Our story

From independence to impact

I'm Arifa Sultan: a mother of two, a business owner, an event planner and, as I like to say, the boss of one husband.

My journey has never followed a straight line. I grew up in Mumbai, studied there, and moved to Dubai after I married. Since then I have worked in telemarketing, sales, market research and transcription. Each role taught me something new, and each one strengthened my belief that I could stand on my own feet.

I have been independent since I was young. During the Gulf War, and through other uncertain times, I supported my parents and stood by my family. Those years shaped who I am: resilient, responsible, and always willing to start again.

Marriage and motherhood brought their own responsibilities. I raised two children and ran our home, while quietly building my own identity alongside it. Today both my children work in their father's business, and I have chosen to build something of my own.

Bringing women together

More recently, I began planning events for ladies' groups and festivals. What started as a new chapter has become a joy: bringing women together, creating memorable moments and building community. Being part of these groups has shown me how much friendship matters, and how important it is for women to have a space where they can simply be themselves.

Why ASAI

ASAI grew from the same belief. I started it to prove to myself that a woman can begin a business at any age. I choose every piece and pack every order myself, and more than 300 pieces have already found new homes. Even the name is personal: ASAI comes from the first letters of our family's names, Arifa, Sohail, Ammar and Insiya.

Still dancing

I love women-only trips, family holidays, dining out and, of course, dancing, which comes naturally to me. I have never believed that becoming a wife, a mother or reaching a certain age means putting your dreams aside.

At 53, I am still learning, experimenting and creating. My story isn't about one big achievement. It's about having the courage to keep moving forward through every phase of life: staying independent while carrying responsibilities, and building a life that keeps evolving.

I believe success isn't defined by age or by a single title. Sometimes it's simply being able to say, "I've handled it before, and I can handle this too."

That is the journey I'm proud of, and every ASAI piece carries a little of it.

Arifa Sultan