In the vibrant fabric of Dubai society, individuals like Tuya Miari, founder of XO Marketing Insights and a board member of Racing City group, embody the city’s pioneering spirit, embrace of diversity, and commitment to empowering women. Her journey, spanning continents and cultures, is a testament to the transformative power of resilience, adaptability, and an open heart.
Lara Palmer: Tell us about your background and what brought you to Dubai.
Tuya Miari: I was born in Syria to Palestinian parents, but we moved to Moscow when I was just four years old. My father was a diplomat, so I grew up in the Soviet Union, graduating from an Arabic school and later the Russian Financial Academy. In 2007, I came to Dubai for a holiday and was offered a job. It was a rapidly developing city at the time, and despite the challenges of the global financial crisis, I managed to establish myself here. I worked in asset management and consultancy, and later I worked for Sheikh Mohammad bin Maktoum bin Juma Al Maktoum. I organised major events, including a foot-volley World Cup in 2011 that gained worldwide coverage. Through this, I met my husband, who is the Deputy MD of Dubai Duty Free and the DDF tournament director.
L.P.: What inspires you most in life?
T.M.: Travel, friends, and social media can all be sources of inspiration. I greatly admire Angie Shalhoub, who pioneered bringing luxury fashion brands to Dubai at a challenging time. Women who make such a positive impact truly inspire me.
L.P.: What is the role of women in the UAE?
T.M.: The UAE champions female empowerment, with ladies holding powerful positions and a 50-50 ratio of female to male representatives in parliament. The country is committed to supporting its female population, and I see it first-hand through my Emirati husband’s family. Women here are formidable leaders.
L.P.: Do you have a favourite mantra that guides you?
T.M.: Time will reveal everything. This reminds me that every difficult situation evolves, and the truth eventually comes to light. Trusting the process and believing in yourself is key.
L.P.: What dreams do you have for the future?
T.M.: Professionally, I aim to scale the business and establish a hub for people to congregate, master marketing tools, and pioneer fresh approaches. My biggest inspiration is Dubai itself. My dreams revolve around my two children, seeing them grow into happy, successful individuals who contribute to the UAE.