GMTGCC: Hi Shamsa, and thanks for giving us the opportunity to get to know you a little better! First off, tell us a little bit about yourself, your background and your businesses…
Shamsa: Thanks for having me! I’m an entrepreneur from Dubai. I studied media and began my career as a media head at Dubai World Trade Centre. Later, I transitioned to the government sector, where I worked with the General Secretariat of the Cabinet, the UAE Government Media Office and Mohammed bin Rashid Al Maktoum Global Initiatives. In 2012, I was one of the first people to work as a social media expert in government, at a time when universities didn’t even offer degrees in the field. I continued my journey in the government sector until 2022, when I decided to leave and fully focus on my businesses. I am also a social media consultant, helping individuals build their personal brands and working with businesses in the UAE to enhance their digital presence. I was the first UAE influencer and blogger, starting in 2007 — long before the industry even existed. Back then, I built a strong presence through mailing lists, BBM, forums and my blog Banatzayed.com, which became hugely popular among Emiratis and the wider GCC community. In 2020, I transitioned from Banat Zayed to my personal brand, Shamsa Al Sharif, to align with my evolving vision and expertise.
INSTAGRAM HANDLES:
@shamsaalsharif | @thecollectorsclub | @sasmgmt | @chouchoubys
You have one of our favourite Instagram accounts, we can never get enough of the glam events and personal moments that you post. And as the region’s first influencer, you’re also our heroine for being ‘Dubai’s Ultimate It Princess’! How did the account come into being, when did you begin it, and what did you want to achieve with it?
I launched my Instagram account in the same month Instagram itself was launched, so I’ve been there since the very early days in February 2012. My early blog mainly focused on simplifying Arabic news, sharing content that interested me and what I thought would resonate with others from my generation. I also wrote restaurant reviews and collaborated with many brands and businesses, helping to promote them. My blog received a lot of recognition from the government and won several awards. In fact, it was the reason I got a job offer in the government sector. Honestly, when I first started my blog, I never expected it to become so big or for me to gain so much recognition. It was simply a space for me to practice my passion for writing and journalism… But Allah had other plans for me.
He certainly did! Has your success on Instagram come as a surprise? Or has it been the result of a lot of hard work behind the scenes?
I think it was a bit of both. I’m incredibly grateful for my blog — it truly opened so many doors for me. It created business opportunities, allowed me to meet and connect with fascinating people, and helped me build amazing friendships and valuable relationships with stakeholders and business partners.
What guidance would you give to anyone wanting to grow a following and establish a community like you have?
My advice is to be yourself and never try to copy someone else’s lifestyle. Authenticity is key, focus on creating meaningful impact and sharing a message that truly matters. Stay humble and always remember that social media isn’t real life. Having thousands of followers doesn’t make you better than anyone else. I’ve seen so many people rise to fame on social media, only for their egos to ruin everything. I don’t want to see that happen again. At the end of the day, we’re here to have fun, share and explore together. Also, it’s important to understand that social media fame is temporary, so make the most of it while you can!
Great advice — although your social media fame seems to have become a permanent fixture! What’s your favourite kind of content to create?
I create content about things I’m truly passionate about, especially luxury items like watches, jewellery, art and cars — and I also collect some of them. After leaving my job and with the impact of COVID, I decided to travel the world, so you’ll see me sharing a lot about my journeys. So far, I’ve visited 30 countries, and there are still so many more left for me to explore. I also love writing about topics related to my country and society, and I believe this is something every influencer should do. Being an influencer isn’t just about making people spend money — it’s about sharing things that truly matter to them. A real influencer amplifies their audience’s voice, discusses their concerns, and influences their minds, not just their wallets. I also love sharing real experiences and personal stories with my followers, especially since many of them feel like family to me — they’ve been following me since 2007!
Let’s talk about your businesses — why did you begin The Collector’s Club? What does it do, and how do we join?
I launched The Collector’s Club after noticing a gap in the market — there wasn’t a club that brought together luxury collectors under one roof. It was the first of its kind in the region, creating a community of like-minded individuals who share a passion for collecting luxury watches, cars, art, cigars, bags and more. I wanted the club to be open to both men and women, and over the years we have collaborated with prestigious brands like Dior, Jaeger-LeCoultre, Vacheron Constantin and Christie’s Auction House, among many others. We’ve hosted exclusive events, unique projects and extraordinary experiences, and we’re excited to do even more in the near future! We also launched our own ‘The Collector’s Club Cigars’, which are exclusively sold to our members. In addition, we have collaborated with brands and individuals to create custom cigars tailored to their preferences. To join the club, you must be recommended by an existing member. There is a registration form, an interview process and an annual fee to maintain the club’s exclusivity and the high-quality network of collectors we have.
Tell us more about SAS Management, your social media strategy business. Are you helping other businesses and profiles to become as big an Instagram success as you are?
It’s my latest venture, where I work with clients on building their brands and personal brands, managing their social media accounts and PR events. My goal is to help them create an impact, reach their goals and leverage the latest trends to connect with their clients and target audience, while also generating buzz around their brand. We launched just a few months ago, and we’re already working with some very exciting clients!
And how about ChouChou by Shamsa — is fashion where your true passion lies?
Honestly, all the projects and businesses I’ve mentioned are my passions, and fashion is definitely one of them. It all started by chance when one of my clients used my social media to promote her designs — after I had made several changes to them. Suddenly, she started receiving a flood of orders for what people began calling ‘Shamsa’s kaftans, mokhawar and abayas’. Seeing the demand, we decided to launch a dedicated line based on my designs, and it turned into a huge success!
Anything else you think we should know about you and your community?
I’ve been blessed with an incredible community, and I’m truly grateful for their love and support. As a way of giving back, I always do my best to help them whenever I can. Over the years, there have been countless messages exchanged — most of them never made it to social media — where I’ve supported many people through my personal connections. I know I might not be on social media forever, as the digital world is constantly evolving, and one day, I might choose a more private life. But if there’s one thing I hope for, it’s to be remembered as an honest, genuine sister and friend who was there for them, who helped when she could, and to leave behind a meaningful legacy.
