Today's Edition
SARA ALZAABI (ABU DHABI)
The Abu Dhabi Businesswomen Council (ADWBC), in partnership with Publicis Groupe Middle East, has launched the year-long "Ra'idah" programme to empower female entrepreneurs in Abu Dhabi. The initiative supports women-led businesses through expert workshops focused on digital marketing, social media, leadership, and business growth.
Ra'idah fosters a supportive community where participants can learn, collaborate, and scale their businesses.
From AI tools and brand storytelling to public speaking and campaign planning, participants benefit from a series of masterclasses led by experts from Meta, TikTok, MSL ME, Saatchi & SaatchiME, and ZenithME.
Led by Alia Abdulla Al Blooshi, Partnership & Membership Relations Manager, ADWBC, and Angela Bak, Director of Communications, Publicis Groupe Middle East, Ra'idah blends training with real-world experiences to help women thrive in business.
Speaking to Aletihad, Al Blooshi said: "This is the first cycle of the programme, where we welcomed participants from different fields. The goal is to exchange knowledge in commerce and expand their business networks."
She noted that the participants are already active in diverse sectors such as fashion, perfumery, digital marketing, design, and handbag manufacturing.
"Some of them already have established ventures-others are just starting out. But they all share one thing: a drive to grow."
On how this programme differs from other initiatives, Al Blooshi said: "This programme is unique because it is specialised. It is not general-it is primarily focused on digital marketing and technology."
"Ra'idah was designed with one clear goal: to equip women entrepreneurs with practical tools they can use immediately. From mastering social media to building stronger brand narratives, every session was curated to meet real business needs. The talent and ambition these women bring to table is incredible; our role was to simply create the right environment for that to grow," said Angela Bak.
Aletihad also spoke to a few entrepreneurs.
Partners Ameera Alkhyeli and Noora Al Shamsi run a homegrown cheese board business that blends artisanal food with social experiences, rooted in Emirati culture.
On their participation in the programme, they shared: "The workshops really helped us understand how to market our brand, tell our story, and use technology and media to grow."
"Ra'idah helped us build a stronger foundation. They taught us how to look at our business through different lenses-technology, media, audience engagement-and we have applied those skills to improve what we do."
On the importance of networking, both founders agreed that it is crucial.
"You cannot grow a business without building your network," they emphasised.
"People need to know your story-why you started, where the idea came from-not just the product."
For young entrepreneurs, they advised: "Do not be afraid. There will always be people to support you. Start small and stay focused on your goals. Even if you face negative feedback, use it to improve."
Ayesha Ebrahim, founder of a homegrown marketing and branding studio, joined the Ra'idah Programme to strengthen her communication and marketing skills and explore ways to expand her reach.
"Even though I already run a creative business, I joined Ra'idah because I knew it would help me to grow," she explained.
"They brought in real experts, including TikTok trainers. No matter how experienced you are, you always learn something new in an environment this rich."
She highlighted the value of peer learning as one of the programme's most rewarding aspects.
"The networking is incredible-we are learning from each other, not just the trainers," she said.
For aspiring entrepreneurs, Aisha offered a clear piece of advice: "If you have an idea-start it. It does not have to be huge. Use what is around you and begin. The world is moving fast, and you need to act before someone else does."
Hanadi Al Suwaidi is the founder of a homegrown brand specialising in organic cookies with creative, health-conscious flavors-including a signature matcha blend imported from Japan.
She joined the Ra'idah Programme to expand her business knowledge and build a stronger network.
"The programme gave us a morale boost," she shared.
"Some of us were even considering quitting our businesses. Being part of this gave us the motivation to continue, especially when things were not clear."
Workshops on marketing and networking proved especially valuable.
"Even if your product is amazing, it will not go far without proper marketing," she reflected.
A session on Instagram strategy, in particular, stood out: "It helped me understand how to reach the right audience for my brand."
To aspiring entrepreneurs, Hanadi's message is simple: "Just start-even from home. There are so many programmes like Ra'edah that help turn ideas into businesses. Even if you feel unprepared-do not say no. Just go for it."
Looking ahead, Al Suwaidi dreams of turning her business into a fully Emirati product-right down to the ingredients and packaging.
Noor Al Fahim, founder of The Noor Creative, who blends design, identity, and storytelling in her work, began with stationery and accessories, but it is now evolving into something much more expansive.
Al Fahim credits the Ra'idah Programme for teaching her how to fine-tune her business operations.
"It helped me build a strong network, and through the different workshops, I learned how even the smallest tweaks can elevate how you work."
She recalls one workshop in particular: "We had a session with Meta, and we learned what you need to succeed on their platform-what to focus on, where to improve. These tips were some of the most useful things I gained from the programme."
Al Fahim's message to aspiring business owners is clear:
"Be confident in what you are doing. Do not start something if you are not aware of it it," she said.
"Do your research, take your time, put effort into it-make it the best version it can be."
"I want what I design to start conversations-so that someone feels more proud of their heritage, or someone else becomes curious to learn about our region," she concluded.
Mariam Alqubaisi, co-founder of an Emirati perfume brand, set out to change how the world experiences Arabic fragrances. Together with her partners, she introduced lighter, everyday-friendly perfumes crafted from traditional local notes like musk and oud-reimagined for a global audience.
"We wanted to show that Arabic notes can also be soft, wearable, and modern," she explained.
She credited the Abu Dhabi Businesswomen Council and the Ra'idah Programme for playing a pivotal role in her brand's growth.
"One of the most valuable sessions for me was the AI workshop-it helped me rethink how I present my content, especially on Instagram," she said.
"The Meta session also taught us exactly how to use social media to grow our business effectively."
For aspiring entrepreneurs, her advice is simple but powerful: "Start when you feel it is time. It is never too late. There is always room and opportunity."
For Fatima Al Yaquby, founder of a growing Emirati brand specialising in leather products, entrepreneurship is as much about patience and originality as it is about product quality.
As for her participation, she shared: "As an entrepreneur running a small business, the Ra'idah programme had a real impact on developing my skills. It introduced me to tools that actually suit the nature of small businesses and the way their owners operate."
But Al Yaquby believes the real key to success lies in choosing a path you genuinely care about.
"My advice to young entrepreneurs is to look for a field that they are truly passionate about-one they enjoy working in, regardless of the type of business. Do not imitate others. Instead, strive to do something different, something that reflects who you are."
"The first step may be difficult, but it leads to very satisfying results-especially for those building their projects from scratch."
