The Executive Selection: Dima Ayad’s Limited Collection for Mandarin Oriental Jumeira
Dima Ayad, a renowned Dubai-based fashion designer of size-inclusive luxury, has teamed up with Mandarin Oriental Jumeira, on Oriental Dreaming, a limited-edition collection of five bespoke kaftans.
Source: Dima Ayad
With a deep connection to the heritage and modernity of the region, Dima’s designs celebrate individuality while embodying the elegance and sophistication synonymous with Dubai’s style and innovation.
These artisanal creations reflect the essence of a woman who is self-assured, radiant and limitless, much like the Silk Road itself, where every destination becomes part of a greater story.
Dima Ayad, a renowned Dubai-based fashion designer of size-inclusive luxury. Source: Dima Ayad
Editor’s Choice: Heleo4 Skin Cellular Detox: Dubai’s Newest Glow-Getter
Dubai’s skincare scene has welcomed a transformative addition: the Heleo4 Skin Cellular Detox.
Developed by a team of international dermatologists and biochemists, Heleo4 combines advanced LED light therapy with a proprietary chlorella-based active complex. This synergy aims to detoxify skin cells, stimulate healthy cell division, and restore the skin’s natural barrier, addressing issues like inflammation, dullness, and premature aging.
My treatment began with a gentle exfoliation to prepare the skin, followed by the application of the active complex. Subsequently, the Heleo Pro LED Plus device emitted light wavelengths, targeting various skin concerns.. The session concluded with a nourishing cream application, leaving the skin radiant and refreshed. I can report report noticeable improvements after just one session, including enhanced skin tone, reduced fine lines, and a healthy glow. Heleo4 Skin Cellular Detox offers a promising solution for those.
If you seek to combat the effects of urban stressors on your skin, book this treatment at Evolution Aesthetics Clinic, Umm Al Sheif Road 49, Dubai.
Source: Heleo4 Skin Cellular Detox
ONE Development and Amr Diab Unveil DO Hotels Residences Dubai on Dubai Islands
ONE Development, a UAE-based AI-driven lifestyle developer, together with Egyptian singer Amr Diab, have officially launched DO Hotels & Residences Dubai at a grand ceremony hosted at the Conrad Grand Ballroom on Dubai Islands.
The launch unveiled the region’s first AI-powered, music-themed boutique hotel under the ONE/AD brand, marking a flagship destination for this innovative hospitality concept.
Integrating bold design, immersive soundscapes, and cutting-edge technology, DO Hotels & Residences introduces a uniquely transformative approach to hospitality, one that harmonizes with the rhythm of life.
Ali Al Gebely, founder and Chairman of ONE Development and Vice Chairman of ONE/AD, commented, “This launch marks a defining moment for us at ONE Development. DO Hotels & Residences Dubai is more than a hospitality project it’s a symbol of what the future holds when innovation, art and technology come together. Partnering with Amr Diab to create an experience where guests can truly ‘Live the Beat’ reflects our commitment to shaping the next generation of lifestyle destinations, right here in the UAE. Every element of Do Hotels & Residences – Dubai Islands is thoughtfully crafted to appeal to adventurous travelers, connoisseurs of a soulful ambiance and those seeking a more permanent, immersive living experience, while enjoying the expansive panoramic sea, city and marina views.
“From elegant hotel rooms to spacious, beautifully-designed residences, and with a host of world-class amenities and services on site, every space is designed to be an extension of our guests’ aspirations: a place where music is not just heard, it permeates the very fabric of your life, and where our own two fully equipped recording studios keep you in tune with your inner rhythms.”
Rooted in Amr Diab’s creative vision and ethos of “Live the Beat,” DO Hotels & Residences delivers a guest experience that merges AI-powered personalization with luxury hospitality, music, wellness and contemporary design. It redefines how people live, stay, and connect, offering a new standard in lifestyle-enhancing travel.
Aligned with the UAE Tourism Strategy 2031, the project contributes to national tourism goals by attracting international investment, supporting regional economic growth, and redefining luxury hospitality through the integration of technology and the arts.
When Plans Fell Through, She Pivoted to AI—and Found Her Next Big Break
German entrepreneur Angela Klass caught the artificial intelligence (AI) wave early on- actually, she immersed herself in the technology just in time and made it her specialty right on time. In 2022, AI adoption by businesses was less than 50%, but it was then that Klass started exploring AI tools, automation, and media production.
“At that time, AI wasn’t yet capable of creating the high-end video quality we now see, but I could clearly see the potential. So, I spent that year learning, testing, and building my foundation,” she says.
In 2023, she launched a German-language digital course focused on helping entrepreneurs use AI to automate and grow their businesses. Plus, she started offering B2B services to companies looking to scale content creation through avatars, automation, and branded storytelling.
In 2025 – when surveys report a significant increase in AI adoption by businesses, with 78% of organizations using AI in at least one business function – Klass has a fully developed offering to help companies, governments, and innovators to scale content, automate production, and stand out with high-end, futuristic media — without the cost or effort of traditional methods.
“For example, a company in the UAE can scale their content into Chinese, Spanish, or Arabic markets using the same avatar — with localized speech and native-level delivery,” Klass explains. “This enables international growth without the traditional barriers of location, filming logistics, or language limitations.”
She also works as an international AI educator for a US-based company that operates in over 160 countries. “I’m helping develop the German- and English-speaking markets by building a global AI community,” she says. ‘The focus is on teaching business professionals how to integrate AI into their workflows to grow faster, smarter, and with more creative freedom.”
Image courtesy of Angela Klass.
Today, Klass has made it her mission to help entrepreneurs and brands scale their presence, simplify production, and make their mark in the digital space — all through the power of AI.
However, it was only when she began working with AI that she fully realized its potential. “At first, I noticed how fast avatars could be created. Then I saw how AI could generate entire video scenes without a camera. And finally, I realized: this technology isn’t just a shortcut — it’s a transformation,” she says. “We’re witnessing the beginning of AI-driven cinema. I believe we’ll see the first full-length AI-generated film by 2026. The tools aren’t fully there yet, but they’re moving fast — and the efficiency is undeniable.”
Her focus on AI has also led her to realize that its impact will be wide-raging. “The more I studied AI, the more I understood that it would redefine how we live and work,” Klass says. “In the near future, we won’t be typing on laptops or tapping on phones — we’ll be communicating with AI agents through voice, chips, or wearables. Everything will be based on prompt-driven execution. Our minds are faster than our fingers, and AI gives us a way to finally work at the speed of thought.”
The fear that artificial intelligence will steal our jobs has echoed across industries for years. But Klass quickly dispels those concerns. “Here’s the truth: the AI doesn’t create the video. The artist does,” she says. “The AI is the tool — but the direction, the style, the emotional tone, and the visual accuracy come from the human behind it. That’s why expertise matters.” She goes on to explain that a great AI video is not a one-click solution but a curated process that combines creative direction with technical skill. “The person behind the video must understand camera movement, cinematic lighting, scene composition, color theory, and storytelling — and be able to translate all of that into AI-generated prompts and assets,” Klass adds.
One interesting fact about Klass is that long before AI became a powerful tool, she was building businesses the old-fashioned way—through grit, instinct, and years of hands-on experience.
The first time she took the plunge into entrepreneurship was in 2010 in Germany where she launched a B2B business in the high-end beauty industry, specializing in permanent make-up. “In 2016, I was featured on one of Germany’s biggest national television shows, which made me widely known in Germany, Austria, and Switzerland,” Klass recalls. “That TV appearance elevated my brand massively and brought in high-profile clients, including politicians and public figures who traveled specifically to work with me or attend my academy.”
By 2018, she expanded the business by opening her own permanent makeup academy, an online store for German-manufactured tattoo machines and pigments, and a mobile education app — one of the first in the niche — to offer flexible digital learning. “The German market at that time was ideal for what I was doing,” Klass recalls. “I entered early, before the big wave of demand for permanent make-up services, and positioned myself as a specialist with a strong media presence. I was highly visible on social media, in the press, and on national TV, which helped me build a trusted brand in a market with very little competition at the time.”
Image courtesy of Angela Klass.
After building a strong foundation in Germany, Klass moved to the UAE with an idea to launch a business in the beauty and education space. Yet, she faced severe construction delays in launching her beauty salon. “The quality of work was far below expectations. I faced construction errors that would be unthinkable in Germany,” Klass says. “Coming from Germany, where craftsmanship is taken seriously and precision is expected, this experience pushed me to my limit. I learned that what works in one country cannot be assumed in another — even basic communication and quality standards require cultural translation.”
But in the quiet aftermath, a silver lining emerged: the pause gave Klass time to reassess, redirect, and ultimately discover a new path. “While construction dragged on, I used the downtime to start learning about AI. I began experimenting with avatars and automation tools. I signed up for international training programs and slowly began laying the foundation for a new business model,” she says. “In March 2023, I finally opened the salon — five and a half months late. And in October 2023, after careful reflection, I sold the business and fully transitioned into the digital space. That is how I got to now work in AI-powered content creation and video production, fully online and with a global client base.”
With one foot in Europe’s structured, process-driven economy and the other in the UAE’s fast-paced, opportunity-rich environment, Klass’ adaptability can serve as a roadmap for anyone scaling across borders. “While the setup is inexpensive, maintaining a business in Germany is far more demanding due to high taxes, complex reporting, and constant government obligations,” she says. “The UAE is the opposite: you need a higher upfront investment, but ongoing costs are lower and the system is more flexible for entrepreneurs.”
In the end, Klass’ deep understanding of AI is not a departure from her entrepreneurial roots—it’s an evolution of them. Grounded in years of building and managing businesses across continents, her approach to AI is pragmatic, strategic, and refreshingly human. Her advice to fellow business leaders? “What we’re seeing now, in 2025, is just the beginning. I believe that by 2027, AI will be fully embedded in most businesses — and no one will be asking “if” they need it. The question will be, How fast can we implement it?’ That’s why I do what I do: I help entrepreneurs move now, before the wave becomes overwhelming. Because in business, speed wins — and AI is the ultimate accelerator,” Klass concludes.
‘TREP TALK: AI in Business — Angela Klass’s Insights
Start small — but start now. “If you’re a creative professional looking to integrate AI, the best first step is to explore tools that complement your existing workflow. Whether you’re in design, content, photography, video, or branding — there’s an AI tool that can help you save time or amplify your output.”
Don’t aim for perfection but experimentation. “Focus on mastering one tool at a time — and most importantly, understand prompt engineering. That’s the real superpower. AI is only as good as the instructions you give it. You don’t need to become a programmer — you need to become a creative director who knows how to speak AI’s language.”
AI is not a magic button. “The biggest mistake I see? People underestimate how much skill and strategy it still takes. It doesn’t replace creativity — it enhances it. But only if you know what you’re doing. The worst assumption is, ‘AI will do it for me.’ No, you do it, and AI helps you do it better and faster.”
Don’t wait for perfect timing or perfect tools. “In this space, perfection is your enemy. Speed and adaptability win. If you hesitate too long, you’ll miss the wave. The tools will get better, but so will your competition. Also: don’t try to be everything at once. AI is a massive field — from text and image to video, code, music, automation, and agents. Pick your lane, get strong in it, and build from there. The world is moving fast. The earlier you adapt, the bigger the advantage you’ll have. And the great news is: AI rewards creativity, not just technical skill. So if you’re creative, you’re already ahead.”
‘TREP TALK: Angela Klass on starting up an AI business in the UAE
“If you’re working in AI and thinking about where to start — the UAE is the best place to begin right now. The country has made a clear and bold decision to lead in this space, and it’s not just talk — it’s visible everywhere. From smart city infrastructure to government AI initiatives and AI- integrated education, the Emirates are moving faster than most other countries in the world.“One of the greatest advantages of launching in the UAE is the entrepreneurial mindset. Founders here are open, future- focused, and willing to embrace innovation. That makes it much easier to offer cutting-edge services like AI-powered branding, automation, or content creation — because clients here are already mentally prepared for the next step.
“At the same time, building an AI business is not tied to a physical location. You can operate globally — work with business owners in the U.S., Europe, Asia — without being bound to one timezone or country. That’s the beauty of this industry: you can scale internationally while being based anywhere.
“In comparison, many European countries are more cautious. They will adopt AI, but more slowly. U.S. entrepreneurs are risk-takers — and excellent clients for AI services — but the UAE gives you the foundation and credibility to scale toward both East and West. It’s a launchpad for global growth.
“In short: if you’re serious about AI, the UAE offers not just infrastructure, but momentum. You’re starting in a place where people already understand the value of AI — and that makes your work easier, faster, and more impactful.”
“We Got Funded!” Shake Your Plants (SYP) Secure Shark Tank Funding
Entrepreneurs Lia Coelho and Justine Dampt have never been discouraged from their mission to launch their functional drinks startup Shake Your Plants (SYP).
And they got a huge boost with a recent appearance on Shark Tank Dubai that led to an investment of AED1.2 million from Amira Sajwani, Managing Director at DAMAC, Founder of Prypco, co-founder and COO at Amali Properties, in exchange for 20% equity in Shake Your Plants. The deal also comes with a AED2 million line of credit.
The female entrepreneurs were also offered deals from fellow Shark Tank Dubai judges Elie Khoury, CEO and Chairman at Vivium Holding, and Mona Ataya, founder of Mumzworld.
“We are thrilled to partner with Amira, whose entrepreneurial insight and strategic support will help us scale responsibly while retaining most of our equity through smart capital diversification. She is a strong advocate for female founders, and we will be very proud to be part of her portfolio companies,” said Dampt, who welcomed a new baby just two weeks prior to the show which was filmed last year.
The SYP founders have bounced back from multiple setbacks but are now enjoying plenty of upward momentum for their brand, positioned as a clean, plant-powered alternative to sugary electrolyte drinks.
Image courtesy of Shake Your Plants.
Lean and clean
Their journey began during COVID-19, when Dampt started experimenting with powders in her kitchen to make a different kind of wellness drink. “We have had a lot of challenges physically (including failed pregnancies) and what really helped us was to keep a lifestyle that was very clean and plant-based,” says Dampt.
As a health coach and certified nutritionist, she has always recommended people to add more water and more plants to their diets. So the pair started experimenting and came up with Shake Your Plants, which comes in sachets to make an instant hydration drink.
“We’re challenging people’s habits,” Coelho explains. “We want to use water as a vehicle for wellness.” This means moving beyond traditional electrolyte drinks to create products that support overall health. And they prioritize “ugly” fruits that might otherwise be discarded, turning potential waste into nutritional powerhouses, while reducing waste and their carbon footprint.
Their first major hurdle came in summer 2022 when they were forced to recall 80,000 sachets due to crystallization issues, just days before their launch. “We almost did not survive that moment,” Dampt recalls. But resilience became their trademark. Instead of giving up, they picked themselves up and recovered.
The manufacturer carried out a lengthy investigation before finally recognizing it was its mistake. “I literally sat down for two months in Germany in the office to get our money back on the product, because it was kind of like a make-it or break-it moment,” says Dampt.
“We had invested a lot of money in this product launch. All the campaign was done and we were ready to go.”
While others might have decided to quit then and there, something kicked in and the business partners pushed forward. “I don’t think we wanted to quit, because we are very resilient people. But it was very difficult because, especially in the beginning, you need to pay everything up front. So we paid for the entire production 100% upfront, and we invested everything that we had,” adds Coelho.
More water
With summer here, hydration becomes even more vital. The SYP founders cite statistics showing that 94% of people are chronically dehydrated, and 92% lack key vitamins or minerals—a clear opportunity to make hydration functional and enjoyable.
Currently, the company offers three products focusing on gut health and hydration, and uses natural, carefully sourced ingredients. Its kombucha-based sachets incorporate elements like organic blueberries from the UK and fermented tea from Taiwan.
The products are natural, with no added sugars or artificial colors, appealing to health-conscious consumers, while each sachet costs less than AED8.50. But what truly makes Shake Your Plants stand out from the crowd? “The taste,” Lia emphasizes. “A drink has to taste delicious for people to want it.” While it sounds like a simple philosophy, creating products people genuinely enjoy consuming, not all companies get it right.
And they are starting to win fans and followers. They prefer to use micro-influencers to spread the word on social media about their products, and some have approached SYP about doing it for free. A new product is in the pipeline at the end of the year.
“I think that it’s so important to build a strong community. Everything we’re trying to do, the way we’re communicating to people on our struggles, the running the business, we’re being very open about it. And we’re very open about the ingredients that we use,” says Coelho.
The Female Founder Edge
Being women founders brings its own set of challenges. “There’s no such thing as balance,” Dampt admits. “I’m a full-time founder and a full-time mum.” But instead of letting that hinder them, they’ve used it to sharpen their focus and time management.
With eyes on new markets, SYP is preparing to scale into Saudi Arabia and the UK, where consumer testing is already underway. The roadmap also includes new products, targeting everything from sleep to energy, as they continue to broaden their wellness offerings.
Leading with Heart and Precision: Mehmet Tulunay, General Manager, Rixos Marina Abu Dhabi
While innovation, service excellence, and financial stewardship are common talking points among hotel general managers, Mehmet Tulunay exemplifies these values in action.
At one of the UAE capital’s most iconic hotels –Rixos Marina Abu Dhabi– his leadership is not only reflected in impressive performance metrics, but also in the deeply personal guest testimonials that speak volumes.
Tulunay is already considered a benchmark of leadership and excellence in the hospitality industry – he boasts over 30 years of professional experience, including the past 14 years as General Manager of city hotels and resorts under the esteemed Rixos brand. He has led eight properties to success, including four operational and four pre-opening.
However, listening to Tulunay recount guest experiences reveals that he is one of the rare General Managers who have transcended luxury in the traditional sense and managed to deliver not just comfort and indulgence, but also emotional safety, dignity, and a deep sense of belonging.
“We once welcomed a guest from a different cultural background who felt the check-in process lacked sensitivity to their traditions,” Tulunay recalls. I met with them personally, not just to apologize, but to genuinely understand their perspective.” Through that conversation, Tulunay uncovered small yet meaningful ways in which his team could make their stay more reflective of their heritage, and created a personalized welcome amenity, adjusted in-room details, and curated a bespoke dining experience celebrating their culture. “By the end of their stay, what began as disappointment turned into sincere appreciation,” Tulunay says. “The guest left us a handwritten letter expressing how deeply they felt respected and understood. That moment reminded us again that true hospitality goes beyond service, it’s about cultural empathy, emotional intelligence, and the power of human connection.”
Image courtesy of Rixos Marina Abu Dhabi.
Every insight that Tulunay shares is backed by numbers that speak as convincingly as his words. In 2024, under his forward-thinking approach, Rixos Marina Abu Dhabi achieved outstanding performance, with the resort gradually transitioning its all-inclusive offerings to an ultra all-Inclusive model. This transformation attracted new markets, including the EU and the UK, leading to occupancy increasing by 30%, and total guests in-house by 35%, average daily rate by 16%, all-inclusive share by 32%, and total revenue by 43% – all year-on-year. “I take great pride in our all-inclusive concept, which redefines luxury hospitality by offering guests an immersive, high-end experience,” Tulunay says. “Another initiative close to my heart is Ride with Rixos, our cycling event that promotes fitness and fosters community connections. With participation ranging from 100 to 250 cyclists, the event has become a staple in Abu Dhabi’s cycling scene. These initiatives reflect my vision of integrating sustainability and social responsibility into the resort’s culture, ensuring we create meaningful connections and contribute to a healthier, more inclusive future.”
Tulunay also led the strategic upgrades to several of the hotel’s key dining venues, including Vero Italiano, Isla Beach Bar, and People’s, while overseeing the expansion of The Turquoise Restaurant and introducing new concepts such as The Flame and Prive Lounge. These additions brought our total number of dining outlets to 16, further positioning Rixos Marina Abu Dhabi as a premier culinary destination.
On the entertainment front, he spearheaded the transformation of the Mini Club into the immersive Rixy Kids Club, enhanced the Amphitheatre and Sports Club experience, and expanded the hotel’s outdoor facilities with new courts for tennis, football, volleyball, and basketball. “To diversify our leisure offerings, we are preparing to launch the Aqua Tower and Splash Park, introducing exciting water attractions that appeal to both families and thrill-seekers,” Tulunay says. “In line with market demand and our all-inclusive strategy, I also initiated a comprehensive room reconfiguration project to better accommodate larger families, maximizing both occupancy and revenue potential.”
Looking ahead, Rixos Marina Abu Dhabi is developing a Gathering Lounge and a private beach zone with exclusive cabanas and an adults-only area, set to debut by 2026. “These enhancements reflect my long-term vision to firmly establish Rixos Marina Abu Dhabi as a benchmark in the region’s luxury all-inclusive segment, combining high-end hospitality with exceptional value and unforgettable experiences,” Tulunay says.
He is also committed to innovations, such as AI-driven personalization and sustainability-focused technology, which he believes will continue to transform the hospitality industry in meaningful ways. “Smart room controls, energy-efficient systems are redefining how we balance comfort with operational efficiency,” Tulunay says. “At Rixos Marina Abu Dhabi, we’re proud to be at the forefront of this shift, from integrating digital concierge services to offering customizable smart room experiences through intuitive smart control panels. These advancements not only make each guest stay more seamless and personalized, but also reflect our deep commitment to sustainability and responsible hospitality.”
Image courtesy of Rixos Marina Abu Dhabi.
When it comes to future travel trends, Tulunay explains that today’s travelers are no longer just looking for a place to stay, but a place that aligns with their values and aspirations. “At Rixos Marina Abu Dhabi, we’re seeing a clear shift toward immersive, wellness-focused, and purpose-driven travel,” he says. “Guests are seeking experiences that nourish both body and mind, foster meaningful connections with their destination, and leave a lasting emotional impact.” In response, Rixos Marina Abu Dhabi has been curating wellness-centric programs, expanding its offerings to better serve multigenerational families, and integrating sustainability into every layer of its operations. “This approach isn’t about following trends—it’s about leading the future of hospitality,” Tulunay says. “A future where luxury is deeply personal, intentionally crafted, and rooted in meaning—transforming every stay into a story worth remembering.”
In line with this, Tulunay shares the story behind a heartfelt piece of feedback that Rixos Marina Abu Dhabi received from a family with a child on the autism spectrum. “From the moment they arrived, every detail, whether it was the calm, accommodating check-in experience or the thoughtful sensory-friendly adjustments made to their room and public spaces, was tailored to help them feel safe, comfortable, and truly at ease,” Tulunay recalls. “What resonated with us most was a line in their message, ‘For the first time in a long time, we felt like every member of our family was genuinely seen, understood, and welcomed, not just as guests, but as individuals.’ This feedback became more than just a moment of gratitude; it became a powerful reminder of the impact we can make when hospitality is delivered with intention and heart.”
His long-term vision is to position Rixos Marina Abu Dhabi as the region’s luxury ultra all-inclusive urban resort, where the serenity of a private, resort-style escape meets the energy and accessibility of the city. “We are not only reimagining the all-inclusive model but elevating it to a level where luxury, leisure, and lifestyle intersect seamlessly,” Tulunay says.
With plans that include the development of splash parks, an exclusive beachfront experience with private cabanas, curated lounges, and an ever-evolving portfolio of international culinary destinations, Rixos Marina Abu Dhabi will be a resort that serves as a cultural, social, and experiential hub. “This vision goes beyond amenities—it’s about creating a place where guests feel deeply connected, where every visit offers something new, and where we continue setting benchmarks for hospitality in the region,” Tulunay concludes.
Image courtesy of Rixos Marina Abu Dhabi.
‘TREP TALK: Rixos Marina Abu Dhabi’s Mehmet Tulunay Shares Advice for General Managers in the UAE
Lead with empathy, empower through purpose
“Your people are your greatest asset. Take the time to listen, support, and elevate them. A culture rooted in empathy fuels trust, innovation, and excellence, from the back office to the guest experience.”
Adapt with cultural intelligence
“In the UAE’s uniquely diverse market, understanding and respecting cultural nuances is non-negotiable. Flexibility and inclusivity are key to building meaningful relationships and delivering exceptional service in a constantly evolving landscape.”
Innovate with clarity and intention
“Not every trend is worth chasing. Focus on innovations that align with your brand’s identity and long-term vision—whether in technology, guest experiences, or sustainability. True innovation creates value, tells a story, and leaves a legacy.”
Designing A Cultural Renaissance: How Katya Kovtunovich’s Sadu-Made Designs are Bridging Emirati Culture With the Rest of the World
Katya Kovtunovich has also been featured on Anchored Echoes, a new video series on Entrepreneur Middle East- watch the video HERE.
Even before I get to meet UAE-based fashion designer and entrepreneur Katya Kovtunovich in person, at the Pullman Downtown Hotel in Dubai on a searing summer afternoon, there are enough instances during our prior email and phone conversations to suggest that a lot of her decisions in life are wildly fuelled by two aspects: creativity and inspiration (the most striking one being when she shared that she’d stopped all her sports-related activities two days before the interview to “get back to my deeper creative self” for the main day– a practice she said she’d learnt from professional ballet dancers and MMA fighters). Now, some might conflate the two but, as you will gradually find out, while creativity has been innate to Kovtunovich, it is her sources of inspiration that have channeled where and how she has allowed her imagination to flow. “On my seventh birthday, I got a Barbie doll as a gift,” Kovtunovich recalls. “Something about beauty mesmerizes me- she was so perfect and I was like, “Oh, my God, let’s design something beautiful to dress her.” It just happened completely out of nowhere! I lived in a very simple family. I never went to a restaurant with my parents. We didn’t have a luxurious lifestyle. So all we did was go to the forest, take sausages, and grill them on the fire. And we spent weekends not in fancy places but in the garden taking care of carrots and doing very simple things. That was my life. But maybe because I was reading books that were inspired by the Middle Ages, when women wore long dresses with fur…something from these books inspired me so much that I started designing clothes for my Barbie. So that’s how it happened. Out of nowhere!”
Many years later, it was precisely that internal concoction of inspiration and creativity that led Kovtunovich to create a unique fashion line using the Sadu fabric- a traditional textile, made up of intricately weaved geometric patterns, that is deeply associated with the UAE’s bedouin culture and has historically been used only to make tents, carpets, camel saddlebags, majlis seating, and decorative items. Launched in 2014, the eponymous fashion brand —which offers flowy tunics and dresses— turns eleven this year. Over the past decade and a bit, the brand has been recognized by the UAE government multiple times, with Kovtunovich having been invited to be a part of the official delegation representing the UAE at both Expo 2015 Milano and Expo 2020 Dubai. Kovtunovich’s designs –tailored for both women and men– have been worn by global icons such as American singer Lady Gaga, Italian tenor Andrea Bocelli and his wife Veronica, and Hollywood star Lindsay Lohan. In further proof of its allure, the Katya Kovtunovich brand has also been worn by important UAE government officials including H.E. Ohood bint Khalfan Al Roumi, the current Minister of State for Government Development and Future, who sported a jacket by the brand at a United Nations speech she delivered during her tenure as the UAE Minister of Happiness and Wellness; as well as H.E. Reem Bint Ebrahim Al Hashimy, Minister of State for International Cooperation and the CEO of Expo City Dubai Authority.
H.E. Ohood bint Khalfan Al Roumi, the current UAE Minister of State for Government Development and Future, sported a jacket by Katya Kovtunovich at a United Nations speech she delivered during her tenure as the UAE Minister of Happiness and Wellness. Images courtesy: Katya Kovtunovich
“This is my absolute best-selling piece!” Kovtunovich tells me, pointing to the plain black tunic embroidered with the eye-catching red Sadu fabric, gracefully laid out behind us on a mannequin. “We have shipped it to over 70 countries. When I go through the list of countries we’ve shipped it to, I’m like, ‘Oh, my God. People in half of the world’s nations have my Sadu tunic!’ The pieces that are heavier, they’re harder [to design] because they need to be fitted. So you need to create more sizes. But with the tunic, it’s a free size, and has a flowing silhouette. It gives you this royal flow when you walk. Women love it! Women of all nationalities; of all faiths. Muslim women wear it as abaya [a traditional outer garment worn by many Muslim women]. Non-Muslim women wear it for informal events or to the beach. And actually a lot of girls who come to Dubai, they want to wear something inspired by the abaya, but they don’t necessarily want to wear the abaya itself because it makes them look like they want to be Emiratis. But what I created, it’s a piece that shows respect to Emirati culture without trying to emulate it. It’s cultural diplomacy, you know? I get goosebumps. This, for me, is so important…to teach people respect because you come to a different world. I myself didn’t know anything about this world. It took years to learn, to go to people’s homes, to talk, to ask questions, to really understand the UAE culture. So that’s what made me so passionate about sharing it [with the world].”
But to understand how Kovtunovich landed upon such an unconventionally innovative idea –i.e. creating a clothing line using furniture fabric– it is necessary to continue the opening story which takes place in Sakhalin, a small town in Russia, where she grew up. A life of frugality meant that Kovtunovich’s family couldn’t always afford what she wanted growing up– which, in hindsight, allowed her creativity to flourish. “I would walk into a store and always choose the most expensive thing, and my parents couldn’t afford it,” she recalls. “So I thought, okay, let me try to take a piece of this curtain or a small piece of that carpet and try to design something. I once took my grandmother’s old skirt and made it into a jacket. By the age of nine, I started designing for myself! Creativity can sometimes come from lack of resources; not from having all the resources. What I see now in the world…actually, I feel a little sorry for the kids nowadays because there is too much. You go to a creativity shop, there is every single thing you dream of. In my childhood, there was nothing. So I had to come up with things.”
Fast-forward to a few years later, and Kovtunovich —who had by then managed to graduate with a degree in Linguistics from the prestigious St. Petersburg State University in Russia— found herself struck by another lightning of inspiration. This time, it was the tale of renowned British fashion designer and couturier Alexander McQueen. “It all started because of a magazine interview, which is why I believe magazines are so important, because you never know who it can inspire,” Kovtunovich says. “I read an interview with Alexander McQueen, where he said that he’s the son of a taxi driver and that he was poor. His parents couldn’t afford a fashion school. And instead of crying and being sad for himself, he went to Savile Row, which is a street where all the tailors are in London, and worked there for free. In return, he was learning. I was like, wow, this is brilliant!”
What that one moment of awe sparked in Kovtunovich was a decision to move to London with a mere US$200 in her pocket. Working multiple jobs at a time to sustain herself in the new city, she set out with a singular goal: to make it to the top of the fashion industry. “That is what I said to myself and then, three months later, I was invited for an interview at British Vogue to do an unpaid work experience internship,” Kovtunovich reveals. “When I got that phone call, I remember jumping up and down. My dream had started coming true in so many ways! I used to wake up at 5 a.m. every day back then, because I was doing four jobs. I had a night job at a restaurant because at least there I could get good food once a day. I also used to work at a French bakery on weekends. Then I was working at Vogue itself, so I was writing articles late into the night because I was starting to be a journalist. All these experiences I was gaining…not everyone has done it. So I was really doing everything in my power. And I was so happy!”
It was in the midst of this whirlwind phase of Kovtunovich’s life, when she was working as a cashier at a Prada store in London, that she forged a cordial friendship with the store’s Director at the time— a bond that eventually opened Kovtunovich’s doors to the UAE. You see, when Kovtunovich reconnected with her former manager, long after both their tenures at Prada had come to an end, he was already working for Chalhoub Group, a UAE-based luxury goods retailer and distributor that has a strong presence in the fashion industry. It was then that he introduced Kovtunovich to a marketing assistant job opening at French luxury fashion brand Kenzo. “It was a big decision for me to move to Dubai,” Kovtunovich recalls. “Because at the time I had a visa that was leading to a British passport- I knew I had to give up that opportunity. But I decided to come here for 10 days and give myself the time to discover what Dubai is. And when I did, I was so happy for no reason. Out of nowhere, I got so much happiness. So I said, ‘No, no, no, I’ll choose happiness.’ That’s how I came here in 2010. I really liked my boss at Chalhoub Group too; I really wanted to learn from her. So it was a great idea for me to learn how to do marketing from a big fashion brand.”
It was during those initial days in the Emirates, during a spontaneous visit to the old souqs in Dubai’s Satwa area to discover more about local fashion, that Kovtunovich first came across the Sadu fabric. “I saw a roll of it, and I was like, ‘Oh my God, this is amazing!’ Then I pulled a few meters out, started measuring it, and realized I wanted to make a coat out of it. That’s why I brought this coat [points to her outfit]. Because all of this started with a coat! I made the first one by myself that very night using a sewing machine at the house of a friend. I thought to myself that I wanted to wear it back in Russia when it’s winter. And when I eventually did when I went back home for a few days, the reactions I got were crazy. There was a special energy, because everybody wanted to talk to me about it. So I thought, ‘God is trying to tell me something…!'”
That was in early 2011 (later in the same year, in a fateful turn of affairs, the traditional UAE Sadu was added to the UNESCO list of Intangible Cultural Heritage of Humanity). In the months that followed, Kovtunovich continued making jackets, coats and skirts made up of Sadu , which picked up steam everywhere but in the UAE- including a time where her coats got featured in a two-page spread in fashion magazine Harper Bazaar’s Russia edition. “At the time, people ridiculed my idea- they couldn’t fathom a furniture fabric being turned into textiles,” she adds. “But for me, what kept me going was my goal to make Sadu respected by everyone. At the time, people laughed at me. They said, “Nobody will wear a sofa. Do you know it’s a sofa?” I received so much of that. But I actually liked this fabric and I want to make it world famous. I wanted to make it a symbol of UAE culture. That was my moving force, and I achieved it.”
With her brand now accompanied with the hashtag #SaduGoesGlobal –validated by the multiple nations the brand ships to, and the myriad of global and regional celebrities who’ve worn its designs– Kovtunovich certainly has achieved her goal. And the turning point came when, in early 2014, UAE-based architect, designer and fashion entrepreneur May Barber expressed her interest in having Kovtunovich display her pieces at a Ramadan market in Dubai. “It was during that exhibition that May suggested that I pair Sadu with a sheer fabric. But I said, this fabric is furniture fabric; it’s heavy! It’s not going to go together with the sheer fabric. She persisted and then said, “why don’t you try something with chiffon?” I still didn’t want to do it. But then I came to my studio, threw a piece of chiffon on a mannequin, and cut a stripe here and there. And this is how the tunic happened! We then made another similar tunic, but with more intricate work, which did well. But you know what? The most simple thing –this black tunic– the thing I expected the least to be a success, became my best-selling piece!”
It was that year that the Katya Kovtunovich brand officially launched in the UAE. Since then, Kovtunovich has had a series of milestones, including the aforementioned Expo 2020 invite where she sold 500 pieces to visitors from across the world. The brand has also been exhibited at the iconic luxury hotel Burj Al Arab. “There was also this time I was offered a kiosk by The Dubai Mall where I got to sell over a 100 tunics in just a week!” she tells me. “They had two free spots at the mall, and wanted to support local designers who bring value to their customer experience- and I was one of the two chosen designers. This was so mindblowing to me because they charged a very small amount from our overall sales. And we ended up selling so many pieces to people from China, Australia, and so many other nations– all with no marketing, no advertisements. Simply because people wanted to buy my designs as a souvenir from the UAE.”
Images courtesy: Katya Kovtunovich
Now, it is evident in Kovtunovich’s words that it has been her deep affection for the UAE/Emirati culture that has allowed her to stay dedicated to the brand– especially in the face of ridicule early on. It is that respect that has also allowed her to carefully tread the line between cultural appreciation and cultural appropriation. So just how did a Russian who learnt fashion in the heart of London manage to create a design that not only pays tribute to the Emirati culture but has been heartily accepted by its people too? “It’s very simple- you just ask!” she says. “Before I design anything, I will always ask my Emirati friends, and I have so many of them. I will reach out to my Emirati male acquaintances and friends if it has something to do with men’s fashion. For example, I made sure to ask around if it is okay for men to wear my tunic as a bisht. I always ask questions before I do anything. Even before I write a press release or I write a post, if it concerns the UAE culture, I have to ask at least three to four people to make sure all of them are okay with that. For me, this is so important because I understand that it’s not my culture and I cannot know everything. And of course, if the Emiratis support what I do, then why should I listen to somebody else’s opinion? There are actually plenty of people from other nationalities who wrote to me using phrases like ‘cultural appropriation’ or saying that an abaya shouldn’t be transparent or worn to the beach. But, you know, the very first comment I got from Dubai Tourism was that it is amazing that my designs can also be worn by men. So for me the support from Emirati people means everything. For me, the fact that UAE government officials wore my pieces on multiple occasions, or that Emiratis say what I do is fantastic, it makes me cry! It really makes me cry because how could, like you say, a girl from Russia create something that wins so much respect from Emiratis when, really, I’m nobody to them. But I have been so lucky to be with the Emirati people from day one- to be asked to observe Ramadan together, and invited to weddings and special occasions. So I want to share that with others. That’s why I decided that my work with Sadu will be like a symbol of introducing the UAE to the world.”
But beyond the cultural implications, there is also the fact that Kovtunovich has achieved something that few in the fashion world are able to achieve: a timelessness in her designs. In an industry where trends change often and new collections are dropped every season, the Katya Kovtunovich brand has managed to remain appealing and fresh even after a decade in the business with the same trademark designs. When asked how she’s managed to pull this off, the designer says she’s befuddled by this result too. “I also ask myself this question because honestly sometimes I don’t understand,” she says. “I’ve, of course, tried to introduce other designs along the way and while they’ve done well, the best-selling piece is still the same black, very simple tunic. Maybe it’s like a Chanel bag, or like a Diane von Furstenberg wrap dress- you know, like every designer has their signature, maybe this has become a signature of my brand. So, even if I try to introduce something new, people don’t necessarily look at it with the same passion. Honestly, I don’t know. I feel sometimes simplicity has the most power, because when you try to overcomplicate things, it doesn’t have the same energy. But to be honest…I don’t know, I wish I knew the answer.”
At the heart of the brand’s success is perhaps its strategic pricing strategy —the flagship tunics are sold at a modest range of US$250-$350— which have earned it a spot in the “affordable luxury” category. Kovtunovich says this has been an intentional move on her part. “It was an absolute must for me to keep the prices accessible, because my idea was that every woman who works, who has her own salary, should be able to afford my piece,” she says. “Maybe not from one salary if she’s just a beginner. You know, I knew girls who work at hotel receptions buy my pieces. And to me, that means so much! Because I always teach young girls, please, if you need to save up money for fashion, then don’t! Save up for your education. Save up, learn a new language. Save up for your career! Take a course that will enhance your career. And then when $250 is not a problem, you come back and buy it. Because nobody teaches us that. Why is it that for someone like a Mark Zuckerberg, it’s okay to wear the same t-shirt every day, but a woman has to invest all her salary in her shoes and outfits. I don’t agree with that. If you have other priorities, please, focus on them!”
Kovtunovich’s statements here may seem to be at odds with the purpose of running a business. But owing to her own early life experiences –and entirely in line with her previous comments to use Sadu as a means to connect cultures and foster respect for all– the designer is adamant not to position her brand as a financially unattainable one. “For a large portion of my life, I used to buy from vintage stores [a shop that sells secondhand high-quality and fashionable items from a particular era or period],” she tells me. “And, you know, the excitement is the same because you’re buying something that’s new to you, and you actually feel the same emotions you have while buying in the most expensive store. Look, when the most expensive stores become your norm, then you can absolutely buy from there, of course. But to do that is also a kind of freedom, you know, where you have the privilege to choose. But having this [brand] or that, doesn’t define you. Your story defines you. Struggles that you overcome define you.”
Kovtunovich with H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum (extreme left), The Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence of the UAE, and Chairman of The Executive Council of Dubai, and H.E. Khalfan Belhoul, CEO of Dubai Future Foundation, during the Dubai Future Fellowship program in 2023. Image courtesy: Katya Kovtunovich
At this point, through tears stinging her eyes, she adds, “We all have a different starting point. If I compare myself to, say, someone born in New York and think about how successful they are? Or ask myself, well, why are they billionaires and I’m not? But we all have so much to overcome, and all of it is different. We cannot compare ourselves with a person who is already born like a plant that is under the land with a certain fertilizer. And then there’s you, the plant that’s growing through asphalt. I am this plant, you know, that grew up against all odds. And I’m here!”
Despite the hurdles, having achieved much of what she set out to do, Kovtunovich is now committed to her next big goal: for Katya Kovtunovich pieces to become an official souvenir of the UAE. “I want my designs with Sadu to be an official gift from the UAE to the people who come here,” Kovtunovich declares. “This is what I envision next, and I’m just waiting for the right moment for this to happen. And things will always happen at the right time; this is something I’ve learned. When you want it, it will not happen. In 2023, I was invited to meet H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, The Crown Prince of Dubai, when I was chosen among 26 leading experts, innovators, entrepreneurs from different industries to join the Dubai Future Fellowship program under His Highness’ patronage. They chose me from fashion because they wanted somebody successful and visionary, so I was very honored. But it came out of nowhere. So sometimes things happen in their own time. I’ve already built my name; people already know me. How did a girl from a small Russian town get recognized by dignitaries from the UAE government? This is something you cannot buy. Nowadays you can buy followers. You can buy a lot of things. But you cannot buy respect. For me, that’s so important as I forge ahead.”
Watch Kovtunovich’s Anchored Echoes interview by clicking the link below:
Related: Unmasking Brilliance: How ‘Dubai Bling’ Catapulted Ebraheem Alsamadi’s Entrepreneurial Ambitions
The Future of Work: Where Ideas Turn Into Impact
The fourth industrial revolution is sweeping across the globe, bringing major changes to the way we all work.
As if that weren’t enough, COVID-19 has further disrupted the labor market, distributing workers far and wide, changing expectations, and shifting communication patterns. More changes are just over the horizon. Are you ready?
Preparing for the Future of Work
What will work look like in two years, or in five years? What kinds of jobs will be available? What kinds of qualifications will we need to find work?
These are all the kinds of questions that you should be asking yourself right now. It’s no exaggeration to say that if you don’t start planning for your future job now, then you may not have much of a future right now.
I’ve spent the past five years studying the future of work, and I’ve come to believe that each and every one of us has to rethink our careers in order to adjust to the new work space, or what I call Jobs 3.0.
What Is Jobs 3.0?
I developed the phrase Jobs 3.0 to describe the new labor ecosystem. The jobs of tomorrow will require workers who are adaptable, curious, and capable of competing on a global stage.
Instead of filling just one narrowly defined role in a company, employees will need to be nimble enough to address rapidly changing situations. This means cultivating both hard skills (technical skills, especially) and soft skills (like problem-solving, flexibility, and interpersonal skills).
We can also expect to see a huge increase in freelancing, short-term employment, and other features of the gig economy. The ongoing expansion of the creator economy means that functions like content creation, design, and social media will also likely be outsourced to freelancers, rather than handled in-house.
Workers in the new economy need to be prepared to constantly update their skills. It’s no longer enough to learn a few useful skills and slide into a long-term job. Today’s workers will need to keep upskilling and reskilling so that they stay relevant.
Why 3.0?
This isn’t the first time that the nature of work has changed.
In the 18th century, the first industrial revolution (the shift to steam-powered machinery) moved countless workers off of farms and into cities, where they worked in factories. The second industrial revolution (the transition to electric-powered machinery) accelerated that trend. We’ll call the jobs of that period Jobs 1.0.
The third industrial revolution, in the 20th century, saw the rise of computing, electronics, and all forms of telecommunications. Jobs shifted away from factories and into offices; we’ll call this Jobs 2.0.
We are in the process of a fourth industrial revolution, characterized by huge increases in connectivity and advances in areas like artificial intelligence and the Internet of Things. The nature of work has shifted again, away from the old, office-bound 9-to-5 and towards a more fluid model.
This is what I’ve called Jobs 3.0.
The Office of the Future
We’ve seen a huge increase in the number of people working remotely since the onset of COVID-19, of course. Most people predict that this trend is going to continue.
Instead of a traditional office, we may see colleagues gathering in shared spaces when it’s time to collaborate on a project. That means replacing the daily interaction of cubicle life with a more intentional partnering when appropriate, and maybe with remote work at other times.
Education for Jobs 3.0
What qualifies a worker for success in the new workforce?
Traditionally, success meant attending a prestigious university and then working your way up from an entry-level job to a high-powered position. This model held true for many years, in spite of some erosion. But in recent years, the old-fashioned process has been jettisoned in favor of a different approach.
The workers of the future won’t necessarily need to attend elite schools (and rack up enormous debt) to qualify for good jobs. Instead, they’ll shift to a focus on skill acquisition.
You can acquire skills fairly easily – and at a low cost – outside of a university setting. Already, many people are turning to online options like Coursera and Lambda to upskill and reskill. It’s a safe bet that there will be many more such options in the future.
Talent Sharing
We can also expect to see more talent sharing. A Harvard Business School report found that 60% of businesses prefer to borrow or rent people with certain skills from other companies, instead of recruiting new full time staff. Under that model, workers are brought in on an as-needed basis to consult or to work on a specific project.
Hiring freelancers can also help businesses meet short-term needs and fill skills gaps.
Final Thoughts
What should you be doing now? Begin by studying your field and asking yourself a few questions.
Where will it be in two years, in five years, in ten years? What skills do you need to build in order to add value to that field? How can you acquire those skills, and how can you showcase them?
As we shift away from the traditional educational model and into a skills-based model, we need effective ways to highlight our skills. What will that look like?
Portfolios can be effective ways to showcase skills like design, or writing. Soft skills, like social and networking skills, can be harder to demonstrate, but there are plenty of options still. Creating a podcast with a deep roster of guests, for example, is a great way to highlight interpersonal skills.
Blogging, creating videos, and mentoring others in your field can also help to establish you as someone with experience and expertise.
Succeeding at jobs 3.0 requires flexibility, vision, and dedication. It requires an appreciation of the fact that we don’t clock out at 5PM any more. But it also requires a mind that can see beyond the pervasive anxiety of the “busy culture” and remain open to the endless possibilities that lie before us.
CAP.G VENTURES Introduces its Fractional CMO Model to the UAE
CAP.G VENTURES introduces its flagship consulting arm, CAP.G CONSULT, and its Fractional CMO model to the GCC region – a forward-thinking approach to marketing leadership designed for speed, agility, and measurable impact.
Born from a deep understanding of the complex challenges faced by growth-stage businesses, CAP.G VENTURES unites marketing strategy, business transformation, and digital innovation under one bold banner. Its mission is clear: help small and medium enterprises achieve sustainable growth without the overhead and inefficiencies of traditional agency or executive models.
“We’re entering an era where agility trumps size, and clarity drives scale,” said Ghayath Sioufi, founder and CEO of CAP.G VENTURES.
“CAP.G was built to bridge the gap between bold ideas and real-world execution. We partner with visionary founders, CEOs, and boards to eliminate bottlenecks, accelerate go-to-market strategies, and build scalable brand engines—without the burden of a full-time CMO.”
Tokenizing Vision 2030: Meet the Team Architecting the Future of Capital
It began with an audacious question: What if ownership could be reimagined? Not just digitized, but fundamentally transformed – decentralized, fractionalized and made programmable. That question sits at the heart of droppRWA, a pioneering real-world asset tokenization ecosystem that’s not just riding the blockchain wave – it’s helping shape it.
Behind the momentum of droppRWA stands a team of visionary founders with roots as diverse as Wall Street trading desks, government Web3 sandboxes, global fintech ecosystems and early Bitcoin-backed trades. Together, Christopher J. Kelly, Faisal Al Monai, Koh Onozawa Martínez, and Gurps Singh Rai are writing the playbook for how real-world assets (RWAs) are turning from illiquid, inaccessible holdings into instantly tradeable, programmable units of economic potential.
What is RWA Tokenization and How Does it Work?
Real-World Assets (RWAs) refer to tangible or intangible assets that exist outside the blockchain, such as real estate, commodities, infrastructure, fine art or even intellectual property. Tokenizing RWAs involves creating a digital representation of these assets on a blockchain, enabling them to be traded, owned, and managed in a decentralized digital environment.
The process starts with the identification and valuation of an asset. Once verified through legal, financial, and technical due diligence, a digital token is issued that represents ownership or economic rights to a portion (or the entirety) of the asset. These tokens are governed by smart contracts, which automate functions like income distribution, transfer restrictions, compliance checks, and voting rights.
Ecosystems like droppRWA integrate additional infrastructure like oracle networks, custody layers and insurance coverage to ensure institutional-grade security and real-world data integration. For example, a tokenized residential tower in Riyadh may have each apartment unit represented as fractional shares, where token holders receive their share of rental income in real-time, automatically executed by smart contracts and validated by data from oracles.
This approach not only increases liquidity in markets traditionally limited to large capital holders, but also expands financial inclusion. As Christopher J. Kelly put it: “Fractionalization, 24/7 settlement and programmable compliance open up Real World Asset investment to anyone with a smartphone – not just institutions.”
Moreover, the traceability and immutability of blockchain records enhance transparency and reduce fraud. The architecture allows regulators to monitor transactions in real-time, audit smart contract executions and enforce compliance directly through code.
This technological shift is particularly significant in the Middle East, where massive infrastructure and real estate projects under Vision 2030 can now tap into a new generation of digitally empowered investors. From high-net-worth individuals to everyday citizens, RWA tokenization represents a powerful step toward democratized asset ownership and more efficient capital formation.
The benefits are significant: increased liquidity for traditionally illiquid assets, enhanced transparency through immutable records, reduced transaction costs and broader investor participation – making it possible for someone to invest in high-value Real World Assets with just a smartphone and a few dollars
The Opportunities in Real-World Assets Tokenization
In a blockchain landscape often dominated by speculative cryptocurrencies and meme-driven tokens, Real World Assets stand apart. They offer something tangible, verifiable and inherently valuable.
Christopher J. Kelly, whose career has transitioned from Goldman Sachs to co-founding droppRWA, sees RWA tokenization as the logical evolution of traditional finance. “Institutional rigor is timeless – whether on a Wall Street trading desk or deep in blockchain architecture,” he says. “We brought those disciplines into droppRWA, ensuring every tokenized deal meets institutional-grade standards.”
For institutional investors, this means unlocking liquidity from assets like real estate, infrastructure and energy reserves and moving into a realm of fractional ownership, 24/7 settlement and programmable compliance.
Kelly adds, “The lightbulb always goes off when they realize they can unlock liquidity from traditionally illiquid assets. But the learning curve still includes custody, smart contracts and regulatory frameworks. Where education is needed is around custody, smart contracts and the evolving regulatory perimeter. Many still conflate tokenization with cryptocurrency volatility – but RWA tokenization is about asset integrity, not speculative hype.”
Saudi Arabia, Vision 2030, and the Blockchain Revolution
Saudi Arabia’s Vision 2030 initiative represents one of the most ambitious national transformation projects in the modern era. It aims to diversify the Kingdom’s economy beyond oil, develop public service sectors, attract global investment and create a tech-driven society powered by innovation.
Within this transformative blueprint, blockchain and tokenization technologies have found fertile ground to flourish. Vision 2030 emphasizes digital sovereignty, inclusion, and economic empowerment – all of which align with the promise of real-world asset tokenization.
Faisal Al Monai highlights how this alignment is intentional. “Tokenization isn’t just a tech upgrade. It’s a structural shift that aligns with Vision 2030’s mandate to build a diversified, inclusive and high-growth economy,” he explains. “droppRWA is helping lay the infrastructure that allows every citizen to be an investor, every asset to be programmable and every transaction to be transparent.”
“When we connected SADAD in the early 2000s between banks and government billers, we weren’t just building a payment gateway, we were fundamentally reimagining how citizens interact with the government services,” Monai recalls. “The skepticism was immense. People would ask, ‘Why would I pay my electricity bill online when I can walk to the office?’ Today, that same question echoes with tokenization.”
“But here’s what I learned from SADAD experience,” he continues, “transformational technology isn’t about convenience, it’s about possibility.”
Saudi Arabia’s government isn’t standing on the sidelines. Regulatory bodies such as the Capital Market Authority (CMA) are actively supporting innovation through sandbox programs and pilot initiatives. The RAFAL transaction, Saudi Arabia’s first tokenized real estate deal, is a direct result of these progressive policies. “The same way SADAD redefined bill payments in Saudi Arabia, droppRWA is redefining asset ownership.” adds Monai.
“The difference today is speed and scale,” he emphasizes. “With tokenization, we’re building on decades of digital trust. The infrastructure exists, the regulatory framework is coming and most importantly, the vision – Vision 2030 – provides the North Star that we didn’t have in the early 2000s.”
Tokenization serves the broader Vision 2030 agenda by enabling foreign direct investment, unlocking liquidity in infrastructure projects and democratizing access to the nation’s growing portfolio of mega-projects – whether NEOM, Qiddiya or The Line.
With blockchain, economic participation is no longer reserved for institutional investors or high-net-worth individuals. Instead, it’s scalable, borderless and inclusive. One of the most ambitious national transformation projects in the modern era. It aims to diversify the Kingdom’s economy beyond oil, develop public service sectors, attract global investment and create a tech-driven society powered by innovation.
Within this transformative blueprint, blockchain and tokenization technologies have found fertile ground to flourish. Vision 2030 emphasizes digital sovereignty, inclusion and economic empowerment – all of which align with the promise of real-world asset tokenization.
Faisal Al Monai highlights how this alignment is intentional. “Tokenization isn’t just a tech upgrade. It’s a structural shift that aligns with Vision 2030’s mandate to build a diversified, inclusive and high-growth economy,” he explains. “droppRWA is helping lay the infrastructure that allows every citizen to be an investor, every asset to be programmable and every transaction to be transparent.”
The RAFAL Milestone: Saudi Arabia’s First Tokenized Real Estate Transaction
The moment that catapulted droppRWA into the regional spotlight was the RAFAL real estate transaction, a historic milestone that marked the first-ever tokenized real estate transaction in Saudi Arabia. But for co-founder Faisal Al Monai, it wasn’t just a tech demo. “Every revolution appears sudden, but it’s always the result of meticulous preparation,” he says. “The RAFAL deal is a ‘first,’ but it’s standing on the shoulders of a decade of digital transformation work across the Kingdom.”
This transaction represents the convergence of regulatory clarity, institutional trust and sovereign-grade technology infrastructure. With ongoing work from government ministries to the CMA, droppRWA established the foundation that enabled the transaction to meet compliance, transparency and scale expectations.
From SADAD to Sovereignty: Faisal Monai on the Saudi Vision
Faisal Monai’s journey Faisal Al Monai’s journey from connecting SADAD, Saudi Arabia’s national electronic bill payment system, to co-founding droppGroup and then droppRWA is a blueprint for how digital infrastructure can reshape a nation’s economy. “When we connected SADAD in the early 2000s, we weren’t just building a payment gateway, we were fundamentally reimagining how citizens interact with the government services,” he says.
Skepticism was high. “People would ask, ‘Why would I pay my electricity bill online when I can walk to the office?’ Today, that same question echoes with tokenization – ‘Why would I own a fraction of a building through a token when I can buy property the traditional way?'”
“But here’s what I learned from SADAD,” Al Monai reflects. “Transformational technology isn’t about convenience, it’s about possibility.” SADAD democratized access to government services. Tokenization, he argues, is about democratizing wealth creation.
“When a young Saudi can own a piece of premium real estate for the price of a coffee,” Al Monai continues, “We’re not just innovating technology, we’re reshaping the very fabric of economic participation.”
The contrast lies in speed and scale. “SADAD took years to gain trust because we were building the first digital bridge that enabled online government services. With tokenization, we’re building on decades of digital trust.”
Having led projects at Microsoft, HP and Oracle, Al Monai has seen first-hand the evolution of public sector technology. “In the past, we were solving operational problems – faster processing, better record-keeping. Today, under Vision 2030, it’s about creating new economic sectors, enabling citizen empowerment and positioning the Kingdom as a global technology leader.”
He emphasizes how the Kingdom’s approach to innovation has changed: “Back then, decision-makers wanted safe, proven solutions. Today, they are first movers. They’re piloting blockchain, AI and tokenization in a considered and process driven manner because they understand that standing still is the biggest risk.”
One of the most telling signs of this shift is HUMAIN, a US$77 billion AI initiative announced under Vision 2030. “That level of investment signals a new kind of ambition – one where Saudi Arabia leads, not follows,” he says. “Tokenization is part of this broader transformation.”
Critically, Al Monai sees blockchain not as a disruption but as an evolution of sovereignty. “Just as SADAD gave Saudi Arabia control over its payment rails, tokenization gives us control over our asset infrastructure. We’re not adopting Western models – we’re building indigenous capabilities that serve our own context.”
“There’s often prudence in our institutions, which I respect,” he adds. “But prudence without vision is paralysis. The institutions that led on digital payments became regional powerhouses. The same will happen with blockchain.”
With droppRWA’s work on the RAFAL tokenized real estate deal – the first of its kind in the Kingdom – Al Monai and his team have proven tokenization isn’t speculative hype, but a foundation for the new economy. “It’s not an experiment. It’s a business transformation tool aligned with Vision 2030’s mission of economic diversification.”
He concludes, “We’re not just implementing blockchain – we’re creating public goods. We’re building the digital infrastructure of the future Saudi and GCC economy. This isn’t just about innovation. It’s about sovereignty, inclusion and opportunity for all.”
From Archeology to Architecture: Koh Onozawa’s Global Perspective
Koh Onozawa Martínez, CEO and Co-Founder of droppRWA, brings an unconventional background to the world of blockchain and real-world asset tokenization. With a career that spans from crafting bamboo speakers to practicing marine archaeology and building one of Spain’s largest digital asset platforms, Bit2Me, Onozawa’s interdisciplinary path fuels his strategic vision.
“My weird mix of experiences shapes everything I build,” he says. “Crafting bamboo speakers taught me to obsess over user-friendly design – blockchain products need that same intuitive feel to go mainstream. Marine archaeology trained me to solve puzzles with incomplete data, which is basically what I do when stitching together blockchain protocol with legal frameworks or ensuring smart contract reliability.”
His experience scaling Bit2Me across Spain, Brazil and the UAE helped crystalize a clear understanding of how regional culture and regulation shape blockchain adoption. “In Spain, crypto adoption is high but conservative – it’s about AML compliance and stable offerings. In Brazil, it’s a hedge against inflation. In the UAE, it’s a full-scale institutional play,” Onozawa explains. “Each market demands a tailored approach.”
Working from Abu Dhabi, he describes the emirate as “a unique trifecta of support: a progressive regulatory framework through ADGM, active capital initiatives from government entities, and a growing talent pool via programs like Hub71.”
He sees the Middle East – especially the UAE and Saudi Arabia – as offering unparalleled opportunity. “We can pilot sovereign-grade blockchain systems here that wouldn’t get regulatory approval in slower jurisdictions. That gives us a first-mover advantage in shaping global tokenization standards.”
Onozawa also acknowledges the underestimated complexity of tokenization. “People hype tokenization but don’t realize that the simplest things – regulatory clarity, data integrity, liquidity – are the hardest to execute. We’ve built an ecosystem that prioritizes these fundamentals.”
A strong advocate of lean, high-performing teams, Onozawa emphasizes that AI and blockchain must work together. “We use AI as a force multiplier – to focus our human capital on what AI can’t do yet: creativity and empathy. That’s how we scale without losing our edge.”
His long-term vision? “To make tokenized assets as usable and trusted as any traditional investment. Maybe one day we’ll even tokenize underwater relics to preserve cultural heritage on-chain.”
The Gurps Rai Perspective: Scaling Proof Over Hype
Before tokenizing real world assets, Gurps Singh Rai was already redefining value. As a one of the pioneering team members of the digital currency VEN (2007) and in early Bitcoin commodity trades, he witnessed firsthand the leap from theory to trillion-dollar execution.
Few voices in the blockchain space combine experience with vision like Gurps Singh Rai, who brings a legacy of pioneering stable currencies and executing the first-ever Bitcoin-backed commodity trade. His conviction is rooted in practice: “A decade ago, we asked institutions to take a leap of faith. Today, we walk in with proof – real deployments, real economic value, real outcomes.”
“We moved from evangelism to evidence,” he reflects. “Today, institutions don’t ask ‘Will this work?’ They ask ‘How do we not get left behind?'”
With sovereign-grade deployments across entities like Aramco and the Saudi government, Rai’s droppOne operating system proved tokenization isn’t just possible – it’s essential. He adds, “Our institutional partners don’t care about blockchain hype. They care about solving real capital formation, liquidity and compliance problems.”
For Rai, droppGroup’s partnership with Saudi Aramco underscores that shift. “We didn’t sell Aramco blockchain technology – we solved their business problems using blockchain and AI infrastructure,” he explains. It’s this ability to create “sovereign-grade systems” that’s enabled droppRWA to earn the trust of global corporations and governments alike.
Rai, with Chief Strategy Officer Aly Dahya, led the platform’s “compliance-by-design” architecture based on TradFi logic marrying DeFi efficiencies. Drawing lessons from his work with Bermuda’s forward-thinking regulatory approach, he brought that same level of rigor to the Kingdom. “Regulators don’t want to chase innovation – they want visibility and trust. That’s what we’re giving them,” he says.
Beyond compliance, Rai believes that tokenization isn’t digitization – it’s reinvention. “Most executives think we’re just putting a stock certificate on-chain. That’s like saying the internet is just a digital fax machine. What we’re actually doing is enabling programmable economies.”
Rai’s team is building programmable assets that execute income distribution, track asset performance via data oracles and handle real-time compliance. These features, once impossible or operationally complex, are now automated, transparent and instantaneous.
Perhaps most importantly, Rai understands that trust scales through interoperability. “Aramco’s trust becomes RAFAL’s proof point. RAFAL’s success becomes PIFs’ blueprint. Each deployment creates compounding credibility – not just for us, but for the entire tokenization ecosystem,” he explains.
In his words: “Tokenization solves the real problems – capital formation, liquidity and governance. That’s why droppRWA isn’t just a project. It’s a movement.”
Institutionalization of Tokenization
What sets droppRWA apart in the global tokenization ecosystem is its unrelenting commitment to institutional-grade compliance, regulatory clarity and operational integrity. The team has engineered a system where compliance is not retrofitted – it’s embedded from day one.
Christopher J. Kelly, a Goldman Sachs veteran and co-founder, explains: “We brought TradFi logic into droppRWA, ensuring every tokenized deal meets institutional-grade standards.”
This ethos is reflected in droppRWA’s “Insurance Tower” model, designed to mitigate risk through layers of protection – from smart contract auditing and data oracle security to global reinsurance coverage. “We’re building risk frameworks that mirror structured finance,” says Kelly. “And we expect rating agencies to evolve alongside this market.”
Gurps Singh Rai underscores the importance of practical utility: “Institutions aren’t adopting droppRWA because it’s flashy. They’re adopting it because it makes capital formation more agile, liquidity more accessible and compliance more programmable.”
To that end, droppRWA has developed real-time regulatory APIs, automated audit trails, and a modular architecture that enables interoperability with traditional financial systems.
“It’s not about replacing the old system overnight,” Rai adds. “It’s about building a better one – alongside it, with clearer transparency and smarter governance baked in.”
This commitment to institutional adoption is why droppRWA is gaining the trust of sovereign wealth funds, commodities trading groups, traditional banks and even government bodies. The result is a tokenization infrastructure that feels less like a blockchain experiment – and more like the future of finance.
Scaling Trust Through Infrastructure
One of the most distinguishing features of droppRWA is its belief that infrastructure – not speculation – drives the future of tokenization. The founders agree that without dependable, transparent and interoperable infrastructure, no tokenized asset can gain institutional trust or regulatory approval.
As Gurps Singh Rai puts it: “We’re not in the business of hype. We’re building programmable economies. And programmable economies require programmable trust.”
This means smart contracts must not only automate ownership and revenue distribution but also integrate real-time compliance checks, data oracle-based asset tracking and instant dispute resolution. droppRWA’s infrastructure supports modular APIs that enable regulators and financial institutions to plug into the system without friction.
Christopher J. Kelly highlights the parallels to traditional finance: “We’re introducing concepts like tranching, securitization, insurance and credit rating – within a blockchain-native framework. It’s a fusion of Wall Street fundamentals and Web3 transparency.”
The team’s Insurance Tower architecture provides layered risk mitigation through comprehensive coverage spanning both Web2 and Web3 environments. Traditional insurance providers handle underlying asset protection, while Bermuda-based specialists like BREACH and Web3 insurance wrappers protect against smart contract vulnerabilities and oracle failures. “Companies like Breach are crucial because they understand both traditional risk assessment and blockchain-specific exposures,” Kelly adds. “This hybrid approach is what unlocks real institutional capital – investors need to see that every layer of risk, from physical asset damage to code exploits, has proper coverage and clear liability frameworks.
As Rai emphasizes, “droppRWA’s mission isn’t to disrupt traditional finance – it’s to provide it with cryptographic truth. “We’re building the infrastructure layer that makes every asset programmable, every transaction verifiable and every economic relationship mathematically certain.”
So, What’s the Future of Real-World Asset Tokenization
Tokenization, the founders agree, isn’t about revolution – it’s evolution.
“Within a decade, the majority of securities will be natively digital,” Kelly predicts. “Tokenized will be as normal as digitized.”
Al Monai points to Vision 2030 and the birth of digital-first infrastructure that includes retail investors, foreign capital and AI-led platforms. “We’re creating the rails for a digital economy – not just in Saudi, but globally.”
Onozawa sees AI and blockchain as symbiotic enablers. “The more we use AI to manage complexity, the more human creativity can focus on building value.”
And Rai? He says “We’re making it possible for a kid from the Bronx to own a piece of a Ugandan goldmine with the same ease as buying a pair of sneakers. That’s not just technology – that’s economic democracy at scale.”
The rise of droppRWA signals a broader transformation underway in global finance. As governments, enterprises and individuals rethink value, ownership and inclusion, real-world asset tokenization is no longer a speculative concept. It’s a deployed reality.
With vision, regulation and trust aligned, droppRWA isn’t just watching the future happen. It’s building it.