For many small business owners in the UAE, the journey toward success was sparked by personal challenges rather than initial grand designs. Take Wissam Serdoun, for instance, whose perfume brand originated as a therapeutic escape while she coped with her mother’s cancer diagnosis. By focusing on high-quality, aromatherapy-based scents suitable for patients undergoing chemotherapy, she transformed a personal coping mechanism into a flourishing business. Her efforts caught the attention of Majid Al Futtaim’s Ma’an program, which provided her with a prime, cost-free retail space at the Mall of the Emirates, allowing her to gain invaluable real-world insights and global exposure.

This resilience is a recurring theme among local entrepreneurs who have navigated the shadows of both the Covid-19 pandemic and regional instability. Business owners like Baynu Kanchan, founder of the confectionery brand Bruijn, credit their survival to the harsh lessons learned during the 2020 lockdowns, such as maintaining a six-month supply of imported ingredients to buffer against shipping disruptions. Similarly, fashion designer Zaid Farouki emphasizes the importance of patience and perspective. Having weathered the pandemic to see his designs worn by international stars like Pharrell Williams, Farouki believes that enduring uncertainty is a vital part of the creative process. Together, these stories highlight how the UAE's small business community uses strategic preparation and a positive outlook to turn looming crises into lasting opportunities.