My Journey to Becoming the Founder of a UAE Floral Boutique & PR Agency

An Insightful Conversation with Haidi Al Marsumi

This week, we feature Haidi Al Marsumi, the visionary Founder and Creative Director of Haidis PR and Haidis Floret, a floral boutique and public relations agency operating in both the UAE and the UK. As part of our weekly series highlighting remarkable entrepreneurs and businesswomen, we explore Al Marsumi’s unique career journey, her daily routine, the insights she gained along the way, and the challenges she encountered.

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Early Influences and Career Beginnings

Al Marsumi’s passion for creativity dates back to her childhood, where she was surrounded by the vibrant atmosphere of wedding halls thanks to her mother, a wedding planner. This early exposure allowed her to appreciate the intricacies of event planning. Before embarking on her own ventures, she participated in a Young Entrepreneur competition initiated by His Highness Sheikh Mohammed bin Rashid Al Maktoum, where she launched a fashion line. This experience served as a pivotal moment in her entrepreneurial journey.

The Allure of Dubai

Growing up in Dubai, Al Marsumi was inspired by the city’s rich culture and innovative spirit. She believes that Dubai is an unparalleled place to launch and grow a business due to its unique blend of opportunities and a forward-thinking community. Even as she expands her operations internationally, Dubai remains her anchor, fueling her ambition and creativity.

The Vision Behind Haidis PR and Haidis Floret

Holding a Bachelor’s degree in Business Administration with a concentration in Marketing and E-commerce, along with a Master’s in Digital Marketing, Al Marsumi has a strong academic foundation that supports her professional endeavors. Her career in various marketing sectors ignited her passion for PR, particularly as it intertwines with psychology. She recognized a gap in the market where PR and marketing often seemed disconnected, and thus, she founded her agency to create a cohesive narrative that resonates with consumers on a personal level.

Haidis PR focuses on crafting authentic brand stories through strategic communication, aiming to connect brands with their audiences through meaningful narratives. Meanwhile, Haidis Floret emerged organically from the demand for floral arrangements at events, allowing Al Marsumi to extend her creativity beyond corporate projects and into personal celebrations.

The Creative Process

In her dual role, Al Marsumi serves as both a strategic communicator and a floral designer. She meticulously curates each floral arrangement and PR campaign, ensuring every piece aligns with the brand’s identity and emotional messaging. Her creative process is deeply personal; each floral design is treated as a work of art that reflects the occasion’s sentiment. This holistic approach allows her to build stories that are not only visually appealing but also emotionally impactful.

A Day in the Life

Al Marsumi begins her day early, typically around 5 AM. On peaceful days, she incorporates a workout to energize her for the day ahead. However, during event days, her schedule is packed, often starting as early as 6 AM to ensure every detail is perfect. Her responsibilities range from overseeing floral designs to coordinating event logistics, with no two days ever being the same. This dynamic environment keeps her engaged and inspired.

Advice for Aspiring Entrepreneurs

For those looking to follow in her footsteps, Al Marsumi emphasizes the importance of authenticity and continual learning. Building genuine relationships with clients and understanding consumer psychology are crucial for effective storytelling. She advises aspiring entrepreneurs to focus on long-term success rather than seeking instant growth, as true passion and dedication will resonate more profoundly with audiences.

Crafting Meaningful Floral Expressions

Each floral piece created by Haidis Floret is imbued with intention, connecting the meaning of the flowers to the individual or brand’s personality. Collections such as the “Feeling Extra Collection” showcase bold, artistic designs that appeal to those who wish to make a statement. By understanding the unique meanings behind each flower, Al Marsumi enhances the emotional connection between brands and their audiences.

Overcoming Challenges

Throughout her career, Al Marsumi has faced challenges that have tested her patience and resilience. While she hasn’t encountered significant obstacles, she acknowledges the mental hurdles of aligning her creative vision with that of her clients. Compromise is a vital part of her process, as is maintaining empathy and understanding when working with her team. Balancing perfectionism with collaboration has been key to her success.

The Future of Haidis PR and Haidis Floret

Looking ahead, both Haidis PR and Haidis Floret are poised for growth, with plans to explore new concepts and expand their reach. Al Marsumi is committed to maintaining high standards and creative focus in her projects while also making floral beauty accessible to a broader audience. As she ventures into new locations, Dubai will always remain at the heart of her operations.

Through her journey, Haidi Al Marsumi exemplifies the power of creativity, passion, and strategic thinking in building a brand that resonates with both clients and consumers alike.