When Turkish chef and restaurateur Nusret Gökçe wanted to expand his chain of steakhouses internationally for the first time, he chose Dubai as his stage. The viral video that originally transformed him into ‘Salt Bae’ was filmed in his new Dubai restaurant and attracted visitors from across the world to witness his signature salt sprinkle in situ. Nusr-Et is now present in Abu Dhabi, Doha, Miami and New York, and ‘Salt Bae’ has 12.9 million followers on Instagram alone.
Iraqi-American Huda Kattan was born and raised in the US and moved to Dubai in 2006 with her parents. During a stint studying makeup back in LA, she discovered her life’s passion and returned to Dubai, identifying it as the ideal platform for building her beauty empire. Today, she commands a 25.2 million-strong ‘Insta-tribe’ and her best-selling ‘Huda Beauty’ make-up range, and has also been recognised as the world’s most influential beauty blogger by the New York Times.
These are just two vignettes that capture the career-sparking magic of Dubai, which stems directly from His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, and particularly his belief that:
“All people have an ocean of achievement inside themselves just waiting to escape.”
Building on the late Sheikh Zayed bin Sultan Al Nahyan’s strong legacy of human development, Sheikh Mohammed has made Dubai the home of ‘watershed moments’ for talented individuals from across the world — a place where that ocean of achievement inside them can burst forth onto fertile ground and give rise to exceptional growth.
He has made Dubai the world’s ‘launch pad’ in three key ways:
This ideal environment has been mindfully built according to a specific vision, and in this respect Dubai is a uniquely man-made land of opportunity. I’m not referring to structures such as The Palm Jumeirah or even the Burj Khalifa; instead, I’m talking about the larger concept they are part of — the concept of Dubai itself as a place where our dreams come true, magic happens, and potential is realised. This is why Cicero & Bernay will always be headquartered in Dubai, and why Dubai will forever remain a destination that welcomes and supports people while they create themselves.
Ahmad Itani is the Founder and CEO of Cicero & Bernay Public Relations. An independent PR agency headquartered in Dubai and offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me