Here at the ADX, I am thrilled to welcome Shama Al Ali — founder of an Emirati creative brand that reflects her vision of beauty, femininity, creativity, and meaningful details. Each piece is inspired by a feeling, an idea, a story, transformed into unique designs. Welcome to the show, Shama.
Thank you for having me. It is a great pleasure to be here and to be interviewed on this special occasion.
Tell us in your words what your company is doing and what inspired you to start it.
I called it Shama Al Ali — my name. It is a creative Emirati brand built around storytelling through design. I create different products, and each of them has its own story — whether it is a cultural moment, a meaningful piece of heritage, or a personal memory. It actually started in my teenage years. I used to create things for family occasions, item by item, product by product, until it grew into a business. I am an engineer and a Khalifa University graduate. I always thought that being creative and being structured contradicted each other — until I met the other side of me and realised that both can exist together.
What have the challenges been and how have you overcome them?
Today is actually my first day launching here at the ADX. Being an entrepreneur is not something easy. As a business owner, you have to put on many hats — content creator, social media manager, supplier, vendor, everything. I believe this was the most challenging part. But it is the kind of stress you enjoy because you are learning something every day. That side of the story is what makes you strong — because you push yourself and you do it.
What inspired you to come to the ADX to showcase and launch your company?
ADX is a growth opportunity, an investment, and a reflection of the evolution of the UAE's economy. Being on this platform is really inspiring — thinking about what Shama Al Ali can do beyond and after.
If you could give one piece of advice to other female entrepreneurs thinking about taking those steps, what would you say?
I will summarise it in one word. Start. Start and push yourself. You will reach. Follow your dreams. Trust yourself.
