A spark named Rasha

Winter 2002, third floor of the MBC building in Dubai—I'm knee-deep in work, barely noticing the world outside my office. Then she walks in, a burst of warmth on a rare cloudy day, grinning like we've known each other for years. Meet Rasha.

You see, she has that gift. She has many gifts, actually, but this one—the way she effortlessly charms everyone in the room, disarming even the grouchiest of souls—is something else entirely.

It's like she's got this secret language, one that speaks directly to the heart, making you feel seen and understood in an instant. That's Rasha. She doesn't just walk into a room; she transforms it, leaving everyone just a little bit brighter than before.

She became my personal assistant, but it didn't take long to realize that title barely scratched the surface. Right from the start, she was so much more than that. Before I knew it, she was on a first-name basis with half the building—a few hundred people, easily. It was as if she'd been working there for years, effortlessly weaving herself into the fabric of our daily lives.

She wasn't just part of the team; she was the heart of it.

I never told her this, but she became the friendly face of my office. Truth is, I hid behind her charm. You see, I was struggling in a new, very senior role and feeling quite anxious. Rasha was my savior. She had this charm, you see. Not some syrupy put-on smile, but a real, gritty magic. Every day she'd waltz in and suddenly I could breathe again. Many times, she saved me, no doubt about it.

Never told her this: Her charm was my secret weapon in a challenging corporate arena.

She outgrew the job super fast. Whip-smart, my Rasha.

Then two years later I left, started Fatafeat. Lost touch. Saw her at iftars sometimes, always with her crowd. A natural charmer, pure heart. Friends swarmed her like flies to honey. Always.

But this: I never saw her angry. Disappointed, maybe. Frustrated, sure. But never mean. Never mad. Just wasn't her style.

And I watched her rise from afar. Fast. Really fast. Why not? Sharp as a tack, she learned like breathing.

Then it was her time to shine. Right place, right time. Saudi, a Kingdom opening up, ripe and blooming. New age, new blood. She was both. And she was a pro.

Look at her now, the finest face to the kingdom. A modern example of open-mindedness and moderation. A wonderful Saudi brand ambassador. A great lady.

Hey Rasha, I'm your biggest fan.
Did I tell you that I love you?

 

Meet Rasha Al Emam

Co-founder | CEO | Producer

Yellow Camel Studios

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