Money & Me: ‘Raising Dh2 million in funding for my start-up is a milestone'

The National

20-06-2025

For Jennifer Cohan Solal, buying a home in Dubai and raising funds for her UAE-based retail start-up are major financial milestones.
The French citizen, 37, who lives on Dubai's Palm Jumeirah with her husband and two children, is chief executive and co-founder of Hushday, a premium flash sales platform.
The company offers limited-time flash sales from luxury and premium brands in a members-only space for the digital-first generation. In April, it raised more than Dh2 million ($550,000) in pre-seed funding.
Launched just this year, Hushday offers members access to sales across fashion, beauty, accessories, electronics, home and leisure products. The company is already considering plans to grow beyond the UAE and expand operations into Saudi Arabia, Qatar and Kuwait.
'We're not here to patch a post-Covid inventory issue. We're here to open a new, scalable path for growth for brands who want to reach a younger, price-sensitive, digital audience,' says Ms Solal, who has lived in Dubai for more than two years.
'We found our paradise here as entrepreneurs. There's something very inspiring about the UAE's pace, vision and ambition. It's the best choice we've ever made.'
Before moving to the Emirates, Ms Solal worked in fashion and e-commerce sectors for more than 12 years and studied marketing at a French business school.
Did wealth feature in your childhood? What did you learn from it?
I grew up in a fairly privileged environment. Both my parents were doctors, but nothing was handed to them. They arrived in France from Algeria with nothing, and built their lives through hard work and education. That influenced me the most, seeing first-hand how much it takes to succeed and how deeply independence and resilience are rooted in our family culture. So even though we never lacked anything, my parents always told me to be careful and thoughtful about money, and above all, to rely on myself. That mix of stability and drive has shaped every decision I've made.
How did you first earn?
My first job was with a start-up when I was 18. I launched a luxury concierge service company in Paris by procuration for a woman who had an amazing idea, but no time to execute it. So, I did everything from A to Z for her and gained more recognition and experience than money. I enjoyed the feeling of autonomy, the sense that if I wanted something, I had the power to go out and make it happen.
My first real job was with The Other Store, and my job was to create and manage e-commerce websites for brands. I was 20 years old and got paid €1,000 ($1,154) a month.
Any early financial jolts?
The biggest financial setback was when I left the corporate world to launch my first start-up, L'Ultime, in Paris. I call it the first digital native vertical brand in pastry.
Although the brand gained strong visibility in France, the media attention was incredible and the revenue looked exciting, I quickly learnt the difference between revenue and profit and between brand hype and sustainable growth. So, it was humbling, but also an incredible experience. I met a lot of inspiring people and understood the deeper mechanics of running a business. It made me a stronger and responsible entrepreneur.
How do you grow your wealth?
I'm in reinvestment mode, so I pour most of my capital into building a long-term vision for Hushday. I have also invested in Dubai real estate. My husband and I purchased a villa on Palm Jumeirah two years ago. We also have property investments in France.
Are you a spender or a saver?
I'm more of a spender now, but spend consciously. I invest in my business, in quality experiences with my family and in our lifestyle. But I aspire to become more of a saver in the years to come because I want to build a legacy and create a financial foundation that brings freedom, not stress.
Have you been wise with money?
Yes, I've always been careful with money. I don't take reckless risks such as big spending sprees or flashy purchases, apart from the occasional luxuries I need during sales or beautiful family trips. I've never lived beyond my means.
I was raised to be intentional with money and that has stayed with me. Even now as I build my company, I make sure that every dirham I spend serves a purpose and receives a return on investment.
What has been your best investment?
My best investment was on my own education and self-development, in my children's education and in Dubai. We love this city and feel aligned with its energy and ambition. We are committed to creating something meaningful here for our family and the ecosystem.
Any cherished purchases?
Yes, everything in our home is a cherished purchase. All items, from the furniture to the decorations, have been chosen with intention. I spent a lot of time and energy to build our home. I love the feeling when people walk in and say it doesn't feel like a house, but a home. Every morning, my husband and I almost cry when we wake up and see the sun and sea in front of us.
How do you feel about money?
Money is just a consequence, it's not a goal. It gives you freedom, but it doesn't define success. For me, what matters most is creating an impact, leaving a mark and building something lasting. Being the richest person in the cemetery never interested me. I want to do something that lives beyond me and make my children and family proud.
Any financial advice for your younger self?
Start saving earlier, not out of fear, but to gain freedom. Understand that money buys you time, leverage and peace of mind. Use it to invest in skills, ideas and people who elevate you. Never confuse visibility with value. Also understand that growth is quiet, but compounding is magic.
Any key financial milestones?
Raising our first round of funding for Hushday was huge, not just because of the capital but the confidence it signalled from people who believe in our vision.
Another milestone was buying our home in Dubai before we moved here from Paris. It was a statement of trust in ourselves, in our family and in the life we're choosing to build here.
What luxuries are important to you?
Spending quality time with family and friends, discovering new places and getting lost in different cultures. When we will eventually be free from work, my husband and I plan to do a world tour. So, it's not always about price, but about the richness of experience and emotions.
What are your financial goals?
Financial independence is non-negotiable. But right now, my main focus is on creating value and building Hushday into the future leader of premium private sales in the Gulf region. I want to create strong returns for investors and build a brand that resonates across borders.