This month, we speak to inspiring women whose ideas, resilience and ambition are helping shape Qatar’s and the region’s evolving identity and future.
Across the GCC, a powerful shift is underway. Women are not only participating in the region’s transformation – they are helping to define it. From boardrooms and startups to laboratories, ministries, creative studios and social enterprises, a new generation of female leaders is reshaping what influence, ambition and success look like in the Gulf. This feature brings together a selection of inspiring women whose work reflects the market’s dynamism today. Each interview offers a personal perspective on leadership, resilience and purpose, while revealing the broader cultural and economic evolution across Qatar and the GCC. Their stories span industries and backgrounds, yet they are united by a common drive: to create impact beyond titles and expectations.
What makes these conversations especially compelling is the balance between tradition and progress. The women featured here navigate rapidly changing landscapes while remaining deeply connected to their identities, experiences, communities and heritage. They speak candidly about the realities of building careers, leading organisations, challenging perceptions and opening doors for future generations.
At a time when the Gulf is positioning itself as a global hub for innovation, investment and creativity, women are playing an increasingly visible role in shaping this future. Their contributions are not limited to a single sector or narrative; they are influencing diverse fields in meaningful and lasting ways.
More than a celebration of achievement, these interviews are an exploration of the perspectives, ideas, values and experiences that drive these women forward. Through their voices, we gain a richer understanding of their invaluable presence in the market and the impact they are creating in this ever-growing economy.
The New Architecture of Luxury
Anna Neti Fontaine, Printemps Doha General Manager, talks about her career in the luxury sector and its future.
What originally drew you to the world of luxury retail and hospitality?
I was never captivated by luxury as a product – I was captivated by its power to engineer emotion, aspiration and cultural influence at the highest level. From an early age, as an athlete, global traveller and intensely curious observer of human behaviour, I became fascinated by the invisible architecture behind extraordinary experiences.
Over two decades across New York, Europe and the Middle East, I have built and transformed ecosystems where retail, hospitality, fashion, watches and jewellery, and lifestyle converge into one immersive universe. To me, true luxury is not transactional – it is transformational. It is about creating environments so magnetic, emotionally charged and culturally relevant that they become impossible to replicate and unforgettable to experience.
What does modern luxury leadership require today that it didn’t 10 years ago?
Luxury leadership today requires visionaries capable of shaping cultural gravity – not simply driving commercial performance. In the past, success was largely measured through expansion, visibility and transactional scale. Today, the true competitive advantage lies in the ability to create emotional ecosystems that people aspire to belong to. Modern leadership demands a rare fusion of strategic intelligence, emotional fluency, cultural anticipation and fearless reinvention. Consumers no longer separate retail, hospitality, wellness, entertainment, technology and community – they expect one seamless, emotionally intelligent universe. In a world saturated by sameness, extraordinary leadership is no longer operational – it is visionary, disruptive and deeply human.
Do you believe human connection is becoming more important in a highly digital world?
Without question. I believe authentic human connection is becoming the ultimate status symbol of modern luxury. We live in an era of hyper-connectivity yet emotional disconnection, where technology has optimised speed but diminished intimacy. The brands that will dominate the future are not necessarily the loudest or most visible – they are the ones capable of making individuals feel deeply seen, understood and emotionally valued. Technology should amplify humanity, not replace it. In many ways, emotional intelligence has become the new currency of influence. Human warmth, intuition, empathy and meaningful interaction now carry greater luxury value than excess itself. The future of luxury will belong to brands and leaders capable of creating emotional belonging in a world overwhelmed by digital noise.
How is the Middle East redefining global luxury today?
The Middle East is no longer participating in the global luxury conversation – it is actively rewriting its blueprint. What makes the region extraordinary is its audacity of vision. The Middle East has mastered the art of combining deep cultural heritage with futuristic ambition at a scale the world has never witnessed before. Here, luxury is no longer confined to products or boutiques; it has evolved into fully immersive ecosystems where fashion, hospitality, architecture, wellness, entertainment, gastronomy and technology coexist seamlessly. The regional consumer is among the most sophisticated globally – hyper-informed, globally exposed, culturally fluent and deeply attuned to elevated living. This has forced brands to innovate faster, raise standards and think beyond traditional luxury models. I believe the Middle East’s greatest contribution to global luxury is its refusal to think incrementally. The region operates with visionary scale, emotional ambition and a mindset that continuously transforms impossibility into reality.
From a Specialised Perspective
Carine Nehme Kassis, Regional Marketing Manager at Ali Bin Ali Beauty, shares more about her career in marketing and her experience in the luxury sector.
You have been working in marketing for more than 20 years. What drives you in this field?
What continues to drive me is the ability to shape perception, emotion and connection through brands. Marketing is never only about selling a product. It is about understanding people, culture, aspirations and creating meaningful experiences that leave a lasting impact. I also enjoy the constant evolution of the industry. There is always something new to learn, rethink and build.
You have worked with luxury brands in different industries. What is luxury for you? And what makes working in this kind of business so interesting?
Luxury for me is not excess. It is quality, intention, detail and emotion. The most powerful luxury brands create a feeling before they create a purchase. What makes this industry so interesting is the level of storytelling, craftsmanship and precision behind every touchpoint. Luxury also requires a deep understanding of the people and culture, especially in a region like the GCC where consumers are highly sophisticated and emotionally connected to brands.
The GCC is a very special market. In your opinion, what makes brands thrive here?
Brands thrive in the GCC when they combine global excellence with cultural understanding. Consumers in this region appreciate quality, innovation and elevated experiences, but they also value authenticity and relevance. The brands that succeed are the ones that listen carefully to the market, adapt thoughtfully and build genuine long-term relationships rather than simply focussing on visibility.
What is one golden tip in marketing and brand strategy for you?
Consistency builds trust. A strong brand is not created through one campaign or one moment. It is built through a clear identity, a meaningful purpose and consistent experiences across every interaction people have with the brand.
Destination Excellence
Fadoua El Mesbahi, Founder and Managing Director at Vogue Ventures Hospitality, shares her insights on evolving travel trends, meaningful guest experiences and the emotional connection that defines modern luxury.
You have more than 20 years of experience in hospitality. With that career path in leading luxury brands, you founded Vogue Ventures Hospitality. Can you tell us more about it?
After more than two decades in luxury hospitality, I wanted to create something more personal, dynamic and closely connected to today’s traveller and market needs. That is how Vogue Ventures Hospitality was born. We work with luxury hotels, resorts, tourism boards and lifestyle brands to help them grow their presence across the GCC and international markets. Our focus goes beyond sales and marketing; it is about building long-term relationships, understanding each market deeply and creating meaningful connections between destinations and travellers. Today’s luxury guest is looking for more than a beautiful hotel. They want privacy, personalised experiences, wellness, authenticity and emotional connection. Our role is to help hospitality brands understand these evolving preferences while maintaining excellence and cultural sensitivity.
What do you think is your strongest trait in this business?
I believe my strongest trait is relationship building. Hospitality is a people business before anything else. Over the years, I have learned that trust, consistency and genuine communication are what create long-term success. I also believe that understanding cultures is extremely important, especially in our region. Every market has different expectations, traditions and communication styles. Understanding people, listening carefully and adapting while maintaining professionalism have helped me throughout my career. At the same time, I always try to lead with passion and calmness, even in challenging situations. Luxury hospitality requires attention to the smallest details, but it also requires emotional intelligence and the ability to make people feel comfortable and valued.
In your opinion, what makes a destination attractive and what can make a hotel/resort stand out?
A destination becomes truly attractive when it creates emotion and leaves people with lasting memories. Travellers today are looking for experiences they cannot find everywhere else. They want culture, authenticity, safety, excellent service, gastronomy, wellness and experiences that feel personal and meaningful. As for hotels and resorts, luxury today is no longer only about design or size. Guests remember how a place made them feel. A hotel stands out through genuine hospitality, personalised service, attention to detail and the ability to anticipate guest needs before they are even requested. For GCC travellers in particular, privacy, family experiences, wellness offerings, spacious accommodations and personalised service are very important. Understanding these preferences and respecting cultural expectations can make a major difference in creating loyalty and trust.
According to the American Express 2026 Global Travel Trends Report, 40% of global respondents plan on spending more on travel this year. What do you think makes travelling so important in a person’s life?
Travel has become much more than leisure. It is now part of personal well-being, self-discovery and quality of life. People travel to reconnect with themselves, spend meaningful time with family, discover new cultures and create memories that last forever. After the past few years, many people have also realised that experiences are more valuable than material things. Travelling opens the mind, fosters understanding between cultures and inspires and balances people. I believe travel enriches people emotionally and mentally. Whether it is a wellness retreat, a cultural journey or a family holiday, travel allows people to disconnect from routine and reconnect with what truly matters.
Where Emotion Becomes Design
Laila Allaoui, Founder and Creative Director of Color Your Mood Design, shares her journey into the worlds of art and fashion and how her creative path has evolved.
Can you tell us how Color Your Mood Design was born and what is behind the brand?
Color Your Mood Design was born from a very personal journey that combines emotion, culture, art, movement and storytelling. A defining moment came with the FIFA World Cup Qatar 2022. It was during this period that I decided to sketch my very first dress, inspired by how I felt and the colours of the countries whose matches I attended. That was the true beginning of Color Your Mood Design. Today, I am building my brand with the support of M7, which has believed in my vision, storytelling and creative identity from the beginning. For me, fashion is not only about clothing. It is about emotion, movement, identity and creating pieces that people can truly feel.
You have a background in finance. How does that contribute and merge with your creative side?
My background in finance has strongly influenced the way I approach creativity and entrepreneurship. I studied finance, management, control strategy and accounting in France and Canada, and I have always been passionate about organisation, structure and understanding how systems work. While fashion is deeply emotional and artistic, building a brand also requires discipline, strategy and long-term vision. My finance background helps me transform artistic ideas into real projects with direction and purpose. I believe this duality defines me as a designer. Together, they allow me to create not only collections but an entire universe and brand experience.
What have been the most remarkable experiences with your brand?
One of the most remarkable moments of my journey was representing Qatar’s creative scene internationally during New York Fashion Week at the iconic Gotham Hall in Manhattan. Supported by M7, I was the first creative representing Qatar on that international stage. It was more than a fashion moment; it was a statement about identity, creativity and cultural dialogue between Qatar and the international fashion scene. I would also say that merging fashion with art and technology has been one of the most exciting aspects of my brand journey. As both a designer and an abstract painter, I love exploring how creativity can evolve across disciplines and become an immersive experience.
How do you see the fashion scene in Qatar?
I see Qatar’s fashion scene as ambitious, evolving and full of creative potential. Over the years, I have witnessed an incredible transformation in the country’s cultural and artistic landscape. There is a strong desire today to support emerging talents, innovation and creative industries. What makes Qatar unique is its ability to balance tradition with modernity. Designers here preserve cultural identity while embracing international influences, technology and contemporary aesthetics, creating a very rich and inspiring environment for creativity.
Hospitality Starts Within
Sinéad O’Reilly-Henell, General Manager at Qabila Westbay Hotel by Marriott, gives us a lesson on leadership and highlights the importance of the people behind it.
What inspired you to pursue a career in luxury hospitality, and how did your journey from front desk agent to general manager shape your leadership style?
My passion for luxury hospitality stems from a genuine desire to create meaningful, personalised experiences and to build strong, engaged teams. I’ve always been drawn to the idea that great service is not just delivered – it’s felt, and that it comes from a deep understanding of people. Starting my career as a front desk agent gave me a strong grounding in the guest journey and an appreciation for the realities of the frontline. Leading hotel openings and, more recently, overseeing a major hotel repositioning have shaped my leadership style to be both people-focussed and results-driven. I believe in being visible, empowering teams and fostering a culture where individuals feel valued and supported – because that’s what drives exceptional guest experiences and sustainable success.
What core values have been most important to your success?
The core values most important to my success are integrity, empathy and accountability. I strongly believe that consistency and trust are built by doing the right thing – even when it’s difficult – and that this sets the tone for team culture and the guest experience. Empathy has also played a key role, particularly as I have grown through operational roles. Understanding the realities of frontline teams enables me to lead in a way that is supportive, inclusive and empowering. Finally, accountability is critical – both personally and across the team. Clear expectations, ownership and a focus on continuous improvement drive performance and long-term success. For me, these values underpin strong leadership and exceptional hospitality.
Outside of operations, what aspect of hospitality are you most passionate about?
I’m particularly passionate about people development and talent growth. Watching individuals build confidence, develop their skills and progress in their careers is incredibly rewarding, especially in an industry where so many leaders, myself included, have grown from the ground up. I also have a strong interest in brand storytelling and positioning – how a property creates a sense of place and delivers something distinctive beyond the physical product. For me, it’s about shaping an identity that resonates with guests while ensuring the team understands and brings that story to life every day. Ultimately, it’s the combination of developing people and creating memorable, authentic experiences that I find most fulfilling beyond the day-to-day operations.
What advice would you give to young professionals aspiring to build a career in hospitality management?
My advice is to start by embracing the fundamentals of hospitality – there’s no substitute for frontline experience. It gives you a deep understanding of guests, operations and teamwork that will shape you throughout your career. Be curious and open to learning across all areas of the business. Hospitality is incredibly diverse, and the more exposure you gain, the stronger and more adaptable you become as a leader. Equally important are resilience and attitude. It’s a fast-paced, people-focussed industry, so staying positive, solution-oriented and willing to go the extra mile really sets you apart. Finally, invest in relationships and in your own development. Seek out mentors, learn from strong leaders and never lose sight of the fact that hospitality is, at its core, about people – both guests and the teams you lead.