Financial
Dubai Startup Hushday Raises AED 2 Million to Launch the Middle East’s First Premium Flash Sales Platform

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
Financial
From Minutes to Mandates: Elevating the Board Clerk to Strategic Governance

– A By-Line from Carol Gray, Head of Board Relations, BISR
At British International School Riyadh (BISR), the role of the Board Clerk has undergone a remarkable transformation. No longer confined to minute-taking and logistical arrangements, today’s Board Clerk stands as a pivotal figure, wielding influence far beyond administrative duties to actively shape the strategic direction of the board. This evolution reflects the increasing complexity of corporate governance and the growing recognition of the clerk’s unique vantage point.
As the recent recipient of the ‘Board Clerk of the Year’ award, I have witnessed firsthand how the modern Board Clerk is privy to all discussions, decisions, and supporting documentation. We understand the flow of information, the nuances of board dynamics, and the historical context of strategic choices. This privileged position provides an untapped reservoir of knowledge and insight.
Why Elevating the Board Clerk Role is Critical for Effective Governance
The Board Clerk’s expanded remit means they are now a governance professional, not just an administrator. Their responsibilities include:
1. Anticipating and proactively addressing governance challenges
2. Facilitating effective communication and information flow
3. Supporting strategic discussions with insightful context
4. Ensuring the integrity of the decision-making process
5. Contributing to board development and effectiveness
This transformation is not merely a shift in responsibilities; it demands a different skill set. Today’s Board Clerk needs strong analytical and organizational abilities, exceptional communication and interpersonal skills, a deep understanding of corporate governance principles, and the ability to exercise sound judgment and discretion.
Leveraging the Board Clerk for Better Decision-Making, Compliance, and Board Performance
By ensuring the board is well-informed, compliant, and operating efficiently, the Board Clerk provides the foundational support necessary for effective strategic decision-making. They are no longer just keeping score; they are actively contributing to the game plan, ensuring the board is equipped to navigate the complexities of the modern business environment and steer the organization towards its strategic goals.
Practical Steps for Integrating Governance Professionals into Strategic Board Operations
1.Recognise the Strategic Value: Boards and leadership teams should acknowledge the Board Clerk’s unique perspective and invite them into strategic conversations.
2. Invest in Professional Development: Provide access to governance training, leadership development, and networking opportunities.
3.Embed Governance in Board Culture: Make governance a standing agenda item and encourage the Clerk to contribute insights on compliance, risk, and best practice.
4.Leverage Technology: Use digital tools to streamline information flow, enhance transparency, and support effective decision-making.
5.Foster Collaboration: Encourage open communication between the Clerk, Chair, CEO, and board members to build trust and maximize board effectiveness.
The evolution of the Board Clerk’s role is a testament to the increasing appreciation for the critical role governance plays in achieving sustainable success. By elevating this position, organisations unlock new levels of board performance, compliance, and strategic agility. The Board Clerk is no longer a passive recorder but an active enabler of strategic thinking—helping boards move from minutes to mandates.
I’m deeply honored to receive this recognition from AGBIS. The role of the Board Clerk has truly evolved, and it’s a privilege to be part of a school that understands its strategic importance. This award isn’t just for me; it’s a testament to the collaborative spirit and forward-thinking governance we champion at British International School Riyadh. I’m excited to continue supporting our board as we navigate the complexities of modern education and shape a bright future for our students.
Carol Gray, Head of Board Relations, British International School Riyadh (BISR) Board Clerk of the Year, AGBIS Annual Conference.
Financial
The Clock is Ticking on UAE eInvoicing as the 2026 Deadline Nears

By Nimish Goel, Partner and Head of GCC, Dhruva Consultants
The UAE has never been a jurisdiction that shies away from bold reforms. From introducing VAT in 2018 to rolling out corporate tax in 2023, the country has consistently demonstrated its willingness to align with global best practices in fiscal governance. Now, with the Federal Tax Authority (FTA) and Ministry of Finance (MoF) preparing to enforce a nationwide eInvoicing regime by July 2026, the stakes are even higher.

This is not simply another compliance box to tick. eInvoicing represents a fundamental shift in the way financial data is created, exchanged, and monitored. Once live, every invoice, credit note, representing economic activity—whether for VAT-registered businesses, exempt transactions, out of scope transactions or even historically less scrutinized activities such as financial services, real estate, and designated zones—will be generated in a structured XML format, routed through accredited service providers, and validated in real time.
For finance leaders, the message is clear. The era of static PDFs and delayed reporting is over.
From paper trails to real time oversight
Globally, eInvoicing has proven to be a formidable tool in curbing tax evasion, automating new online services for taxpayers, plugging revenue leakages, and enhancing transparency. Jurisdictions that have adopted similar systems—such as Italy, India, and Latin America—have reported billions saved in fraud prevention and efficiency gains. The UAE has learned from these experiences and is designing a model that not only covers B2B and B2G transactions but also expands its reach to entities outside traditional VAT registration. There is an expectation that eInvoicing will eventually be extended to B2C transactions in the long term.
The result is to achieve full visibility of a Company’s entire transactions. This creates a real time compliance environment where mistakes will no longer hide in quarterly filings—they will surface instantly.
This shift raises the bar dramatically for CFOs and tax teams. Any misclassification in VAT treatment, error in data capture, or system lag could invite audits, penalties, and reputational damage.
Why waiting until 2026 is a risky bet
Too many businesses still view July 2026 as a distant milestone. In reality, groundwork needs to begin now. Data readiness, ERP integration, internal processes and control reviews, and stakeholder alignment are not overnight tasks. They require months—if not years—of preparation. Additionally, the preparation for eInvoicing is time-consuming, especially for Companies in the UAE, as they are currently upgrading their ERP systems or discovering that their current systems lack integration capability.
Companies must immediately begin by assessing whether their existing systems are capable of generating structured XML invoices or if the mandatory data fields are available in their source systems to meet regulatory requirements. Simultaneously, finance teams should engage closely with service providers to ensure seamless integration across platforms. A thorough review of tax treatment is equally important to identify and close any gaps that could cause errors in reporting. Finally, validating digital signatures and aligning with the Federal Tax Authority’s compliance standards will be critical to building a robust and audit-ready framework.
The transition is not merely technical; it is strategic digital transformation that will impact every single point of the organization. Finance functions that embrace early adoption will find themselves with cleaner data, faster refund cycles, and potentially automated VAT filings in the long run. Those who wait will find themselves firefighting compliance failures under intense regulatory scrutiny.
Beyond compliance lies an opportunity to rethink finance
What excites me most about the mandate is not its punitive edge but its transformative potential. Done right, eInvoicing can be the foundation for a smarter, more data-driven finance function. Real-time reporting could allow CFOs to track receivables with unprecedented accuracy, benchmark customer payment behavior, and build predictive insights into cash flow management.
In short, the regulatory push can double as a business opportunity if approached proactively.
The road ahead for UAE businesses
The UAE’s eInvoicing journey is only beginning. The legislative updates expected in 2025 will provide further clarity, but businesses cannot afford to be passive. Those who treat this as a last-minute compliance sprint will struggle. Those who see it as a chance to modernize their finance function will thrive.
At Dhruva, we believe the next 10-11 months are critical. Our role is not just to interpret regulations but to help businesses reimagine compliance as a value-creating exercise. The clock is ticking, and July 2026 is closer than it seems.
The question for every business leader is simple. Will you be prepared when the switch is flipped to real time?
Financial
Long-term wealth investing: first paycheck to million


By Raaed Sheibani, UAE Country Manager, StashAway
Long-term wealth investing is how you turn a first paycheck into lasting freedom in the UAE. With long-term investing, you build a safety net, automate contributions, and let compounding do the heavy lifting—so today’s income becomes tomorrow’s options.
Long-term wealth investing basics: start here
Before your first trade, set a safety net. Build an emergency fund covering 3–6 months of expenses. Keep it liquid and low risk. Then, park it in a cash management solution rather than an idle current account. Inflation erodes purchasing power; a sensible yield helps you sleep at night and stay invested during shocks.
Two engines of long-term wealth investing: DCA & compounding
Dollar-cost averaging (DCA). Invest a fixed amount on a schedule—regardless of headlines. Sometimes you buy high; often you buy low. Over time, your average cost smooths out, emotions calm down, and you capture the market’s trend. Historically, many of the market’s best days cluster near the worst; therefore, timing often backfires, while DCA keeps you in the game.
Compound growth. Returns earn returns. Start earlier, and compounding does more of the work. For example, with a 6% annual return, investing about $490 per month from age 25 can reach $1 million by age 65. Wait until 35 and you’ll need roughly $952; at 45, it’s about $2,023. Time in the market beats perfect timing.
Build your core portfolio for long-term wealth
Your core is the engine. Aim for a globally diversified, long-only mix across equities, bonds, and real assets. Avoid “home bias”; spread exposure across regions and sectors. Moreover, automate contributions so the plan runs while you work.
Consider risk in layers. Equities drive growth. Bonds dampen drawdowns and fund rebalancing. Real assets, including gold, add diversification. Rebalance periodically to lock in discipline: trim winners, top up laggards, and keep risk aligned to your goals.
Make the math work for you
Consistency compounds. Invest $1,000 monthly for 20 years at 6% and $240,000 in contributions can grow to over $440,000. The gap is compounding plus habit. Likewise, fees matter. Lower costs leave more return in your pocket, and tax-aware choices improve after-fee, after-tax outcomes.
Add satellites—without losing the plot
Once the foundation is solid, consider a core–satellite approach. Keep 70–80% in the core. Then, use 20–30% for targeted themes: clean energy, AI, healthcare innovation, or specific regions. Thematic ETFs can express these views efficiently. Because satellites carry a higher risk, cap their size and set clear review dates. If a theme drifts off the thesis, rotate back to the core.
Look beyond public markets as wealth grows
For qualified, higher-net-worth investors, private markets can broaden opportunities. Many large, fast-growing companies stay private longer. Select exposure to private equity, private credit, or venture—sized prudently—may enhance diversification and long-run returns. However, consider liquidity, fees, and manager quality. Align commitments with your time horizon so you never become a forced seller.
Guardrails that keep you on track
Write an Investment Policy Statement (IPS). Define risk level, contribution cadence, rebalancing rules, and when you’ll make changes. Then, automate to reduce decision fatigue. Additionally, track a few metrics: savings rate, fee drag, drawdown tolerance, and progress to goals. Celebrate streaks—months contributed, quarters rebalanced—to reinforce behavior.
A simple roadmap to your first million
- Fund 3–6 months of expenses.
- Automate DCA into a diversified core.
- Rebalance on a set schedule.
- Add satellites thoughtfully, 20–30% max.
- Review fees, taxes, and liquidity.
- Increase contributions as income rises.
Long-term wealth investing is not a secret. It’s a system: foundations first, habits next, scale last. Start small if needed, start now if possible, and let time do its quiet work.
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