The UAE is renowned for being a melting pot of diverse cultures and backgrounds. Against this backdrop, Black History Month serves as an appropriate occasion to highlight black female entrepreneurs who are leaving their mark on the business landscape of the UAE.
Being a black entrepreneur myself, I’ve experienced the transformative power of representation in the media, benefitting from seeing the stories of those who look like me amplified. It’s with deep gratitude that I share the narratives of these remarkable women, individuals whose paths have intersected with mine, leaving an enduring imprint.
Beyond business, our conversations unearth treasures of resilience, innovation, and an unwavering commitment to positive change. I hope these gems resonate with everyone reading and provide valuable insights for anyone looking to be an entrepreneur in the UAE.
Hadiza Aboubacar – Founder, The Business of Preloved Fashion (BOPF)
Q: What inspired you to create Business of Preloved Fashion, and how do you see BOPF contributing to the shift towards more sustainable and conscious consumer behaviour in the fashion industry?
Fashion has always been my thing. Seriously, I’ve been all about it since I can remember. My dive into luxury fashion began with a bang over ten years ago when I snagged a Celine Trapeze bag from the resale market. Selling it and grabbing an LV Speedy next really opened my eyes to the beauty of slow, thoughtful shopping. But what really set me on this path was interning at the Ethical Fashion Forum in London for about 4 months. That experience was a game-changer, it drilled into me the importance of sustainable practices in fashion.
Every preloved bag isn’t just a thing; it’s a bundle of stories, of lives that have touched it. BOPF is all about making those connections happen, from one fashion lover to another. We’re riding the wave of encouraging folks to shop smarter, to see the value in preloved treasures. And honestly, the stuff we get? It’s proof that second-hand luxury is a goldmine waiting to be explored.
Q: In the UAE, where the appreciation for luxury and high-end fashion is prominent, how have you observed cultural attitudes towards embracing pre-loved fashion on BOPF? Are there specific challenges or cultural nuances that you’ve had to navigate in promoting the concept of second-hand luxury goods?
After almost 10 years in the game, I can say there’s a noticeable tilt towards the good side. People are getting into preloved, especially when the condition and price hit just right. But, we’re still waiting for the day when rocking preloved is as brag-worthy here as it is in other places. That said, I’m hopeful. With Gen Z starting to flex their buying power, we’re inching closer to making preloved the norm. It’s just a matter of time before it’s cool to say, “Yeah, this amazing piece? It’s preloved.”
Q: What were some of the things you wish you knew about running a business before starting one?
Oh, where to start? Profit should come first, for sure. Getting a grip on cash flow and understanding the nuts and bolts of unit economics would have been game changers from day one :).
Q: How do you envision the future of BOPF in the context of the evolving fashion industry, and what role do you see your platform playing in shaping more sustainable consumption patterns in the UAE and beyond?
BOPF is on a mission to make sustainable fashion the new cool. Unlike other preloved platforms run by folks who might not live and breathe fashion, we’re fashionistas at heart. Sustainable style isn’t just an option; it’s becoming a statement, something to wear with pride. We’re setting the scene for preloved luxury to be the first thought for anyone looking for something unique, stylish, and kinder to the planet. And lucky us, we’ve managed to curate some of the best-preloved pieces out there. Watch this space, because BOPF is going places, making sustainability the new chic, not just here but everywhere.*
Lydie Traore – Founder, Maison Eli
Q: Can you share your story in founding Maison Eli with us?
My journey in founding Maison Eli began after a significant turning point in my life. Originally, I started my career as an attorney, specializing in Corporate Commercial Law at a prominent London law firm. However, the birth of my son ignited a profound shift in my perspective and priorities. Fueled by a passion for sustainability and a love for leather goods, I decided to take a break from the corporate arena. Drawing on the perseverance developed during law school, I embarked on the challenging but rewarding path of establishing Maison Eli.
Q: Can you elaborate on how your ethos on sustainability guides the creation process and overall philosophy of Maison Eli’s leather goods?
Sustainability has always been at the core of Maison Eli’s philosophy. I was inspired by my grandmother’s vintage handcrafted bags and shoes, appreciating the craftsmanship and longevity of those items. To reduce my carbon footprint, I dedicated extensive hours to mastering traditional leather craftsmanship. This deep understanding allowed me to channel my creativity into crafting elegant, practical, and refined leather goods for the Maison Eli collection. Every step in the creation process is guided by a commitment to sustainable practices, ensuring that each piece reflects not only style but also a conscientious approach to the environment.
Q: How do you balance being an artisan with working a full-time corporate job?
Lydie: Balancing my role as an artisan with a full-time corporate job is undoubtedly a demanding endeavour. It requires meticulous time management and unwavering dedication. Evenings and weekends are often devoted to Maison Eli, allowing me to pursue my passion for leather craftsmanship while maintaining a stable career. The dual roles may be challenging, but the fulfilment derived from both aspects fuels my determination to strike a sensitive balance.
Q: Reflecting on your journey as an entrepreneur in the UAE, have there been any unexpected or surprising aspects of conducting business that have shaped your approach to running Maison Eli?
Reflecting on my entrepreneurial journey in the UAE, I’ve encountered unexpected and surprising aspects that have significantly shaped my approach to running Maison Eli. The diverse and vibrant business landscape in the UAE has presented both challenges and opportunities. Networking and building relationships have proven to be vital, and understanding local market nuances has been crucial for Maison Eli’s success. Adapting to the dynamic business environment in the UAE has honed my agility as an entrepreneur, fostering a resilient and innovative mindset in navigating the unexpected twists of the market.
Amina Bahari – Co-founder, Stay Flawless Salon
Q: At your salon, Stay Flawless, there is a strong emphasis on women’s wellness. What is the story behind this?
Hadeel and I have been friends for more than 15 years. Our quality time has always been spent pampering ourselves and focusing on our well-being. We consider ourselves dynamic sources of peace and inspiration for our family, friends, and individual tribes.
Through tough times and moments of ease, we have a ritual of going together to a salon to connect and enrich our state of well-being. This ritual, which we’ve maintained for years, is an unconscious celebration of our feminine energy.
We deeply enjoy our culture, often drawing inspiration from Sudanese traditions such as henna and steaming. As Sudanese women born and raised in the diaspora, our personal journey is rich and breeds heritage, resilience, and beauty.
I am a middle child of six siblings, and Hadeel is a mother of three beautiful children; wellness is ingrained in our core consciousness.
Then, the pandemic occurred. We were all presented with stillness, a moment of truth. With stillness comes sacredness or the power to hear your gut instincts loud and clear. In 2020, I was a country manager of a leading skincare brand, and Hadeel was working at Dubai Municipality. Despite our corporate positions, we decided to leverage our expertise and passion for self-care by establishing Stay Flawless Beauty Lounge.
Our emphasis on wellness stems from a belief in empowering women to feel confident inside and out. With curiosity, awareness, and the desire to remember our soul purpose, Stay Flawless Beauty Lounge was born.
Q: The beauty salon industry in the UAE is very competitive. How have you differentiated yourself?
At Stay Flawless Beauty Lounge, we have become masters of connecting to our well-being and celebrating our wholeness, irrespective of what is happening in our world.
We consciously seek to discover ways to embrace and embody the grace and divinity within ourselves. This essence ensures that everything we think, feel, act upon, learn and unlearn, and create and establish is based on that ethos, automatically differentiating ourselves.
The space at Stay Flawless Beauty Lounge is curated with delicacy, from the aesthetics to the professional services, team training, and fostering connections. Once you step through our doors, you are transported to a dimension where our guests are truly celebrated.
We carry this strength with pride and ease, setting ourselves apart through personalized experiences and a comprehensive approach to beauty and well-being.
Our focus is on creating a sanctuary where clients feel valued and understood, not just another transaction.
Q: What are some of the things you have put in place to create an environment that resonates with women seeking not only beauty services but also a holistic approach to well-being?
To create an environment that resonates with women seeking both beauty services and a holistic approach to well-being, we’ve implemented several key initiatives.
Our diverse service offerings encompass head-to-toe beauty services, from conscious manicure, pedicure & nail care to indulgent massages, rejuvenating facials, and hair care regardless of how you wear your hair.
The ambiance at Stay Flawless Beauty Lounge is carefully curated with calming colors, comfortable seating areas, soothing music, and playlists, and amenities tailored to women’s needs, fostering a welcoming and inclusive environment.
We empower community events such as workshops and seminars covering topics like self-care, body positivity, and personal development, nurturing a sense of belonging and support.
Collaborations with various organizations further enrich our offerings, aligning with our commitment to community engagement.
We prioritize sustainable and ethical practices, using natural, cruelty-free products and implementing eco-friendly measures, aligning with values of sustainability with the expertise of Net Zero Technologies.
Our personalized approach ensures each woman receives tailored consultations and treatments to meet her unique needs and goals, fostering holistic health and happiness.
Our dedicated staff members build strong connections with clients, providing attentive care, empathetic support, and fostering a sense of trust and rapport, ensuring each woman feels valued and understood throughout her journey with us.
We collaborated with NK Jewelry, The Family Hub, FFN Female Fusion Network, ALIGN Wellbeing, Hip Hop Cardio Yoga, TibianBahariART, Scarfy, and continue to be a space for businesses to launch their brands. In 2024, we have booked more events aligned with community engagement.
As Sudanese, it comes naturally to us to apply hospitality in our clients’ journey with professionalism, as our tribe authentically deserves.
Q: What advice do you have for aspiring entrepreneurs, particularly women, who are looking to enter the beauty and wellness industry?
Creation is not a philosophy that is only applicable to a select few.
We are all creatives; the question is always how much we allow ourselves to hone our God-given talents, dream, and see beyond limitations and constraints.
For aspiring entrepreneurs, particularly women in the beauty and wellness industry, who love exploring possibilities within the space of beauty, I assure you: Beauty, or the business of beauty, is forever evolving and expanding beyond our imaginations.
Believe in yourself, your light, your authenticity, and your innovation. Thrive in community-building, breaking barriers even your present self would not comprehend.
Stay true to your values, innovate to meet evolving needs, and foster a supportive community of clients and collaborators to thrive in this dynamic industry.
Everything else can be learned, taught, or outsourced.
You are abundantly blessed; do not let the fear of competition or lack of knowledge limit you.
Your primary role is to consistently integrate your soul purpose and fine-tune it—that is fully left to you and the unique channelling of your mission.
Jessica Usenbor – Founder & CEO, THEKÜR
Q: Can you share more about the gaps you identified in the UAE when it comes to catering to those with darker skin and textured hair and how that led you to create THEKÜR?
The contrast between New York’s abundant beauty stores and Dubai’s limited options for people with diverse hair and skin needs was stark. Growing up in New York, I saw aisles of quality products that catered to a wide range of multicultural communities yet in the UAE I could barely find products I needed for my skin and hair. When I did, it was an extremely limited range to select from.
As I met more expats and even UAE locals, I noticed a recurring theme – most people with darker skin hues or with textured hair had the same issues and had resorted to bringing in their own products during their travels. I personally have lugged an extra suitcase with nothing but products out of Terminal 3.
So when I started THEKÜR, it wasn’t just about addressing personal frustrations; it was about providing a solution for a community that faced similar challenges. THEKÜR was born out of the need to ensure everyone, regardless of hair type or skin tone, could access quality beauty products in the UAE.
Q: How do you ensure that THEKÜR is not only meeting the diverse beauty needs of the community but also fostering a sense of representation and empowerment in an industry that has historically struggled with inclusivity?
Our product curation process at THEKÜR is a source of pride, embodying our commitment to diversity and representation. Our internal and external teams – beauty enthusiasts from diverse backgrounds, play a pivotal role in selecting brands. From sourcing and evaluation to brand onboarding, our deliberate effort ensures a spectrum of options, catering to various skin tones and hair textures.
THEKÜR’s curated website ensures a personalized discovery experience, steering away from overwhelming our customers. With our innovative recommendation engine, resource library and social shopping experience, we’re making it easier for our KÜRmunity to find the solutions they are looking for.
We’re also big on community. Our pop-ups, partnerships, events, and other initiatives revolve around creating genuine connections. Whether it’s Emirati Women’s Day, our Breast Cancer Awareness initiatives, or influencer campaigns, we prioritize community-building as a significant key performance indicator. At THEKÜR, it’s more than just business – we want our KÜRmunity to feel excited and joyful, knowing they can find brands that see, include, and celebrate them.
Q: From your experience running the business, what are the unique challenges you’ve faced?
Running THEKÜR has its challenges like any entrepreneurial journey, from navigating intricate supply chain dynamics to challenging industry stereotypes.
We encountered several challenges, the first one that comes to mind was understanding the UAE’s business setup processes proved to be a significant hurdle. As an expat, there was a learning curve in grasping the legal and operational systems, which differed significantly from my experience in the United States.
Another challenge involved the misconception that we exclusively catered to the black community. We had to refine our messaging to emphasize our commitment to celebrating and empowering black individuals while also catering to other communities overlooked by the beauty industry.
Lastly, we saw consumer gravitation to globally recognized luxury brands. However, with closer assessment, we realized that the effectiveness of those brands did not measure up to that of quality niche brands we carry. In a market where brand recognition often takes precedence over quality, we had to invest considerable effort in educating consumers about the efficacy of the products we bring to the market.
Despite these challenges, I still believe in THEKÜR’s power to create transformative change. I am very aware of the significant impact such changes will have on reshaping the beauty industry’s narrative.
Q: Your journey involves incorporating your lived experience into the development of THEKÜR. Can you share a specific moment that made you realize you’ve made the right decision?
Several moments have validated that THEKÜR is on the right trajectory. We’re witnessing larger global companies starting to act on issues we identified and voiced years ago. In addition, we’re continuously receiving heartfelt messages from customers expressing gratitude for our product selection and brand ethos. It’s also extremely exciting to be recognized in the industry by our peers and the Middle East media like Cosmo ME for what we’re doing in the multicultural beauty space.
Amina Grimen – Co-founder, Powder Beauty
Q: What were the specific challenges you personally experienced as a beauty consumer in the Middle East that motivated you to create a platform like Powder?
The story of Powder is a very personal one and it began when I experienced substantial skin challenges for the first time well into my adulthood. Having coasted through with minimal education on skincare growing up, I had no idea what to do when that time finally came.
I was disappointed by the lack of education, awareness, and clean, sustainable choices available in the beauty space, and this is the reason why together with my cofounder, we decided to build MENA’s first e-commerce destination and education platform for clean beauty and wellness.
Q: How do you identify and select brands that stand out as both innovative and conscious, and what criteria do you use to ensure that these products are truly worthy of a place on Powder’s digital shelves?
We are obsessed with finding the absolute best beauty and skincare products from around the world. We have an extremely experienced team and we’re always on the lookout for better ingredients, cleaner alternatives, and beautiful design – championing those that are ethical, inclusive, and focused on sustainability.
Along the way we’ve learned that clean, conscious beauty doesn’t have to mean compromising on quality or efficacy. Bringing these wonderful finds is what keeps our engine burning and there is nothing better than helping customers discover products that they love and that brings them joy.
Q: How does Powder empower customers to make conscious choices, and what initiatives are in place to educate and inform consumers about the products they purchase?
Customer empowerment is crucial. We see it as our mission to arm our community with the information to know exactly what they’re putting on their skin. We have witnessed a global cultural shift towards more conscious consumption – most people care about what they are putting in and on their bodies. So, information gatekeeping is really a thing of the past and brands need to be transparent to gain the trust of the modern consumer – they need to substantiate their claims with real, objective information. We have an ingredient analysis tool on our website which allows our customers to simply hover over any part of the ingredient list to instantly view a breakdown of an ingredient’s source and other pertinent information. We know firsthand that deciphering ingredient list is an artform! We also provide lots of informative content inThe Powder Room on our website and through our social media channels.
Q: What personal qualities or skills do you believe have been crucial to your success as an entrepreneur, especially in the competitive market of conscious beauty?
As an entrepreneur in the competitive market of conscious beauty, I believe that resilience, adaptability, and a passion for positive change are crucial qualities. Navigating this landscape requires the ability to overcome challenges, pivot when necessary, and stay true to our values. It’s not just about building a successful business (though important); it’s about making a meaningful impact on the industry and the world.
Omotola Fahlander – Founder, AfroDiva Exotic Hair
Q: Can you share the inspiration behind establishing a salon that focuses on Afro, ethnic and mixed-race hair texture in Dubai?
The inspiration to establish AfroDiva in Dubai was deeply rooted in my personal journey after struggling to find a decent hair salon to cater to my hair type at that time. Recognizing the limited options for Afro, ethnic, and mixed-race hair care in the region, I wanted to create a space where individuals with diverse hair textures could feel seen, heard, and beautifully cared for. Starting as a salon catering specifically to these unique hair textures, we soon realized the growing demand for high-quality wigs and weaves. This revelation became the catalyst for our expansion and evolution into AfroDiva Exotic Hair, offering a comprehensive range of top-tier human hair sourced directly from the countries of origin.
Q: We would like to hear more about how you work with cancer patients.
Our commitment to inclusivity extends beyond our salon services. We have developed a specialized program to support cancer patients, providing them with not only top-notch wigs during treatments but also a compassionate and uplifting environment. Witnessing the positive impact on these individuals, helping them maintain their confidence and dignity during challenging times, has been an immensely rewarding aspect of my journey.
Q: Can you share a specific story or memorable moment that reflects the impact that Afrodiva has had on a client’s experience?
A moment that comes to mind involves a customer who initially sought our expertise for natural hair care. As her needs evolved, we worked closely together to create a customized wig that not only matched her unique hair texture but also suited her facial features seamlessly. The transformation was more than just physical; it was a celebration of her individuality and a boost to her self-esteem. This experience fueled our passion to continually tailor our services to empower every client who walks through our doors.
Q: You have successfully ventured into e-commerce while expanding across the UAE with several locations, this is a hard feat for a lot of business. What tools helped you to achieve this and would you recommend the same for others that want to follow a similar path?
The transition from having one salon to becoming a growing hair business marked a significant chapter in our journey. Recognising the global demand for high-quality human hair, we ventured into e-commerce, bringing our carefully curated collection to women worldwide. Social media played a pivotal role in sharing our story and showcasing the authenticity of our products. Investing in a user-friendly online platform, coupled with personalised customer service, has been crucial in establishing trust with our clients. My advice to aspiring entrepreneurs is to embrace their unique journey, leverage digital platforms authentically, and slowly build the right team for sustainable growth.