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E-commerce Expansion in UAE A $17 Billion Digital Revolution by 2025 By Desk Reporter In the heart of the Middle East, the United Arab Emirates is rapidly becoming a digital powerhouse. From gleaming skyscrapers to digital storefronts, the country’s transformation into an e-commerce hub is both inevitable and impressive. With projections indicating the UAE’s e-commerce market will hit $17 billion by 2025, it’s clear that the nation is embracing online retail as a central pillar of its economic growth. Fueled by high internet penetration, a tech-savvy population, and a government committed to digital transformation, the e-commerce boom in the UAE is rewriting the rules of retail. At the core of this expansion lies the UAE’s advanced digital infrastructure. With over 99% internet penetration and some of the highest smartphone usage rates in the world, consumers in the UAE are digitally connected and ready to shop. The country also boasts a robust logistics network, world-class delivery systems, and a strategic geographic position that facilitates seamless trade between Europe, Asia, and Africa. Moreover, government initiatives like the UAE Vision 2021 and Dubai’s Smart City Strategy have laid the groundwork for a digitally inclusive economy. These initiatives not only encourage innovation but also ensure a regulatory environment that supports fintech, secure online payments, and digital entrepreneurship. Although the UAE was already moving towards digital retail, the COVID-19 pandemic acted as a major catalyst. Lockdowns, social distancing, and shifting consumer behaviors pushed both businesses and shoppers online. Groceries, fashion, electronics, and even healthcare services saw a massive shift to e-commerce platforms. Retailers that were previously reliant on physical locations quickly pivoted to online channels, developing user-friendly websites, integrating payment gateways, and offering same-day or next-day delivery. Consumer confidence in online shopping grew exponentially during this period and has shown no signs of slowing down since. The most significant changes are being seen across specific sectors. The luxury goods segment is witnessing exponential growth. The UAE, particularly Dubai and Abu Dhabi, has long been known for its luxury market. With affluent consumers accustomed to high-end experiences, e-commerce platforms are now adapting to provide similar exclusivity online. Luxury retailers are leveraging augmented reality, virtual try-on features, and personalized online shopping assistants to replicate the boutique experience digitally. International luxury brands such as Chanel, Gucci, and Louis Vuitton, as well as regional players like Ounass and The List, are capitalizing on this trend. Many are adopting omnichannel strategies, allowing customers to browse online and complete their purchases either digitally or in-store. Equally compelling is the rise of sustainable products in the online marketplace. Sustainability has emerged as a core value for modern consumers, particularly millennials and Gen Z. Eco-conscious buyers in the UAE are increasingly seeking products that reflect their values, including reusable, recyclable, organic, and ethically sourced goods.  Local startups and established e-commerce platforms are responding by curating environmentally friendly product lines. Brands like The Green Ecostore and Plain Tiger have emerged as sustainability leaders, offering everything from biodegradable kitchenware to cruelty-free beauty products. As climate concerns continue to rise globally, the UAE’s commitment to sustainability is becoming a major driver for e-commerce innovation. Adding further diversity to the digital market is the increasing popularity of curated subscription boxes. These are providing consumers with personalized experiences, convenience, and the excitement of discovery. Whether it’s skincare, gourmet food, fitness supplements, or kids’ educational kits, subscription services are thriving in the UAE. What makes these services particularly attractive in the region is the element of customization. Consumers can fill out preference profiles, and AI-driven algorithms tailor each delivery to their tastes and habits. This model not only builds customer loyalty but also offers consistent revenue streams for businesses. Behind much of this growth is the dominance of mobile commerce and the support of innovative fintech solutions. Mobile commerce is arguably the engine driving e-commerce in the UAE. With more than 90% of residents owning smartphones and mobile-first behavior becoming the norm, businesses are investing in mobile-optimized websites and apps. Fintech innovations are also supporting this growth. The rise of digital wallets, buy-now-pay-later solutions, and secure payment platforms like Apple Pay, Tabby, and STC Pay are making online transactions easier and safer. These tools are especially crucial in gaining the trust of older demographics who were initially hesitant to adopt e-commerce. Another powerful force behind the UAE’s e-commerce rise is the strong presence of small and medium-sized enterprises and independent entrepreneurs. Thanks to initiatives like the Mohammed Bin Rashid Establishment for SME Development and easier business setup processes in free zones, countless homegrown businesses have entered the e-commerce space.  Platforms like noon.com and Amazon.ae are providing these vendors with visibility, logistics support, and access to a wide customer base. Additionally, social media platforms like Instagram and TikTok have become informal storefronts for many small businesses, particularly in fashion, beauty, and artisan goods. While the growth story is impressive, challenges remain.  Cybersecurity, last-mile delivery in remote areas, returns management, and marketplace saturation are key issues that businesses must navigate. However, innovation and competition are helping to address these hurdles. Drone deliveries, AI-powered customer service bots, and blockchain integration for transparency are all part of the evolving landscape. Looking ahead, the UAE’s e-commerce market is expected to diversify even further. The integration of AI, machine learning, and big data analytics will enhance personalization and customer service. Voice commerce and metaverse shopping experiences may also soon become part of the mainstream e-retail experience. The UAE’s e-commerce surge is more than a market trend, it’s a transformative movement. As the country marches toward its $17 billion goal, the fusion of technology, consumer demand, and entrepreneurial spirit is setting new standards in the global digital economy. In a region that embraces both tradition and innovation, the UAE’s e-commerce revolution is not just about convenience, it’s about redefining the future of retail. 

The Rise of Aesthetic Medicine A Worldwide Marvel By Hafsa Qadeer It might feel like only yesterday when conversations about aesthetic enhancements were reserved for whispered tones and hushed circles. But today, those discussions have become as casual as chatting about weekend plans. You might recall the first time you heard someone mention getting a little “touch-up” done, maybe a friend who casually revealed they squeezed in a Botox session during lunch, or someone online who posted a chemical peel update as though it were just another step in their skincare routine. What used to be quietly acknowledged is now openly discussed in group chats, featured in social media stories, and brought up over dinner parties. Cosmetic procedures, especially those that are non-invasive or minimally invasive, have shifted from being perceived as luxuries for the rich and famous to widely accepted forms of self-care accessible to many. This cultural evolution reflects a broader shift in how we define beauty and wellness. There is growing acceptance that choosing to enhance your appearance is not about vanity, but about personal comfort and confidence. Everyone has had that moment in front of the mirror, noticing fine lines that weren’t there before, or feeling like their skin doesn’t reflect how vibrant they feel inside. Today’s society embraces the idea that addressing these changes can be as reasonable and empowering as committing to a new fitness routine or adjusting your diet.  Aesthetic medicine, once seen as a distant and elite realm, now plays a vital role in the global conversation around self-care, wellness, and personal growth. In the past, cosmetic procedures conjured images of heavily bandaged faces and dramatic post-op results. But times have changed. Modern treatments aim to deliver subtle enhancements with little to no downtime. Injectables like Botox and dermal fillers are popular for their ease and effectiveness.  A few strategically placed injections can relax facial muscles to soften wrinkles or restore lost volume, all without distorting one’s natural expressions. These procedures can often be completed in under an hour and typically involve minimal discomfort and downtime, making them ideal for busy schedules. The same applies to laser treatments, which have advanced significantly. Whether you’re dealing with sun damage, acne scars, or unwanted hair, lasers can address a range of skin concerns with precision. These technologies have become far more sophisticated and less invasive, enabling practitioners to treat specific areas without affecting surrounding skin. Similarly, treatments like microneedling and platelet-rich plasma therapy may sound futuristic, but they stimulate the body’s natural collagen production and rejuvenate the skin in ways that are noticeable yet natural. Chemical peels continue to hold their place in the aesthetic world. Available in various strengths, they help with everything from fine lines and discoloration to improving skin texture. By removing the skin’s outermost layers, chemical peels promote the growth of smoother, fresher skin underneath. Whether it’s a gentle surface peel or a more intense treatment, the results can be transformative without requiring extended recovery periods. These options have become increasingly compatible with the demands of modern life. They’re quick, affordable, and increasingly non-disruptive. That convenience is one of the reasons more people are willing to try aesthetic treatments. They slot into lunch breaks, weekend plans, and monthly budgets with relative ease, offering benefits that feel both practical and attainable. Technology has been instrumental in driving this transformation. Laser machines that were once large, aggressive, and limited in precision have evolved into sleek devices capable of addressing complex skin issues with minimal discomfort. Injectable formulations have also improved, becoming longer-lasting and more natural-looking. If you were ever worried about losing your unique facial expressions, rest assured—today’s treatments are refined enough to enhance rather than mask your individuality. Artificial intelligence is even starting to make its way into the consultation room. Some clinics use AI-driven tools to scan facial features and simulate post-treatment results, offering a preview of what you might expect from a procedure. This personalization adds a new layer of clarity, helping individuals feel more informed and confident in their decisions. Cost plays a significant role too. While aesthetic medicine still includes premium-priced options, there’s a wider range of treatments to fit various budgets. As the market grows and technology advances, prices become more competitive. That’s good news for both first-timers and regular clients. Whether you’re a student saving up or a professional with more flexibility, there are increasingly diverse offerings to match your financial and aesthetic goals. Social media has also played a key role in this shift. Where once we relied on celebrity before-and-after photos in magazines, now everyday people share their experiences in real time. Influencers and regular users document everything from consultations to recoveries, removing the stigma and mystique surrounding cosmetic treatments. Platforms like Instagram and TikTok have contributed to the transparency, making aesthetic procedures less intimidating and more familiar. This visibility intersects with the “selfie era,” where people are more frequently seeing their own faces—from Zoom meetings to photo filters.  Being on camera so often can heighten awareness of one’s features, encouraging some to seek subtle improvements. But it’s worth remembering that not everything on social media is real. Filters and editing tools can create unrealistic standards of beauty. That’s why ethical practitioners emphasize setting healthy, realistic expectations. Reputable clinics prioritize honesty and wellbeing, encouraging clients to seek enhancements that support their emotional and physical health rather than chase perfection. Deciding to try an aesthetic procedure is a personal journey. It might begin with curiosity or stem from a deeper desire to feel more aligned with the version of yourself you see inside. You might spend weeks researching clinics, watching testimonials, or reading reviews. A first consultation may include an evaluation of your facial structure, a discussion of your goals, and a proposed treatment plan tailored to your lifestyle. The process can be exciting, even emotional. On the day of your procedure, you might feel a mix of anticipation and nerves, but the treatments themselves are often quicker and more comfortable than expected. Afterwards,

Nawar Assem Power, Purpose, and the Voice of a New Generation By Paul Smith In the realm of modern media and humanitarian advocacy, few figures embody intellect, grace, and purpose as powerfully as Nawar Assem. With a commanding presence on screen and a deeply grounded voice off it, Nawar represents a new generation of Arab women who lead with both heart and strategy. As a senior political anchor, academic, and humanitarian, her journey tells a compelling story of passion, empowerment, and impact. Nawar Assem’s background is rooted in academic brilliance and fearless communication. Holding a Ph.D. in Political Science and a master’s degree in journalism and media, she brings a rare combination of depth and clarity to her work. Her understanding of political structures and societal dynamics allows her to interpret and relay complex issues with insight and sincerity. Through her role as a senior political anchor, she engages with critical matters of national and international importance, earning trust and admiration from both her peers and her audience. Yet Nawar’s work extends far beyond the newsroom. Her passion for creating positive change inspired her to found the Dream Organization, an initiative dedicated to community empowerment, youth development, and humanitarian support. Through Dream, she has launched impactful campaigns focused on education, orphan support, and women’s leadership. One of the most notable efforts under her leadership is “Aqlaam wa Ahlam,” a program dedicated to supporting and uplifting orphans in Iraq’s Anbar province. This initiative, like much of her work, reflects a commitment not just to charity, but to real, sustainable transformation. Her efforts are not confined to formal institutions or boardrooms. On social media, Nawar maintains a strong and authentic presence, with over 818,000 followers on Instagram. Her content reflects a purposeful blend of personal reflection, professional milestones, and calls to action. Unlike the curated perfection often associated with influencers, Nawar’s online voice is grounded and human. She uses her digital platforms not only to connect with followers, but also to elevate important conversations, about identity, justice, and empowerment. Her engagement rate is a testament to the genuine relationship she holds with her audience, who see in her a role model that resonates beyond the screen.  Nawar Assem is a proud representative of Arab women who are shaping the future through their intellect, confidence, and resilience. She consistently advocates for women’s voices to be heard in media, politics, and society. Her words carry the weight of experience, and her message is consistent: Arab women are not only participants in the future—they are leading it. She believes deeply in representation as both a triumph and a responsibility, understanding that every position she occupies is an opportunity to open the door for others. Her sense of identity, rooted in her Iraqi heritage and balanced with a global outlook—enables her to speak to audiences across cultures. She often expresses the importance of embracing one’s roots while remaining open to growth and progress. Whether she is delivering a news segment or mentoring a young student, Nawar seamlessly bridges tradition and modernity, East and West, intellect and emotion. Her elegance, both in thought and appearance, is another layer to her multifaceted persona. With a distinctive style that reflects professionalism and cultural pride, she has become a fashion symbol for many women who see clothing not just as attire, but as expression. Whether in a structured blazer or a flowing abaya, she communicates strength and sophistication—without ever having to say a word. For Nawar, fashion is not a distraction from her message, but an extension of it: confidence, self-respect, and identity. Looking ahead, Nawar envisions expanding her humanitarian work on a global scale. She dreams of building stronger networks between changemakers across the Arab world and beyond, fostering communities of action rather than silence. Her long-term vision includes mentoring future generations, advocating for policy reforms, and transforming media into a more empathetic, inclusive space. For her, every platform is a tool, and every tool is a chance to make a difference. What makes Nawar Assem exceptional is not just what she has achieved, but how she achieves it, with authenticity, empathy, and an unshakeable belief in the power of voices that were once silenced. Her story is one of purpose over popularity, impact over visibility, and leadership rooted in service. In a time when influence is often mistaken for fame, Nawar Assem reminds us what true influence looks like. It’s in the lives she uplifts, the ideas she defends, and the bridges she builds across media, education, and humanity. At Magnav Magazine, we celebrate her as a visionary, a changemaker, and a voice that will continue to shape generations to come.

Anna Wajs Leading the Future of Beauty and Aesthetic Innovation in the UK By Jane Steven Anna Wajs, the dynamic CEO of Chantarelle UK, has once again made headlines in the world of beauty and aesthetics. Celebrated for her passion, precision, and commitment to excellence, Anna has been nominated as a 2025 SOS Beauty Awards Judge and proudly stands as the Sponsor of the Beauty Therapist of the Year Award. This recognition not only highlights her remarkable journey in the beauty industry but also reinforces her role as a visionary leader shaping the future of high-tech skincare in the UK. With 18 years of professional experience, Anna is a trusted name in the world of aesthetics and advanced skincare. For over a decade, she has successfully run a beauty salon in Watford, near London, a space known for its commitment to excellence and innovation. Beyond the salon, Anna wears many hats, she is a trainer, mentor, and product demonstrator, passionately educating professionals across the UK on the transformative potential of Chantarelle products and equipment. As the exclusive UK distributor for Chantarelle, Anna represents a premium brand renowned for its high-tech aesthetic cosmetology, blending the power of dermo-cosmetics, cosmeceuticals, and non-invasive laser technology. With 13 years of expertise working with Chantarelle’s skincare solutions, Anna has helped revolutionize the UK’s approach to regenerative beauty. Her influence has been instrumental in introducing cutting-edge, pain-free treatments that provide visible, long-lasting results, a true alternative to invasive medical procedures. Anna’s achievements were rightfully recognized during the 2024 awards season, where she earned first place as a Beautician in the UK and sixth place in the Salon/Clinic Category. These accolades reflect her commitment to excellence and the trust she has earned among clients and professionals alike. Chantarelle is more than a skincare brand, it’s a movement in high-tech aesthetic innovation. Designed for premium beauty salons, Med SPA clinics, and aesthetic medicine experts, Chantarelle’s product range includes over 20 advanced skincare lines including chemical peels and targeted treatment protocols, award-winning dermocosmetics and cosmeceuticals driven by clinical results, and four advanced cosmetic devices that combine Laser, LED, and Thermo-Modelling technology, delivering non-invasive, effective treatments without discomfort or downtime. The brand is setting new standards in regenerative cosmetology, offering beauty professionals the opportunity to integrate science-backed, medical-grade alternatives into their practice with ease and confidence. Through her work, Anna Wajs is not only elevating the Chantarelle name but also empowering a growing network of beauty therapists to adopt smarter, safer, and more advanced skincare solutions. As a 2025 SOS Beauty Awards Judge, her role extends beyond recognition, it is about mentorship, innovation, and inspiration. Her passion is contagious, her leadership undeniable, and her vision for the future of aesthetics crystal clear, to make non-invasive, high-performance skincare accessible and trusted in every corner of the UK. Follow Anna on Instagram @ania_wajs and join the wave of professionals transforming beauty with Chantarelle’s high-tech revolution. Let the future of skincare begin, with knowledge, care, and innovation at the heart of every treatment.

Cryptocurrencies, AI, and the Future of Conversational Business in the Middle East By Hafsa Qadeer In late 2024, the Middle East witnessed a remarkable rise in two related areas: cryptocurrencies and artificial intelligence (AI). These developments are shaping technology and transforming how businesses communicate with their customers. Across cities like Dubai, Riyadh, and Cairo, entrepreneurs, government officials, and technology experts are busy building new products that combine the power of AI with the promise of digital currencies. Many believe this combination will change the future of the Middle East’s commerce, customer service, and financial transactions. The relationship between cryptocurrencies and AI-driven conversational tools has become a popular topic. As we enter 2025, Middle Eastern consumers are more open to digital payments and online interactions than ever. According to a survey conducted by the Gulf Tech Institute in December 2024, nearly 65% of young adults in the Gulf Cooperation Council (GCC) countries said they had used at least one form of digital currency in the past year. At the same time, AI-powered chatbots have grown rapidly among businesses, with 40% of firms reporting they used AI to handle customer queries in the last quarter of 2024. This number is expected to grow even more in 2025. In this article, we will explore how cryptocurrencies are gaining acceptance in the Middle East, how AI shapes the future of business communication, and how these two trends might intersect. We will also look at examples from companies leading the way and offer expert insights on what lies ahead. The Rise of Cryptocurrencies in the Middle East People in the Middle East have been interested in blockchain technology and digital currencies like Bitcoin and Ethereum for several years. However, the real push for wide adoption began around 2021 and continued through 2022. Governments started to see the potential of blockchain for improving financial systems and attracting foreign investments. Banks and regional financial institutions started exploring ways to integrate digital currencies into their services, resulting in faster cross-border payments and new investment opportunities. In August 2024, Rain reported a 150% growth in trading volume compared to the same period in 2023. This expansion shows that more investors and regular users are turning to digital currencies in the region. Rain’s CEO, Abdullah Almoaiqel, shared in a televised interview, “Cryptocurrencies are no longer a niche. They are becoming a valuable part of many people’s financial strategies in the region. We are excited to see our platform grow as more users discover the convenience of digital assets.” By late 2024, the number of businesses accepting Bitcoin in major Middle Eastern cities had risen sharply. Recently, the Dubai Blockchain Center showed that around 1,000 retailers and online platforms in the UAE accept some form of cryptocurrency payment. Meanwhile, financial regulators in countries like Saudi Arabia, Bahrain, and the UAE began creating guidelines for initial coin offerings (ICOs) and security token offerings (STOs). These guidelines helped reduce uncertainty and encouraged legitimate players to enter the market. AI’s Emergence in Customer Engagement While cryptocurrencies streamline financial transactions, AI revolutionizes how businesses communicate with customers. Over the past few years, chatbots have evolved from simple automated text replies to advanced conversational systems capable of understanding language nuances. In 2024, several AI startups in the Middle East received significant funding, especially those focusing on natural language processing (NLP) and machine learning. According to a December 2024 report by the Middle East Tech Association (META), investment in AI-related startups has increased by 45% since 2023. Many startups develop products that help businesses automate customer service, sales, and marketing tasks. Retailers, banks, and telecom companies find these solutions especially useful because they enable 24/7 customer support, faster response times, and more personalized interactions. In October 2024, ChatArabia announced a partnership with a major Saudi bank to launch an Arabic-language AI chatbot. This chatbot can handle complex banking requests, help users open new accounts, and even provide personalized investment advice. Sarah Al-Farhan, ChatArabia’s CEO, explained, “Our goal is to make AI-driven conversations as natural and trustworthy as talking to a real bank representative. We believe that in a region where culture and language play significant roles, localized AI solutions are a must.” How Cryptocurrencies and AI Will Converge The next big question is how cryptocurrencies and AI will come together to shape the future of conversational business in the Middle East. One possibility is the creation of automated payment systems within AI-driven chatbots. Imagine conversing with a virtual assistant about travel bookings and, at the end of the chat, making the payment in cryptocurrency without leaving the chat window. This seamless user experience could become a reality sooner than we think. Noon, one of the largest e-commerce platforms in the Middle East, has been quietly testing an AI chatbot that allows customers to pay with cryptocurrency. In a pilot program that started in September 2024, selected users in the UAE could chat with Noon’s AI assistant, ask about products, and then pay in Bitcoin or stablecoins linked to local currencies. Initial results showed a 25% increase in customer satisfaction because users did not have to switch between different apps for chatting and paying. Noon’s Head of Digital Innovations, Rashid Omar, noted, “We believe integrating cryptocurrency payments with a friendly AI chatbot will lead to a more convenient shopping experience. It’s a small step, but the feedback so far is encouraging.” Government Support and Regulation One reason cryptocurrencies and AI are growing in the Middle East is the support from local governments. The UAE government launched the Emirates Blockchain Strategy to adopt blockchain technology across various sectors. This plan has encouraged public and private sectors to experiment with distributed ledgers for everything from supply chain management to tourism. Meanwhile, Saudi Arabia’s Vision 2030 emphasizes digital transformation, which includes adopting AI for smart city projects and automated services. Regarding AI, several countries in the region have been setting up research centers and labs focused on machine learning. These institutions, often in partnership with global tech giants, aim to

Mahra Al-Bahrainia Redefining Influence and Fashion in the Middle East By Peter Davis How a trailblazing influencer is transforming fashion, glamour, and digital marketing in the evolving Saudi market. The Middle Eastern market is undergoing a dramatic transformation, particularly in the realms of fashion, glamour, and digital influence. With the rise of social media and influencer-driven marketing, women like Mahra Al-Bahrainia are at the forefront of reshaping how brands engage with consumers. The Saudi market, in particular, has seen a surge in the demand for authenticity, luxury, and digital storytelling, making it an ideal space for influencers to thrive. Mahra Al-Bahrainia, a Bahraini actress, entrepreneur, and social media influencer, has successfully carved out a space for herself in this evolving industry. Since her rise to fame in 2013, she has captivated audiences through theater, television, and digital platforms. Her seamless blend of traditional values and modern aesthetics has made her a household name, particularly in Saudi Arabia, where influencer marketing is booming. Beyond her entertainment career, Mahra has built a strong personal brand that extends into business and lifestyle. Her ventures, including multiple brands and social initiatives, reflect her entrepreneurial acumen and ability to set new industry trends. Through her content, she showcases fashion, beauty, and luxury, bridging the gap between Western glamour and Middle Eastern elegance. Her presence on Instagram and Snapchat has enabled her to connect with millions, influencing purchasing decisions and setting new beauty standards. The Saudi Arabian market, which is experiencing rapid economic diversification, is placing significant emphasis on digital media and female empowerment. Women like Mahra are leading this change, breaking stereotypes and redefining success in the influencer and fashion space. Her ability to blend luxury with accessibility has set a new benchmark for aspiring influencers looking to make an impact in the region. Mahra’s influence goes beyond fashion and beauty; she is also an advocate for self-confidence, independence, and cultural appreciation. By sharing her personal experiences, she encourages young women to embrace their heritage while pursuing modern ambitions. This ability to merge cultural pride with contemporary trends has made her a role model for many aspiring influencers in the Middle East. As influencer marketing continues to dominate brand strategies, Mahra has successfully leveraged her platform to collaborate with top luxury brands, bridging the gap between high fashion and everyday consumers. Her collaborations reflect the Middle Eastern audience’s evolving preferences, shifting from traditional advertisements to engaging, relatable content that speaks to their lifestyles. Additionally, Mahra’s entrepreneurial mindset has led her to develop her own businesses, ensuring her brand extends beyond social media. By establishing successful ventures in fashion and beauty, she demonstrates that influencers can move beyond digital platforms and create sustainable brands that cater to the region’s growing demand for quality and exclusivity. As the Middle Eastern market continues to evolve, Mahra Al-Bahrainia remains a trailblazer in influencer marketing, fashion, and lifestyle. Her journey is a testament to the power of digital influence and the shifting perspectives on female leadership in business and media. By shaping trends and empowering women through her platform, she is not just a style icon but a key player in the region’s digital transformation. The future of influencer marketing in the Middle East is undoubtedly female, and Mahra is leading the way.

Women in QATAR Leadership, Empowerment, and Breaking Barriers By Marina Ezzat Alfred Under the relentless Qatari sun, where endless desert stretches meet the horizon, a quiet but powerful shift is underway. It’s a revolution driven by women, a quiet force shaping their nation’s destiny. For decades, Qatari women have steadily risen, becoming powerful figures in their country’s future.  Known for its conservative traditions and dependence on oil and gas, Qatar is experiencing a remarkable change. Women are challenging norms, taking on leadership positions, and fundamentally reshaping national identity. From the boardrooms to the political arena and the classrooms, Qatari women are making their presence felt across numerous fields, empowering themselves and inspiring future generations. A Changing Landscape For years, women in Qatar traditionally focused on family and home. But things changed dramatically, especially since the 1990s and Qatar’s booming economy.  That growth, largely thanks to oil and gas, also brought a huge push for modernization.  Amidst all this, the government and key figures realised just how crucial empowering women was – not just for society, but for Qatar’s intellectual, economic, and political future too. Then, in 1997, Qatar University opened up a whole new world of higher education for women, letting them pursue careers previously closed off to them.  It was a real turning point; a moment where women were actively encouraged to reach their full potential. Today?  Women in Qatar aren’t just part of the country’s success story – they’re leading the charge. Pioneers of Change Qatari women are making huge waves in the business world, completely reshaping the game with their fresh ideas and leadership. A big part of this change is Qatar’s National Vision 2030, which is all about a more diverse economy and developing its people. The country gets it –  unlocking women’s potential is key to making that vision a reality. Sheikha Hanadi bint Nasser Al Thani is one of the most prominent examples of this success.  She’s a hugely successful entrepreneur and investor, a real powerhouse in Qatari business. As the founder of Amwal, Qatar’s first private equity firm, she’s been a trailblazer, opening doors for women in finance and entrepreneurship. Amwal invests in real estate, retail, and tech – areas where women were previously pretty underrepresented. Sheikha Hanadi’s achievements show, loud and clear, that business leadership isn’t a man’s club. And Sheikha Hanadi isn’t alone.  Other inspiring women, like Noora Al Khater, a thriving social entrepreneur, and Mashael Al Naimi, a senior figure at Qatar Airways, are also major role models. These women aren’t just shaping Qatar’s business scene; they’re proving to younger generations that success in business doesn’t have a gender. What’s more, Qatari women are at the forefront of philanthropic efforts.  Groups like the Qatar Businesswomen Association are building networks for women to connect, brainstorm, and team up on projects that boost both business and social progress. Breaking Ground Historically, Qatari politics was a man’s world, but things are changing.  More women are stepping into leadership roles and political life, a shift clearly shown by the increasing number of women appointed to top government jobs. A significant moment came in 2003 with Her Excellency Sheikha Al-Misnad’s appointment as the first female university president in Qatar.  This wasn’t just a symbolic gesture; it genuinely altered perceptions of women’s place within the country’s power structures. Leading Qatar University, she wielded considerable influence, shaping national education policies and advocating for gender equality. Then, in 2017, Qatar underscored its commitment to gender equality by naming Dr. Hessa Al Jaber as Minister of Information and Communication Technology. She was a first—the first woman to hold that particular ministerial post in Qatar’s history. Her work in ICT has been vital in driving Qatar’s digital transformation, creating a more inclusive environment where women can flourish in the tech sector. What’s more, the 2019 Shura Council elections were a landmark event in Qatari politics; women were appointed to the council for the very first time.  It was a huge step forward for Qatar. This change shows a growing understanding of women’s vital role in the country’s future, ensuring their perspectives are central to decision-making. Shaping the Next Generation Education’s always been a crucial part of Qatar’s progress. The country’s dedication to top-notch education has really helped women build careers in universities, research, and so much more. Qatari women aren’t just doing incredibly well in their studies; they’re at the forefront of shaping the nation’s education system. At Qatar University, Education City, and other universities, you see women shining and inspiring future generations. Take Dr. Amal Al-Malki, for instance – she started Qatar University’s Women’s Studies Program, making sure important conversations about women’s rights, equality, and justice are part of the curriculum. By influencing educational policies and programs, these women are directly shaping young minds and giving future leaders the skills to succeed. What’s especially powerful about education in Qatar is that it’s available to everyone, men and women alike. The government’s commitment to equal access has created a generation of highly educated women ready to lead.  With more and more Qatari women graduating from universities, their impact across the economy and public life just keeps growing. Empowering Future Generations Qatar’s future is looking incredibly bright, and women are central to this amazing transformation. The country’s dedication to gender equality and empowering women is clear,  but there’s still progress to be made.  Qatari women have achieved so much in business, politics, and education, but  future success needs continued investment in programs boosting women’s leadership, mentoring, and access to top jobs. For young women growing up in Qatar now, the possibilities are endless. They have inspiring role models like Sheikha Moza bint Nasser, the hugely influential former first lady and champion of women’s rights, and Dr. Hessa Al Jaber, a truly groundbreaking minister. These women have broken through barriers, showing just how powerful persistence, vision, and resilience can be. Going forward, women will remain absolutely crucial in shaping Qatar’s destiny. The country’s leadership understands that empowering women isn’t just the

Transformative Vision of Saudi Arabia A New Era of Change and Opportunity By Marina Ezzat Alfred Saudi Arabia’s undergoing a massive shift, driven by its leaders’ bold vision. The Kingdom’s been on a remarkable path of change, reform, and new ideas these past few years. This transformation isn’t just reshaping its economy and society; it’s also firmly putting Saudi Arabia on the world map as a destination for tourists, a cultural center, and a prime investment spot. Let’s take a look at what Saudi Arabia’s accomplished, its future plans, and why it’s worth a visit for anyone interested in a modernizing nation. Decade of Transformation Back in 2016, Saudi Arabia unveiled its ambitious Vision 2030 – a sweeping plan to reshape its economy and lessen its reliance on oil.  The vision rests on three core pillars: a vibrant society, a thriving economy, and a nation driven by ambition.This blueprint has become the foundation for Saudi Arabia’s reform drive, sparking significant changes across many sectors. A major aim of Vision 2030 is to diversify the Kingdom’s economy.  Saudi Arabia has poured significant resources into non-oil sectors, including renewable energy, tech, tourism, entertainment, and finance.  Some key projects include NEOM, a colossal $500 billion smart city project blending sustainability, innovation, and cutting-edge technology; the Red Sea Project, a luxury tourism venture prioritizing ecological protection and sustainable tourism; and the Saudi Green Initiative, a substantial commitment to environmental sustainability featuring massive afforestation and renewable energy projects. Saudi Arabia’s been pushing forward with some pretty big social changes lately, aiming to give its people more freedom and build a more open society.  For women, it’s been a significant shift. They can now drive, travel independently, and are playing a much bigger role in the workforce – you see a real difference in the number of women working now.   Culturally, things are also changing dramatically. Cinemas are open, there are massive music festivals, and the country’s embracing all sorts of international events. Take the Riyadh Season, for instance – it draws millions every year with its amazing entertainment. Then there’s tourism.  They’ve launched a tourism authority, made it much simpler to get a visa, and really put themselves on the map as a global destination. E-visas and tourist visas have opened the doors for visitors to discover Saudi Arabia’s incredible history and heritage, including places like the UNESCO World Heritage sites of Al-Ula and Diriyah.  And with Formula 1 races, film festivals, and major sporting events cropping up all the time, there’s always something exciting happening. Building a Global Hub Saudi Arabia’s leadership isn’t exactly sitting still. They’ve got big plans, aiming to become a major player on the world stage – a global leader in innovation, culture, and sustainability, no less.  NEOM, that futuristic megacity, is really the heart of their vision. And The Line, a key part of NEOM, is a game-changer; a zero-carbon city, 170 kilometers long, a straight shot across the landscape. It’s meant to completely reinvent city living. To become a global cultural hub, they’re hosting major international art exhibitions and film festivals, expanding places like the King Abdulaziz Center for World Culture (Ithra), and drawing in big names in music and entertainment for massive events. Their climate change efforts are equally ambitious. They’re boosting renewable energy, aiming for net-zero carbon emissions by 2060, and planting a staggering 10 billion trees as part of their Saudi Green Initiative. Tourism’s a big part of the plan too; they’re shooting for 100 million visitors a year by 2030.  Projects like Amaala, Qiddiya, and the Al-Soudah Development are all geared towards offering visitors truly unique, world-class experiences. Visit Saudi Arabia Saudi Arabia’s quickly becoming a top travel spot, offering travelers something truly unique. It’s all about this:  The culture is incredibly rich, from the ancient Nabatean city of Madain Saleh to the historical heart of Diriyah – you get a real sense of their diverse past. Then there are the amazing modern projects, like The Line and NEOM,  showing off the country’s ambitious vision for the future. And for nature lovers?  The Red Sea coast is stunning,  the Empty Quarter desert is breathtaking, and the Asir Mountains are simply spectacular. Plus, with events like Riyadh Season and Jeddah Season, there’s always something exciting happening. Saudi Arabia’s incredible transformation is truly remarkable. Vision 2030, that ambitious plan, is building a diversified economy, a more inclusive society, and a sustainable future. For travelers, investors, or anyone fascinated by culture, Saudi Arabia offers something really special. It’s captivating, to say the least. The Kingdom’s ascent is undeniable; the whole world is taking notice, and it’s an opportunity worth exploring.

Sandra Mansour Weaving Dreams into Fashion By Tania Chehabeddine Sandra Mansour, the French-Lebanese fashion designer born in the breathtaking landscapes of Switzerland, is a woman of class and grace. Known for her extravagant red-carpet creations and exquisite bridal wear, Sandra has established herself as a storyteller through fashion. With a deep artistic sensibility, she crafts garments that are elegant, intricate, and timeless. Her designs have found a global audience, available in prestigious stores across the USA, UK, and France.  Recognized for her talent, she has been featured in Vogue multiple times, and in July 2020, she became the first Arab woman to collaborate with Swedish fashion giant H&M, launching her collection Fleur du Soleil. Her designs have since adorned iconic celebrities such as Gigi Hadid, Lady Gaga, Sarah Jessica Parker, and Anya Taylor-Joy. From Simple Beginnings to a World of Color Sandra’s journey into the world of fashion was not a single defining moment but rather a series of small, meaningful experiences. Growing up in Switzerland, she was surrounded by strong women who left a lasting impact on her. “Growing up, I was surrounded by strong, inspiring women, and I saw fashion as a way to celebrate femininity,” Sandra shares. “There wasn’t one defining moment, but rather a series of small moments,sketching endlessly, being fascinated by the craftsmanship behind garments, and realizing that this was my way of creating something meaningful.” Although she initially pursued a business degree, her love for painting led her to study Fine Arts, a decision that would later shape her approach to fashion design. Recognizing that fashion was an extension of her artistic expression, Sandra pursued a Master’s in Fashion Design at the prestigious Istituto Marangoni in Paris. To gain hands-on experience, she also interned with renowned Lebanese designer Elie Saab, refining her skills and immersing herself in the world of haute couture. “My journey into fashion started with a deep love for art and storytelling. I’ve always been drawn to the way fabrics, textures, and silhouettes can express emotions and narratives,” she explains. Sandra’s mission has always been to tell stories through her creations, ensuring that every piece is more than just a garment,it’s an experience. Over the years, she has balanced the interplay of creativity and business, a journey that has allowed her to evolve and leave a lasting impression in the fashion world. “The essence of my vision has remained the same,to create pieces that tell a story and make women feel beautiful. However, with time, I’ve become more pragmatic about the industry, understanding the balance between creativity and business. The goal has evolved to not only design but to build something lasting and meaningful.” A Love Letter to Beirut In 2010, Sandra took a leap of faith and launched her own label, Sandra Mansour, specializing in bridal and evening wear. Although born in Switzerland, she chose Beirut as the home for her first atelier, a decision that reflects her deep connection to Lebanon. “My heritage is deeply woven into my work,there’s the precision of Swiss craftsmanship, the romanticism of French aesthetics, and the richness of Lebanese storytelling and artisanal traditions. Beyond that, I’m inspired by nature, poetry, and historical references. There’s always an element of nostalgia in my designs, a bridge between past and present.” Lebanon’s resilience and beauty have become a significant source of inspiration for Sandra, influencing not only her designs but also her brand’s identity. The combination of Swiss precision, French romanticism, and Lebanese artistry has made her creations distinct in the world of fashion. A Woman for Women Empowering women through fashion has always been at the heart of Sandra Mansour’s philosophy. She believes in designing garments that make women feel confident, timeless, and effortlessly beautiful. “I want women to feel confident, timeless, and effortlessly beautiful. My designs are about embracing individuality, feeling empowered yet soft, strong yet delicate. It’s about wearing a piece that feels like an extension of yourself rather than a costume.” A fierce advocate for female empowerment, Sandra is dedicated to ensuring that her designs celebrate the essence of womanhood. Whether it’s a dreamy bridal gown or a bold red-carpet look, she crafts pieces that inspire confidence and self-expression. “I love the transition from an idea to a tangible piece,the moment a sketch turns into a garment. There’s something magical about seeing a dress come to life on a woman. My inspiration always leads the way, but I design for women who are both strong and delicate, who appreciate artistry and craftsmanship.” Threads of Insight A day in Sandra Mansour’s life begins with a moment of peace before transitioning into a whirlwind of creativity and productivity. “Every day is different, but it always starts with a moment of stillness,coffee, looking through my sketches, setting the tone for the day. Then, it’s a mix of fittings, fabric selections, meetings with my team, and a lot of problem-solving. The creative part is the most rewarding, but running a fashion house also means navigating logistics, production, and ensuring everything comes together seamlessly.” The fashion industry is not without its challenges, and Sandra has learned to navigate them with resilience and adaptability. “Fashion is a demanding industry, and building a brand requires resilience. From production challenges to financial hurdles, each difficulty has been a learning experience. I’ve learned to adapt, to trust my instincts, and most importantly, to surround myself with the right people. Staying true to my vision, while being open to evolution, has been key.” Reflecting on her journey, Sandra advises aspiring designers to trust the process and embrace each step of their evolution. “I’d tell my younger self to trust the process and not rush. Everything unfolds at its own pace. To aspiring designers, I’d say: be patient, be persistent, and never compromise on your vision. Fashion is not just about creating clothes; it’s about building a voice and a story. Stay true to what makes your work unique, and always keep learning.” A Story for the Future Sandra Mansour’s latest Autumn-Winter 2025-2026

ARABIAN FRONTRUNNER The Women Leading the way Pioneers of Change and Progress By Tania Chehabeddine Women across the Arab world have been making significant strides in various fields, breaking barriers and redefining the limits of possibility. From corporate leadership to sustainable fashion and environmental advocacy, these remarkable women are paving the way for future generations. Their journeys are not just personal triumphs but are emblematic of broader social changes, empowering other women to challenge conventions and carve out their own paths to success. This article highlights the inspiring stories of four such pioneers: Huda Al-Ghoson, Ghada Al Subaey, Leena Al Olaimy, and Wadha Al-Khateeb. History has shown that women leading movements can drive powerful societal transformations. Huda Al Ghoson  Saudi ArabiaHuda Al-Ghoson, a formidable leader and a champion of women’s empowerment, made history by becoming the first woman to hold a senior executive position at Saudi Aramco, the world’s fourth-largest oil company by revenue in 2024. With over three decades of experience, she serves as a role model for women across the Arab world, demonstrating the power of resilience and determination in male-dominated industries. Born and raised in Riyadh, Al-Ghoson credits much of her success to her family’s unwavering support, particularly her late mother, Shaha Deghaither, who instilled in her the values of perseverance and ambition. This strong maternal influence shaped her journey, allowing her to inspire the next generation of women to follow in her footsteps. When women leading unite, they create unstoppable networks of support and progress. After earning a Bachelor of Arts degree from King Saud University in 1980, she joined Aramco in 1981, eager to develop her career. By 1986, she had obtained an MBA from the American University in Washington, further enhancing her leadership credentials through executive training from esteemed institutions. In 2009, after years of dedication and overcoming societal barriers, she achieved what many had deemed impossible—securing a senior leadership position as a woman in Saudi Arabia. Recognised for her talent and self-determination, Al-Ghoson has received numerous accolades, including a fourth-place ranking on Forbes’ “200 Most Powerful Arab Women – 2014: Executive Management” list.  Despite working in a male-dominated sector, her commitment to advancing women’s opportunities remains steadfast, as she continues to use her story to encourage perseverance, much as her mother once did for her. Women leading in STEM fields are breaking barriers and inspiring future generations. The documentary showcased stories of women leading innovation in technology and science. Ghada Al Subaey  Qatar After a brief four-month stint as an accountant, Ghada Al Subaey quickly realised that the traditional office environment was not for her. Instead, she longed for the creativity and storytelling found in fashion, drawing inspiration from her childhood memories spent with her mother. Determined to pursue her passion, she joined forces with her sisters, Hend and Maha Al Subaey, to establish a fashion brand rooted in their Qatari heritage. In 2015, they launched 1309 Studios, named after their mother’s birthdate as a tribute to the inspiration she provided. After three years, her sisters decided to move on, leaving Ghada as the sole founder and Creative Director. Al Subaey’s vision extends beyond aesthetics; she seeks to redefine perceptions of the abaya, elevating it to a globally respected garment akin to the kimono. She is also deeply committed to empowering women, creating a safe space for them to thrive and support one another. Sustainability is a core principle of 1309 Studios. The brand utilises 70% vegan fabrics, including vegan linen and silk, and employs biodegradable, recyclable, and eco-friendly packaging. From entrepreneurship to activism, women leading the way are reshaping industries. In 2022, she launched The Cutting Studio, Qatar’s first fashion education initiative, dedicated to nurturing aspiring designers. Her designs have been embraced by celebrities such as actress Yasmine Sabri and influencer Huda Kattan, cementing her status on the international stage. From the monotonous world of accounting to the dynamic realm of fashion, Ghada Al Subaey continues to make waves, blending tradition with innovation to create a lasting impact. Leena Al Olaimy   Bahrain Leena Al Olaimy is a visionary advocate for social change and environmental sustainability. Passionate about achieving peace through non-violent means, she has dedicated her career to tackling pressing social and ecological challenges. In 2010, she co-founded 3BL Associates, an award-winning consultancy advising governments, corporations, and NGOs on sustainable and economically viable strategies. She also co-founded Public-Planet Partnerships, which strengthens human-nature connections, and Diversity On Board, which promotes the inclusion of accomplished Arab and North African women in leadership roles. In January 2022, Al Olaimy launched Symbaiosys, a pioneering initiative that secured the ‘Top Idea Stage Startup’ award at the Entrepreneurship World Cup before even officially opening. The company encourages businesses to invest in environmental conservation while demonstrating the financial benefits of doing so. Policies supporting women leading in politics are essential for true gender equality. Her contributions have earned her international recognition, including being named a Wall Street Journal “Woman of Note” and a Dalai Lama Fellow. She has delivered over 250 talks worldwide and authored the widely acclaimed book Compassionate Counterterrorism: The Power of Inclusion in Fighting Fundamentalism, which challenges misconceptions about Islam and explores alternative solutions to counter-terrorism. Al Olaimy’s relentless pursuit of positive change continues to influence policy, corporate responsibility, and social progress, solidifying her role as a thought leader in sustainability and human rights. Wadha Al Khateeb  Kuwait With over 30 years of experience in the oil and gas sector, Wadha Al-Khateeb has played a crucial role in Kuwait’s industrial development. As the former Deputy CEO of Mina Abdullah Refinery, she proved her leadership capabilities before being appointed CEO of Kuwait National Petroleum Company (KNPC) in November 2022, overseeing more than 6,000 employees. Under her guidance, KNPC achieved a significant milestone in 2023 with its first export of 95-octane automotive fuel to European markets. She also serves as acting CEO of Kuwait Integrated Petroleum Industries Company (KIPIC). Al-Khateeb has been a driving force for environmental progress, leading the registration of Kuwait’s first “Flare Gas Recovery Unit” with the United Nations Framework