Today's Edition
MUDHI ALOBTHANI (ABU DHABI)
Local and Emirati businesses came together at The Edit, a four-day exhibition held from August 14 to 16 at Emirates Palace Mandarin Oriental in Abu Dhabi, giving emerging brands an opportunity to showcase their products, connect with customers and strengthen their businesses.
The exhibition featured Emirati businesses across food and beverages, fashion, accessories, perfumes, retail and creative concepts, reflecting the growing diversity of the UAE’s entrepreneurial landscape.
Organised by Mahra Al Ameri, Alya Al Ameri and Afra Al Mansoori, aged between 18 and 20, The Edit was created to support Emirati entrepreneurs and build connections among emerging businesses.
“The Edit was created to give Emirati entrepreneurs a platform to showcase what they have built, reach new customers and connect with one another,” the organisers said in a statement. “From the beginning, we wanted it to be more than a marketplace; we wanted to create a community that businesses could grow with.”
The second edition was shaped by feedback from vendors and customers who attended the first event. The organisers said their approach was based on “listening, adapting and building trust”, with the aim of ensuring businesses felt part of a supportive community rather than simply renting a booth.
Holding the exhibition in August was also intended to help businesses maintain visibility during a traditionally quieter period. “Businesses still need opportunities to grow, and not every small or emerging business has the ability to open a permanent store,” the organisers said.
They also highlighted the value of face-to-face interaction, particularly for young entrepreneurs developing their confidence and communication skills.
“Some of the most meaningful outcomes of The Edit go beyond sales,” they said. “We have seen young participants gain confidence by speaking to customers and introducing their businesses.”
Customer Engagement and Feedback
For participating brands, the exhibition provided an opportunity to test products, understand customer preferences and reach new audiences.
For Overland Coffee, an Emirati project founded by Mansour Al Shehhi, Mohammed Al Mansoori and Hamdan Al Mansoori, The Edit marked the beginning of its journey.
“Our participation in The Edit was the real starting point for Overland Coffee,” the founders said. “We started our project through it and were able to introduce our products and brand to the public.”
The founders said August presented challenges, including lower footfall during the summer holidays, but also opportunities to develop products suited to the UAE climate. The company introduced “Dirty Rutab”, a coffee and dates drink inspired by the UAE’s rutab season.
“We see summer as both a challenge and an opportunity,” they said.
For fragrance brand Aljaz Scents, direct customer interaction was particularly valuable because perfume cannot be experienced digitally.
“Events such as The Edit allow us to reach people who may not have known the brand before,” said Alyazia Al Shamsi. “Experiencing the fragrance directly helps customers understand our products better.”
Emirati fashion brand Classy Bedouins, led by Wadeema Al Ebri and Qasayed Al Ebri, also used the exhibition to engage with customers and gather feedback.
“Every participation gave us an opportunity to meet new customers, hear their opinions and see their reaction to our designs directly,” they said. “Most importantly, it helped us build trust with our customers and demonstrate the quality of our products.”
The organisers said participating businesses were using pop-ups for different purposes, including testing new concepts, increasing exposure and reaching new markets.
“We are seeing businesses use pop-ups in different ways — some are testing a new concept, others are focused on building exposure, while more established businesses are using them to reach new customers and markets,” they said.
They added that their own experience as entrepreneurs helped them understand vendors’ challenges and provide practical feedback on areas such as marketing, pricing, presentation and sourcing.
“What is particularly rewarding is seeing businesses return after taking feedback from the first event and coming back stronger,” they said.
The organisers said the growing participation of young Emirati entrepreneurs reflected a willingness to experiment with new business models and turn personal interests into commercial ventures.
“Their presence shows how diverse and creative Emirati entrepreneurship has become,” they said. “Young entrepreneurs are no longer limiting themselves to traditional business models.”
Beyond individual sales, The Edit also encouraged collaboration and longer-term relationships between businesses and customers. The organisers said their goal was to create a community where entrepreneurs could learn from one another and grow together.
“That is the community we want to build: Emirati entrepreneurs learning from one another and growing together,” they said.
