Maternal Instinct Nurses A Business

By Sandhya D’Mello
Khaleej Times, Dubai, United Arab Emirates

WWR Article Summary (tl;dr) Located on the ground floor of the Al Wahda Mall Extension in Abu Dhabi, Entrepreneur Shifa Yusuffali has created an indoor play center that features various fun zones, including climbing walls, an arts and crafts area, a gym, classrooms…even a salon and spa for kids and moms.


The UAE is the ideal place for women entrepreneurs with a progressive leadership that is driving a diversity strategy to empower and enable women in different fields, says Shifa Yusuffali, CEO of Ideacrate Edutainment Company.

She is the youngest daughter of Yusuffali M.A., managing director of LuLu Group, who ranks among the top business personalities in Asia.

Shifa holds a degree in business administration with a focus on marketing and aims to build homegrown brands and concepts through her entrepreneurial journey.

“The country aims to be one of the top nations worldwide in the field of women’s empowerment. Factors such as the UAE’s membership in UN Women, the global agency for gender equality and empowerment of women, shows the government’s interest to make this happen. It is up to us to make the most of these opportunities. The UAE is also one of the safest countries in the world for which we have to thank our visionary leaders,” says the mother of two toddlers.

An established entrepreneur, Shifa was already juggling numerous businesses (director at SRS Retail and director at Sands Infrabuild, India) when she noticed a gap in the market for quality facilities and services in ‘edutainment’.

While Shifa’s interests are varied — from gastronomy to photography and travelling — her experiences as a mother inspired her decision to expand into the education and entertainment market.

Being a parent, she was able to relate to her peers who struggled to find indoor activities to keep their children entertained and enriched.

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