Six Businesses Led by Women From The Region Who Are Changing the Narrative from the Inside Out

In a region often defined by tradition, a new generation of Arab and South Asian women are rewriting the script—with businesses rooted in personal stories, community, and a deeper sense of purpose.

Whether through jewellery, fitness, food, or fashion, these founders are creating spaces that reflect who they are—and making room for others along the way.

JDEED is highlighting six women-led businesses that are reshaping industries in ways that feel personal, thoughtful, and rooted in real impact.

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Mary Abi-Chahine — Dressing With Intention at WAYVE

WAYVE isn’t just a concept store—it’s a statement. Founded by Mary Abi-Chahine, the platform curates designers from across the Arab world and beyond who are committed to sustainability, ethical practices, and strong visual storytelling. With pillars rooted in environmental, social, and economic impact, WAYVE turns fashion into a platform for advocacy.

You won’t find trend-chasing brands here. Instead, you’ll discover emerging labels using fashion to make space—for marginal voices, for cultural dialogue, for garments with purpose. Mary’s vision is bold, but deeply considered. In a city like Dubai, known for spectacle, WAYVE offers a more intimate kind of luxury—one that begins with awareness and ends in authenticity.

These women aren’t simply creating brands—they’re building blueprints. Each of them, in their own lane, is shifting the narrative around what women-led business can look like in the region: grounded in culture, built with care, and guided by something far deeper than profit. Less about disruption. More about devotion.

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Archana Aggarwal — Jewellery With a Sense of Responsibility‍

Celebrating 25 years in the jewellery industry, Archana Aggarwal has built more than a brand—she’s built a legacy. Trained in gemology and driven by a love for Indian art and culture, Archana has carved out a space where craftsmanship meets conscience. Her jewellery, known for its Mughal and Nawabi-inspired intricacy, tells stories of tradition with a modern edge.

Beyond the sparkle, Archana has made a point to align her brand with purpose. Her work supports causes like cancer awareness and acid attack survivor rehabilitation, and she champions ethical sourcing practices in an industry often criticized for the opposite. Her recognition at India Couture Week, Cannes, and her numerous leadership roles reflect a designer who is not just successful, but deeply rooted in values that empower women at every stage of life.

Discover more on the brand's Instagram, here

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Arwa Lootah — Reclaiming Emirati Cuisine, On Her Own Terms

Chef and visual artist Arwa Lootah doesn’t just cook—she creates narratives. With a degree in Art & Design from Zayed University and culinary training from Le Cordon Bleu, Arwa blends visual storytelling with bold culinary experimentation. Her creations push the boundaries of what Emirati cuisine can look and taste like—think Regag Mille Feuille or Laban Mousse reimagined with texture and theatre.

Through her bakery, iwara, and collaborations with the Museum of the Future and the World Government Summit, Arwa redefines food as a cultural bridge. It’s nostalgic, it’s provocative, and most importantly, it’s hers. With plans for a micro-lab and supper clubs in the works, Arwa is setting the table for a new conversation around Emirati identity, rooted in creativity and care.

Keep up with the chef's journey on her Instagram, here

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Salama & Aysha — Building a Fitness Space That Feels Like Home

Form Studio isn’t your typical gym. Launched by Emirati sisters Salama and Aysha, it’s Abu Dhabi’s first Lagree studio, yes—but more than that, it’s a space built on the idea that movement should be healing, empowering, and communal. Located on Saadiyat Island, the studio offers precision Lagree workouts with an emphasis on connection, not competition.

From hosting classes inside the National Aquarium to padel courts during Ramadan, their pop-ups feel more like art installations than fitness classes. The sisters have made wellness feel welcoming, especially for women looking to move for themselves, not the male gaze. As the studio expands its reach across Abu Dhabi, it also expands the idea of what fitness can look like in the region: inclusive, soft, and strong.

Discover more about Form Studio, here

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Fatma AlHashimi — Fashion That Doesn’t Shout to Be Heard

At a time when fashion often feels loud and fast, HASHIMI is quiet, thoughtful, and steady. Founded by Fatma AlHashimi in Dubai, the ready-to-wear brand offers a minimalist aesthetic rooted in modern Emirati sensibility. Her collections are defined by clean lines, neutral palettes, and timeless tailoring—pieces that fit seamlessly into a life lived with intention.

Fatma started by designing for friends and family, eventually opening her boutique in Wasl51, complete with an in-house atelier. Her work champions local production, slow fashion, and pieces that don’t try to trend-hop—they simply last. In an industry known for noise, HASHIMI is a quiet statement about women dressing for themselves, with elegance and ease.

Get to know more about HASHIMI, by clicking here

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Gulzeb Asif — A Brand That Reflects What’s Inside

With Oneness, Gulzeb Asif introduces a brand that speaks to alignment—between inner strength and outer expression. Her debut collection focuses on oversized blazers and tailored pieces that are gender-fluid, graceful, and designed to empower. There’s no pretense here—just well-made clothing that feels as good as it looks.

Born in Dubai but shaped by multiple cultures, Gulzeb brings a sensibility to Oneness that’s inclusive and self-aware. The brand doesn’t just sell clothes; it invites women to return to themselves. With its minimalist colorways and slow design process, Oneness is a quiet rebellion against fast fashion and superficial luxury.

Dive into the Oneness' universe, here