womanthismonth.com | NOVEMBER 2025 INTERVIEW 19 That feeling of giving people more value and joy is what has driven me for the past 25 years. I love making the unaffordable affordable while at the same time driving footfall to businesses to help build their brands. Looking back, the ENTERTAINER has evolved so much, from a printed book to a tech-driven app with over 2,500 offers in Bahrain alone for 2026. But at its core, the inspiration has always been the same: helping people do more of what they love, for less. Over the past 25 years, the ENTERTAINER has grown significantly. Looking back, what were the pivotal moments or decisions that shaped its success story? The first ‘big moment’ was signing my very first merchant, the Marriott in Dubai. It was a major milestone that gave me the confidence and determination that the ENTERTAINER was going to work. Next, was our decision to go digital in 2013. Moving from a printed book to a full-fledged app was a huge leap of faith, but it allowed us to personalise experiences, connect in real-time with users and expand our reach exponentially. And, of course, our regional expansions have been defining, expanding into Bahrain in 2006. This year, with ENTERTAINER Bahrain 2026, we’re delivering our most comprehensive product yet. As CEO, what challenges unique to being a woman in leadership have you encountered, and how did you navigate them? When I started out, being a woman in business, particularly in the Middle East, was often seen as unusual. I was frequently the only woman in the room. But honestly, I never let that intimidate me. I focused on my product, my customers and the results. Over time, people saw the value I was creating and respect naturally followed. Being a ‘woman in business’ has never been an issue; some may like to think so, but it isn’t. What I’ve learned is that leadership isn’t about gender, it’s about conviction. I’ve built the ENTERTAINER on resilience, integrity and innovation. I want other women to see that your gender doesn’t define your limits. In fact, it can be your strength. Being empathetic, intuitive and people-focused has been a huge advantage in understanding both customers and teams. With the company celebrating its 25th anniversary, are there any new, innovations you’re particularly excited about this year? We’ve also introduced exciting new technology, including our AI-powered assistant H.A.P.I, which helps users get the most out of their membership. And with our refreshed interface and personalised recommendations, the experience feels more tailored than ever before. How do you envision the ENTERTAINER evolving over the next 25 years, especially with the rapid shifts in technology and consumer behaviour? The next 25 years will be about personalisation and connection. We’re already using AI and data to better understand our users’ lifestyles and tailor offers that truly match their preferences, whether that’s a weekend spa day or a day of family fun. We’re also evolving beyond savings to become a holistic lifestyle companion, one that curates experiences, builds loyalty and helps people make smarter spending choices. Our vision is to continue innovating while staying true to what has always made the ENTERTAINER special: doing more of what you love for less. For young women aspiring to become successful entrepreneurs or CEOs, what habits or mindsets do you believe are most crucial? First and foremost: believe in your vision and yourself. When I launched the ENTERTAINER, plenty of people doubted the idea of a ‘discount book’, but I saw potential, and that belief has carried me through the toughest moments. Be resilient, be curious and stay adaptable. The world changes quickly and you have to be willing to evolve with it. Build relationships, seek mentors and learn from everyone around you. Most importantly, don’t be afraid to take up space. You belong in every room you walk into. If you could give one key piece of advice to a woman about to launch her first business, what would it be, and why? Just start. Don’t wait for everything to be perfect as it never will be. When I began, I didn’t have a big team or deep pockets but I had passion and persistence. Those two things are far more powerful than perfection. Be ready to work hard, listen to your customers and adapt quickly. Everyone has dreams, but if you do nothing about them, that’s all they remain. You need to make things happen to turn your dreams into reality so take calculated risks and dive in! Every mistake is a lesson in disguise. And remember: success is built one decision, one partnership and one brave leap at a time. Scan to Watch
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