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UAE: How this expat is redefining Dubai’s luxury hospitality through curated experiences
What began as a single table and lounge in the middle of a desert run by three employees, has evolved into a firm that curates events for the likes of Cartier and Rolls Royce
In an era when luxury is often defined by jaw-dropping spectacles, brand and celebrity-driven extravaganzas and no-expense-spared excesses, Stephanie Reichenbach strikes a refreshingly different note. The Dubai-based entrepreneur is of the firm belief that luxury need not scream. On the contrary, it should whisper, with occasions that embrace intimacy and meaning over extravagance and ostentation.
It is an aesthetic infused in the very DNA of Nara, the upscale hospitality and experience curation firm she founded in 2018. What began as a single table and lounge in the middle of a desert run by three employees, has evolved into a nuanced portfolio spread across the region, serviced by a staff of over 200. The unifying thread: a strong focus on crafting thoughtful journeys across sea, sand and the city through a blend of fine gastronomy, immersive performances and creative concepts.
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Banking on hospitality
Stephanie’s desire to recalibrate the familiar narrative of tourism and events stemmed from her deep love for Dubai. The city resonated with her from the time she moved from Geneva, 16 years ago, where she worked as Head Private Banker with Barclays for the African market. The comfortable lifestyle and connectivity that Dubai offered, immediately struck a chord. “Small but meaningful efficiencies, like extended business hours, quick access to services, and a supportive environment for professionals, made a huge difference at that stage of my life. In Geneva, conveniences are expensive, and everything shuts at 6pm,” she says. “Dubai was quite the hub even back then and I requested Barclays to transfer me to this city; it also gave me quicker access to Africa.”
Work soon consumed her life, but eventually the pace made her re-evaluate her priorities. Pregnant with her fourth child, Stephanie decided it was time to take a step back to focus on her family, adopt a slower rhythm and enjoy the ‘Dubai life’ — a pause that lasted over six years. The hiatus, after nearly two decades of a high-flying banking career, was welcome but as her children grew older, so did the familiar urge to return to work. “Sometimes, doing nothing is far harder than working in a high-pressure job,” she reflects. “I wanted to start something of my own to regain that independence.”
A deep introspection led to clarity on what she truly loved: hospitality, events, travel, nature, food, entertaining and the art of creating atmosphere. Her strong financial background gave her a solid foundation though building something from scratch required patience, resilience and long-term conviction. And the question remained: what could be done in a tourist-friendly city brimming with ever-evolving F&B and hospitality titles?
The answer revealed itself while hosting friends and family from abroad.
Most visitors, she observed, wanted to explore the desert, yet what was available were the predictable safaris with tight schedules and activities that felt more like checking boxes than offering a meaningful experience. “I realised there was space to offer the same setting with a far more bespoke feel for guests seeking something beyond the ordinary,” she says.
And that’s how Nara was born — named after her four children Neil, Adam, Ryan and Adrian. Stephanie’s first experiment was the Nara Desert Escape, a pop-up-style sojourn catering to just one group at a time, with menus, entertainment and activities curated to individual tastes. Her vision was clear: create sustainable desert dining itineraries that felt warm, authentic, thoughtful yet stylish.
The years of growth
The idea took off, and one project led to another, with the grounding philosophy of each remaining the same — refined eco-luxury that blended cinematic sandy landscape with sunset tours, gourmet dining under the stars, live performances and fun activities. Be it Sonara Camp, Nara Oasis or the Sonara Camp Al Wadi in Ras Al Khaimah, the UAE’s desertscape became the sweeping palette for hospitality, storytelling and immersive moments to converge.
Stephanie took the desert offering a notch higher with the launch of The Nest by Nara. Conceived as a luxe twist on glamping, this retreat features 14 Alpine-inspired dune-shaped ‘nests’ designed by award-winning architect Gianni Ranaulo — a private hideaway in the stillness of the desert, elevated by architectural wonder, plush amenities and farm-to-table cuisine. “I think of it as ‘nesting’,” says Stephanie. “A way to enjoy the desert without roughing it out — somewhere between a hotel and a camp.”
From the seclusion of the sand, Nara sailed into the sea, with a reimagination of the traditional dhow cruise through the Lady Nara, as an intimate, dining-led trip through Dubai’s serene creek and canal. The third pillar was the urban offering, Nara in the City, which brought the same sensibility to private celebrations and corporate gatherings. Later, Nara at Home was launched, bringing the understated luxury ethos into the domestic space featuring bespoke restaurant-level dining, customised menu, table services and entertainment for sophisticated hosting at home.
Not surprisingly, food sat at the heart of all of these concepts. Dubai’s gastronomic diversity found full expression across the menus designed by corporate head chef, Gregory Khellouf whose Michelin-starred credentials and French culinary flair shaped the Mediterranean-Middle Eastern delicacies offered across Nara. “He has a great sense of adventure! Desert cooking demands precision and planning; it’s far more challenging than being in a restaurant. If you forget a lemon for a dish, there’s no way to rush and buy it,” she laughs. “So we have to be on our toes, listen to the client, incorporate their tastes and be well-prepared all the time.”
What to expect
Stephanie’s myriad brands caught the attention of international brands resulting in collaborations with labels like Cartier, Hugo Boss, Audemars Piguet, Rolex, Rolls Royce and big-scale events like the recent Dubai Watch Week. She fondly remembers an event curated for Cartier that blended quiet elegance with atmospheric elements. “An amphitheatre was created in the desert, redesigning and redecorating a camp site for over 300 people who were entertained by a world-renowned pianist. It was unforgettable,” she reveals.
Yet beyond large-scale associations and headline-making events, Nara’s philosophy is most clearly felt in its more intimate concepts. Take for instance, Lady Nara, the bistro-style dhow that reinterprets the traditional dhow cruise. The 80-seater floating destination, sailing from Dubai Festival City, pairs sleek interiors with a state-of-the-art chef’s kitchen. Wooden slatted ceilings, upholstered long seats and rattan chairs set the tone as the two-deck vessel glides through old and new Dubai’s waterways amid the shimmering skyline, with a Mediterranean-Arabic menu — airy focaccias with beetroot hummus and labneh, smoked aubergine caviar, carpaccios and delicate desserts to name just a few — adding to the heady moments.
In the desert, The Nest is a prime example of a secluded expression of indulgence. Think a staycation without the formality of a resort with unique activities — stargazing with an astronomer, fire-lit evenings inside the ‘nest’ or even a private cinema under the stars. It’s all very exclusive, chic and intimate.
What luxury actually means
At every project and vertical she’s created, Stephanie defines luxury by detail and intention rather than scale or cost. The price spans a wide spectrum — from a dhow cruise at about Dh500 to desert proposals for Dh10,000 or more, or bespoke productions that can run into millions. However, it’s the value and experience that make all the difference.
Meanwhile, the real challenge lies elsewhere: how to continue offering something elevated and new in a city that has it all. The trick, according to Stephanie, lies in restraint. “The word ‘unique’ is rather overused but the key to creating a unique experience is not trying too hard to be luxurious,” she says. “Luxury is simplicity. It lives in the details — the quality of the food, the plate it’s served on or the warmth of the staff. Above all, luxury is about memories that stay with you. Children spending time in the desert to learn stargazing or falconry, families gathering over an unhurried meal, a couple taking a quiet walk in the privacy of the sand dunes… that is luxury.”
This philosophy also gets mirrored in the way her company has grown — slowly, deliberately and without shortcuts. “I don’t know what comes next,” she admits. “When I started in my kitchen seven years ago, I never thought it would take me to where it has reached today. When you build things one by one, year by year, stone by stone along with a team who shares the same values and sensitivity to detail, that’s when you’re able to make them truly better.”
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