Reem Mall, Curate, startAD and Agility Launch Second Edition of ‘The Emirati Concept’
Reem Mall, Curate, startAD and Agility have launched the second edition of ‘The Emirati Concept at Curate’, an initiative designed to support Emirati women entrepreneurs by giving selected female-led businesses access to physical and digital retail opportunities.
The programme was announced during a gathering held as part of Emirati Women’s Month. It builds on the inaugural 2025 edition, which connected homegrown businesses with physical retail space at Curate in Reem Mall, alongside online exposure, marketing support and mentorship.
Initiative Opens Applications for Emirati Female Entrepreneurs
Applications are now open for the 2026 cohort of Emirati female founders and entrepreneurs from the startAD ecosystem.
Selected businesses will undergo a competitive evaluation process, with winning concepts receiving turnkey physical retail space at Curate in Reem Mall. Participants will also benefit from marketing support, strategic mentorship and access to Curate’s online retail platform.
The initiative is intended to reduce some of the operational barriers faced by emerging businesses while giving consumers in Abu Dhabi greater access to locally developed products and brands.
Programme Builds on 2025 Success
The launch event also recognised three entrepreneurs who participated in the inaugural 2025 edition.
They included Maysoon Al Shamsi, founder of RAWA, a sustainable wellness brand that upcycles date seed oil into natural balms, oils and soaps; Muna Alhammadi, founder of Mineral Energy Natural Products, an organic skincare brand; and Nooran Albannay, founder of Section Coffee Roasters, a women-focused coffee and Gahwa concept.
Al Shamsi also shared her experience of expanding her business into physical retail and reaching new customers through the programme.
Physical and Digital Retail Access
The second edition combines physical retail exposure with digital channels, allowing participating businesses to engage with customers through Curate’s retail space at Reem Mall as well as its online platform.
Reem Mall provides the physical retail environment, while Curate operates as a hybrid retail concept designed to connect brands with consumers through both physical and digital channels.
The initiative is supported by startAD, an Abu Dhabi-based startup accelerator powered by Tamkeen and anchored at NYU Abu Dhabi, and Agility, a multi-business owner and operator with investments across logistics and transport, infrastructure and technology.
Partners Highlight Role of Market Access
Bruce von Kaufmann, COO of Reem Mall, said the initiative reflects the mall’s commitment to supporting local entrepreneurs and creating opportunities for homegrown brands to develop alongside international businesses.
Neil Tunbridge, Head of Curate, said the first edition demonstrated the potential of local female entrepreneurs when provided with retail infrastructure and visibility, adding that the 2026 programme would continue to lower barriers to physical retail.
Nihal Shaikh, Associate Director at startAD, said access to markets can be as important to early-stage businesses as access to capital and capabilities.
Mariam Al-Foudery, Agility Group Chief Marketing Officer, said the programme reflects the company's support for the UAE’s economic diversification and the role of women entrepreneurs in the economy.
Selected Brands to Receive Retail Space and Mentorship
Under the 2026 programme, successful applicants will receive access to physical retail space within Curate at Reem Mall, supported by marketing and strategic mentorship.
The programme is designed to help participating founders test their products with customers, build retail visibility and explore opportunities to expand through both physical and digital channels.
With the second edition now underway, ‘The Emirati Concept at Curate’ aims to provide another platform for Emirati women-led businesses to connect with consumers and develop their brands within Abu Dhabi’s growing entrepreneurial and retail ecosystem.
