exclusive range of perfume oils and bak hoor by a new and up-coming Emirati brand called Amberscent. We are constantly look ing to add more Emirati brands in the future. What have been the biggest challenges to date and how did you overcome them? IN: Some of the challenges were mainly to do with renova tion and processes, as well as to train our em ployees to ensure they can show growth and understanding along the way. Getting things

approved and checked beforehand is helpful, and ensuring we had all the required docu ments ready and checked before we ventured into this industry. These were some of the ways we took proper advantage of time and avoided delays as much as possible.

What sets you apart from the large luxury fragrance market? MB: We carry exclusive brands you can only find at Area Beige and are not available at any store in the Middle East.

Which brand or scent would you recommend for gifting? MB: Perfume is more personal, and I recommend knowing the person to choose the right one. At Area Beige, you can still buy an affordable niche perfume brand like Spezierie Palazzo Vecchio, which has over 40 different fragrances. If you want something very premium, you can go for Jul et Nad, which offers very high concentra tions of perfume, or Miya Shinma, a beauti ful Japanese-themed brand born in France by an incredible Japanese perfumer. This is The Pioneer Issue – what key aspects have you learnt from launching your own con cept? MB: Dubai is a market that’s evolving rapidly, and with such evolution, customers’ buying habits and expectations are quickly changing too. Customers look for new, unique, out-of-the-box, immersive shop ping and retail experiences. By introducing a unique concept store like Area Beige, we have made sure to stand out in a market that has still not reached its maximum po tential in the region. Since the opening, we have been so grateful to have so many repeat customers acknowledging the uniqueness and appeal of Area Beige. We try our best to cater to all segments and demographics as art and perfume can appeal to all ages and genders, but having a limited range will not help you reach that maximum potential of customer diversity. Always ensure you have a wide and broad spectrum in terms of quality and cost by sticking to core values and mak ing as many customers happy as possible.

“Do not give up. Always look forward and know that when you put your mind to something and utilize that power, you will eventually achieve what you’ve always longed for.”

The pioneering products you need in your beauty kit



Dyson Airwrap

Formerly known as just a vacu um brand, Dyson has been mak ing waves (quite literally) in the beauty industry in recent years. Back in 2018, Dyson launched its now famed Airwrap which claims to “harness an aerody namic phenomenon”. Namely, the air pressure produced by the ‘Coanda effect’ is able to create different hairstyles without heat damaging your tresses. In 2022, the brand launched the 2.0 ver sion of the styler which has been a global hit.

Elizabeth Arden Eight Hour Cream

The Elizabeth Arden Eight Hour Cream has been a pio neering product on the market since its launch in 1930. Con taining petrolatum and vitamin E, the cream can be used al most anywhere on the body that needs hydration – face, lips, el bows, knees, feet and more. It’s just that good, the late Queen Elizabeth II was known to be a huge fan of the beauty product for multiple decades.

Eight Hour Skin Protectant Original Dhs158 Elizabeth Arden available at namshi.ae

Dior Lipstick

One of Dior’s iconic beauty products has always been the Rouge Dior Forever Lipstick. With 16-hour wear, a classic red shade should be a staple in ev eryone’s handbag.

Chanel Les Beiges Healthy Glow Bronzing Cream

Previously known as the Chanel Soleil Tan Bronzer, this pio neering product had an upgrade in 2020 with a new formula and a new name. The Chanel Les Beiges Healthy Glow Bronzing Cream continues the legacy of its predecessor, giving the most subtle bronzed glow with silky smooth texture. No wonder it’s been a hit in the beauty space for multiple decades.


The well-known egg-shaped tool became hugely popular in the 2010s after the product was

picked up by Sephora, but the iconic Beautyblender actually first entered into the market in 2003. Now a company worth hunderds of millions of dollars, founder Rea Ann Silva created the tool when she was working as a makeup artist in the 1990s and 2000s. Little did she know after she formed her LLC, she would transform the beauty industry with a little egg-shaped sponge. Beautyblender Original Dhs85 available at Sephora

Charlotte Tilbury Flawless Filter

First launched in 2018, the Char lotte Tilbury Flawless Filter has become synonymous with the makeup brand. Known as an ‘il luminator’ and not a foundation, the makeup product gives the ul timate flawless glow to the skin.

Diptyque Eau Rihla Diptyque celebrated its diamond jubilee last year and to mark the occasion, the French fragrance house unveiled a very special fra grance for the Middle East which has quickly become an absolute must-have. Coined Eau Rihla, the name that resonates as an invitation to travel along the routes of the Middle East, the scent takes you on a journey with Atlas cedar as the main notes paired with iris and vanilla.

Flawless Dhs170 Charlotte Tilbury

Dyson Airwrap™ Multi-styler Dhs2,399 Dyson available at namshi.ae

Les Beiges Healthy Glow Bronzing Cream Dhs215 Chanel available at Sephora Eau Rihla Eau de Parfum, 75ml Dhs1,045 Diptyque available at OUNASS Rouge Dior Forever Dhs195 Dior available at Sephora

The Fountain of Youth

Dr Salim Al Olabi at SKIN111 on the dramatic effects NAD (Nicotinamide Adenine Dinucleotide) can have on our health

What do the first 30 minutes of your day look like, you morn ing routine? It’s good to start your day in a positive way and when I arrive at the clinic the first thing I do is wish everyone a good morning, from the reception to nurses. Then I get my coat, a cup of tea, and start my computer ready for the day ahead. Check my appointments, and lab reports to see if any prescriptions are needed, organise my home care cases also any phone consultations and so on. Skin111 offers the NAD+ IV therapy, what are the key goals you see for those using this kind of therapy? With all the negative aspects of our modern lifestyle, from stress, lack of exercise/ activity, exposure to UV lights and heavy metals, unhealthy eating habits and exposure to repeated infections, especially viral ones, the key goal our patients seek is a healthier life style, a stronger immune system, improved sleep, increased energy and of course a better mood. NAD+ has been called the fountain of youth. At SKIN111, as the leading provider of IV Drips, we provide NAD + IV Drips at our luxurious clin ics in DIFC and Palm Jumeirah, with free valet parking or at the convenience of a patient’s home (at no additional cost, with free Doctor consultation and Oligoscan – a scientific ap proach to quickly and accurately measure your Vitamin, Min eral & heavy metals levels).

What effect does it have on the mind and body? To understand the benefits of NAD+, we first need to define it and NAD+ stands for Nicotinamide Adenine Dinucleotide, a powerful coenzyme which is universal and exists in every cell in our body. A coen zyme is an essential molecule for enzymes in our body to function properly. Enzymes are mostly proteins which speed up the rate of chemical and biological reactions in our cells, keeping our body healthy and alive. Our body doesn’t function without en zymes, and enzymes are helpless without coenzymes. NAD+ is a naturally occurring coenzyme, our body synthesizes it from vitamin B3. It helps convert food into cel lular energy and is a helper molecule for proteins that carry out different metabolic processes and regulate our cellular function. No cell in the body can produce energy without the help of NAD+, and brain cells are no exception, which lead to its posi tive effect on mood, concentration levels, and sleep rhythm. To put it simply, NAD+ has three main functions, that include energy production, switching off so-called bad genes, which when switched on, pave the way for inflammation, chronic and autoim mune diseases to take place, and the repair of DNA damages. Improving the energy a cell produces, means improving the function of that cell, NAD+ which will promote all body functions to ensure a healthy wellbeing. The question is why do we need NAD+ when our body manufactures it? At birth, NAD+ level in our body is 100%, this decreases by 50% every 20 years, at age 20 it reaches 50%, age of 40, it reaches 25%, and at 60, 12.5%. It is the ageing process. How does it affect the ageing process? As we age, DNA damage increases, chromosomal stability declines, im mune systems enzymes level increases (the longer we live, the higher exposure we face to germs). All that makes our bodily enzymes consume more NAD+, depleting its stores. This can lead to reduced DNA repair, cellular stress re sponse, and regulation of energy. Metabolism, which leads to inflammation, chronic diseases such as diabetes, auto immune diseases such as rheumatoid arthritis & multiple sclerosis and neurodegenerative diseases such as Alzheim er’s’ & Parkinson. Supplying our body with NAD+ would slow the ageing process and protect us against age related diseases. Here I should emphasize that NAD+ is not a cure but helps to ameliorate to a high extent ageing/age-related diseases and helps us live our life in a better way. Some sci entists called NAD+ effect, tissue repair and regeneration. In autoimmune diseases, where the immune system, for unknown reason, attacks itself, NAD+ protects by altering

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The main function of NAD+ is energy production. Are the effects instant, how long do they last? And how often should we be topping them up? The low er the levels of NAD+ in your body, the better and faster effect you get, and this is true, as we have seen with our patients. Benefits could last from three to six months, even a year, that’s why we rec ommend a course of five sessions, on daily basis, or every other day, every three to six months. NAD+

comes in four major strengths, 250, 500, 750 and 1000 mg. The 750 and 1000 mg are usually for pa tients with autoimmune or neuro degenerative disease. The 250 mg AD+ is recommended for younger people and especially under 50 kg weight. The most frequently used is 500 mg dose, which is good for ages between 25 and 55, who seek antiageing effects, improved brain and cognition function, a better life with good sleep and excellent mood. Special precaution for the elderly, we recommend a dose of 250-500 mg. It is the Doctor’s de cision that must be made, based on he patient history and complaints, the Oligoscan and the consultation as to the level of NAD+ prescribed. The clinic provides bespoke treat ment plans according to each cus tomer’s requirements. Was this individual approach the goal from At SKINIII, our goal is to assist each patient according to their unique and individual requirements, to provide bespoke treatments which result in the best outcome. For IV therapy such as NAD+ this is fulfilled through a specialist Doctor consultation and Oligoscan analysis, which detects the balances inside tissues and cells and help us customize a specific IV drip for each patient. This is The Pioneer Issue – what does this mean to you and how do you approach this as a business? The field of medicine has always been driven by research and innovation, which naturally leads itself to a pioneering position. At SKIN111 we are always looking for the latest and the most beneficial treatments for our patients. We know how to take care of our patients, having been nominated in the Pro Beauty Awards GCC (2021 & 2022) and the proud winner of the MEA Business Awards for the best IV provider in the UAE 2021 & the best Aesthetic Clinic of the year 2022.

“NAD+ has been called the fountain of youth.”

The Beauty Shelf

Artist, designer and educator, Sarah Alagroobi shares her top beauty picks

Sunshine Skin Tint SPF 30 Dhs190 MILK Makeup

I don’t really wear much foun dation, I gravitate towards tint ed moisturizers, BB creams and lightweight foundations that can be thinned out so there is barely any product and this tint provides that natural glow.

Skin Illusion Dhs211 Clarins

I like my skin to breathe so I’ll use a drop of any of the products below as a base layer after I’ve moisturised. This product gives a beautiful glow without mask ing your skin’s natural beauty.

Diorskin Nude Air Serum Foundation Dhs265 Dior

For a vibrant complexion this foundation helps maintain a healthy radiance.

Eye Tone – Intra Dhs70 Hindash

Ever since Hindash introduced me to using brown pencil instead of black for a diffused wing, I’ve never looked back.

Pencil 610 Versatile Chestnut Dhs73 MAKE UP FOREVER

I use Hindash’s Eye Tone in the colour Intra, combined with MAKE UP FOR EVER pencil in 610 for both my eyes and to contour my lips.

Advanced Therapy Healing Ointment 50g Dhs25 Aquaphor

For a clean look, this ointment protects any dry or cracked skin giving me a smooth surface.

Gloss Bomb Lip Luminizer Dhs105 Fenty Beauty

To create a visual harmony throughout my face, I use this luminizer which works as a dewy highlighter for my lips.

Pinkgasm Beauty Light Wand Dhs147 Charlotte Tilbury

For blush I create a concoction of so many brushes and depend ing on the mood I will either overly indulge my face in pinkie cream blushes where Charlotte

Tilbury’s Beauty Light Wand in Pinkgasm takes centre stage. Thé Noir 29 Eau de Parfum 50ml for Dhs870 Le Labo

I adore this perfume so much as it sort of operates as an ambas sador of perfumes. It has such

a distinct scent that carries through in any given space.

Killawatt Freestyle Highlighter Dhs185 Fenty Beauty

I lightly dust the apples of my cheeks with Fenty Killawatt Ginger Binge and prefer cream blushes as opposed to powder as it glides into the skin better.

Botanical B Enzyme Cleansing Oil Dhs154 One Love Organics

This is my go-to cleanser, it is so gentle on the face and eyes and packed with enzymes to break down proteins to remove make up and for a nourishing cleanse.

Broad Spectrum SPF 30 Dhs70

Black Girl Sunscreen

This product takes into account melanin production, hyperpig mentation and white cast in the formula. They have designed it

to where their main demographic is targeted towards people of co lour. This is important for many reasons, mainly for representa tion and products that really benefit those who have a variety of skin tones, types and textures.

Megashade Breakout-Proof SPF

Serum Dhs175 Zitsticka

This sunscreen is so lovely be cause of the SPF50 and it melts into the skin like butter without leaving a greasy white cast. The downfall to a lot of sunscreens is that it layers on the skin when combined with make up but this product doesn’t do that at all. It is definitely a must have in any kit, especially for acne-prone skin.

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Amna Banihashem, award-winning Emirati showjumper, mechanical engineer and philanthropist, talks us through her beauty routine

Talk us through your morning routine. Upon waking up, I immediately cleanse and hydrate my face with Skeyndor products, one of my favourite beauty brands from Spain, which is also known as the “Scientific Skincare” brand.

I usually start with their Rich Foam-in-Milk product, and add the Energizing Cream SPF 15 to protect my skin from the sun when riding.

I am the type of person who really likes to use products from the same brand for consistency reasons, and because they usually go hand-inhand when trying to achieve the best results. How about your evening routine? Evening is defi nitely more extensive. I again start with cleans ing but this time with the Skeyndor’s Mattifying Foam-in-Gel, and finishing it off with its Antiox

Glowing Serum for nighttime repairs. What are your go-to skincare products? Skeyn dor’s Rich Foam-in-Milk, Energizing Cream SPF15, Mattifying Foam-in-Gel, and its Antiox Glowing Serum. I sometimes interchange be tween Skeyndor and Thalgo’s Lumière Marine Line, specifically its Clarifying Water Essence and its Brightening Correcting Serum. Are you a fan of masks? I don’t use masks much, but sometimes I use Thalgo’s Source Marine Ultra Hydra Marine Mask.

How would you describe your relationship with makeup? I wear makeup because I love the ar tistic side of it. But I don’t believe makeup de fines us, and shouldn’t be worn solely for beauty purposes. I often go out without makeup, but

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Clockwise from top left: Power C+ Energising Cream SPF15 Dhs276 Skeyndor available at namshi.ae; Rich foam-in-milk Dhs166 Skeyndor; Purple Oud Fragrance Dhs1,500 Dior; Lumière Marine Brightening Correcting Serum Dhs452 Thalgo available at OUNASS; Easy Rider Anti-Frizz Crème Dhs140 Kevin Murphy available at beautytribe.com; Source Marine Ultra Hydra Marine Mask Dhs215 Thalgo available at OUNASS

apply it for certain occasions. What can always be found in your makeup bag? Definitely eyeliner, a beauty product that I have grown up with – in Arabic it is known as ‘Kohl’ and very much used amongst Emiratis on a daily basis to accentuate the eyes. I also take a lot of pride in my oud collection, and never leave the house without it!

Let’s talk fragrance. What are you loving at the moment? I am, and always will he a huge fan of traditional ‘oud’ we get at our local perfumeries. I have always grown up with my mother wear ing a strong oud – specifically, a blend of wood, rose and vanilla extracts. If I had to choose a brand, it would definitely be Dior’s Purple Oud. How do you choose your evening fragrance? I

love anything that lasts a long time, so therefore the scent needs to be very strong. Additionally, I love anything with wood, vanilla and rose. Talk us through your hair routine. I usually sham poo and condition my hair twice a week with Kev in Murphy’s products – In specific, I shampoo with the brand’s Angle Wash and top it off with the Kevin Murphy Easy Rider Anti-Frizz Creme as I ride in humid conditions, and this product re ally does protect the smoothness of my hair. What is the most unusual item in your makeup bag? Probably lip tint from a Korean brand! I have been seeing this used all over TikTok, and decided to buy one the other day. Not sure how I feel about it as it seems like a trend that is going to soon die down.


The UAE’s leading women in power breaking down barriers and forging a new path in their respective careers



Director of the Nama Foundation for the Advancement of Women

Her Excellency Reem Bin Karam continually gives back to the UAE community, particu larly when it comes to raising breast cancer awareness. In her role as the chairperson of Pink Caravan UAE, Her Excellency explains how breast cancer can occur in both men and women, the main aims of Pink Caravan, the importance of early detection of breast can cer and more.



Minister of Climate Change and Environment

Her Excellency Mariam bint Mohammed Saeed Hareb Almheiri holds a key position for monitoring national food stocks, invest ing in food technology and following up on international relations. She oversees key measures, policies and initiatives to enhance

goods and water security. She is currently representing the UAE in the Food and Ag riculture Organisation of the United Nations (FAO) as well as the International Center for Biosaline Agriculture (ICBA).



First Arab woman to be President of the Federal National Council

As the region’s first female leader of a na tional assembly, Her Excellency Dr Amal Al Qubaisi has made a difference since she took on this position in 2015. As one of the region’s game-changing visionaries, she has become a leading figure in placing the UAE on the global map.


First Emirati woman to become the Minister of State for Public Education Affairs

Prior to joining the Cabinet, Her Excellency Jameela Al Muhairi helped develop a Quality

Assurance System for schools in Dubai, while working as the chief of the Dubai School In spection Bureau. She also served as the ex ecutive director of Dubai Knowledge Village from 2004 to 2008 and has more than 20 years of experience in the education sector.


Director-General for the Dubai Expo 2020

Her Excellency Reem Al Hashimi was hugely instrumental in winning Dubai’s bid to host Expo 2020. As well as being Director-Gen eral for the Dubai Expo 2020, she is also the UAE Minister of State for International Cooperation. She became a cabinet minister in 2008. She is also chair of Dubai Cares, a children’s education charity established by Sheikh Mohammed in 2007.



Minister of State for Happiness and Wellbeing

Since taking up her role as Minister of State

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for Happiness and Wellbeing in 2016, Her Ex cellency Ohood bint Khalfan Al Roumi has launched a plethora of initiatives including the 100-day happiness plan and five-month positivity training programme for local CEOs. She has previously held prestigious positions such as the first Arab member of the Global Entrepreneurship Council (GEC) and Direc tor-General of the Prime Minister’s Office.


The UAE’s first female Emirati captain in a commercial airline

Aisha Al Mansoori became the first Emirati female captain for a commercial airline in Au gust 2022. The groundbreaking appointment by Etihad Airways came after years of hard work and training. She first joined the Etihad Cadet Pilot programme in 2007, being of the two Emirati females in her batch. Captain Ai sha took her first flight on an Etihad Airbus A320 to Amman, Jordan to later become the first female UAE national to fly the superjum bo passenger aircraft the Airbus A380 after undergoing a rigorous training programme and completing the requisite flying hours.



President and Director of the Sharjah Art Foundation

Her Excellency Sheikha Hoor Al Qasimi is a curator who continues to establish herself as a catalyst of change in Sharjah and glob ally. By creating a platform for contemporary artists, curators and cultural producers to be recognised, her leadership continues to ex tend beyond the four walls of art.


Minister of Youth and Culture

Her Excellency Noura bint Mohammed Al Kaabi was appointed the Minister of Youth and Culture in July 2020, after previously holding the title of Minister of State for Fed eral National Council Affairs from February 2016 to October 2017. Moreover, Al Kaabi was previously appointed as a member of the Fed eral National Council (FNC) from Abu Dhabi.


First female Emirati racing driver

This Emirati racer is no stranger to break ing new ground in motorsport. After making her name during the Abu Dhabi Grand Prix, Amna Al Qubaisi’s success at Yas Marina circuit was one of the major milestones in her motor racing career. Since beginning her ca reer at the age of 14, Al Qubaisi has always lived her life in the fast lane since then. Aim ing to work her way to reach Formula 1, she has already claimed many achievements such as being the first female and Arab to win an FIA F4 race in 2019.


The first Emirati woman to be registered as a specialist in Aviation Aerospace medicine

Paving the way in a male-dominated field, Dr Nadia Al Bastaki became the first UAE national to specialize in aviation medicine. She joined Etihad Airways in 2007 and has been a key figure in developing the airline’s medical centre into a region-leading aero medical centre.

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Pioneering Support

To mark Breast Cancer Awareness

tance of a breast self-exam (BSE) is that it enables us to detect any unusual changes or lumps that might form. The best time to do a monthly self-breast exam is about three to five days after your period starts. Do it at the same time every month. Our breasts are not as tender or lumpy at this time in the month ly cycle. For women who have gone through menopause, I suggest doing the exam on the same day every month. There are three main positions for conducting a BSE: lying down, standing or while in the shower. It is easiest however to examine all breast tissue in a lying position. Next, sit or stand and feel your arm pit because breast tissue goes into that area. Gently squeeze the nipple, checking for dis charge. Repeat the process on the left breast. With fingertips close together, gently probe each breast in circular and linear motions, ensuring you are covering all of the breast tissue. Look at your breasts directly and in the mirror. Look for changes in skin texture, such as dimpling, puckering, indentations, or skin that looks like an orange peel. Also, note the shape and outline of each breast. Check to see if the nipple turns inward.

Firstly, what is Pink Caravan? What pioneer ing work is it doing for breast cancer patients in the UAE? Formally speaking, Pink Cara van is a breast cancer awareness and early detection initiative by Friends of Cancer Pa tients – the UAE-based global cancer nonprofit I represent. If I describe what Pink Caravan is at an unofficial human level, it is our nation’s leading initiative that has lifted the veil of myths and misconceptions that surrounded breast cancer in our society back in 2009 when the initiative was launched.

Fast forward to 2022, women in the UAE are no longer shy to come to our free clinics for their annual breast health checks. The patients we have supported financially and morally through their journeys of diagnosis, treatment and recovery share their stories and inspire hope in others affected by the disease without hesitation or embarrass ment. Today, men come to our free facili ties during our annual weeklong nationwide Pink Caravan Ride to get breast examina tions done to ensure they are risk-free.

Debunking taboos and enabling mem bers of the UAE community to accept breast cancer as a reality of life, empowering them with awareness about the symptoms and risks of the ailment and providing them ac cess to free diagnosis and treatment facili ties are all pioneering achievements for Pink Caravan. Today, no one in the country suf

fers in isolation; the nation has come to gether to fight and win over breast cancer as one. I proudly attribute a portion of this suc cess to our relentless and committed efforts. How does your role support Friends of Can cer Patients and the Pink Caravan? An es sential part of my role at FOCP and the Pink Caravan is providing guidance to the teams and ensuring that tasks and projects are aligned with the vision set by Her Highness Sheikha Jawaher bint Mohammed Al Qa simi, wife of His Highness Ruler of Sharjah, Royal Patron of FOCP and Chairperson of Sharjah Supreme Council for Family Affairs as well as FOCP’s mission. It also involves keeping up to date with medical research as well as cutting-edge medical innovations in the health sector. Another essential part of my role is to ensure that our beneficiaries receive exceptional treatment and care. Our beneficiaries’ health and wellbeing are and always will be our main priority. A breast self-exam: how does one perform one and what are the things to look out for? Great question, and one that every woman should know the answer to. The impor

The goal of a monthly BSE is to get used to the feel of your breasts. This will help you to find anything new or different. If you do, call your doctor right away. Why? Because the earlier we detect the malignancy, the better our chances of effective treatment and full recovery. There is a 98% chance of full recovery in patients whose breast cancer is detected at an early stage. What is the right age for undergoing annual breast health check-ups, and what symp toms should lead us to book a consultation with our doctor? Changing, predominantly sedentary lifestyles, the food we eat, the stress of our jobs have all contributed to sig nificantly reducing the age group impacted by breast cancer. Over the past few years, Pink Caravan has detected it in women in their mid-20s and early 30s with breast ma lignancies, so the right age range is 25 - 30 years. For annual mammograms in healthy females, we recommend 40 years and above.

The symptoms to look out for during your monthly BSEs include a suspicious lump, change in breast shape or size, retrac tion of the nipple, change in colour or tex ture of the skin, discharge especially bloody secretions from the nipple, and/or continu ous pain in the breast in one place. One must consult a physician immediately if they ex perience any of the above symptoms.

Upon running a few basic tests, the phy sician will decide whether or not to refer you to an oncologist – doctors who specialise in cancer diagnosis and treatment. Are there any myths about breast cancer that you can debunk? Absolutely, there’s a host of misconceptions that surround it. Things

Month, Emirates Woman sits down with Aisha Al Mulla, Director of Friends of Cancer Patients (FOCP) to discuss the pioneering support the organisation gives with its Pink Caravan initiative
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like any lump one feels in their breast is cancer or it always causes a lump one can feel. Early-stage breast cancer does not recur, carrying a cell phone in one’s chest pocket causes breast cancer, or that it hap pens only to middle-aged or older women. Other popular myths include complacency in people who don’t have a family history of breast cancer or in certain individuals who eat healthily, do not smoke or consume al cohol and exercise regularly. True, breast cancer is one of the better-known and more talked-about cancers, but there are still so many misconceptions out there.

What is the main aim of international Breast Cancer Awareness Month? October is Breast Cancer Awareness Month, an an nual campaign to raise awareness about the impact of breast cancer. It is a crucial and annual reminder of the risks of breast malignancies and an opportunity for gov ernments, healthcare practitioners, and civil society organisations dedicated to can cer prevention and control to raise public awareness about risk factors that increase the possibility of developing breast cancer, methods of prevention, the importance of early detection, target groups, and provid

ing integrated service to fight breast cancer from detection to treatment. What causes breast cancer? We do know that normal breast cells can become cancerous because of changes or mutations in genes. Most breast cancers (about 90%) develop from acquired (not inher ited) gene changes that have not yet been identified. Only about one in 10 breast cancers (10%) are linked with known abnormal genes that are passed on from parents and are therefore inherited. Certain breast cancer risk factors are related to personal behaviours, such as drink ing alcohol, smoking, poor diet leading to being overweight or obese and lack of physical activity. Other lifestyle-related risk factors include decisions about having children and taking medicines that contain hormones. Some risk factors for breast cancer are things one cannot change, such as getting older or in heriting certain gene changes. What are the most common ques tions you get from patients after a breast cancer diagnosis? A positive cancer diagnosis is a shock to the system and leaves the freshly diag nosed patient and their loved ones in a disarray, particularly those who have no family history of cancer and haven’t experienced it through a friend or a relative. Our counsellors at FOCP come into the picture im mediately after tests confirm breast cancer in a patient, supporting them psychologically from day 1 of their journey of treatment and re covery. At the onset, the most com mon questions we are asked include the stage of malignancy detected, the best course of treatment, ways to receive financial help for expensive treat ment or moral support for the patient as well as their families. Some patients tell us they are in denial while some others ascertain they will die and do not inform their fami lies. These are extreme emotional responses and completely understandable as cancer is a difficult pill to swallow. Some patients ask if they have any time to live while oth ers drown in dismay asking ‘why me’. We also get asked practical questions like side effects of chemotherapy, places one can find wigs, opportunities for peer group support, and the length of chemotherapy cycles.

“There is a 98% chance of full recovery in patients whose breast cancer is detected at an early stage.”
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Taking the Leap

What do the first 30 minutes of your day look like, your morning rou tine? Being a mother of four, my day usually starts with spending time with my children. There are many things to complete on our to do list that are often left unfinished, but my intention of being there for my kids and connecting with them on a deeper level is what those first 30 minutes usually look like.

What inspired you to start RollDXB and how did your previous roles support this? My love for roller-skating followed by my passion to create something for the intended audience. I feel grateful to be a part of something that has my undivided attention and adds impor tance in the region to ignite freedom and braveness.

After several pop-ups you opened the first permanent location in Dubai. What motivated you to make such a pioneering move in the leisure space and how did you know it would be so popular? I take an active interest in being a part of the ever-growing roller-skating community and create something more for those around me. With RollDXB and its launch in the region, it taught me so much about the industry, and also about myself which further shaped the epito me of success to the roller-skating concept.

Which other individuals in the region or globally are pioneering in their fields to you and who do you most look up to? Captain Aisha Al Man soori – UAE’S first Emirati captain. It brings me so much happiness and inspiration to explore more talents in the region and shaped me to strive for more each day.

What piece of advice would you give to your younger self? To indulge in the meditative energy of nature and open-air between the fastpaced life and perfectionism. Ever since I was a kid, between learn ing how to skate, study and perform, it’s so important to have mo ments of solitude and silence amongst the craziness.

This is The Pioneer Issue – what does this mean to you? Being consis tently fearless and inventive that isn’t overpowering. A devotion to the effortless classic intuitions that represent individuality and authenticity.

Alia Al Banna, Co-Founder of RollDXB on pioneering a revival of roller-skating

Holistic Innovation

Kintsugi is the brand taking a fresh approach to self care. Offering a wide range of services and workshops for the body, mind and soul, the brand’s founder Metanoia takes us through this innovative concept

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How do you start your day? There are 1,440 minutes in a day, and I use every minute wisely, beginning with my essential morning rituals. I’m passionate about the benefits of routines and forming habits to structure my day. First, expressing gratitude lays the foun dation for a meaningful day and being thankful for the day to come ensures a higher vibration. After that, I like to sip some alkaline wa ter, loaded with a high pH, to neutralise the acid levels in my body. I then practice some stretching exercises, letting go of any tension. This is followed by a self-face massage to improve my circulation and detoxify my skin. I use the power of aromas and plants to raise my vibration before my morning prayers and meditation.

The Kintsugi body mist composed of rose and tuberose is my go-to. Then, to ensure my vibration is aligned with my goals visu ally, I dedicate some time adding to my creative vision boards. My morning routine isn’t complete without a moment to savour a good cup of coffee as it sets the mood for a great day.

I used to think that you wake up with an empty mind, but the concept of morning pages by Julia Cameron taught me the power of emptying my mind before the day begins, which is an excellent tool for success. After that, I am ready for my excitement levels to go through the roof as my body receives its daily dose of endorphins with the Tracy Anderson Method, which enables you to achieve the goals you have in mind for your body, but you have to sweat and feel the burn. Meaningfully created playlists power all this because, to me, music is a pathway to utter joy.

The Kintsugi Space is seven years in the mak ing. Can you tell us more about it? Kintsugi be gan as a desire to share my experiences with my micro-community as I stumbled across education, wisdom, travel, experts, healing, mind mastery and spirituality. I was compelled to share it with more than myself. This was the beginning of many long days and nights using the power of visualization, a positive mindset, and many other tools I had embodied to build this brand piece by piece. I’ve discovered the significance of the number seven, be it Rudolf Steiner’s theory, the power of the number seven in numerology, or the importance of seven years cycle in the human body. The number seven seems to be orbiting me. I am excited about the next chapter; as we complete this cycle, we have already achieved so much greatness. How does your role as a founder play into the Kintsugi universe? There are many leadership styles. Although I use my left brain to structure my day for success, my essence as a founder is that I lead with the heart. This leadership style allows me to tap into the at tributes of what I believe all women embody: kindness, compassion, passion, humility and dedication.

The Kintsugi Space brings together the elements of mind, body, and soul. What can we expect from the launch? You can expect a space that honours community, conversations and deep healing. You can expect a space that will transcend far beyond the four walls in Abu Dhabi. You can expect a sacred space for women that helps fulfil their men tal, physical, and spiritual potential. A physical space that showcases bespoke pieces of art evoking a feeling of community and combining energies. This includes an incredible artwork by Mark Evans, illus trating the transformational journey of the feminine sacred depicted in the form of a swan. All women need a safe space to just be, be them selves, be vulnerable and connect to their purpose. We provide that. How do you main clarity in life and work practice? I created a business

that I am passionate about, and it challenges me and pushes me to grow. I am a super self-motivator which enables me to optimize and structure my day for success, rejuvenation, healing and bal ance. Fitness is my go-to feel-good. It activates energy not just in my body but also in my mind. I believe in the power of movement as a tool to create energy and balance in my life. I also know the value of sleep for rest and recovery. I use the power of prayer to connect to my higher self, finding answers and guidance for all areas of my life. What sets Kintsugi apart from other wellness concepts in the Middle East? Kintsugi is a new concept for the UAE; it doesn’t exist here. The brand culture, technologies and programming are what sets us apart. Those programmes are designed to take you through the hu man experience with its success and failures. Kintsugi is an entire universe that is built to support your breakthroughs. Kintsugi is a community, a mindset and a place to discover your greatness. Kintsugi also has its own line of artisanal products, what does this en tail, and can you describe a few benefits? I am particularly fond of our line of teas which I was inspired to create as tea rituals are a big part of my daily routine. When I enjoy a cup of Kintsugi tea, I use the moment as a gateway to connecting with myself, practising mindful ness, and allowing the beautiful plant actives to work their magic. Inspired by numerology, each tea is influenced by the number it bears. From the bold energy of number one to peace ful number six and finishing with number sev en, my personal favourite – the most spiritual number of all – is named Joy. The ingredients have been selected from around the world, and curated by me, then hand-blended in the heart of the English countryside. Have you had any mentors along the way and if so, what knowledge did they impart? My men tors have come in all shapes and sizes. From all corners of the world. I am grateful beyond measure for the many lessons life has taught me in the forms of challenges and highs. Their impact on me is multi-dimensional, just like us. Their words of wisdom continue to shape me. I’m still working through this question, actually: “What is it you plan to do with your one wild and precious life?”

How did your previous roles support you in being able to work on the launch of Kintsugi? My journey has been the seed that began Kintsu gi. As I became more curious and committed in life, the more knowl edge I gained. Kintsugi was born as a natural progression of wanting to share my findings with other women.

My career has not taken form through any one role or mentor but through the series of teachings that my decades on earth have given me. This has taught me patience, resilience and, most importantly, to lead by heart. I love more than anything when I see my growth journey mirrored in the Kintsugi women around me. I know these women will not keep these secrets to themselves but instead spread them like mycelium to the men, women, and children in their lives.

This is The Pioneer Issue – what does this mean to you? The late Sheikh Zayed is a real visionary. As an Emirati woman, I am in spired by his legacy every day. To be a pioneer means to lead with the heart, and with that comes great responsibility. My mission through Kintsugi is to empower women to create a shift in their lives so they can be the torch for other women.

What does the future hold for Kintsugi? Although I have an abun dance of visions of how I would like Kintsugi to thrive, one of my greatest teachings has been to remain in the power of now.

“To be a pioneer means to lead with the heart, and with that comes great responsibility.”

Pioneering Physiotherapy

The team behind fisio share how they have redefined what it means to be a physiotherapy clinic, by creating an elevated haven designed to promote 360-degree wellness

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Talk us through the concept behind fisio and how it is different from other physiotherapy clinics? Fisio was designed to be a hybrid of wellness and physical therapy, offering mod ern and holistic treatments to maintain and restore your overall wellbeing. We are redefin ing how men and women recover from active or fast-paced lifestyles, with a concept that combines the best of both worlds with experts on body anatomy. Our wellness therapists are trained by our physiotherapists working alongside each other, so our Massage Therapy for example is not your regular spa session, it is a much more specialised repair treatment. We also believe seeing a physiotherapist reg ularly is the modern approach to taking care of your body in the long-run, rather than after pain symptoms or injury occurs. You focus on preventive measures – can you expand on how you approach this with each client? We believe our wellness treatments act as ‘supporting recovery’ to all cases, with physical and mental benefits. For ex

ample, an Infrared Sauna or Lymphatic Drainage session, massage or Cupping Therapy are all great to include in monthly routines to keep your body feeling its best or to support your physical therapy recovery journey. We also recommend coming by for a complimentary consult and assessment with our physios, as you never know what may not be in balance; for example, trigger points, tight knots in the muscle fibres, can be inactive (active ones cause pain) but still need to be released or will lead to pain in the future. Each client is unique, and we work on personalising every treatment to them, using a dynamic approach applying several tools in one session when needed. Cold Therapy and infrared sauna are key bio hacking tools. You added this as an offering to your clinic, was this a key aspect from the outset? Yes, taken individually or combined as contrast therapy, they are great to support physical and mental recovery that works and has benefits for everyone. We have carefully

selected purposeful self-care treatments, that are result-based for healing from the inside out, with many more to come at fisio. With countless hours spent in front of a screen, bad posture is common problem here. Are you able to elaborate about the posture correction treatment and what we should be doing during the day to support the treatment we invest in? Yes. The body not being in align ment is very common, and our treatment will be different for each client. A session would typically include an assessment and look into your day-to-day to find the cause, followed by manual therapy or tools like dry needling on areas in pain that need releasing, plus re habilitation exercises that would need to be done at home as well. A great office tip is not to tilt your laptop screen too far back, and in stead even a little forward to bring your body back and upright on the chair to view. This is The Pioneer Issue – what does this mean to you? Manifesting and sharing your personal, unique, purpose with the world.


Creative Spaces

Najla Al Ansari, co-founder of NOT a SPACE, discusses cultivating communities through creativity throughout the UAE

The Story

A graduate of the American University of Sharjah, UAE, I’m an Emirati serial entre preneur and co-founder of NOT a SPACE, alongside other side ventures. As an ex plorer of life, I never intended to become an entrepreneur but I always had the fire in me to take risks. Venturing into my first busi ness, a day spa that was built in 2011, was the biggest risk at only 21 years old. It was hard for me at the beginning with sleepless nights and limited resources but eventually, it all fell into place when you put the hard work into it. Now, I’m creating more spaces and taking more risks has become an addic tion and I’m loving it. I believe everyone has a purpose in life and when you connect with that love, that’s when the magic unfolds.

The Concept

NOT a SPACE was launched in 2019 right before the pandemic hit with a focus on creating a community to work and play, eat and shop, and get groomed. A space for all to enjoy good music, great coffee and creat

Al Faya winter annual and magical pop-up located far away in the desert where you can enjoy the breeze, live events, and peaceful mountain views attracting the sunrise explorers, sunset lovers, and the night owls under the starry skies.

The Creative

I’ve got both a creative and business mindset. Without be ing able to explore and create new ideas, I wouldn’t be able to run the business and vice versa. I spend most of my time being inspired by what’s out there and then strategically putting it into a plan to make sure it is feasible and makes financial sense. Especially, in our line of business and space, we rely a lot on creativity which gives us a competitive edge by always being different and ahead of the game in offering new experiences to the community.

The Philosophy

I’m a true believer in doing good and it will come back to you in time. And to always go after your dreams because it’s a chance you take on yourself and you are the driver of your own future. Only you can decide what’s good for you, control the speed and be responsible for the choices you make. You are you and that is your superpower to be truly happy.

The Advice

If you’ve got an idea but are not sure if it will work, go ahead and jump right in if you truly believe in it. It starts with the first step and the rest will follow. It doesn’t come easy, but it’s a beautiful journey if you do what you love.

The Hurdles

When we weren’t generating any revenue, my first business was coming down really fast and almost crashing before I re-strategized and started to look at things differently. This changed my perception of things and I learnt that we need to listen to the market more, invest in the right team and then put a system in place but most importantly, to keep moving and never stop believing.

The Milestones

I’m happy with how from starting my business at such a young age to being selected as a board member at the Shar jah Business Women Council, to organizing the first and fastest growing Sharjah Entrepreneurship Festival that takes place every year gather ing thousands of like-minded individuals, business owners and aspiring entrepre neurs. Running my own business is a fulltime job now at NOT a SPACE and I have never been happier!

ing more stories and friendships. It is NOT your ordinary hangout place, NOT for egos, NOT for perfection… but a space to feel free and be you. Simply, NOT is a space with a heart, one that brings wild and kind souls together. At NOT, you can find a barber shop, a parlour, a pet grooming spa, and a community cafe right in the centre that brings all humans and pets together through the different events we create and host from music, fashion, wellness, sports, talks and workshops. During winter and summer, NOT pops up in unique locations around the UAE. One that is most popular, is our

The Mentors

People from all around the world of differ ent backgrounds, mindsets, cultures and experiences that I meet and learn from every single minute of every single day. Saying yes to new adventures all the time guides you to opportunities, experiences, and learnings to be better every day.

“It starts with the first step and the rest will follow.”
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At home with Heba El Habashy, founder of Klekktic


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Personal Space
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How long have you lived/worked in this space? I have lived in this space since March 2020 – we moved in exactly three or four days before the first covid lock down was about to begin! Did you have a clear concept from the outset, and which key pieces are your favourite? Ac tually, this space is constantly changing – it’s almost like a liv ing, breathing evolution of Kle kktic. I get very bored of pieces quickly, so I change things around all the time, especially since it’s so easy to change the colours of elements or switch around fabrics. I also love to try out all the newest samples here and live with them before they launch online or in the show

room. Before this current setup, we had a different colour scheme with dark greens and more deep tones, and now we have bright ened the space up for Dubai “summer” and in preparation for some new pieces we recently acquired on a trip in CPH. Have you custom-built any be spoke pieces? Everything in this house is bespoke, with the exception of a few lights and carpets. Fadi Sarridine, a ge nius, made the TV unit; the rest of the furniture is mainly from Klekktic, of course. The carpets and other vintage pieces are ei ther passed down from family or purchased from antique stores. The art is the same or done by my husband, an awesome pho

tographer. We also have a few pieces by Ali Shahabi, another favourite photographer, with very interesting pieces. How do you think your interior reflects you/your brand? I’m not a huge fan of minimal and monotone spaces. I find it a bit expected and boring. It’s always nice to add character to a space and make it unique to yourself by incorporating fun and happy colours and, if not colours, then at least interesting textures that aren’t traditionally paired to gether. Of course, I also appre ciate art, great carpets, and oth er vintage and heirloom pieces. Describe your taste in three words. Eclectic, lighthearted, moody (constantly changing).

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WORDS: AMY SESSIONS The Wanderlust Unusual places to visit for the pioneers at heart BIOSPHERE, TREE HOTEL – SWEDEN

Aman-i-Khás, Ranthambore –India

The domain of the majestic Bengal tiger, Ranthambore Na tional Park is starkly beautiful, its green and gold hues the per fect backdrop to Aman-i-Khás. Situated on the threshold of the reserve, this intimate tented camp offers incomparable priva cy and daily safaris seeking out the reserve’s wildlife. Back at camp, spa therapies, swimming and dining take centre stage. aman.com

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Tree Hotel –Sweden

Ideal for the adventurous mini malist, this chic treehouse is suspended 13-20 feet above the ground and is accessible by ramp, bridge, or electric stairs. Nordic cuisine, and a possible peek at the Northern Lights will make this a very special stay in deed. treehotel.se/en/

Conrad – Maldives

Enjoy a peaceful night’s sleep under the sea at The Muraka, Conrad Maldives Rangali Is land. The two-level villa is immersed within the natural landscape of the Indian Ocean, where a bedroom, living space, and bathroom sits at five metres beneath the surface with under water coral views and fish com pany. conradmaldives.com

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Hotel Costa Verde –Costa Rica

The fuselage, or the frame of an aircraft, is one of many ac commodations offered by Ho tel Costa Verde, a vacationer’s dream resort nestled in Manuel Antonio National Park, located in Quepos, Costa Rica. Its many lodgings and amenities include not just the Boeing 727 fuse lage suite, but also a restaurant carved out of another airplane, a “Cockpit Cottage” built out of an Aéropostale aircraft, and a rail road car-turned-restaurant. costaverde.com

Azuik, Tulum –Mexico

The mythical experience of Azulik Tulum. Reconnection takes on a new meaning in a place where nature, art, and an cestral wisdom coexist. A con nection between Mexican and Japanese culture happens above the canopy of the jungle. Cross a swing bridge to enter an ar tisanal environment where new flavours come alive. azulik.com


Sheikha Al Mheiri

Emirati entrepreneur Sheikha Al Mheiri is an individual who wears many hats and restauranteur is just one of them. As the founder of MAD (Making A Difference) Hospitality, she is the brains be hind some of the most popular concepts in Dubai including The Grey in Al Safa 1. One of the clos est to her heart, as she previously told Emirates Woman, is Society which first opened its doors in 2017. “The fusion dining con cept was conceptualised with the people of Dubai as my ultimate muse, our society,” she said of the dining concept.

Natasha Sideris

As one of the most recognised figures in the F&B industry in the UAE, Natasha Sideris has built some of the most beloved brands in the space in recent years. Under the umbrella of Tashas Group, the prolific res tauranteur now has over 24 lo cations across South Africa and the UAE. In particular, since the group’s integration into the UAE market in 2014, Tashas Group has expanded exponentially with a mixture of cafes and fine-din ing concepts which include Fla mingo Room by tashas, Avli by tashas and Galaxy Bar.

Chef Sara Aqel

Last year, Italian restaurant Fi’lia became the first-ever fully fe male-led restaurant in the UAE. Heading up the team is Chef Sara Aqel, who began the role at just 25-years-old. Since launching in May last year, the Italian-Med iterranean restaurant, located at the SLS Dubai, has become hugely popular, delivering both in style and substance.

Tania Lodi

Tania Lodi is the founder of the incredibly popular Tania’s Teahouse which first opened in 2017. Located in Umm Suqeim 2, the venue serves an array of quirky teas such as Socie-tea Snob, Detox Tea-tox and Don’t Chai This at Home. More re cently, she launched Sereni-tea,

located in holistic wellness cen tre Keyani, under the Tania’s Teahouse umbrella.

Alia Alrayes

Popular breakfast and lunch spot The Duchess is the brain child of Emirati restauranteur Alia Alrayes. The concept first opened its doors in La Mer, but moved to the Mercato Mall in Jumeirah in early 2022.

Noora Salem

Noora Salem is a top Emirati restauranteur in the UAE. Hav ing had a passion for food since she was young, she saw a gap in the F&B space in the UAE, with the vision to change what “eat ing healthy” means. With that, VIBE officially opened in 2018. The concept now has two loca tions: Vibe Café in Al Wasl and Vibe Restaurant & Bar in DIFC.

Amal Al Marri & Deem Al Bassam

What first started as a food truck in 2014, has now become one of the most popular food concepts in the region. SALT, founded by Amal Al Marri from the UAE and Deem Al Bassam from Sau di Arabia, now has a total of 10 locations spread across the emir ates and the Kingdom.

Clockwise from top: The Grey, Fi’lia and Avli by tashas



THE WHERE: The earthy spot is located at Al Thanya Street in Umm Suqeim, cov ered in lush planting and trees with an un assuming organic aesthetic.

THE WHY: Named after the Latin word for Earth “Terra” and designed with mini malist yet rustic décor, the eatery is a wel come addition to the hub of eateries in Umm Suqeim. Terra’s priority is sustainability, using only locally grown produce, eluding a farm-to-table ethos. The menu features a Mediterranean influence of flavours and wood-fired pizzas to savour the palate.

Timing is key to avoiding crowds.

THE HERO DISH: Terra features an ex tensive international menu of fresh cuisine. The Short Rib Pappardelle is the standout. Slow-cooked, shredded short beef ribs gen tly mixed with pappardelle ribbons and a decadent chocolate salted caramel tart for desert is a welcome palate cleanser. Vegan and vegetarian options are also served on the menu with seasonal local ingredients.



THE WHERE: Neatly tucked away in The Onyx Tower 2, The Greens, it would be easy to pass by this gem. Launched in 2021 by Ramen Chef Neha Mishra, Kinoya has established itself as the go-to restaurant for authentic Japanese cuisine with a bustling atmosphere earning itself a place in the Mi chelin guide.

THE WHY: Expect an informal Japa nese dining experience with a warm Asianthemed décor. The 77-seat venue is split into three sections, each offering a differ ent intimate experience. The eatery also caters to group bookings with private din ing rooms. Whether you’re meeting friends

In a world of gastronomy and 12 course menus, we give you the low down on the best luxe low-key restaurants
Below: Terra; Right page: (fromtop) Fi’lia, Kinoya and Lana Lusa WORDS: DAN ROBINSON
150 emirateswoman.com LIFESTYLE

at the ramen counter or taking a date for a seat at the chef’s table for Izakaya, there is something for every crowd, all-encompass ing the perfect low-key spot for the best bowl of ramen in town.

THE HERO DISH: Ramen is the signa ture dish on the menu at Kinoya, boasting five different options. Each is individually made with delicious ingredients, noodles, and rich chicken broths, bringing the heart of Japan to your table. Japanese classics such as sushi, sashimi, tempura, and an indulgent katsu sando are also available to satisfy famishing appetites. kinoya.ae


THE WHERE: Located on the 70th floor of the SLS Dubai Hotel & Residences in Downtown Dubai. Fi’lia offers style and substance with a female-focused ethos.

THE WHY: Featuring incredible views of the Dubai skyline and accompanied by traditional Italian cuisine. The first of its kind, Fi’lia (meaning daughter) restaurant


is run by an entirely female team inspired by recipes that were passed down from gen erations of women specializing in ItalianMediterranean dishes.

THE HERO DISH: Italian flare meets Mediterranean influence at Fi’lia. With a focus on sustainability, sourcing local pro duce where possible, and utilizing every ingredient in the kitchen to achieve zero waste. Signature dishes include Jerusa lem artichoke pizza, pappardelle with veal osso buco, and a must-try seabass with feta crust. www.sbe.com/restaurants/filia/dubai

Lana Lusa

THE WHERE: Alfresco meets European boulevard dining at Lana Lusa. Located at Wasl 51 on the bustling Wasl Road, Jume riah. You can’t miss the eatery covered in bright yellow parasols, wicker furniture, and

oversized terracotta pots transporting you to a slice of Portuguese nostalgia.

THE WHY: Inviting you to leave the stress of the city behind. Lana Lusa serves up authentic Portuguese cuisine set against a back drop of intimate interiors. Stop for a quick coffee and pastéis de nata on the ter race watching the world go by or a sundrenched dinner with friends over sharing plates and great conversation, all reminiscent of the Bairro Alto in Lisbon.

THE HERO DISH: Inspired by Por tuguese roots, the menu is full of modern dishes and hearty flavours. Equally as fa mous for breakfast as it is for dinner. Stand-

out dishes include the salted codfish with seabass and avocado and the marinated octopus perfectly complimented with the signature Lusa Spritz mocktail. Quite pos sibly the best Portuguese food you will try in Dubai. lanalusa.com




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Beirut-based designer Roula Salamoun creates pioneering furniture pieces which take cues from the natural world

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Articles inside

Low-Fi – The best luxe low-key restaurants

pages 150-156

The Pioneering Restauranteurs – Meet the pioneering female restauranteurs of the region

pages 148-149

The Wanderlust – Unusual places to visit for the pioneers at heart

pages 142-147

Taking the Leap – Interview with Alia Al Banna, Co-Founder of RollDXB

pages 126-127

Pioneering Physiotherapy – fisio Dubai

pages 130-131

Creative Spaces – Interview with Najla Al Ansari, co-founder of NOT a SPACE

pages 132-133

Holistic Innovation – Kintsugi is the brand taking on a fresh approach to self-care

pages 128-129

Pioneering Support – Interview with Aisha Al Mulla, Director of Friends of Cancer Patients

pages 124-125

AM to PM Beauty – Amna Banihashem

pages 120-121

Beauty Shelf – Sarah Alagroobi

pages 118-119

The Fountain of Youth The NAD drip

pages 116-117

The Specialist – Leading aesthetic laser specialist Rebecca Treston

pages 100-103

The Beauty Pioneers – The pioneering products you need in your beauty kit

pages 114-115

The Superhuman – Exclusive interview with Founder of Superhuman App, Mimi Bouchard

pages 96-99

Conceptual – Co-founders of Area Beige

pages 112-113

Ahead of the Curve – Interview with Dr Radmila Lukian, founder of Lucia Clinic

pages 110-111

The Detox – Pioneering treatments at Clinique La Prairie

pages 92-95

The Game Changer – Interview with Lucy Goff, Co-Founder of LYMA

pages 88-91

Pioneering Energy – Exclusive interview with the co-founders of MACH MACH

pages 36-37

The Edit – Pioneering light therapy

pages 86-87

Delivering Growth – Interview with Caterina Ercoli, Head of Buying at Level Shoes

pages 30-31

The Risk-Taker – Exclusive interview with Eli Mizrahi, founder of Mônot Careful Curation – Interview with the founder of Aubade, Duha Al Ramadhan

pages 54-63

A Distinctive Aesthetic – Interview with Mary Alice Malone, founder and creative director of Malone Souliers

pages 34-35

Perpetual Innovation – Exclusive interview with the Editor-in-Chief of THREADS Styling, Rachel Ingram

pages 32-33

Hot New Buys

pages 84-85

Forefront of Design – Exclusive interview with Shamsa Alabbar

pages 52-53
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