Partnership to support Emirati women entrepreneurs and help SMEs scale
Reem Mall, Agility, startAD and Curate recently announced the launch of ‘The Emirati Concept at Curate’, a new community partnership designed to accelerate the growth of high-potential, Emirati women-owned SMEs.
Launched ahead of Eid Al Etihad, the initiative provides competitively selected founders with a complimentary, year-long retail presence inside Curate at Reem Mall—one of the region’s largest shopping destinations—along with mentorship, digital integration, and logistics support.
Curate is Abu Dhabi’s first phygital retail platform, offering a 1,200sqm experiential retail space combined with a digital marketplace serving customers across the UAE. The three Emirati brands will join a carefully curated selection of exclusive beauty, fashion, and home concepts from the US, Asia, and Europe.
Winners
Selected for readiness, scalability, and distinctive product offerings, the three entrepreneurs will receive a fully supported 12-month residency at Curate:
Maysoon Al Shamsi – RAWA
A wellness brand transforming upcycled date seed oil into candles, soaps, balms, and natural oils that celebrate UAE heritage and sustainable craftsmanship.
Muna Alhammadi – Mineral Energy Natural Products
A natural skincare and wellness brand producing handcrafted, organic formulations recognized by regional certifications and awards for advancing holistic wellbeing.
Nooran Albannay – Section Coffee Roasters
A women-empowered, ethically sourced coffee and Gahwa concept delivering premium on-the-go coffee solutions, expanding on the success of the founder’s Coffee Architecture brand.
Access
“Giving emerging founders access to one of the UAE’s biggest retail destinations strengthens our ecosystem and ensures Emirati creativity is represented at the heart of Abu Dhabi’s retail landscape,” said Bruce von Kaufmann, Mall Director.
“By welcoming these entrepreneurs into our space, we’re not just offering visibility—we’re giving them the infrastructure, analytics, and customer access that help SMEs grow faster and smarter,” Remarked Sayra Berirmen, Digital Innovation Director, Reem Mall and Curate.
“Founders are not short on ideas; they are short on viable pathways to test those ideas in the market. At startAD, we endeavor to build practical mechanisms that move founders from capability to commercial traction within Abu Dhabi’s economy,” commented Nihal Shaikh, the Associate Director of startAD
“Through this initiative, we are giving Emirati founders both a first retail footprint and hands-on operational support. It’s a practical investment in talent, innovation, and long-term value creation across the UAE,” affirmed Tarek Sultan, Chairman, Agility Global.
