Built to Adapt
I've spent over two decades building brands, launching ventures, and helping businesses grow across London, Dubai, and the wider GCC. My journey has been shaped by a deep belief that great ideas deserve great execution, and that storytelling is the bridge between vision and growth.
From co-founding one of the first bilingual Arabic-English health portals in the late 1990s, to building FayBijoux into a recognised luxury jewellery brand stocked in House of Fraser and Galeries Lafayette, to establishing NINIV Consultancy as a bridge between UK and Gulf markets, I've learned entrepreneurship the real way: by doing it.
Today I work with ambitious businesses and purpose-led organisations to sharpen their market positioning, elevate brand visibility, and unlock sustainable growth. I bring not just strategy, but lived experience.
"I've built brands. I've seen markets. But how do I grow smarter, not just bigger?"
That question led me back to academia, completing my MSc in International Business Management at Kingston University, and continues to shape how I think about strategy, markets, and impact. I am bilingual in Arabic and English, and a Fellow of the Royal Society of Arts (FRSA).
