MAYS IBRAHIM (ABU DHABI)
Determined to make art more accessible, this Emirati mother-daughter business duo has created a space where creativity flourishes without constraints.
In 2017, Sara Al Shorouqi established the RFLCT Creative Arts Centre in Khalifa City with her mother Nassim Al Majed, with the aim of breaking down barriers of cost, exclusivity and academic credentials.
Al Shorouqi grew up in a household where art was a staple, with her father, a teacher and school director, and her mother, an artist.
This environment allowed Sara and her mother to experience firsthand the transformative power of creativity.
Through RFLCT Creative Arts, they aim to extend that same experience to the broader UAE community.
"Art teaches more than creativity - it instils time management, attention to detail, and open-mindedness," Al Shorouqi explained in an interview with Aletihad.
"It also encourages risk-taking, as individuals experiment with different mediums and techniques."
The centre offers a variety of guided art workshops led by professionals, catering to both children as well as adults seeking self-expression, stress relief and skills development.
Designed to be accessible, these sessions range from two to 10 hours, allowing participants to create tangible art pieces such as paintings, sculptures, ceramic mugs, stitched garments and crochet work.
Empowering Women, One Bold Step at a Time
Before taking on this creative venture, Al Shorouqi transitioned from a 23-year corporate career in strategic communications to entrepreneurship.
She is now a mother of five at the helm of three businesses - RFLCT Creative Arts, Conclusive Consultancy and an interior design studio.
Al Shorouqi aims to expand the reach of RFLCT Creative Arts, with plans for a franchise model to make art more accessible nationwide.
She recently participated in the Academy for Women Entrepreneurs (AWE) and the startAD Impact Hub for Emirati Women Achievers (AWE 5.0 x EWA Bootcamp), an initiative designed to equip Emirati women with the skills and networks needed to scale their businesses globally.
Reflecting on her experience, she said, "This boot camp made me realise the importance of readiness. Opportunities can arise at any moment, and we must be prepared to seize them. It forced me to refine my business pitch, understand investor dynamics, and be strategic in engaging with potential stakeholders."
Saturday marks International Women's Day 2025, celebrated under the theme, "Accelerate Action", an urgent call for faster, more effective strides towards gender equality.
Marking the occasion, this mother-daughter duo shared an uplifting message for women everywhere.
"Believe in your capabilities. We are strong, we are supported, and if we put our hands together, we can achieve more than we ever imagined," Al Shorouqi said.
Her mother, Nassim, shared a similar sentiment: "Be proud of yourself and go after your dreams without hesitation. There are always barriers, but the tools to succeed are there - use them."