ruya (رويا) is proud to announce a pioneering step in the region’s banking industry. In an unprecedented move, ruya has become the first Islamic bank globally to enable customers to buy and sell virtual assets, commonly known as “cryptocurrencies” including Bitcoin, directly through its mobile app. This service is part of ruya’s broader investment offering, designed to promote ethical Islamic wealth building and long-term financial growth.

In partnership with Fuze, a licensed and well-established leader in the virtual asset space, ruya ensures that this innovative service is secure, user-friendly, and fully aligned with ethical Islamic financial principles. With the global surge in interest around virtual assets, ruya’s latest offering caters to customers who seek to diversify their portfolios responsibly while adhering to values of transparency, fairness and ethical investing.

This move comes at a time when the United Arab Emirates is experiencing rapid growth in virtual asset activity, positioning itself as a leading virtual asset hub in the Middle East and North Africa (MENA) region. In the year ending June 2024, the country received more than $30 billion in virtual assets, with a remarkable 42% growth, nearly four times higher than the region’s average of 11.7%.

“At ruya, we are committed to transforming the financial landscape in the UAE by offering forward-thinking services while staying true to our mission of ethical Islamic banking. By integrating virtual assets into our investment platform, we aim to empower our customers to participate in the digital economy in a sustainable and responsible way. We can also assure our customers that the virtual assets we are offering on our ruya investment platform are Shari’ah-compliant, providing much-needed certainty,” said Christoph Koster, CEO of ruya.

Mohammed Ali Yusuf (Mo Ali Yusuf), Co-Founder and CEO of Fuze, shared: “Partnering with ruya is a big step towards making virtual assets a seamless part of everyday banking. Together, we’re combining Fuze’s cutting-edge infrastructure with ruya’s commitment to ethical Islamic banking. We are excited to be at the forefront of providing simple, secure, and ethical digital asset solutions for the future.”

Unlike platforms that encourage speculative trading, ruya’s virtual assets service is part of a carefully curated investment framework, fostering long-term wealth building. This aligns with ruya’s core mission to provide customers with financial solutions that create lasting value and support their financial goals.

Key highlights of the service include:

• Direct access to buy and sell Shari’ah-compliant virtual assets securely through the ruya mobile app.
• Integrated transparency and governance, ensuring adherence to ethical Islamic principles.
• Partnership with Fuze, offering a trusted, licensed and seamless digital asset experience.
• Focus on responsible investing, avoiding speculative behaviour and promoting financial resilience.

Christoph Koster added, “By partnering with Fuze, we’ve ensured that our customers will benefit from a robust and trusted platform to access the opportunities in the virtual asset space. This service reflects our promise to innovate while maintaining the highest standards of ethical Islamic banking.”

As part of ruya’s customer-first approach, dedicated support is available through its community centres and hybrid call centre model, ensuring customers receive expert guidance on this new offering.

This milestone marks a new chapter in the UAE’s banking industry and reinforces ruya’s position as a trailblazer in the digital Islamic banking space.

Abu Dhabi Commercial Bank (ADCB) has seen the value of its brand surge to AED 12.3 billion, a 17% increase from the previous year, according to Brand Finance Journal’s latest Top 500 Banking Brands report. As a result, ADCB has advanced seven places in the global banking brand value rankings to the 102nd position. A key driver to this growth is the bank strength score, which gauges brand investment, stakeholder equity and business performance. This score has risen to 81.5% (brand strength rating: ‘AAA- ‘) this year, positioning ADCB as the highest rated bank in the UAE for brand strength.

By outpacing the overall UAE banking sector’s 16% rise in brand value and the global industry’s 14% increase in brand value, ADCB has cemented its status as one of the region’s most pioneering and ambitious banking brands.

In the same report, Brand Finance also measures the contribution that CEOs make as “guardians” of the value of their brands. ADCB Group CEO Ala’a Eraiqat was ranked among them top banking sector CEOs globally – 12th overall – and the 1st for banking brand guardianship in the UAE for the 3rd consecutive year.

Savio D’Souza, Senior Director at Brand Finance, commented: “ADCB’s impressive rise in brand value reflects a well-executed strategy focused on innovation, customer experience, and leadership which demonstrates ADCB’s position as a standout performer in an increasingly competitive global banking landscape.”

ADCB remains steadfast in its commitment to setting new standards in customer experience by successfully delivering a spectrum of initiatives designed to advance the distinction and sophistication of its banking services. Anchored by an ambitious digital transformation strategy, the bank is leveraging cutting-edge tools such as artificial intelligence to unlock new possibilities for customer personalisation and tailored services. ADCB’s recognition by Brand Finance is a testament to the bank’s relentless pursuit of excellence and innovation at every turn.

As global luxury faces headwinds in key markets like China, and as consumer behavior across the GCC shifts toward value-driven, digital-first experiences, a new retail-tech player is emerging in Dubai to meet that moment.

Hushday, invitation-only flash sales platform, has raised over AED 2 million (USD $550,000) in pre-seed funding from regional tech investors. Its ambition: to create a new channel for luxury and premium brands to grow in the Middle East — with full control, brand integrity, and next-level performance.

While inspired by European models like Veepee (valued at over €4 billion) and Gilt in the US, Hushday is not a copy-paste. It’s a GCC-first model, built locally for brands and consumers who expect more: exclusivity, experience, and execution.

“We’re not here to patch a post-COVID inventory issue,” says Jennifer Cohen Solal, CEO & Co-founder. “We’re here to open a new, scalable path for growth — for brands who want to reach a younger, price-sensitive, digital audience, without damaging their equity. The demand is here. The region is ready.”

A Private Sales Model Built for Today’s Reality

Unlike traditional outlets or mass-discount platforms, Hushday was designed as a strategic distribution layer, where brands can activate curated drops in a brand-safe, high-conversion environment — and tap into valuable new audiences in the process.

The platform has already signed dozens of brands — from regional players to global names — and offers full control over pricing, visibility, and inventory strategy. Brands receive real-time analytics, customer insights, and dedicated onboarding support.

“This isn’t just about clearing stock,” adds Jean Thillaye du Boullay, COO and former Carrefour executive. “It’s about reaching a new audience with purpose — and turning each campaign into both revenue and retention. From curation to delivery, we handle the full experience with precision and speed.”

A Curated Experience for Customers — With Access at the Core

Hushday operates on a referral-only model, granting invited members access to limited-time sales across fashion, beauty, accessories, electronics, home, and leisure. Each drop is personalized, mobile-first, and designed to create a sense of rarity and excitement.

With up to 50 flash sales per month, loyalty rewards, and AI-powered recommendations, the experience is built to convert — while reinforcing desirability.

“For our users, it’s not about discounts. It’s about access,” says Riad Djabri, CTO and former engineering lead at Doctolib. “We use tech to make the experience smarter — more personal, more seamless, and more rewarding. Our goal is to turn every flash sale into something that feels tailored, not transactional.”

Hushday stands out not just for its unique format but for how seamlessly it aligns with the region’s pulse, needs, and ambitions. Entirely based in Dubai and backed by local tech investors, the platform is tailored for the Gulf, offering a deeply relevant and timely retail experience. At the core of its operations is a fully robotized third-party logistics (3PL) system, ensuring end-to-end efficiency and excellence across the region. With the GCC’s premium off-price market expected to hit $6 billion, Hushday is stepping in with a bold, digitally native, and brand-safe model that’s designed specifically for this market—not borrowed from outdated global playbooks. “We’re not replicating what worked in Europe 10 years ago,” says Jennifer Cohen Solal. “We’re building what the Middle East needs now — with its own codes, pace, and expectations. And we’re doing it at scale.” After launching in the UAE this month, the company is already eyeing rapid expansion into Saudi Arabia, Qatar, and Kuwait, fully intent on tapping into the massive regional demand for smart, high-quality off-price retail.

MEET THE FOUNDERS

Hushday’s founding team combines deep experience in fashion, e-commerce, tech, and operations—with a track record of scaling high-growth businesses in Europe and the Middle East.

Jennifer Cohen Solal – CEO
With 15 years of experience in e-commerce, Jennifer has held leadership roles as Chief Marketing Officer for major fashion and tech brands, including some of Europe’s top private sales platforms. Before launching Hushday, she founded one of Paris’ most talked-about food startups—a digital-first brand that reimagined the world of French pâtisserie and made headlines for its bold, chef-led concept.

“We don’t believe in waste. We believe in reactivation. That’s the future of retail.”

Jean Thillaye du Boullay – COO
A retail and logistics expert, Jean spent a decade at Carrefour and Majid Al Futaim, managing over 1B AED in annual turnover and leading large-scale digital transformations. At HushDay, he’s driving the commercial & operational engine with a focus on excellence, cost control, and scale.

“Our role is to create a win-win channel: an off-price destination where brands can clear inventory without harming their image, while customers access coveted labels at exceptional value. It’s built on trust, desirability, and a seamless experience from click to delivery.”

Riad Djabri – CTO
Riad is a former engineering lead at Doctolib, one of France’s top unicorns. With a strong product and tech background, he is now driving Hushday’s vision to become the next-generation retail platform for the GCC.

“Our ambition is to build a tech platform that evolves with the brands we serve — integrating AI, circularity, and real-time insights to create a smarter, more sustainable way to sell luxury. But we’re equally focused on the customer experience: making every flash sale more relevant, more personal, and more seamless for the people who matter most.”

ABOUT HUSHDAY

Hushday is the first premium private sales platform built specifically for the Middle East.
 Founded in Dubai in 2024, the company offers luxury and premium brands a secure, high-conversion channel to manage excess inventory — while maintaining full control over pricing, image, and positioning.

The platform is invitation-only, operating as a curated destination where members access exclusive flash sales across fashion, beauty, accessories, home, electronics, and leisure. With up to 50 sales per month, Hushday delivers a mobile-first, gamified experience tailored to GCC consumers.

The platform will officially launch in the first week of May 2025 in the UAE, with plans to expand to Saudi Arabia, Qatar, and Kuwait in 2026. Backed by regional tech investors and powered by a fully automated logistics partner, Hushday combines premium retail standards with operational scalability — making it a strategic new growth channel for brands in the region.

Launching the 2nd of May 2025 in the UAE, Hushday is available by invitation only.

🔗 Join the waitlist: [www.hushday.com]
 📸 Instagram: [@hushday_me]
 📧 Media Enquiries:

Sudhashree Dash

0553498382

press@hushday.com

sudha@memc.co