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From fashion to fiction: How Anna Wintour, Candace Bushnell inspire a new era of female influence

Together, their conversations celebrated ambition, independence, and the legacy of women who redefine success

Nida Sohail
Nida Sohail

21 November, 2025

From fashion to fiction: How Anna Wintour, Candace Bushnell inspire a new era of female influence
Image credit: Supplied photos

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The WE Convention 2025, held on November 1–2 at Atlantis The Royal, became a rare convergence of two global voices who have shaped culture, business, fashion, publishing, and the modern narrative of women’s independence. Mila Semeshkina, the founder and president of the WE Convention and the WE Council, a leading global platform for women’s empowerment and leadership development, curated the event to highlight these transformative stories. Anna Wintour, global editorial director of Vogue and chief content officer of Condé Nast, and Candace Bushnell, the international best-selling author whose writing redefined women’s lives for a generation, offered audiences a candid look at leadership, creativity, ambition, and the evolving expectations placed on women today.

What emerged from these conversations, “Anna Wintour: Power, Mystery, and the Legacy of a Fashion Icon” and “Candace Bushnell & Carrie Bradshaw: Breaking Taboos and Redefining Women’s Lives”, was a sweeping reflection on work, purpose, culture, and the power of storytelling. It became clear that, whether in a newsroom or a writer’s room, success is forged through discipline, perspective, humor, and a deeply held belief that voices, especially women’s voices, deserve amplification, even when industry structures say otherwise.

Anna Wintour (left) and Mila Semeshkina (right)-Supplied photo

A creative childhood and the making of a leader

Anna Wintour began her conversation by reflecting on her early surroundings in the UK, where creativity and influence shaped her worldview long before she became one of fashion’s most recognisable leaders. She recalled growing up “in a house full of creative people,” where her father worked as a well-connected editor. Writers, politicians, and artists filled the rooms of her childhood home, embedding in her the conviction that journalism was her destiny.

Read more-From Anna Wintour to Candace Bushnell: Dubai’s WE Convention redefines women’s leadership

“I think the most important thing in any career is to keep learning as you go, and always listen and stay aware of the people around you,” she said. That belief, learned early, became the leadership principle she still carries. For Wintour, adaptability, not perfection, is the foundation of influence.

She emphasised that leadership must be forward-moving rather than reactive.

“I believe it’s more important to be a solution-oriented leader than someone constantly focused on damage control,” she explained. The simplicity of honest communication, of making one’s opinions known with clarity, remains central to her decision-making. She repeated the philosophy passed down by her father: a leader should only hire people they look forward to seeing walk into their office. “If not, don’t take the job,” she said. “Leadership should be welcoming.”

Image credit: Supplied photos

Breaking into a male-dominated newsroom

Wintour did not shy away from acknowledging the barriers of her early career. Journalism in London, she noted, “was completely dominated by men.” Women were limited to “cooking, interior decorating, or other female-oriented positions.” Yet the newsroom’s rapid energy drew her in, the constant churn of editions, from morning to late-night, created the pace she wanted.

Her father’s work as an editor also meant that news never waited. She recounted a childhood moment when her family cut a holiday short because Marilyn Monroe had died, and the story had to be covered. “There was no internet back then, just phones,” she recalled. From that, she learned a simple truth: “A leader must always be actively involved. An absent leader is not a true leader.”

The pandemic stress test

Wintour described the COVID period as the most challenging moment of her career. Remote work, she said, drained the creativity that thrives when teams share space, ideas, and energy. She highlighted how, during the Paris collections, in-person conversation often sparked some of the most dynamic editorial decisions.

“That season was especially challenging, with 13 or 14 new creative directors in Paris,” she said. Navigating that shift remotely, she emphasized, underscored the irreplaceable value of human exchange.

Yet COVID also prompted innovation. Wintour spoke of mentoring young designers such as Jacqueline Lazarau, Tom Brown, and Rachel Scott, and of transforming the Cash Fund into “Common Right” to support designers in need. “Your greatest strength is most evident in difficult times,” she noted.

Creativity, business, and the power of the right team

A key theme throughout her session was balance, specifically, how leaders can create harmony between artistry and business. Wintour stressed that self-awareness is critical. “The key is recognising your own strengths and surrounding yourself with talented people,” she explained.

She warned against building teams of people who simply agree with everything a leader says. “That’s boring and unproductive,” she said. Instead, she advocated for creatives who challenge assumptions and widen perspectives.

She credited global collaboration for strengthening Vogue’s editorial voice.

With teams across France, Spain, Dubai, and beyond, she emphasised that listening to regional expertise drives success. “What works in Dubai may not work in New York.”

Women, barriers, and the path forward

Asked whether barriers still exist for women, Wintour’s response was immediate: “Of course they do, but we must keep pushing.” She praised the women leaders she met in Dubai, calling them “remarkable” for how they challenge misconceptions.

She also spoke of her personal influences. Hillary Clinton serves as a role model and friend, but her earliest mentor was Katharine Graham of The Washington Post. Graham, she said, demonstrated how values and courage can shape an organisation’s identity, even when the world isn’t prepared to see a woman lead.

Other life lessons came from unexpected places. Wintour described an interaction at the Metropolitan Museum of Art about an artist whose work sparked conversation because of a guard’s challenge. The moment reinforced her belief that “everyone has insights to offer, and you never know where inspiration may come from.”

Passion, energy, and the everyday pursuit of purpose

When asked how she sustains energy in such a demanding role, Wintour answered simply: she loves what she does. “I don’t believe in all-nighters, I believe in balance,” she said. The joy, she explained, comes from “working with inspiring people.”

Wintour also highlighted Dubai’s rising influence. She praised the clarity and discipline of women leaders in the region and the city’s global reputation as a hub of creativity and business.

Her admiration for visionary designers also took center stage. She pointed to Sarah Burton as her favorite designer and reiterated that great creators are defined by conviction. True designers, she said, are not distracted by others, “they don’t look to the right or to the left.”

She spoke at length about Giorgio Armani’s legacy, describing a Milan exhibition that captured his evolution from the 1970s onward. His clarity of vision, his understanding of celebrity culture, and his ability to merge fashion with art, architecture, literature, and history made him transformative.

Her reflections expanded into stories of Paris dinners, where conversations with creative minds touched on everything from architecture to books to personal lives. In these exchanges, she found proof that fashion never exists in isolation. “He was a master storyteller,” she said, recalling Chanel shows set in supermarkets, on beaches, or next to rockets. Style became spectacle, but always driven by belief and spirit.

Risk, technology, and reinvention

Wintour made clear that great creators thrive because they take risks. “What distinguishes truly creative people from those who are merely competent is the willingness to take risks, try new things, and learn from mistakes,” she said. In a world moving faster than ever, especially with digital transformation, leaders must stay open and curious.

“When I started, we were focused on print, producing 12 issues a year,” she explained. “Now, we think about social media, digital content, video, events, and global audiences.” Reinvention, she suggested, is non-negotiable.

Leading a global brand with local vision

With 28 editions of Vogue, each rooted in distinct cultures, Wintour underscored the importance of listening to local leadership. “They often know their markets better than you do,” she said. Leadership, therefore, means respecting regional knowledge while mentoring teams to uphold Vogue’s standards.

Global leadership, she said, is a balance of patience, communication, and understanding. It also requires constant observation, of social media, of videos, of the streets themselves, because culture shifts quickly, and relevance demands awareness.

Candace Bushnell- Supplied photo

Candace Bushnell: A different lens on power and women’s lives

If Wintour’s conversation explored leadership and creativity from the executive and editorial vantage point, Candace Bushnell’s session offered a deeply personal view of ambition, independence, and cultural influence.

Bushnell opened with a nod to the characters who became cultural icons: Samantha, Charlotte, Miranda, and Carrie. “For many years, through their stories, you didn’t just show us women’s lives; you redefined what success and independence mean,” she said.

Her interviewer asked how it all began. Contrary to common belief, The New York Observer was not her starting point. “I started writing professionally when I was 19,” she said, adding that her entire career stemmed from an epiphany at age eight. Looking up from a book in school, she simply knew she would be a writer.

Bushnell’s childhood mirrored Wintour’s in one way, the influence of a brilliant father. Her father invented the fuel cell used in the first space rockets and pushed her to “change the world.” His expectations became the lens through which she defined purpose. “Maybe I could win the Pulitzer Prize, that would show everybody,” she said of her childhood logic.

Image credit: Supplied photos

New York women and the birth of a cultural era

Bushnell recalled being captivated by the women of New York, “so interesting and so different.” Their lives inspired her early work and later shaped the characters who would eventually redefine television.

“Sex and the City,” she emphasised, was never simply about romance or fashion. “It is about money, power, status, and how those forces shape relationships.” She described herself as a “cultural anthropologist examining the human condition, the real human condition, not the fantasy.”

Her signature thread? Humor. “The thread running through all my work is that it’s funny,” she said, and that tone carried into the show that became a global phenomenon.

The evolution of independence and the new rules of life

Bushnell argued that society has changed so significantly that the idea of loneliness itself must be reevaluated. People live differently now because they can. “At one time, you really couldn’t be single; now you can,” she said. With choices comes freedom, and new social norms.

She illustrated this thought with a story of a plastic surgeon she once interviewed. When asked why so many people get plastic surgery, the surgeon replied, “Because they can.” Bushnell suggested that this logic explains much of modern behavior.

Her greatest personal lesson: you cannot rely on past achievements. “You can’t rest on your laurels,” she said. With 11 or 12 books written since Sex and the City, she remains committed to process and passion. “I just keep working.”

Women, success, and the next generation

Bushnell reflected on what success looks like now. Young women today, she said, are “so accomplished and bold.” They are not defined by the traditional pressures her generation faced. They pursue careers, independence, and friendships with confidence.

She cited Anna Wintour and Martha Stewart as examples of true success, admiring Stewart’s resilience after being jailed as a result of being “the first female billionaire.” Stewart’s instinct to teach fellow inmates, and to later wear a poncho crocheted by one of them, deeply struck Bushnell.

Her reflections underscored a shared theme with Wintour: women succeed not by conforming but by elevating others.

A closing reflection: Two voices, one story of influence

Across the WE Convention 2025, the conversations between Anna Wintour and Candace Bushnell formed a unified narrative about leadership, purpose, creativity, and the evolving identities of women in business and culture.

Both women built careers in industries where the rules were written without them in mind. Both responded not by bending to the system but by reshaping it.

Wintour’s leadership philosophy, rooted in communication, perspective, global awareness, and deliberate hiring, aligned seamlessly with Bushnell’s belief in independence, humor, and truth-telling.

Their stories remind us that business and culture are interconnected: leaders influence society, and storytellers influence leaders. In Dubai, their voices converged to deliver one message: success is a process, creativity is a discipline, and empowerment is not a trend but a legacy.

ROSHN Group and Geberit International Sales AG sign strategic collaboration framework to advance sustainable development in Saudi Arabia

This partnership reinforces both companies’ shared vision of sustainable growth, innovation, and capacity building within Saudi Arabia’s construction ecosystem

Gulf Business
Gulf Business

21 November, 2025

ROSHN Group and Geberit International Sales AG sign strategic collaboration framework to advance sustainable development in Saudi Arabia
Tamer Qazi, Managing Director of Geberit International Sales AG (Gulf Office).

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ROSHN Group, Saudi Arabia’s leading multi-asset class real estate developer and a Public Investment Fund (PIF) company, has signed a Memorandum of Understanding (MoU) with Geberit International Sales AG, a company incorporated in Switzerland and part of the global Geberit Group.

The MoU establishes a strategic collaboration framework to explore opportunities in sustainable sanitary technology and local manufacturing within the Kingdom of Saudi Arabia. Under this framework, Geberit will serve as a principal supplier of sanitary products and related services for ROSHN Group’s current and future large-scale developments.

The collaboration reflects ROSHN Group’s commitment to partnering with global industry leaders that share its focus on innovation, sustainability, and local value creation. It also supports the Kingdom’s Vision 2030 objectives by advancing localisation, enhancing the built environment, and promoting technology-driven solutions that contribute to economic diversification.

Tamer Qazi, Managing Director of Geberit International Sales AG (Gulf Office), stated:

“We are honoured to partner with ROSHN Group, a leading force in Saudi Arabia’s transformation under Vision 2030. This agreement marks a significant milestone in Geberit’s journey to expand its local production footprint, strengthen technical collaboration, and deliver sustainable, high-performance building solutions that define the future of Saudi Arabia’s urban landscape.”

This partnership reinforces both companies’ shared vision of sustainable growth, innovation, and capacity building within Saudi Arabia’s construction ecosystem.

Photo: Signing ceremony between ROSHN Group and Geberit International Sales AG, attended by senior executives from both organisations.

The Geberit Group is a European leader in the field of sanitary products and celebrated its 150th anniversary in 2024. Headquartered in Rapperswil-Jona, Switzerland, Geberit operates 26 production facilities — four of which are overseas — and has a strong local presence across more than 50 countries.

With around 11,000 employees worldwide, Geberit generated net sales of CHF 3.1 billion in 2024. The company’s shares are listed on the SIX Swiss Exchange and have been included in the SMI (Swiss Market Index) since 2012.

Governance meets ambition: CFI group adds industry titans to its board

The new board members bring a powerful mix of institutional market expertise, fintech innovation, and regulated brokerage leadership

Gulf Business
Gulf Business

20 November, 2025

Governance meets ambition: CFI group adds industry titans to its board
Image credit: Supplied

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CFI group, a leading global trading and investing provider headquartered in the UAE, has announced the appointment of three distinguished independent members to its board of directors. The strategic expansion reinforces the group’s commitment to world-class governance, long-term value creation, and ongoing innovation across its international operations.

The new board members bring a powerful mix of institutional market expertise, fintech innovation, and regulated brokerage leadership, strengthening CFI’s long-term strategy and global growth agenda.

Federico Cirulli joins CFI group with over 20 years of executive leadership in regulated brokerages and asset management across Europe.

Former CEO of ActivTrades Ltd UK and Swissquote Ltd UK (formerly MIG Capital), and senior executive at CMC Markets UK Plc, Cirulli is recognised for driving digital transformation, global expansion, and sustainable growth.

Currently CEO of Atlantide Asset Management, he brings extensive expertise in retail brokerage, capital markets, regulatory strategy, and mergers and acquisitions.

David Haglund brings more than two decades of investment leadership and corporate governance experience, particularly across emerging markets. A former portfolio manager at Franklin Templeton and an award-winning investor, Haglund has managed multi-billion-dollar mandates in public markets. He also served on the board of Aramex, a publicly listed global logistics company, contributing to governance, audit, risk oversight, and sustainability strategy. His institutional expertise in corporate governance and capital markets will guide CFI through strategic transformation and growth.

Prema Varadhan, recognized among the Top 100 Women in Fintech, joins with over 25 years of global fintech and enterprise product leadership. As President of Product and COO at Temenos, Varadhan has led large-scale cloud and digital transformation initiatives for financial institutions worldwide. Her experience in AI-enabled financial infrastructure, product innovation, and scaling mission-critical platforms will bolster CFI’s technological and operational capabilities.

Board chair highlights strategic impact

Commenting on the appointments, Hisham Mansour, chairman of the board at CFI group, stated:

“The right board doesn’t just guide a company; it elevates it. These appointments mark an important step in CFI’s evolution, bringing exceptional depth across institutional markets, fintech innovation, and corporate governance. Federico, David, and Prema bring clarity of vision, depth of experience, and perspectives that will sharpen our strategic thinking and strengthen our ability to lead, innovate, and grow responsibly. We are proud to welcome them as we continue shaping CFI’s future with ambition, discipline, integrity, and purpose.”

The appointments signal CFI group’s ongoing commitment to embedding governance as a strategic enabler of growth. As the group scales across regions, products, and capabilities, strengthened board oversight ensures decisions are anchored in accountability, foresight, and regulatory excellence.

With over 25 years of operational maturity, 14 international licenses, and a growing global footprint, CFI group is making governance a cornerstone of sustainable innovation. These additions position the company to drive trust, structure, and long-term resilience while navigating its next phase of global transformation.

Ras Al Khaimah Airport unveils VVIP terminal: A new gateway for global luxury travel

The move aims to position the emirate as a premier global entertainment and tourism hub while providing a new gateway for high-value travellers

Gulf Business
Gulf Business

20 November, 2025

Ras Al Khaimah Airport unveils VVIP terminal: A new gateway for global luxury travel
Image credit: WAM

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Ras Al Khaimah International Airport has unveiled plans to develop a VVIP terminal and private jet hangar in collaboration with Falcon Executive Aviation, a subsidiary of Alex Group Investment. The move aims to position the northern emirate as a premier global entertainment and tourism hub while providing a new gateway for high-value travellers.

The announcement was made during the Dubai Airshow, where Ras Al Khaimah International Airport signed a formal agreement with Falcon Executive Aviation to develop and operate a new Fixed Base Operation (FBO) facility, a WAM report said.

Read more-From half marathons to Wynn Resort: Why RAK is the UAE’s next big tourism powerhouse

The new development will feature a 1,500 square metre VVIP terminal, an 8,000 square metre multi-purpose hangar, and 9,000 square metres of apron and parking space. Strategically located near Ras Al Khaimah’s beach resorts and the upcoming Wynn Al Marjan Island resort, the facility is expected to attract private aviation users seeking luxury, convenience, and accessibility.

Eng. Sheikh Salem bin Sultan bin Saqr Al Qasimi, chairman of Ras Al Khaimah’s Department of Civil Aviation and RAK International Airport, described the project as a milestone for the emirate. “This development reinforces Ras Al Khaimah’s emergence as an international destination and enhances its capacity to attract high-value visitors and investors,” he said.

Luxury meets sustainability

The VVIP terminal will include a Royal lounge, four additional VVIP lounges, premium hospitality areas, and tailored environments for discreet, high-profile travelers. Surrounding airside infrastructure will support the latest private aviation requirements, featuring ample aircraft parking, a helipad, and space allocated for emerging vertical mobility solutions.

Sustainability is central to the project’s design. The terminal and hangars aim for LEED Gold certification, with 35 percent of energy consumption to be offset through solar power, fully electric ground support equipment, and integration of sustainable aviation fuel. These measures contribute to the airport’s ambition of achieving net-zero operational emissions.

Sultan Rashit Abdulla Rashit Al Shene, founder and chairman of Alex Group Investment, said the expansion aligns with the company’s strategy to elevate private aviation services across the UAE. “The facility blends luxury, operational excellence, and sustainability, complementing our existing services at Dubai Al Maktoum’s VIP terminal,” he added.

Global standards and economic impact

Built to international aviation standards, the terminal will deliver the Falcon Signature Experience, offering privacy, efficiency, and personalised service. Its hangar complex is designed to accommodate a wide range of private jets, including ultra-long-range aircraft, while providing advanced maintenance and operational support.

The development is expected to bring significant economic benefits to Ras Al Khaimah, a strategically located emirate within four hours’ flying time of one-third of the global population. Construction is slated to take 15 months, with operations planned to commence in Q1 2027.

When women lead: Inside the global shift transforming boardrooms and tech hubs

Women are no longer simply participants, they are innovators and decision-makers shaping industries from AI to FMCG and finance

Nida Sohail
Nida Sohail

20 November, 2025

When women lead: Inside the global shift transforming boardrooms and tech hubs
Image credit: Getty Images

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Across boardrooms, laboratories, startups, and corporate towers worldwide, a quiet revolution is underway. Women are no longer simply participants, they are innovators, strategists, and decision-makers shaping industries from AI and data science to FMCG and finance. Their influence is transforming not only business outcomes but the very notion of leadership itself.

This is not a story about quotas or tokenism. It is a story of vision, resilience, and purpose, women who refuse to wait for permission, who combine expertise with courage, and who turn opportunities into empowerment. As technology accelerates and markets evolve, these leaders demonstrate that inclusion is not merely a moral imperative, it is a competitive advantage.

At the WE Convention 2025, held on November 1–2 at Atlantis The Royal in Dubai, these remarkable women shared their insights and experiences, highlighting how empowerment translates into tangible impact across sectors.

Read more-Sheraa’s Sara Al Nuaimi on powering the UAE’s next wave of women-led innovation

Through the voices of trailblazing women across sectors, this feature explores empowerment in practice: from claiming boardroom seats to mastering complex technological landscapes, these leaders prove that leadership is not gendered, it is human.

Women in tech: Leadership, education, and opportunity

For Kubra Canel, EMEA AI and Data Strategy Leader at Oracle, empowerment means representation across every pillar of the IT industry.

“For me, women empowerment means seeing women in every pillar of our industry,” she said. With more than 15 years in IT, she has witnessed the persistent underrepresentation of women, especially in leadership roles. Yet she remains hopeful: “One day, we won’t talk about woman leaders. We will only talk about leaders in IT, and we will see women equally represented in our industry.”

Kubra’s journey reflects the challenges and opportunities that define women’s careers in tech. Balancing a master’s degree while holding a full-time job was overwhelming, yet it became a career asset. “My master’s degree was all about AI and data science, and I started to reuse most of the information I learned in my master degree in my actual work,” she shared.

She also highlights the crucial role of multinational companies and HR departments in driving gender equality. “They need to make sure organisations are diverse, not only in leadership and management roles, but across every part of the organisation,” Kubra emphasised.

Beyond organisational responsibility, she encourages female engineers and scientists to raise their voices, advocate for themselves, and confidently step into leadership roles.

Community initiatives: Fostering leadership across organisations

Within Oracle, the URLE Women’s Leadership community has become a platform for empowerment. Mahira Pathan, EMEA Data Science Blackbelt, describes its purpose: “The community empowers women leaders by giving them a platform to present themselves, showcase their skills, and share new ideas.”

One distinguishing feature of the community is its inclusive approach. “We don’t limit participation to women,” Mahira said. “We follow a ‘champions’ model, where male employees can also support us and help foster leadership skills across the organisation.” Initiatives such as hackathons and leadership campaigns allow employees to demonstrate their abilities and step forward for leadership roles.

Empowerment in today’s corporate world is not about gaining permission, Mahira explained, but about leveraging available platforms. “As women, we often underestimate ourselves or wait until we feel ‘perfect’ before showcasing our abilities. Within our community, we encourage each other to push past that mindset.” For early-career professionals, empowerment can be as simple as saying, “Yes, I can take this on,” demonstrating the evolving meaning of equality in practical terms.

FMCG and corporate leadership: Policies and purpose

Supporting women in leadership, and being a woman in leadership, remains both important and challenging in corporate environments. Andrea Gontkovicova, VP of Corporate Affairs SSEA, CIS and MEA at Philip Morris International, emphasised the company’s commitment: “We have established both the processes and the corporate commitment needed to advance this work. We have been certified for many years as an equal-salary company, which goes beyond equal pay for men and women. It also includes equal opportunities for growth, access to career moves, and equal support for parental leave.”

Currently, 35 per cent of PMI leaders are women, reflecting progress while signaling potential for further growth. Andrea underscores the dual responsibility of organizations and women themselves. “When we make the decision to lead, it’s important to stand by it and keep moving forward. The journey can be tough, but it is also deeply fulfilling,” she said. She also stresses the importance of mutual support, whether through mentorship, advocacy, or simply being present for colleagues facing challenges.

Mary Gukasyan, MD at Kraft Heinz Middle East & Africa, reflects on empowerment as freedom. “Equality, freedom, professionalism, education, these elements must come together to create real opportunities,” she said. Growing up in a traditional Armenian family, Mary faced cultural skepticism about women pursuing education. Her mother’s encouragement helped her cultivate ambition and independence, which became foundational to her career.

In the corporate world, empowered women deliver results in challenging business areas. Mary shared, “I was often assigned the hardest tasks, transformation projects, difficult conversations, and complex situations. These experiences built resilience, courage, and confidence.”

At Kraft Heinz, diversity is a core value closely aligned with empowerment, ensuring women have equal opportunities to participate in decision-making and leadership.

Navigating work-life balance and career transitions

Balancing personal and professional responsibilities remains a significant challenge for many women leaders. Mary recounted the dilemma of pregnancy while on an ambitious career path: “Should I take maternity leave, knowing that I might lose opportunities?” Open communication with her manager enabled her to create a clear plan, allowing her to return to an even higher position.

Later, relocation posed another challenge. Mary reflected on balancing her daughter’s routine and education with professional growth: “What helped was open communication, talking with my daughter, discussing everything with my husband, and helping them become more agile and adaptable. In the end, their support made it possible.” She emphasises that success requires peace of mind: “Without stability in your family, relationships, and home life, it is very difficult to perform well at work.”

For Eng. Yasmin Al Enazi, head of Women in AI Middle East, empowerment is when women are measured by the problems they solve and the value they create, not by presence. She faced skepticism when pregnant with her second child but insisted her performance be measured by KPIs, proving her ability. Later, she transitioned from the corporate world to startups and innovation ecosystems to align her career with purpose, impact, and long-term vision.

Yasmin emphasises continuous reskilling, intentional learning, and leveraging platforms such as tech conferences and innovation events to build networks, gain mentorship, and participate in inclusion efforts.

The role of technology and soft skills in women’s leadership

Yasmin underscores the importance of women leveraging their innate strengths in technology and leadership. “Women already possess powerful abilities, especially soft skills such as communication, adaptability, resilience, and multitasking. These skills are increasingly in demand in the tech world and make us uniquely capable.” In a rapidly evolving AI and digital economy, she believes reskilling, agility, and openness to change are critical to sustaining both personal and organisational success.

Maria Vasileva, CEO and board member at AM Wealth Limited, frames women’s empowerment through economic agency: “Empowerment is not a slogan, it’s a transformation. It’s about women gaining control: control over their choices, their time, and their capital. When a woman understands money not as stress but as freedom, she changes the trajectory of her family, her business, and even her community.”

Maria’s own career demonstrates this principle. Moving to the UAE marked a turning point, bringing global business experience to a new jurisdiction. Despite early regulatory challenges, she and her team took ownership of licensing processes, wrote policies and procedures, and navigated the system directly, ultimately succeeding as a minority woman in the field. She emphasises that the future of gender equality lies in economic equality, ownership of capital, decisions, and impact. Women as founders, investors, shareholders, and board members will reshape industries and influence how capital flows worldwide.

From representation to transformation

The voices of Kubra, Mahira, Andrea, Mary, Yasmin, and Maria collectively reveal that women’s empowerment is multifaceted. It involves education, organisational support, community-building, mentorship, resilience, purpose, economic agency, and leadership. True empowerment is not limited to participation; it is about influence, ownership, and the courage to shape the future.

Across sectors, empowered women are driving innovation, transforming business strategies, and setting new standards for leadership. Their stories underscore that equality is not a box to check, it is a journey of determination, vision, and impact. When women lead, communities prosper, industries innovate, and economies thrive.

The conversation is no longer about whether women belong at the table. It is about how they are redefining the table itself, creating spaces where inclusion, diversity, and excellence coexist, and where the next generation of leaders, regardless of gender, can rise with confidence, purpose, and influence.

Yellow Friday goes big: noon rolls out up to 90 per cent off, meals from Dh1

Running from November 20 to November 30, the eleven-day event promises one of the largest waves of discounts the region has seen

Nida Sohail
Nida Sohail

20 November, 2025

Yellow Friday goes big: noon rolls out up to 90 per cent off, meals from Dh1
Image credit: Getty Images

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In a landmark moment for regional e-commerce, noon, the Middle East’s homegrown digital marketplace, is preparing for its biggest annual commercial surge with the launch of its Yellow Friday Sale. Running from November 20 to November 30, the eleven-day event promises one of the largest waves of discounts the region has seen, with deep price cuts across every major category, hyper-fast fulfillment through noon Minutes, and unprecedented food deals through noon Food.

But this year’s sale arrives against a broader backdrop of rapid technological transformation. In a parallel development that underscores the sector’s shift toward automation and next-generation logistics, Abu Dhabi has begun piloting autonomous e-commerce delivery vehicles in collaboration with noon and AutoGo. The combined momentum of record-breaking consumer demand and advanced delivery innovation reflects how quickly the region’s digital retail ecosystem is evolving, and how aggressively noon is positioning itself at the center of this change.

Image credit: WAM/Website

noon’s biggest sale of the year promises deep discounts across categories

noon and supermall customers across the UAE and KSA can expect savings of up to 80 per cent on thousands of products, while noon Minutes will offer lightning-fast deals with discounts as high as 90 per cent. Meanwhile, noon Food will feature an aggressive slate of value-driven offers, with meals starting as low as Dh1.

Read more-From Samsung to startups: Why UAE brands are going all-in on TikTok LIVE

According to Raman Kumar, CEO of noon.com, the Yellow Friday Sale is both a major commercial moment and a massive logistical undertaking.

“When we say the Yellow Friday Sale is the biggest in the region, we really mean it,” he said. “It’s the best time of the year for our customers to shop, and an equally massive moment for our sellers… Behind every deal is late-night work, tight coordination, and one shared mission, delivering the best value in the market for our customers and our sellers.”

Electronics: Deep price cuts on major brands

Shoppers can expect dramatic drops across leading tech brands including Honor, Samsung, and Apple.
Key highlights include:

  • Laptops from Dhs699
  • Gaming essentials at up to 60 per cent off
  • Mobiles from Dhs199
  • Headphones and speakers from Dhs49
  • Home appliances at up to 60 per cent off

These deals will be available both through noon and supermall, with supermall ensuring delivery from top brands in as little as 90 minutes.

Beauty, fashion, and home: High-value deals for everyday essentials

The sale expands across beauty and personal care, home and kitchen, and fashion. Beauty brands such as Maybelline, La Roche Posay, and Philips will offer discounts ranging from 30 to 70 per cent, with fragrances under Dhs99, makeup under Dhs49, and skincare at 50 per cent off or more.

Fashion brands including Puma, Adidas, and American Eagle will feature discounts of 40 to 80 per cent, while sports shoes, sneakers, bags, and luggage will drop by as much as 80 per cent.

In home categories, kitchen and dining items will be cut by 30 to 70 per cent, décor by 50 to 70 per cent, bath and bedding starting at Dhs9, and furniture at 40 to 70 per cent. Home improvement products will range between 30 and 60 per cent off.

Grocery shoppers will also benefit from up to 80 per cent off, with additional Dh1 deals and 20 per cent cashback on grocery purchases for noon One members.

noon Minutes: Ultrafast delivery with ultra-low prices

noon Minutes, the company’s 15-minute delivery service, is gearing up for one of its most aggressive discount cycles of the year. Deals include:

  • Electronics and gaming: up to 70 per cent off
  • Personal care and beauty: up to 90 per cent off
  • Snacks, drinks, and household supplies: starting at Dh1
  • Meal prep, toys, and stationery: up to 80 per cent off
  • Baby care essentials: up to 60 per cent off

Top brands include Tide, NIVEA, LEGO, L’Oréal, Red Bull, Nescafé, Masafi, and more.

noon Food: Big-name restaurants join the value push

noon Food’s Yellow Friday offering features some of the most competitive deals in the region’s food-delivery market, including:

  • Dunkin’ Classic Donuts: Dh8→ Dh4
  • Hardee’s Cheeseburger: Dh10 → Dh1
  • Pizza Hut – 50 per cent off
  • Baskin Robbins Single Kids Scoop Cup: Dh12 → Dh6
  • Domino’s Small Pizza: Dhs29.9 → Dhs15
  • Popeyes 2pc Chicken Box: Dhs36 → Dh5
  • Magnolia Bakery Cupcakes: Dhs18 → Dhs15

Additional 50 per cent discounts will also apply across select restaurants.

Mahali, noon’s value marketplace, will offer 50 per cent across hair and personal care, grocery, bags and luggage, toys, stationery, mobile accessories, and home improvement.

noon is also stacking additional savings through Buy Now, Pay Later partners Tabby and Tamara, as well as exclusive bank offers. Emirates NBD noon One Visa Credit Card holders will receive added benefits, and noon One members can access extra savings with their Emirates NBD cards.

Abu Dhabi pilots autonomous delivery vehicles with noon and AutoGo

While noon’s Yellow Friday Sale accelerates consumer activity, a strategic innovation is advancing on the logistics front. The Integrated Transport Centre (ITC), part of the Department of Municipalities and Transport, has launched a pilot project introducing autonomous delivery vehicles in Abu Dhabi under the supervision of the Smart and Autonomous Systems Council (SASC).

The initiative is being deployed in partnership with noon and AutoGo, a K2 subsidiary. Its goal: to integrate self-driving vehicles into noon’s logistics ecosystem, enhancing efficiency in supplying mini-fulfilment centres and supporting Abu Dhabi’s broader smart-mobility ambitions, a WAM report said.

Equipped with AI systems and advanced sensors, these autonomous vehicles are designed to navigate urban environments safely and deliver orders with no human intervention. The project marks a pivotal step in aligning e-commerce with next-generation mobility, with expectations to reduce congestion, lower emissions, and improve customer experience.

Dr Abdulla Hamad AlGhfeli, acting director-general of ITC, said the pilot underscores ITC’s commitment to fostering innovation within a safe regulatory framework that strengthens sustainability and quality of life.

Faraz Khalid, CEO of noon, added that the collaboration demonstrates noon’s commitment to redefining logistics through technology.

AutoGo will continue working with noon and ITC to expand the pilot into additional areas and product categories, with broader commercial operations expected soon.

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