How I got my job as… Founder of a UAE-based floral boutique & PR agency

Emirates Woman

2 days ago

This week we speak to Haidi Al Marsumi, Founder and Creative Director of Haidis PR and Haidis Floret, a UAE and UK-based floral boutique and PR agency.
Welcome to the Emirates Woman weekly series 'How I got my job as…' where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they'd give to those starting out; and the hurdles they've had to overcome.
From bespoke arrangements for events to managing clients through her boutique PR agency, her creative journey is testament to how she's always ahead of the curve.
In an exclusive interview with Emirates Woman, we delve deeper into Marsumi's creative vision, lessons learned, and how her journey in the industry began. What was your favourite subject at school?
English Literature, as I've always been fascinated by storytelling and how words can capture deep emotions and create vivid images. This love for literature has influenced the way I approach both branding and floral design, where every detail tells a story. What was your first job?
My unofficial first job was growing up in wedding halls, watching creativity unfold alongside my mother, who was a wedding planner. She would give me small tasks to keep me busy while I watched creativity unfold around me. That early exposure sparked my appreciation for the process behind events. Later, my first official business venture was launching a fashion line as part of the Young Entrepreneur competition by His Highness Sheikh Mohammed bin Rashid Al Maktoum, which gave me invaluable experience in entrepreneurship. What brought you to Dubai?
As I grew up in Dubai, I've always known there's no better place to start a business than here. Even when If I operate in multiple countries, I will always need a base in Dubai because of its unique blend of innovation, culture, and opportunity. This city inspires me to grow my brands while staying connected to a dynamic and ambitious community. What inspired you to enter the PR and floral space and launch your brands?
I hold a Bachelor's degree in Business Administration with a focus on Marketing and E-commerce, as well as a Master's in Digital Marketing. I've worked across various sectors in marketing, but I found my true passion in PR, especially because it's closely connected to psychology, something I'm deeply interested in. I wanted to start my own company because nowadays, marketing and PR are often divided into too many confusing labels, sometimes just for sales reasons. But the truth is, PR is a marketing tool, and the real impact in marketing based on consumers psychology and building a real connection as well the image you build for the brand through effective storytelling. I wanted to create a company that combines it all. This space perfectly serves both my passions and creativity. I love organizing events and tying them to a brand's DNA to create meaningful experiences, and nothing beautifies an event quite like flowers. Floral design is a therapeutic art, one that only true lovers of the craft truly understand.
View this post on Instagram
A post shared by Haidis Floret (@haidis.floret) Talk us through the concept?
Haidis.PR is focused on building authentic brand stories through strategic communication. It's about helping brands connect with their audiences on a deeper level using consumer psychology, storytelling, and tailored brand positioning. Our aim is to create PR that's not just noise, but a meaningful narrative. Haidis Floret, on the other hand, began organically. During our events, we received so many inquiries from guests asking if they could order the floral arrangements separately. My passion for flowers was obvious through the floral pieces I designed at events, and it felt natural to launch Haidis Floret as its own standalone brand. I wanted to extend the experience beyond corporate events and PR campaigns, to be part of people's daily celebrations too, whether through online daily floral orders or personal occasions. Together, both brands complement each other by blending strategy with creativity, building stories you can see, feel, and remember. What are the key elements of your role?
In PR, I craft ideas and build storytelling that carries both emotional and psychological meaning, always connected to the brand's identity. Whether it's an event, PR gifting, a photoshoot for a campaign or daily social media content, I act as the creative director behind every concept, making sure it aligns with the message we want to communicate. On the floral side, I design every piece personally, whether it's for a large-scale event or the website collections. I always create the initial design, then our florists follow that direction. Floral design is a deeply creative process for me, and I see each arrangement as a piece of art, ensuring it reflects the emotion and message behind the occasion. Together, both brands complement each other by blending strategy with creativity, building stories you can see, feel, and remember. Across both sides of the business, I stay closely involved to make sure everything is aligned, intentional, and elevated. Talk us through your daily routine.
I'm an early bird and usually start my day around 5am. On calm, balanced days, I like to begin with a workout, it gives me a positive boost and sets the tone for the rest of the day. On event or shoot days, we often start as early as 6 or 7 AM, making sure the set is ready and the floral designs are executed perfectly. For large installations, the setup can begin two or even three days before the event. My day includes everything from overseeing floral styling to coordinating talent, deliveries, and guest arrangements. In my field, there really isn't a fixed routine, some days are packed with morning back-to-back shoots and evening events, while others are calm and quiet, giving me time to reset, recharge, and plan. What advice do you have for anyone looking to follow in the same footsteps?
My advice would be to stay authentic to your passion and never stop learning. Focus on building genuine connections with clients, your audience, and your team. Understand the psychology behind consumer behavior; it's what makes your storytelling truly effective. Most importantly, let everything you do carry valuable sentimental meaning. Remember, you succeed best at things you're passionate about the most. When you put that energy into your work, people will resonate with it. Also, don't rush growth and always think long-term success, not short-term. Tell us more about the pieces?
Each piece we create is crafted for a reason, carefully connected to the meaning of the flowers and tied to the personality of the individual or brand. For example, our Haidis.Floret website 'Feeling Extra Collection' features giant floral bags designed for the senders who love to give, and for the receivers, it's for those who love to stand out from the standard. We also create artistic, sculptured floral designs for brands that focus on creativity and bold expression. Every flower has its own meaning, allowing it to speak uniquely for a brand and deepen the emotional connection with its audience. What is the best piece of advice you have ever received?
The best piece of advice I've ever received through this field is: instead of making someone else's dream come true, make yours. This mindset inspired me to start my own company and pursue my true passions. Even if it means more work than an ordinary job, at least I am building something of my own that will last a lifetime with me. And what is the worst?
I think the worst advice I've ever gotten is to chase trends for the sake of views, whether for personal branding or brand building. While it might bring quick attention, it often lacks authenticity. It's much better, even if it takes more time, to build something genuine that people won't just remember for a few months but will leave a lasting impression and create loyal customers for life.
What's the biggest challenge you have had to overcome?
Throughout my career, I have remained patient and resilient. While I haven't faced major obstacles so far, some challenges are more mental than practical. For example, not everyone shares my taste or perspective, so sometimes, even if the outcome isn't exactly as I envision, I need to compromise and truly understand the client's personality and preferences. It's essential to incorporate their individuality into the work, even when it differs from my own vision. Additionally, being a perfectionist and working with intense passion can be exhausting. Since not all team members share the same level of passion or attention to detail, I've learned that patience and empathy are key to effectively guiding and supporting the team. What's lies ahead for the brand?
Haidis PR and Haidi Floret are growing in exciting new directions. At Haidis PR, we carefully select projects to ensure each receives our full creative focus and maintains the highest quality. Meanwhile, Haidi Floret operates more freely, reaching a wider audience with everyday floral offerings that bring beauty and meaning into daily life, not just special events. We are expanding into new concepts and locations, both locally and globally, while keeping Dubai at the heart of everything we do.