Reem Mall, Agility, startAD and Curate have launched “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 1,200 sqm 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.
The Emirati brands will benefit from an established ecosystem that provides storage, staffing, logistical and dropship capabilities, enabling the entrepreneurs to establish a physical and digital retail presence in the UAE market with ease.
Developed jointly by startAD, Reem Mall, and Agility Global, the program supports the UAE’s ‘We the UAE 2031’ vision by giving Emirati entrepreneurs access to the tools, networks, and market exposure needed to build scalable, modern retail businesses. Participants were selected from startAD’s accelerator programs and the Abu Dhabi Chamber Businesswomen Council.
Meet the 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.
