Basma Al Fahim, founder and managing director of Eventra Events.
Dubai - Basma pursued her passion to create an events agency, fashion line, beauty salon and indoor play area
Basma al fahim, founder and managing director of Eventra Events, forayed into the business world while she was still in university.
Basma along with her friends started freelancing for events in 2007-08. Her creative acumen and natural talent of management soon made them the most sought-after event planners in Abu Dhabi.
After graduating in marketing from Zayed University she moved to Dubai and worked for Nakheel in digital and brand marketing.
Coming from an extremely well-known family background, Basma dreamed of setting an example as a young Emirati pioneering businesswoman.
"I belong to a business family, I started my own business to prove myself," Basma said.
Her passion for event management made her to take the plunge and open her agency, Eventra Events, in 2010 with her own small saving.
"I created my company Eventra with my own saving. I know how to spend money and I am smart with it," she said.
"My parents taught me that 'if you have an idea and you want to set up a business you have to save money' and I did it," said the Emirati entrepreneur.
Basma's meticulous personality is reflected in what she does. From corporate events to wedding arrangements, the young Emirati has always managed to dazzle her clients with her fresh approach to traditional events.
Eventra is a premier event management company in Dubai and is regarded as one of the best by all of its clients. It manages corporate events, wedding parties, staff gatherings as well as exhibitions.
Eventra's success did not stop Basma's pursuit of dreams as she ventured into another segment, the beauty industry. She launched The Dollhouse, a full service salon in the heart of Jumeirah, The Dubai Ladies Club. The Dollhouse has another branch in Al Barsha South 1.
"It is a very detailed and glamourous salon that offers high quality service, product variety and a super-chic ambiance," she said.
After establishing The Dollhouse, relentless Basma explored yet another venture to prove her mettle, Sirkaya, a fashion line. She also opened a customised tailoring shop at Jumeirah Centre. Soon after its launch Sirkaya became a famous brand.
"It is a successful brand and we supply it to different stores at the Dubai Mall and the Sunset Mall," she said.
Basma, a mother of two boys, recently launched the Fairytales, an indoor play area for children up to eight years old, at the Town Centre, Jumeirah.
"As a mother I know what I want in a play area - safety, educational benefits and healthy food - so we merged our priorities with the interests of our children." she said.
Basma said she has so many business ideas, it is just matter of time and right place to start it.
"You might be listening about my new venture very soon. You should have growth plans to keep yourself motivated. When I say growing I mean improving," she said.
A family woman at heart, Basma is also actively involved in the family conglomerate affairs. She currently holds the office of 3G chairman of Employment Committee for the Al Fahim Group.
Her achievements in the business world are backed by substantial credentials from top-tier institutions across the globe, including the "Women's Leadership Programme for Entrepreneurs from the Middle East and North Africa" from the Harvard Kennedy School Executive Education. She also participated in the Goldman Sachs 10,000 women programme - an initiative to support and nurture women entrepreneurs to succeed in the business world.
Basma attributes her success to her husband and said without his support it was impossible for her to run these successful businesses.
"He encourages me, he supports me, he helps whenever he can. He is my other half and he is my biggest supporter," she said.
She said she started her first venture with only three employees and now her group has more than 100 employees.
Basma encourages young Emirati entrepreneurs to follow their dreams. She said they should believe in themselves and remain focused on their goals.
"In the beginning I also had apprehensions, especially at the launch of my first company. I was scared if I failed to launch a successful business I am going to lose all my savings," she said.
She advised young aspirants: "Keep your mind positive, train your brain to think positively to attract right energy to your life."
She said she considers herself blessed as being Emirati as the UAE offers innumerable opportunities to grow and excel in every field.
"Especially for the women empowerment, the UAE government encourages us to take active role in economic development of the nation," she said.
Basma said she wanted to be a role model for her children as well as young entrepreneurs.
She believes that the appropriate usage of social media and digital technology is critical for every business.
"While social media is booming one should take advantage of it. Snapchat, WhatsApp, Facebook, Twitter and Instagram all are the way to spread your work not only nationally but internationally," she said.
"You have to be in trend to survive. Through technology, people can see your work, and get to know more about it. Instagram helps the most to grow my business," she said.