Reem Lootah is bucking the trend.
Not only is she one of only about 4 per cent of Emirati women who work in the private sector, but she’s also going it alone.
Lootah, 26, runs the Plaza de Party events company, organising birthdays, weddings, engagement parties and other celebratory occasions.
She studied multimedia and design at the American University of Sharjah and began her career on the creative team of Dubai TV.
“I always had a passion for events,” she says. “I used to do parties for friends and family members. I wasn’t really thinking about starting it as a business, but I got a lot of comments telling me that I should pursue it.
“I have an entrepreneurial spirit in me, so I decided to quit my job and start out on my own. The only thing I was worried about was the people around me, my family, were scared about it, but for me it was the right decision. I knew it was something I could succeed [at]. I have no regrets, it has been a blessing.”
Instagram has been her best marketing tool. She has about 9,000 followers on the photo-sharing application. “In the local community there is a huge awareness of Instagram – you might even call it an obsession. It’s become a platform for people to try out new businesses.”
Themes for events have included The Lion King, pirates, a sweet-16 tea party, UAE heritage, a BBQ-themed 30th birthday and pearl diving.
“Sometimes some clients won’t have a clue of what they really want; that makes it fun for me. The more challenging the better.”
Perseverance, she says, is key: “I’m not saying you will be successful in one day; you will need to give up certain things for a certain amount of time. But if you are passionate, you will make it work and it will be worth it.”
Visit her Instagram @plazadeparty.
What do you do to relax?
I love to go to the movies – you can relax for a couple of hours. I also love the beach. I try to go to the Dubai Ladies Club in Jumeirah.
What is your favourite pastime?
When I can, I love to travel. It’s a way to explore new cultures, and I’m a bit adventurous.
What item can you not live without?
My Samsung Note 3. I need it for my work, to take pictures and sketches. It has a double purpose.
Where is your favourite place to travel?
South Africa. It is amazing because it has the combination of everything. It has adventure and relaxation and countryside and city. I loved Cape Town and Kruger National Park, where I saw lions, leopards and giraffes.
What is your favourite cartoon film?
Ratatouille. Because it has the message that anyone can be someone that's great in a certain field, as long as you have the passion for it.
What is your favourite film?
Coco Before Chanel. It's a very inspiring story of a really inspiring and unique woman. For a less serious option, Bride Wars is always fun to watch.
What is the best piece of advice anyone gave you?
A friend told me to “stick in there”. I always remember it. When things are a bit challenging. It’s easy to give up if you don’t have the faith. If things are hard, I remind myself to stick in there.
What is your favourite television show?
My favourite show that I recommend to anyone that wants to have their own business is the UK version of The Apprentice with Lord Alan Sugar. I learn so much from it. It’s both entertainment and educational. It has simple lessons for someone who doesn’t have any experience. I really enjoy the tasks; I learnt a lot about business.
Who do you look up to?
With regards to my business, Amy Atlas, the American entertainment planner. I do a lot of research – you have to stay up to date.
Where do you like to eat in the UAE?
Maria Bonita, the Mexican restaurant in Jumeirah. It’s very chilled and has amazing food.
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Essentials
The flights
Emirates and Etihad fly direct from the UAE to Geneva from Dh2,845 return, including taxes. The flight takes 6 hours.
The package
Clinique La Prairie offers a variety of programmes. A six-night Master Detox costs from 14,900 Swiss francs (Dh57,655), including all food, accommodation and a set schedule of medical consultations and spa treatments.
UAE v Gibraltar
What: International friendly
When: 7pm kick off
Where: Rugby Park, Dubai Sports City
Admission: Free
Online: The match will be broadcast live on Dubai Exiles’ Facebook page
UAE squad: Lucas Waddington (Dubai Exiles), Gio Fourie (Exiles), Craig Nutt (Abu Dhabi Harlequins), Phil Brady (Harlequins), Daniel Perry (Dubai Hurricanes), Esekaia Dranibota (Harlequins), Matt Mills (Exiles), Jaen Botes (Exiles), Kristian Stinson (Exiles), Murray Reason (Abu Dhabi Saracens), Dave Knight (Hurricanes), Ross Samson (Jebel Ali Dragons), DuRandt Gerber (Exiles), Saki Naisau (Dragons), Andrew Powell (Hurricanes), Emosi Vacanau (Harlequins), Niko Volavola (Dragons), Matt Richards (Dragons), Luke Stevenson (Harlequins), Josh Ives (Dubai Sports City Eagles), Sean Stevens (Saracens), Thinus Steyn (Exiles)
Ten tax points to be aware of in 2026
1. Domestic VAT refund amendments: request your refund within five years
If a business does not apply for the refund on time, they lose their credit.
2. E-invoicing in the UAE
Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption.
3. More tax audits
Tax authorities are increasingly using data already available across multiple filings to identify audit risks.
4. More beneficial VAT and excise tax penalty regime
Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.
5. Greater emphasis on statutory audit
There is a greater need for the accuracy of financial statements. The International Financial Reporting Standards standards need to be strictly adhered to and, as a result, the quality of the audits will need to increase.
6. Further transfer pricing enforcement
Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes.
7. Limited time periods for audits
Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion.
8. Pillar 2 implementation
Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.
9. Reduced compliance obligations for imported goods and services
Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations.
10. Substance and CbC reporting focus
Tax authorities are expected to continue strengthening the enforcement of economic substance and Country-by-Country (CbC) reporting frameworks. In the UAE, these regimes are increasingly being used as risk-assessment tools, providing tax authorities with a comprehensive view of multinational groups’ global footprints and enabling them to assess whether profits are aligned with real economic activity.
Contributed by Thomas Vanhee and Hend Rashwan, Aurifer
Profile
Co-founders of the company: Vilhelm Hedberg and Ravi Bhusari
Launch year: In 2016 ekar launched and signed an agreement with Etihad Airways in Abu Dhabi. In January 2017 ekar launched in Dubai in a partnership with the RTA.
Number of employees: Over 50
Financing stage: Series B currently being finalised
Investors: Series A - Audacia Capital
Sector of operation: Transport
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The specs
Engine: 8.0-litre, quad-turbo 16-cylinder
Transmission: 7-speed auto
0-100kmh 2.3 seconds
0-200kmh 5.5 seconds
0-300kmh 11.6 seconds
Power: 1500hp
Torque: 1600Nm
Price: Dh13,400,000
On sale: now
MOUNTAINHEAD REVIEW
Starring: Ramy Youssef, Steve Carell, Jason Schwartzman
Director: Jesse Armstrong
Rating: 3.5/5
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Number of Chinese tourists coming to UAE in 2017 was... 1.3m
Alibaba’s new ‘Tech Town’ in Dubai is worth... $600m
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Boost to the UAE economy of 5G connectivity will be... $269bn
