Qatari serial entrepreneur and businesswoman Afraa Al-Noaimi is a die-hard entrepreneur at heart with an enviable track record of success. She founded "Inqbayt," a startup and business development hub offering entrepreneurs a complete suite of tools and services, as well as “Brain Trust,” an educational platform where community experts share best practices. She is also the founder of “Artistiq Hub,” an e-commerce platform that enables artists to sell their works directly to customers. In 2019, she launched her brand, “Afraa Boutique,” inspired by her love for fashion and women's empowerment.
Afraa shared her entrepreneurial journey with Dunes magazine, covering her enterprises, inspirations, future plans, and any advice she has for women who wish to follow in her footsteps.
· Thank you for taking the time to speak with us, Afraa. Could you please introduce yourself and tell us a bit about your background?
Sure! I studied at Qatar University for my undergraduate degree, then went on to get my master’s from the University of Hall. Currently, I am pursuing my doctorate in cultural diplomacy at Bocconi University. In many ways, this educational journey mirrors what I have been doing professionally.
I started in oil and gas, as most of the Qataris. However, my passion for art and culture led me to the Qatar Museums authority. Later, I joined the Supreme Committee for Delivery & Legacy, overseeing Jisoor Institute during the incredible time Qatar hosted the World Cup. After witnessing the power of culture in shaping narratives and national identity during the World Cup, I became committed to supporting this passion with a strong academic foundation, which is why I embarked on my doctorate program. It wasn't part of the initial plan, but I craved that academic endorsement, that validation we often seek, especially as women in this region. Honestly, I am enjoying the journey—I just finished my first year with three more to go!
· We know you are a successful entrepreneur. Can you tell us more about your enterprises?
My first enterprise, perhaps the closest to my heart, is Brain Trust. It was born from a need I saw among young leaders like myself in Qatar. We craved a support system offering access to experienced mentors who could offer trusted guidance. Having graduated from the Qatar Leadership Centre, I had access to this network of trusted mentors and wanted to create a similar platform for others. Sheikha Al Mayassa, Chairperson of Qatar Leadership Centre, wanted to enable young Qataris with the right educational tools to become the next leaders in different industries. Brain Trust started small, a bi-weekly gathering. Then came the pandemic, which presented an opportunity to take this knowledge online. We developed a comprehensive website featuring interviews, masterclasses, and research papers from regional and international thought leaders. I dream of expanding this platform to include the entire Arab world, fostering global knowledge exchange.
After Brain Trust, another enterprise emerged from a challenge—the need for creative solutions. As an entrepreneur, I felt the market lacked agencies that could approach marketing with a fresh perspective. Inqbayt was born, a play on the words "incubation center" and “house.” It offers creative marketing strategies and support tailored to our Qatari and regional values.
Finally, Afraa Boutique is my newest enterprise, a three-month-old baby. It is a translation of how fashion can be a tool for cultural storytelling. My designs currently focus on diverse cultures, but I envision future collections that represent the rich tapestry of the MENA region and even internationally. Overall, Afraa Boutique is about celebrating cultural heritage through fashion.
· We know your passion for art and the support you provide to emerging artists. Can you tell us about what inspired you to create Artistiq Hub?
Artistiq Hub is an online art gallery hosting exhibitions and events to showcase talented artists in our database. This e-commerce platform is focused on empowering young artists with exceptional talent who might lack the established name recognition to break into the mainstream market. We provide them an online community and actively connect them with collectors, art enthusiasts, and potential patrons. The regional artists can also share knowledge, connect with other artists, and display their artwork via Artistiq Hub.
We also offer consultation services for individuals looking to incorporate art into their homes or businesses. We have collaborated with hotels and even facilitated art exchanges. The spectrum of artists we represent is vast, from established UNESCO-recognized figures to budding young talents. Our ultimate goal is to make their art accessible to a wider audience of collectors and buyers.
· Your love for fashion is also undeniable. How did this passion develop, and what is your vision for your brand, Afraa Boutique?
I think my love for fashion has been with me since childhood. Like many young girls, I loved playing dress-up with my mother's clothes. I craved a unique identity, something that was not dictated by trends. I wanted to express myself through fashion, striking a balance between comfort and creativity, all while staying true to my cultural background.
Over time, I developed strong relationships with fashion brands built on mutual respect for cultural values. They recognized the value of cultural sensitivity and were eager to embrace it in their designs and campaigns. My role as a creative and cultural advisor emerged organically. I would offer advice on campaigns or products that might not resonate with Qatari audiences, and my insights were valued, especially after I started my doctorate program. My studies at Bocconi University further opened doors, as I was asked for insights by fashion houses like Dior.
· The young Qatari women venturing into the fashion world look up to you as a role model. Can you share your experience?
By attending fashion shows while wearing a hijab, I have challenged stereotypes. Seeing me accepted has inspired other Qatari women to embrace their identity and participate in such fashion and international events. This fills me with immense pride. In any case, I made someone feel comfortable enough about their own values and identity that they could go anywhere and present themselves.
· Which brands inspire you, and how do they influence your own brand, Afraa Boutique?
To be honest, each brand has something unique to offer. I admire the femininity and class of Dior, the artistic boldness of Louis Vuitton, Prada's commitment to sustainability and community support, and Fendi's craftsmanship. These elements are my ultimate inspiration for Afraa Boutique. My fortunate access to the behind-the-scenes workings of LVMH and other brands has been invaluable. Witnessing the meticulous processes involved in creating garments and accessories has taught me the importance of quality control. Afraa Boutique is still young, and I am dedicated to establishing the highest standards from the outset, ensuring a legacy for future generations, Insha’Allah.
· Speaking of your brand, Afraa Boutique, the abayas are stunning! Where do you draw inspiration?
My initial focus for Afraa Boutique was on Qatari culture. We have a wealth of details waiting to be explored. One collection highlights the intricate designs found in Islamic architecture, like arabesques seen on mosques and ceilings. These elements hold the potential for stunning masterpieces. My dream is to have a larger production capacity to bring my creative ideas to life. I am also constantly brainstorming new ideas—elevating the oryx and moon bag collection with Swarovski crystals, for example. Each element holds the potential to become a masterpiece.
· The abaya on Dunes magazine’s cover is captivating. Can you tell us about the inspiration behind the "Desert Rose" design?
For the Afraa Boutique launch, I designed a beautiful cape that was initially called the "Rose Cape," but it did not sit right with me. The cape was initially long and elegant, but a client requested a cropped red version, while another preferred a green one. It made me realize how a single piece can be interpreted in diverse styles and moods. The final abaya might appear simple, but its creation was far from easy. I am thrilled with the outcome and excited to see how people style it in different ways. I envision it cropped with leather jeans or incorporated into a funky outfit. It's inspiring to see how a cultural piece can be reimagined for various styles.
· It must have been challenging to be a Qatari female entrepreneur. Can you elaborate on those challenges and how you have overcome them?
There's nothing easy about creating a business, whether you're a woman or a man. But women often face unique obstacles. We juggle multiple roles—at work, home, and in the community. This can lead to guilt, especially when trying to balance everything.
For me, the key was building a strong support system. My team, family, and friends all believe in my vision and encourage me. They also understand the pressures I face and help me navigate them. Having this network helps me overcome hesitation and the fear of failure.
· What motivates you to keep going, especially when things get tough?
I believe that life is too short, and ultimately, it is about leaving a legacy. I want to be remembered not just for my name, but for the positive change I strived to create. I want my children, grandchildren, and even strangers to know that I aimed to make a difference. This belief keeps me moving forward, because it comes from a good place. It's my message to everyone—believe in yourself and what you are doing, and strive to leave a positive mark on the world.
· Finally, what are your future business plans? Do you have any enterprises outside your current areas of expertise?
While I am not a huge F&B person, I have a unique concept in mind. I envision a small cafe that integrates art and books into the experience. It wouldn't be just a place to grab a coffee and go, but a social hub where art becomes part of everyday life. Imagine a space where artists, writers, and people from all walks of life can connect and share their passions over a cup of coffee. There are cafes like this around the world, and this is a concept I would love to bring to Qatar and potentially expand to other countries.
Comments