Reem Mall, Curate, Startad, And Agility Launch Second Edition Of ‘The Emirati Concept’ To Empower Next Generation Of Emirati Female Entrepreneurs
Reem Mall and Curate, in partnership with startAD and Agility, have officially announced the launch of the second edition of ‘The Emirati Concept at Curate.’ Launched following an exclusive gathering in celebration of Emirati Women’s Month, the initiative gives selected Emirati women entrepreneurs the opportunity to showcase their businesses through Curate’s physical and online retail channels.
First launched in 2025, The Emirati Concept at Curate connects homegrown businesses with physical retail space at Curate in Reem Mall, alongside online exposure, marketing support and mentorship.
The celebratory launch event brought together aspiring Emirati female entrepreneurs and also featured an alumni spotlight recognising the three winners from the inaugural 2025 edition:
- Maysoon Al Shamsi, founder of RAWA, a sustainable wellness brand upcycling date seed oil into natural balms, oils, and soaps;
- Muna Alhammadi, founder of Mineral Energy Natural Products, an award-winning, handcrafted organic skincare label; and
- Nooran Albannay, founder of Section Coffee Roasters, a women-empowered, ethically sourced coffee and Gahwa concept.
Maysoon Al Shamsi also shared her experience of taking her business into physical retail and reaching new customers.
With the 2026 edition of The Emirati Concept at Curate now officially underway, applications are open to a new cohort of Emirati female founders and startAD ecosystem entrepreneurs. The initiative aims to lower operational barriers for emerging businesses while enriching retail offerings for the Abu Dhabi community with authentic, homegrown concepts.
The collaborators of the Emirati Concept at Curate (Reem Mall, Curate, startAD, and Agility) bring a wealth of experience and expertise that helps female Emirati entrepreneurs grow and scale their businesses:
- Reem Mall is one of the UAE’s fastest-growing super-regional retail destinations, located on Reem Island within the international financial jurisdiction of the Abu Dhabi Global Market (ADGM).
- Curate is Abu Dhabi’s innovative phygital retail concept. Located in Reem Mall it offers a premium physical location and online platform providing ease of access to the UAE market for local and international brands.
- startAD is an Abu Dhabi-based startup accelerator powered by Tamkeen and anchored at NYU Abu Dhabi.
- Agility is a multi-business owner and operator and long-term investor across logistics and transport, infrastructure, and technology.
Quotes from Partners
Bruce von Kaufmann, COO, Reem Mall notes; “At Reem Mall, we are committed to nurturing local talent and providing a platform where homegrown innovation can thrive alongside global brands. ‘The Emirati Concept at Curate’ reflects our dedication to supporting the UAE’s entrepreneurial ecosystem and celebrating the vital role Emirati women play in shaping the future of retail and commerce. Through our continued partnership with Curate, startAD, and Agility, we look forward to welcoming a new cohort of visionary female founders and offering them the launchpad necessary to accelerate their growth.”
Neil Tunbridge, Head of Curate, says; “Hybrid retail is fundamentally reshaping how emerging brands build credibility and scale. The inaugural edition of ‘The Emirati Concept’ demonstrated the incredible creative and commercial potential of local female entrepreneurs when provided with the right infrastructure and retail visibility. As we launch ‘The Emirati Concept 2026’, Curate remainsdedicated to lowering the barriers to physical retail, giving homegrown Emirati brands the tools, technology, and space to connect directly with consumers and expand their footprint seamlessly across digital and physical touchpoints.”
Nihal Shaikh, Associate Director, startAD, comments; “The real measure of entrepreneurship is not how many ideas we generate, but how many find their way into the economy. The first edition of The Emirati Concept reinforced that, for early-stage businesses, access to markets can be as valuable as access to capital or capability. By combining access to Reem Mall’s customers with Curate’s digital pathways, founders can test demand, sharpen their proposition and make better decisions about growth. We look forward to seeing more creative, homegrown businesses to use this pathway to build relevance, resilience and staying power.”
Mariam Al-Foudery, Agility Group Chief Marketing Officer, adds “The Emirati Concept at Curate reflects Agility’s long-term commitment to the UAE’s economic diversification and to the women entrepreneurs helping drive it. The success of the inaugural edition has shown us the value of combining retail infrastructure with hands-on support to help promising Emirati businesses reach customers and grow. We look forward to seeing this year’s cohort build on that momentum.”
Selected brands will undergo a competitive evaluation process, with the winning concepts earning turnkey physical retail space within Curate at Reem Mall, supported by comprehensive marketing and strategic mentorship.
