Today's Edition
BATOOL GHAITH (ABU DHABI)
There has always been a call to explore and support homegrown brands - proudly created in the UAE, for the UAE. But as small and medium-sized enterprises (SMEs) worked through circumstances wrought by regional tensions, that call evolved into a more inspiring movement. Shops, eateries, salons, bakeries and many other businesses began lifting each other up.
On social media, the hashtag #SupportLocalUAE has gained momentum in recent weeks. What was once a space for simple promotion became a platform for collaboration, an expression of solidarity. Brands weren’t just advertising their own offerings, they were promoting one another.
Many shared shout-outs to the wider community, encouraging businesses to tag their pages and describe their products in the comments. They shared their reach so that others could gain visibility, increasing the chances of new customers finding them.
Among those joining the trend was Abu Dhabi-based wellness studio Bodytree. Its founder Nadia Sehweil said the initiative was driven by a desire to stand behind small businesses that contribute to the city’s character.
Bodytree highlighted a list of local businesses through its social platforms, while also launching a story template that allowed the community to share and promote their favourite small businesses.
“Community is everything for small businesses. Loyal customers do more than spend money. They come back, they tell friends, and they help create stability. In times like this, that support matters,” Sehweil told Aletihad.
“Our studio has been around for 19 years. For us, it was obvious to activate our community, ask them to share their favourite places, and hopefully help more people discover them,” she added.
The campaign quickly resonated with the public. One post reached more than 24,000 views and generated strong engagement. “People responded because they care, and business owners appreciated being seen and supported,” she said.
For Nisreen Bajis, Founder and Owner of Mysk, being part of the local business community goes far beyond operating a café. She said the campaign felt especially meaningful given the city’s role in her own life.
“It felt deeply personal because Abu Dhabi is my forever home. To be part of the #SupportLocalUAE campaign at a time like this carries a different kind of weight. It says that we are very much rooted in this place,” Bajis told Aletihad.
She noted that the community coming together is not just symbolic. “It is tangible, it is what allows businesses like ours to keep going. It is a reminder that what we have built matters to people, and that kind of reassurance is incredibly powerful.”
Bajis said she was grateful for the community that showed up for her and her team: “That kind of solidarity does not go unnoticed.”
Other entrepreneurs say the initiative highlights a shift in the culture surrounding local businesses. Sustainability, social responsibility, and community matter more now than ever, said Gamal Salem and Khaled Salem, founders of The B Club bakery and café. “That’s something we connect with deeply,” they told Aletihad.
Being featured in the #SupportLocalUAE campaign made a noticeable impact on the bakery, they said. “It gave us a sense of safety and by safety, we mean that people are aware,” Salem said.
More people are coming to the bakery instead of ordering online. “Customers are more present, and more friendly.”
In their own way, the bakery’s team gives back to Abu Dhabi by supporting local creatives and artists from day one.
“We have always believed that a business is only as strong as the community around it. The support we have received means everything to us. Our message is simple, we see you, we appreciate you, and we are committed to giving back that same energy, quality and care every day,” he added.
