Dubai Festival City has launched the Homegrown Series, an initiative showcasing businesses founded by its residents, with six stories published since June and a seventh in production.
Developed in partnership with social media agency We Are Social, the initiative attracted more than 30 applicants and aims to give resident entrepreneurs greater visibility by sharing their business journeys, challenges and motivations.
The series reflects Al-Futtaim’s ‘One Family’ philosophy and seeks to strengthen community connections while supporting local businesses, particularly those navigating challenging market conditions.
The featured entrepreneurs come from residential communities including Al Badia Living, Al Badia Residences, Hillside Residences and Marsa Plaza. Their businesses span jewellery training, food, coffee, wellness and personal development.
Among those featured are Al Dahab Al Ahmar Jewellery Training Academy, Sandwich Nerds, Specialty Batch Coffee, Balance by Elisa and Brave Hearts UAE.
Since its launch on June 1, the series has generated more than 500,000 video views and reached 250,000 people organically across Dubai Festival City’s digital channels. One episode alone recorded more than 70,000 organic views and over 2,000 engagements.
The initiative has also created opportunities for participating businesses to reach new customers through events and collaborations across the wider Al-Futtaim ecosystem.
Brave Hearts UAE, for example, was invited to host a pop-up at Market Island in Dubai Festival City Mall, allowing the business to showcase its products to shoppers and visitors.
Dany Karam, chief marketing and partnerships officer at Al-Futtaim Real Estate, said the initiative was intended to help entrepreneurs grow while strengthening ties within the residential community.
“A community is shaped by the people who live in it. At Dubai Festival City, our residents come from different backgrounds and bring with them their own ideas and ambitions. By giving resident entrepreneurs greater visibility, we want to create opportunities for them to grow their businesses and access platforms across the wider Al-Futtaim ecosystem. At the same time, we hope to foster an environment where people support one another and take pride in each other’s success.
“The Homegrown Series allows us to introduce some of these remarkable individuals to their neighbours and beyond. We hope their stories encourage Dubai residents to discover their businesses. For us, that is what makes Dubai Festival City a special place to call home.”
Aurelien Fonteneau, managing director at We Are Social, said the series sought to highlight business owners whose stories might otherwise go unnoticed.
“There are so many interesting stories within residential communities that often go unnoticed. With the Homegrown Series, we wanted to bring those stories forward and give residents the opportunity to speak about their businesses and experiences in their own words.”
He added: “What makes the series engaging is the honesty of these conversations. Rather than focusing on traditional promotional messages, we are introducing audiences to the people behind the businesses, their motivations and the experiences that have shaped their journeys.”
Dubai Festival City plans to feature more resident entrepreneurs in future episodes as part of its efforts to support local businesses, encourage community participation and create opportunities for residents to connect.
