When Thinking Hat Media was invited to co-host the UAE Scale Up Conference in Dubai last month, our immediate response was a resounding ‘YES!’. This wasn’t only because of our agency’s ambition to expand into the region but because we work with so many start-ups and scale-ups determined to do the same thing. Dubai, and indeed the wider UAE, is THE place to be (and has been for a hot minute), but how do you scale your business over there? The process is overwhelming, and unless you have trusted contacts and partners, where do you even start?
For us, the Scale Up Conference was an opportunity to tour the region, meet key players, investors, government stakeholders, and really get a feel for what it’s like to do business in Dubai—and indeed we did!
New beginnings
It’s been a tough few years for businesses, particularly those of us in the PR industry, and given recent economic and political punches, it’s no wonder we all feel exhausted and a bit beaten up. The millionaires do, too, and that’s why they’ve abandoned ship, putting pressure on the rest of us. Crime is through the roof, we’re being taxed more than ever before, growth and innovation feel stunted, and there is just this overwhelming sense of bleakness in Britain.
So, I boarded the Emirates flight from London with enthusiasm and the hope that this trip would be game-changing in some way, and my gosh, it was.
The Middle East has long been shrouded in stereotypes about business culture, especially for women. So when I, a blonde, female entrepreneur, walked into the stunning high-rises of Dubai, I was ready for anything. What I wasn’t ready for? How incredibly empowering the entire experience would be.
The United Arab Emirates is a place where innovation meets tradition, business is done at lightning speed, and women—yes, women—are making serious moves. Not once did I have to dim my light, downplay my femininity, or adjust my approach. I was my absolute authentic self, and everything I gave to this trip was met with respect, curiosity, and a genuine eagerness to connect.
Smashing stereotypes
There’s a lingering misconception that the Middle East is a tough space for women in business, and that has certainly been the case historically. While there are cultural nuances to be aware of, Dubai is taking the lead in rewriting the rulebook.
Sheikh Mohammed bin Rashid Al Maktoum, the ruler of Dubai and Vice President and Prime Minister of the UAE, has consistently emphasised the importance of gender diversity and women’s empowerment in the country.
Under his leadership, Dubai has implemented various initiatives to promote gender equality, such as the UAE Gender Balance Council, which aims to enhance women’s roles in government and business. The UAE also ranks highly in gender balance indices within the region, reflecting its commitment to fostering an inclusive society.
There’s a growing ecosystem of trailblazing female Emirati entrepreneurs such as Sherina Al-Sowaidi, founder of the Ritual Café & Studio chain and Alanoud Alhashmi, CEO and Founder of The Futurist Company. Nikita and Rhea Patel are sisters and co-founders of The Bureau, a super cool, female-focused workspace on the cusp of opening a second location in Dubai.
Everyone I met on this trip was impressive but not intimidating, professional yet personable, and refreshingly forward-thinking. By the way, no one second-guessed my expertise or made the mistake of underestimating me and, let’s be honest, as a blue-eyed blonde in the Middle East, you could forgive them for making assumptions—we all do it.
The truth is, I never expected to feel so at home in the Dubai International Financial Centre (DIFC), but trotting through Emirates Tower in my heels and swinging my Sandro Tote around somehow gave me the feeling that this is where I am meant to be. More importantly, there is a huge opportunity for (female) entrepreneurs to thrive here.
Network and build your net worth
One thing I’ve learnt during my 18-year comms career is that I’m pretty damn good at building relationships, and I never knew how important this skill would turn out to be until I started my own business. This is especially true in Dubai.
The networking culture is vibrant, and people are genuinely interested in partnerships.
I should also point out that business is not always done in the boardroom; I made more meaningful connections at beach clubs and brunches than anywhere else. Just ask Karen Holden, a successful law firm founder and friend who co-hosted the UAE Scale-Up Tour in association with Middle Eastern accelerator firm Asiarath.
Formal meetings are super important, but often, the real magic happens over coffee, at the Sailing Club, or even at a Swedish House Mafia party.
Whilst networking in these environments suits my personality (plus my love of all things wine), I appreciate it’s not for everyone. But you don’t have to be a party animal to build your business. Being open, authentic, and confident is the best strategy for making an impact. If you can help the region hit their economic goal of doubling its GDP by 2033, I’m pretty confident you will be welcomed with open arms.
Finding the right partners and taking the first step can be overwhelming, but once you’ve nailed this, the opportunities are endless—particularly for anyone running a business in the health, tech and sustainability sectors.
Evolution of the UAE
Even if you’re unfamiliar with the region, most people won’t be surprised to learn that Dubai of today is not the Dubai of 20 years ago.
The UAE has transformed into a trusted global hub, attracting top talent, scale-ups and investors from every corner of the world. It’s a country that celebrates progress, welcomes diversity, and encourages big thinking. Women are part of this transformation in a big way—whether in government, finance, tech, or media, they are taking their seats at the table and making their voices heard.
And it’s not just Dubai. Across the Middle East, countries are recognising the value of empowering women in the workforce. Saudi Arabia, for example, has seen a rapid increase in female entrepreneurship, with women making up almost half of the Kingdom’s SME owners. Countries like Bahrain and Qatar are positioning themselves as business-friendly destinations for global players. The region is shifting, and for female founders, this means opportunities we might not have considered before.
Let’s go!
I returned from the Middle East with this amazing sense of fearlessness and confidence I never knew I had.
Dubai proved to me that the boardroom doesn’t care about your hair colour or your gender—it cares about your ideas, your vision, and your ability to make things happen.
And we’re excited to see what happens next.
To be continued…
If you’d like to learn how to tap into Dubai’s endless business opportunities, I’d love to chat (virtually or over an IRL coffee) and tell you more.
