Market Momentum: Egor Maslennikov, CEO and Founder, Object 1

In conversation with Egor Maslennikov, CEO and Founder of Object 1, a Dubai-based real estate developer and property development company.

Your company has experienced an impressive 913% year-over-year growth since entering the market two years ago. What do you consider the key factors behind this success?

“Our remarkable growth since entering the market two years ago has been driven by a combination of innovation, sustainability and a deep commitment to meeting our clients’ evolving needs for premium housing.

At Object 1, we leverage cutting-edge technology to enhance every aspect of our developments, ensuring efficiency, quality and seamless experience for our residents. Sustainability remains at the core of our vision, designing eco-conscious communities that align with the Dubai 2040 Urban Master Plan, we strive to create a smarter, greener city for the well-being of our residents.

What truly sets us apart is our focus on quality. Every project is designed with a meticulous approach and we thoroughly inspect every aspect of the design process to ensure it meets the highest standards. We don’t cut corners; our materials are selected for durability, aesthetics and long-term value. Every project is tailored to the unique preferences and lifestyle needs of our residents, creating living spaces that are not just functional but also enriching.

This dedication has positioned us as one of the top 20 developers in Dubai and among the top three developers in the Jumeirah Village Circle and Jumeirah Village Triangle districts. As we continue to grow, our commitment to innovation, sustainability and community-driven development will remain our guiding principles.”

Source: Object1

The real estate market is known to be highly competitive, especially in the UAE. What is your long-term vision for the company, and what developments can we expect in the future?

“Our long-term vision is to redefine urban living through innovative and customer-centric developments. EVERGR1N House 1, a reflection of our commitment to sustainable living, sold out in just one month. In response to high demand, we are now in the process of developing EVERGR1N House 2.

Looking ahead, we are expanding with projects in Abu Dhabi, along with twelve developments in the pipeline. We have acquired over twenty plots in the region, reinforcing our commitment to delivering high-quality residential communities across the UAE.

In a highly competitive market, Object 1 stands out with its sustainability-driven design. As a green-certified developer, we integrate eco-friendly technologies, energy-efficient solutions, and sustainable materials, appealing to environmentally conscious buyers.

Beyond construction, we maintain a customer-first approach, designing spaces that balance comfort, functionality and European sophistication. We also collaborate closely with real estate agencies, providing them with the necessary tools to showcase the unique value of our projects.”

Source: Object1

How many active projects do you currently have, and what makes some of them particularly unique?

“We currently have around twelve active projects in our portfolio, each designed to push the boundaries of sustainability, smart living and modern aesthetics. In just two years, we are one of Dubai’s fastest growing developers, driven by strategic foresight and quality execution.

Our approach is built on efficiency and adaptability, ensuring that each project aligns with the evolving needs of investors and homeowners. By integrating smart technology, sustainable materials and modern design, we create developments that are not just functional but future-ready.

Beyond construction, our commitment extends to tailored solutions and a customer-centric approach. Every project is designed with transparency, flexibility and proactive problem-solving, fostering long term relationships and trust.

With a team of over 350 professionals, we oversee every minute detail in our processes, bringing architectural excellence with operational efficiency. This is what makes us stand out in the UAE’s competitive market. As we continue to grow, Object 1 remains focused on building not just structures, but communities that shape the future.”

Source: Object1

Sustainability has become a key factor in real estate development. How does Object 1 incorporate sustainable practices into its projects, and how do you see the role of green initiatives in future developments?

“Sustainability is integral to Object 1’s mission, guiding our approach to real estate development. Our commitment to eco-friendly practices aligns with the UAE’s vision for a greener future and the increasing global demand for sustainable living.

As Dubai prepares for a significant population growth, expected to reach 5.8 million by 2040, sustainability will play a key role in shaping the city’s future. The Dubai 2040 Urban Master Plan aims to allocate 60 percent of the emirate’s total area to nature reserves and rural spaces, doubling today’s green areas. With initiatives such as green corridors and sustainable transit routes in place, real estate developers must contribute to this vision.

Looking ahead, we anticipate the role of green initiatives in real estate will continue to expand. Green initiatives will no longer be optional in this industry and investors and consumers alike will increasingly prioritize sustainability, making it a critical factor in future. Object 1 is committed to leading this transformation, setting new benchmarks in sustainable urban living. Beyond sustainable construction, we prioritize the well-being of residents by incorporating lush green communal spaces, landscaped gardens and biophilic design elements across our developments.”

Source: Object1

How do you see smart home technologies and other innovations impacting real estate in the coming years? OR The real estate sector is evolving with smart technology and AI. How is your company integrating these innovations into its projects?

“According to Statista’s market reports, the Smart Home market is projected to reach US$122.9 million by 2029. As technology becomes more ingrained in daily life, smart home innovations and AI-driven solutions are redefining the future of real estate.

Smart home technology is seamlessly integrated across all our developments, enhancing convenience, security and energy efficiency. However, in Dubai’s dynamic market, differentiation goes beyond smart home features. The focus is now on creating holistic living environments that prioritise sustainability, well-being and future-ready urban solutions. This is where technology should now play a more significant role.

Our commitment to sustainability is reflected in the energy-efficient and eco-friendly systems embedded in our developments, ensuring a smarter and greener living experience. With Abu Dhabi and Dubai ranked as the smartest cities in the MENA region, the UAE continues to set benchmarks in smart city initiatives. As a result, convenience, efficiency, and sustainability will be key drivers of future-ready real estate.”

Source: Object1

What advice would you give to buyers looking to invest in the UAE property market?

“My advice is to focus on long-term value, sustainability and community well-being. The UAE real estate sector is rapidly evolving, and it is crucial to invest in projects that hold long-term benefits. Well-being is going to become the priority for future residents. Investing in communities aligned with this vision ensures strong appreciation and rental demand.

Compared to other global markets, Dubai stands out for its strong government-driven sustainability initiatives like the UAE Green Agenda 2030, a strategic plan aimed to promote sustainable living. Investors should seek communities that align with this vision, as demand for sustainable, well-integrated urban spaces is set to rise.

Additionally, understanding financing options and market trends is key. The UAE offers attractive post-handover payment plans, strong rental yields, favorable tax policies and investor-friendly regulations, making it an ideal destination for investors.

Finally, partnering with a trusted developer ensures a seamless investment experience. Choosing projects from established developers with a proven track record guarantees quality, timely delivery and strong return on investment in the dynamic UAE real estate market.”

Related: The Walk With Raffa | Kevin Chalhoub and the Purpose-Driven Retail: Ethics, Sustainability, and Growth

UAE-Based Vocalize Opens Doors for UAE Students to Gain International Recognition in Debate

Vocalize, a UAE-based competitive debate training provider, has partnered with the National Speech and Debate Association (NSDA), the US national authority on speech and debate.

Through this partnership, Vocalize will be the exclusive provider of NSDA membership in the UAE, enabling students to earn credibility and recognition from this organization all whilst training in Dubai.

This partnership offers students aged 13 and above the opportunity to become NSDA UAE members and earn points for every debate activity, including classroom sessions. As students accumulate points, they can earn badges from the NSDA Honor Society, recognizing their dedication to the art of debate. Members will also gain access to world-class resources and US-based tournaments, along with the exclusive chance to join the NSDA UAE team representing the region at the annual national tournament —the world’s largest academic tournament, drawing approximately 7,000 students each year.

Bhavani Kripalani, Head of NSDA and Vocalize Partnership, commented, “For the first time ever, passionate debaters in the UAE have a unique opportunity to earn recognition from the ultimate authority on speech and debate. NSDA’s recognition is widely valued by universities, helping students showcase not just their skills but also their commitment and dedication.”

Scott Wunn, Executive Director of the National Speech & Debate Association, commented, “We are incredibly excited about our new partnership with Vocalize and the creation of NSDA programming in the UAE. The NSDA is committed to honoring students throughout the world for their participation in speech and debate activities. We believe that our two organizations can create tremendous opportunities for students in the UAE. There is no greater skill than the ability to use one’s own words and ability to listen to have meaningful dialogue. We believe our partnership will help in connecting, supporting, and inspiring our next generation of leaders.”

Scott Wunn, Executive Director of the National Speech & Debate Association.

Next Broadcast Media Unveils a Smarter Way to Advertise with Digital Audio

Next Broadcast Media introduces a platform that makes digital audio advertising as easy as launching a social ad.

AdManager.FM – powered by AI and integrated with DV360 – removes production barriers, automates key steps in ad creation, and gives full control over targeting—so advertisers can reach the right audience, in the right context, within minutes.

Radio was the primary way brands leveraged audio in their media plans. But as listeners move to podcasts and on-demand content, digital audio has taken center stage.

According to global market research platform ‘Grand View Research’, the podcast advertising market in the UAE is expected to surpass a projected revenue of AED1.158 billion by 2030. However, many brands hesitate to enter this space due to high production costs and lack of expertise. AdManager.FM eliminates these barriers, offering a fast, cost-effective way for advertisers to create and launch high-quality audio campaigns without the need for studios, voice actors, or lengthy revisions.

“With AdManager.FM, businesses of any size can launch a high-quality audio ad in minutes,” said Lemya Soltani, co-founder and Commercial Director at Next Broadcast Media. “Our platform gives media buyers full control—whether they’re targeting a niche podcast audience or running a multi-market campaign.”

Lemya Soltani, co-founder and Commercial Director at Next Broadcast Media.
Source: Next Broadcast Media

Unlike traditional radio, which limits advertisers to specific stations and broad demographics, AdManager.FM offers precision targeting and full campaign control. Marketers can:

Next Broadcast Media has worked with Publicis and over 200 global brands, proving the impact of digital audio advertising. Whether you’re a startup or an established brand, AdManager.FM makes it easy to enter the digital audio space with precision and scale.

David Subotic Advances Strategy to Build World’s Largest Frozen Yogurt Chain

David Subotic, founder, Chairman, and CEO of US-based authentic yogurt bar and café brand Go Greek, has begun the next phase of growth for his company, with operations now active in the GCC.

Subotic aims to bring rigor to the food franchise sector with Go Greek Yogurt, taking a capital-efficient approach designed to multiply store count without compromising quality or control. The strategy focuses on the UAE, Saudi Arabia, and Qatar as the core of its expansion as Go Greek Yogurt. Each location serves as a blueprint for market replication across other territories.

Subotic and his team have already closed several development deals, secured long-term retail positions, and entered supply chain agreements to support projected volume. Execution timelines remain tightly controlled, with site openings in Dubai and Riyadh slated for Q2. The founder operates out of Monaco and New York but has allocated significant time and resources to establishing presence within the GCC.

While Go Greek Yogurt maintains a lean management model, its core appeal—authenticity, freshness, and low sugar content—fits regional preferences, which now favor better-for-you alternatives to high-calorie desserts.

Franchise groups from Asia, Africa, and Europe have opened negotiations, with the GCC markets serving as proof of concept.

Subotic views this region as the launch pad for profitability and international brand recognition. His team has also begun discussions with logistics providers and marketing agencies to respond to the heightened demand for GGY.

The focus now remains on the continuous upholding of operational discipline and maintaining unit economics as Go Greek Yogurt.

Redefining Standards: Amina Bahari and Hadeel Ismail are Combining Wellness and Entrepreneurship at Dubai-Based Stay Flawless Beauty Lounge

In the world of beauty and wellness for women, achieving a “flawless” look often brings with it the invisible weight of unrealistically high standards and the ensuing dent it can create on self esteem. So when Amina Bahari and Hadeel Ismail came together to launch UAE-based Stay Flawless Beauty Lounge, they did so with the intention of removing the search for perfection that is often synonymous with the word and replacing it with a more purpose-filled and fluid definition instead. “To us, being flawless is about confidence, self-care, and embracing one’s uniqueness,” the co-founders say. “It’s about feeling comfortable in your own skin, prioritizing your well-being, and recognizing that beauty comes in many forms. At Stay Flawless, we believe that every woman defines her own version of beauty and empowerment, and our role is to support her in that journey—whether through self-care, or simply providing a space where she feels seen, heard, and valued. True flawlessness is not about fitting into a certain beauty standard—it’s about authenticity, self-love, and the freedom to express yourself in the way that makes you feel most confident and empowered.”

Nestled in Town Square, one of Dubai’s newest residential areas, Stay Flawless Beauty Lounge offers a range of beauty treatments for its female customers. “At Stay Flawless, we offer a luxurious head-to-toe experience, specializing in everything from nails, and all kinds of hair services including Curly Styling, and spa-level body treatments,” Bahari explains. “From indulgent massages to rejuvenating facials, our services are designed to provide the ultimate self-care experience. We continuously expand our service menu, staying ahead of the latest trends and catering to the evolving needs of our clients. We continuously expand our service menu, staying ahead of the latest trends and catering to the evolving needs of our clients. Our clients—whom we proudly call our ‘tribe’—are at the heart of everything we do. We welcome women of all ages, ensuring that every visit to Stay Flawless is an experience of beauty, relaxation, and empowerment. Our target market is women of all ages, backgrounds and ethnicities who desire to nurture their mind, body, skin and soul.”

Source: Stay Flawless Beauty Lounge

As such, the beauty lounge’s customer base -or “tribe”- has dictated not only some of the more niche services it provides as well. For starters, there’s the recently introduced The Flawless Curl Hub—a dedicated space designed to care for and celebrate curly hair. “Recognizing the need for specialized expertise, we spent the past eight months collaborating with global trainers and professionals to bring this service to life,” Ismail explains. “What makes us unique is the strong relationship we’ve built with our tribe. We listen to their needs, ensuring that our services align with their beauty goals, busy lifestyles, and even the demands of motherhood. Every treatment is carefully curated to deliver not just exceptional results, but also a luxurious and relaxing experience, allowing our clients to unwind and feel their absolute best.”

But before one can mistake Stay Flawless Beauty Lounge for just another spa or salon, Ismail points out that creating tangible community-oriented connections is at the heart of the brand’s values. “Before starting this business, female empowerment to us meant independence, confidence, and the ability to chase one’s dreams without limitations,” Ismail notes. “It was about women supporting each other, breaking barriers, and making their mark in their respective fields. However, after actively building Stay Flawless and creating a space designed specifically for women, female empowerment has taken on a much deeper meaning. Now, it’s not just about individual success—it’s about community, connection, and uplifting each other in every way possible. It’s about giving women a space where they can prioritize themselves, feel valued, and embrace self-care without guilt. Stay Flawless is more than just a salon—it’s an experience.”

Amina Bahari and Hadeel Ismail are the co-founders of Stay Flawless Beauty Lounge. Source: Stay Flawless Beauty Lounge

And the co-founding duo have already made some inroads in this regard by breaking beyond the limits of a beauty and wellness brand. “In addition to our core services, we took our commitment to empowerment a step further by launching The Flawless Collective—an initiative that provides a platform for like-minded female entrepreneurs and women-owned businesses,” Bahari reveals. “Through this initiative, we offer our space free of charge, allowing women to showcase their brands, connect with new audiences, and grow within a supportive community. By creating these opportunities, we are not just redefining beauty but actively contributing to a culture where women succeed together. Through Stay Flawless, we have seen firsthand how empowerment is not just about what we do for ourselves but also how we support other women. Whether it’s through employment, mentorship, or simply providing a space where they can unwind and feel beautiful. True empowerment is collective, and it grows stronger when women come together.”

Now, why bring the bustling world of business into the rejuvenating services of a beauty lounge one might wonder. That answer is deeply seeded in the entrepreneurial journeys of the co-founders themselves. You see, prior to launching Stay Flawless, both Bahari and Ismail had been corporate employees with each of them having spent more than a decade working in the pharmaceutical and beauty industries. “Through our previous careers, we both gained invaluable experience in key areas such as delegation, organization, teamwork, accountability, planning, prioritization, and communication—skills that have shaped the way we approach leadership and business today,” Ismail says. “Our journey is truly special. We started as university colleagues, became close friends, and eventually became family. At the time, Amina and I had a combined 20 years of experience in chemistry, beauty, legislation, and business. Recognizing a market gap and a promising business opportunity, we made the bold yet calculated decision to embark on this venture together. What made this partnership seamless was our shared values, vision, and deep understanding of each other. We complement one another in a way that allows us to anticipate each other’s thoughts and decisions, making our collaboration not only strategic but also natural and fulfilling.”

Source: Stay Flawless Beauty Lounge

Having relished the sweet success of realizing their own entrepreneurial dreams, the co-founders thus decided to integrate the concept of community-driven initiatives that support female entrepreneurs and business leaders, while also staying committed to the core mission of Stay Flawless Beauty Lounge. “When customers leave Stay Flawless, we want them to carry more than just a fresh look—we want them to feel confident, valued, and refreshed,” Bahari says. “Our goal is to provide a space where women can prioritize self-care, feel heard, and embrace a moment of luxury without guilt. More than beauty, it’s about leaving with a sense of empowerment and renewal. Whether they’re here for a transformation, to unwind after a long day, or simply to chat, we want them to feel like they’ve finally found a safe space where people genuinely care. Customer loyalty goes beyond repeat visits—it’s about creating a true sense of belonging. At Stay Flawless, we’re building more than just a beauty destination; we’re cultivating a community, a tribe. Every woman who walks through our doors should leave not just looking incredible, but feeling empowered, refreshed, and ready to take on the world.”

In a pleasant intertwining of values, the co-founders’ personal business journey, particularly when it came to funding the venture, has also been driven by values that honor community and team building. “So far, we have kept Stay Flawless afloat through a combination of strategic financial planning and calculated risk-taking,” Bahari notes. “As co-founders, we believed in our vision so strongly that we were willing to invest in it wholeheartedly—from selecting the perfect location to curating a suite of services that truly cater to our clients’ needs. One of the most challenging aspects of our journey has been finding the right balance between growth and maintaining a team of carefully selected, highly skilled professionals. Slowing down to ensure that we build a strong, capable team without compromising on quality has required patience and dedication. What we have learned along the way is that resilience, adaptability, and a strong support system are key to navigating the entrepreneurial journey. Our commitment to continuous growth allows us to transform every challenge into an opportunity, ensuring that Stay Flawless continues to evolve and thrive.”

Driven by this sense of purpose, Bahari and Ismail are now gearing up for what promises to be a bright year ahead. “Our long-term vision for Stay Flawless is to establish a beauty academy that not only nurtures talent but also helps elevate industry standards,” Ismail declares. “We want to contribute to the growth of the beauty sector by providing high-quality education, hands-on training, and a platform for aspiring professionals to develop their skills with excellence. For 2025, our immediate goal is to continue expanding our brand. And of course, stay tuned for Flawless 2—our second branch is coming soon! We’re excited to bring the Stay Flawless experience to more women and further build our Tribe.”

Related: Am I Too Late to Work on My Personal Brand?

Work Hard, Play Harder: Honor Pad V9

The HONOR Pad V9 boasts a stunning 144Hz HONOR Eye Comfort Display, AI Efficiency Productivity features, and an ultra-thin design with a powerful, large battery.

With its 11.5-inch LCD display, 2.8K resolution 4 and an impressive 88% screen-to-body ratio, you can comfortably multitask. HONOR Pad V9 runs the latest MagicOS 9.0

Based on Android 15, which comes with a range of AI productive features, delivering a more intelligent and user-friendly experience for users.

For example, the HONOR Notes enhances productivity with features such as Formula Recognition, Handwriting Beautification, and Voice-to-Text capabilities. The device has a robust 10100mAh battery that ensures prolonged usage without frequent recharging.

With a single charge, the device can support up to 13.5 hours of online video streaming, 7.2 hours of gaming, 16.7 hours of social media browsing, and 40 hours of music streaming, making it ideal for work and entertainment.

Furthermore, the included 35W wired charger offers a fast recharge option, allowing you to quickly restore the device to usable levels within minutes. The HONOR Pad V9 seamlessly combines style and durability.

In addition to its sophisticated double-ring design surrounding the back camera, this tablet features the industry-first NIL Nano-topography process on its cover, keeping the display surface clean by resisting dirt, fingerprints, and smudges. It boasts a slim, unibody design features that is both lightweight at 475g and ultra-thin at 6.1mm.

Related: Picture This: Honor 200 Pro

Trailblazing Women: Zed Capital Founder and Dubai Bling Star Zeina Khoury

This article is part of a series entitled “Trailblazing Women” by Entrepreneur Middle East in celebration of International Women’s Day 2025.

“I would like to come home before my kids’ bedtime, at least half an hour before,” says Zeina Khoury when asked about her future plans. It is a statement that embodies where Khoury is in 2025: for the 41-year-old mother of two, who is also the founder and President of Zed Capital Real Estate, a star of Netflix’s reality TV show Dubai Bling, and the founder of fashion startup I Am The Company, there are not enough hours in the day.

“I used to stress a lot about my to-do lists. Now, I’ve decided that there’s no point in stressing, because whatever I cannot finish today, I’ll finish tonight,” Khoury says with a laugh. “In all seriousness, I work very late hours. After I put the kids to bed, I get back to work.”

Her strong work ethic comes from growing up in a family that put strong emphasis on education and encouraged self-confidence in Khoury and her two siblings. “Back in Lebanon, I did a lot of part-time jobs to support myself through university. I modeled, played basketball, worked as a radio presenter,” she explains. “When an opportunity knocks, I take it.”

One knocked in 2006. “Due to the political unrest in Lebanon, a lot of families had to send their children abroad because it was not safe, and that is what we did as well,” Khoury explains. “I followed my elder brother to Dubai, and although I did not get the real estate job that I had come for, when another opportunity presented itself, I did whatever was needed to get it.”

Almost 20 years later, Khoury is at the helm of a real estate agency that employs 48 people and boasts 12 completed and three active projects. It has managed and developed over AED3 billion worth of properties, achieving AED50 million revenue growth in 2024 alone. “Basically, if someone has a plot of land or wants to enter into the real estate development scene in the UAE, we help find them a plot that is suitable, do the market research, and create the whole real estate product for them,” Khoury says. “Then, we help them complete all the Dubai Land Department registrations, handle all the branding, pricing strategy, and selling through our sales team and the network of over 3,000 agencies in the UAE that we cooperate with.”

Zed Capital’s key collaborations include Amwaj Development and Vantage Ventures, where Zed Capital successfully launched three of their projects, with the latest being Viera Residences in Dubai Production City. The company’s success stems from Khoury carving out a niche for herself in the real estate sector long before its launch. “The biggest milestones in my career happened when there was a crisis,” she says. “The first crisis was in 2008, and when no real estate sales were happening, I shifted to the collection of money department and this is how I built myself up into the world of developers. This is why I have the experience that I have today and that sets me apart from other real estate companies and real estate people. The direction of Zed Capital is taking full-on projects and working as developers ourselves. So, we are not only their right arm for sales and marketing, but we actually do developer operations for any developer that wants to create a real estate product in the UAE.”

Zed Capital also offers all property management services, while its holiday homes arm Zed Living achieves 5% to 12% rental ROI for the listed clients.

Khoury takes pride in Zed Capital achieving 70%-80% client retention rate. “I measure my success in repeat clients, because in real estate, you start off with a small pool of clients, and the only way for you to actually grow is by growing this pool of clients,” she says. “In real estate, you have to think long term. One good example is that I had someone who bought from me a small studio in 2007, and seven/eight years later, he came back and bought from me a villa of AED50 million. I have witnessed people evolve and grow in their careers, and it’s amazing what they have managed to do by investing in real estate in the UAE market. We manage a lot of multi-unit portfolios for our clients, and there are people that have managed to grow their portfolio over a 10-year span, from having one or two units to having 30, 40 units, which is amazing.”

What does it take to succeed in the UAE’s fast-paced real estate sector? “A lot of people enter it thinking that it’s a plan B type of option, but that doesn’t work,” Khoury says. “Real estate is more than a pretty woman getting in front of the camera and showing the property. In real estate, you have to be honest, consistent, and you need to forget about your weekends. There are 15,000 real estate agents trying to do the same thing that you are trying to do, so you need to keep moving.”

While the UAE’s real estate boom has been creating unparalleled opportunities for real estate agents, Khoury empathizes with the beginners in the industry that offers good commissions but no basic salary. “If you’re working on commission, there’s no ceiling in the real estate market,” she says. “Currently, we’re negotiating a plot of AED1.1 billion, so the agent is going to be set for life. Who would ask for a small, tiny salary? But I do understand people who are just starting off in the industry, it’s a bit stressful not to have a basic salary. That’s why real estate is not for everybody.”

Another crisis in which Khoury found a silver lining was the COVID-19 period. “Basically, when the world is not moving, I start moving,” she says. “During COVID-19, I enrolled in a master’s degree program, and I started working on my social media platforms and building my online community.” Not long after, Khoury reached out to a producer to pitch a real estate-focused reality TV show, but he happened to be casting for what would become Dubai Bling. Accepting the offer to join was a no-brainer for Khoury. “I was like, he is great producer, it is an amazing platform, it is a project that has Dubai in its name, which is a country that I deeply appreciate, and it is a reality show that allows you to tell your story and add value wherever possible.”

In 2025, the show has released its third season, recording 2.4 million views and 18.6 million hours watched in just its first week, and Khoury is confident that she made the right decision. “Taking part in a reality TV can be dangerous, yes, because sometimes you will give a reaction that maybe later on you might regret, but at the same time, the love that you get from people is beyond what actors get for their roles,” she says. “People are loving you. They are loving your story. They are relating to you.”

While Khoury is delighted by her new-found fame, she remains resolutely the person she has always been – a grounded real estate professional. “In real estate, your main asset is your credibility,” she says. “Definitely, the show has helped me spread the word that I am in real estate, that I have been in real estate for the past 20 years, and that I am credible. It fast forwards the time I used to spend introducing myself. While it gives you a shortcut, it does not do the job. It puts you in front of people who are ready to listen to you, but if you are not really capable of performing what social media or Netflix say you are, you have no chance.”

Khoury, however, is no stranger to experiencing the lack of appreciation in the workplace- instead of allowing it to break her, she used it as fuel to rise. “My fashion startup ‘I Am The Company came’ is a result of a crisis when my work contribution was not acknowledged. Real estate companies are worth the people who are in them, so my response to that lack of appreciation became a viral phrase and the name of my startup.”

“Part of the proceeds go towards women’s education, so it has a cause,” Khoury adds. “Is it a business that would allow me to leave my real estate agency and rely only on it? No. But I truly love the message behind it, and I get pictures every other day from women wearing our I Am The Company blazer while standing in front of thousands of people.” Success belongs to those bold enough to seize the moment and set a new course in their lives and careers, just like Zeina Khoury did so many times.

Am I Too Late to Work on My Personal Brand?

Buzzword of the moment: Personal brand. It seems like it’s finally clicked people are realizing that they do have a personal brand, whether they’ve actively built it or not. And the reality? Visibility is your responsibility. So, what do we do about it?

You’ve probably seen people on LinkedIn, Instagram, or speaking on stages and thought, “They’ve got it all figured out.” Their voice is clear, their message consistent, and their presence magnetic. Then that little voice kicks in: “Am I too late to start?”

Here’s the truth: the best time to start building your personal brand was yesterday… But the second-best time? It is today.

Personal Brand ≠ Influencer
Let’s clear this up early: you don’t need to be an influencer. You don’t need thousands of followers or a perfectly curated life. What you do need is clarity. Who are you? What do you do? It seems simple, but it’s surprising how many people can’t pinpoint this.

A personal brand is simply your reputation made visible, your values, your expertise, your story, and how you show up for others.

Why You’re Not Too Late
People do business with people. Even if you’ve already built a career or a business, your personal brand helps you stay memorable, relevant, and trusted.

Expertise is always in demand. Your knowledge and skills have value—no matter when you start showcasing them.

The digital world rewards visibility. Opportunities go to those who show up. Whether it’s speaking gigs, job offers, partnerships, or press—someone has to see you first.

There is no ‘perfect’ moment. You don’t need the perfect bio, photoshoot, or LinkedIn headline to begin. You just need to start.

LinkedIn recently hit 1 billion users. It’s the leading platform for professional brand-building but here’s the twist – Only 2% of users actually post consistently. And even within that 2%, much of the content is a carousel of “thrilled to announce” posts about promotions, awards, and “exciting new chapters.”

Now, don’t get me wrong, those moments are worth celebrating. But let’s be honest… they’re starting to all sound the same. AI-written, overly polished, and very predictable.

So, where’s the opportunity? Right there. In the white space. To show up as a human. To be consistent not just when there’s something shiny to shout about. To be different not louder, just more real, unapologetically YOU I like to call it.

So, where do you start?

With an audit of your personal brand.
I did this recently with an organization and their leadership team. One employee looked at his profile and realized his profile picture was over 10 years old—he didn’t even recognize himself anymore. A quick audit goes a long way. A deeper audit? Even better. That’s where you go beyond photos and bios and start asking:

These are the kinds of questions that help you shape a brand that’s intentional, not accidental.

Do this every year (at least)

We evolve. Our goals shift. So your personal brand should grow with you. A question I love asking clients is, “What do you want to be known for 18 months from now?” It gets you thinking beyond today’s content calendar and into long-term visibility. Because personal branding isn’t just about now, it’s about where you’re going.

A Lesson from Marshall Goldsmith

When I interviewed Marshall Goldsmith on my podcast, he said something that stuck with me, “Credibility needs to be earned twice.” Once for what you’ve done. And again for who you are becoming. You can’t ride on the coattails of your past forever. What got you here won’t necessarily get you there.

That’s why personal brand building isn’t about ego. It’s about evolution. It’s about being seen while you grow, so when the right opportunity knocks, you’re already known for it.

So here’s your next step:

I hate to break it to you, but it’s very rare to become an overnight sensation. Sorry, not sorry.
In my book Deseed The Lemon, I share the analogy that your personal brand is like a long-term savings account. The earlier you start investing in it, the more you benefit from the compound interest.

The Benefits Compound Over Time

Start today, and you’ll begin to see:

I look back at my own journey, having built a business over 20 years. It was the compound interest of personal brand visibility that helped me sell that business and also gave me the platform to reinvent myself, with even more value to offer clients through personal brand strategy.

From fashion to media, speaking engagements, and consulting, so many of those opportunities came simply from being visible.

So, no. You’re not too late. You’re right on time. And your future self will thank you.

British Entrepreneur and Podcaster Steven Bartlett Inspires the Next Generation of Regional Entrepreneurs at O West by Orascom Development

The Middle East is experiencing a business revolution, with startups in the region raising a record-breaking US$2.3 billion in investments in 2024 alone. This surge is driven by bold entrepreneurs who are pushing boundaries and transforming industries, but true success goes beyond just capital—it’s about cultivating the right mindset, developing resilience, and committing to continuous growth in an ever-evolving landscape.

Driven by a shared vision of empowering the next generation of leaders, O West, the fully integrated town by Orascom Development in west Cairo, partnered with MO4 Network, one of the region’s most impactful digital media companies with a portfolio of 14 leading publications, to bring NEXT by O West to life.

Steven Bartlett, one of the world’s most influential entrepreneurs and the host of one of the biggest business podcasts, ‘The Diary of a CEO’, headlined the event, reflecting O West and MO4 Network’s commitment to storytelling as a driving force for success and transformation.

His journey of resilience and innovation aligned perfectly with their mission to inspire and empower future business leaders. Held at the O Business District with over 100 innovators in attendance, NEXT by O West provided aspiring entrepreneurs with the resources, networks, and insights needed to fuel their journeys.

O West, developed by Orascom Development, is an integrated town that seamlessly combines business, leisure, and living.

It is located on an area of 4.2 million m2 with a one-of-a-kind urban design that harmoniously combines residential buildings with landscapes and green areas. Divided into different neighborhoods, places for social events, in addition to vital facilities and amenities, O West includes 11,000 residential units, a medical area, a commercial area, administrative offices (O Business District), a health complex, and 4 major international schools with 5 different curricula.

O West has a smart roads network connecting the entire town, as well as smart security solutions that provide high safety levels for all the town residents through surveillance systems operating throughout the day, in addition to a smart irrigation system that helps rationalize water consumption.

At the core of this ecosystem lies O Business District (OBD), O West’s dedicated business hub designed to support entrepreneurs, professionals, and enterprises with modern infrastructure. Since 2019, OBD has established itself as a business destination, offering 29,046 square meters of office space and 707 square meters of retail, attracting a growing community of forward-thinking professionals.

Building on this foundation, Phase 2 expands OBD’s innovative business environment with an additional 25,920 square meters, including 4,674 square meters dedicated to retail and co-working spaces, as well as standalone office buildings. A key highlight is the vibrant new promenade, designed to foster connectivity and engagement through pedestrian-friendly walkways, lush green spaces, and inviting seating areas. This seamless blend of functionality and creativity ensures an inspiring atmosphere for both work and leisure.

Reflecting on O West’s vision, Omar El Hamamsy, Group CEO of Orascom Development, stated, “At Orascom Development, our strategy is built on creating integrated communities where innovation, opportunity, and growth are at the heart of everything we do. This vision extends beyond just providing spaces to live and work, it’s about cultivating environments that empower individuals and businesses to reach their full potential.”

He added, “O West is a great example of this approach; it’s a thriving hub where entrepreneurs, leaders, and creatives come together to shape the future. Hosting events like NEXT by O West with global leaders like Steven Bartlett is part of our broader commitment to equipping the next generation with the inspiration, knowledge, and connections they need to drive change and lead in the evolving business landscape.”

Reinforcing the impact of collaboration and storytelling, Amy Mowafi, co-founder and CEO of MO4 Network, said, “Our mission is to drive change and create impact through meaningful stories about the people, places, and movements shaping the Middle East today.”

She continued, “NEXT is an event experience that reflects our belief in the power of connection and the possibilities that arise when extraordinary minds are brought together buoyed by inspiring stories. They say to predict the future you have to create it, so we’re hoping that together, we can discover what’s NEXT.”

Through initiatives that combine modern workspaces, strategic partnerships, and a focus on talent development, O West is not just building a community, it is creating a hub for the next generation of trailblazers. With the continued growth of the O Business District and the expansion of its vision, O West is poised to become the driving force behind the future of business and innovation in the MENA region.

Rebuilding Brand Trust in a Distracted Economy

Trust has always been the invisible currency of brands. But in today’s hyper-fragmented, stimulus-saturated economy, that currency is rapidly devaluing. Consumers don’t distrust brands because of scandals or failures—they distrust because of overexposure.

The economic model of attention has been replaced by a culture of noise. And brands, especially those in competitive, growth-focused environments, are contributing to the very distrust they’re trying to overcome.

Marketing today operates in a landscape of anxiety. Algorithms push visibility over value. Metrics reward virality over relevance. And brands—eager to stay in the conversation—often default to constant output instead of meaningful dialogue. The systemic flaw? We are measuring reach while eroding relationship.

The problem isn’t that audiences are ignoring messages. It’s that they’ve been trained to treat most brand messages as white noise. For many agencies and startups in the MENA region, this challenge is magnified: brands are racing to build authority in economies where digital transformation is still accelerating, but audiences have already become digitally fatigued.

To rebuild trust in the current climate, brands must resist the temptation to chase visibility and instead focus on what we call The Trust Recalibration Model:

1. Relevance Before Reach

Before asking how many people saw a message, ask how deeply the right people engaged with it. Micro-audiences, if thoughtfully designed, often carry more long-term value than broad segments. Trust starts small.

2. Narrative Unity Across Time

Instead of changing themes monthly or reacting to trends, construct a long-term brand narrative that acts as a spine. Think in “chapters” of value delivery—not sporadic moments of attention.

3. Predictable Integrity

Audiences trust what they can predict. This doesn’t mean being boring; it means aligning what you say, how you say it, and how consistently you show up—across every touchpoint.

4. Proactive Transparency

Don’t wait for customers to ask. Build transparency into your messaging systems—from product sourcing to pricing models to internal processes. Trust thrives in sunlight.

One regional lifestyle brand working across Bahrain and the UAE noticed a sudden drop in email open rates despite doubling its CRM database. Their team assumed the issue was creative fatigue. But after segmenting audiences based on emotional behavior, they found that their highest-spending customers had begun to ignore brand emails because the message tone had shifted—from human, to overly polished.

A simple recalibration—replacing templated content with personalized updates from the founder, grounded in actual brand decisions—restored engagement within six weeks. But more importantly, repeat purchases spiked, not because the offer changed, but because trust was restored.

In another case, a SaaS startup serving legal and financial professionals in the MENA region experienced stagnant growth despite increasing ad spend. Their landing pages were optimized, their funnels tested, but conversion stalled. What finally broke through wasn’t an A/B test. It was the decision to replace third-party testimonials with internal decision logs—sharing why the product evolved the way it did, and what trade-offs were made. For a professional audience, this was the signal of trust they’d been missing.

MENA audiences are not “emerging.” They’re evolving. Across markets like Saudi Arabia, Qatar, Egypt, and the UAE, digital fluency has outpaced legacy brand-building. Consumers know what noise looks like. They are more likely to trust a brand that says less but says it with precision than one that shouts constantly with aesthetic polish.

Trust, in this regional context, is built not only on what is said—but what is omitted. Silence, when strategically placed, becomes a signal of confidence. And this contrasts directly with how many global brand playbooks operate.

The age of performance marketing has taught us to overvalue reaction. But reaction is not the same as relationship. In a distracted economy, trust is built slowly, then protected aggressively. It’s built not on frequency, but on structural coherence—a brand that doesn’t just show up, but shows up the same way every time, even when the campaign is over.

The brands that will thrive post-2025 won’t be the loudest. They’ll be the clearest, the most consistent, and the ones audiences return to because they feel grounded. In the storm of digital distraction, trust is the lighthouse.