Agility, Reem Mall, Curate And startAD Launch “The Emirati Concept At Curate” To Support Emirati Women Entrepreneurs And Help SMEs Scale

Reem Mall, Agility, startAD and Curate today announced the launch of “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 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 Gahwaconcept delivering premium on-the-go coffee solutions, expanding on the success of the founder’s Coffee Architecture brand.

Quotes from Partners

Reem Mall

A USD 1.3 billion development and home to Snow Abu Dhabi, Reem Mall is one of the region’s largest retail destinations, spanning 186,000 sqm of retail, dining, and entertainment.

“Reem Mall is committed to nurturing local talent and creating a platform where Emirati businesses can scale,” said Bruce von Kaufmann, Mall Director. “Giving emerging founders access to one of the UAE’s biggest retail destinations strengthens our ecosystem and ensures Emirati creativity is represented at the heart of Abu Dhabi’s retail landscape.”

Curate

“Curate was built to redefine modern retail by combining physical experience with digital reach,” said Sayra Berirmen, Digital Innovation Director, Reem Mall and Curate. “By welcoming these entrepreneurs into our space, we’re not just offering visibility—we’re giving them the infrastructure, analytics, and customer access that help SMEs grow faster and smarter.”

startAD

Nihal Shaikh, the Associate Director of startAD commented, “Founders are not short on ideas; they are short on viable pathways to test those ideas in the market. At startAD, we endeavor to build practical mechanisms that move founders from capability to commercial traction within Abu Dhabi’s economy. This partnership between startAD, Agility, Curate and Reem Mall offers Emirati women entrepreneurs a fully equipped physical and digital presence, removing the operational barriers that typically slow early-stage growth. The selected entrepreneurs represent Emirati ingenuity and sustainability. As the inaugural cohort, the next 12 months offer a direct route from validation to real customers in a high-traffic destination.

Agility Global

Agility Global is a multi-business operator and long-term investor, and the lead investor in Reem Mall.

“The Emirati Concept at Curate” underscores the critical role of women-led SMEs in the UAE’s economic transformation.” said Tarek Sultan, Chairman, Agility Global. “Through this initiative, we’re giving Emirati founders both a first retail footprint and hands-on operational support. It’s a practical investment in talent, innovation, and long-term value creation across the UAE.”

The three founders begin onboarding immediately, with products available for purchase at Curate, Level 1, Reem Mall, beginning December 2025.