“Don’t let naysayers and doubters get the better of you; never take no for an answer”: Dawrati CEO Sarah Refai

Sharing her story, and her message to the industry in her own tone and voice, Sara Refai told Arabian Business how she has experienced deeply entrenched beliefs that fuel biases against women.

From being a political science graduate to becoming an employee, and then undertaking a career transition into an entrepreneur, she has faced challenges “every step of the way.”

Refai says: “Some recruiters do not hire women for certain roles because, according to them, men are more suited. There is no scientific rationale behind such notions. I have been fortunate to meet genius men and women at different stages in my career. I haven’t seen a gender pattern in skill levels.

“Also, as an entrepreneur operating in a traditionally male-dominated domain, I often meet men who are supportive of women entering the fray and making a mark. Like myself, there are women CEOs whose husbands/partners have been their greatest strengths.”

The #BreaktheBias theme for International Women’s Day 2022 is, therefore, both timely and apt because it calls for society to combat stereotypical notions, as well as fight the challenges that women across industries face on a daily basis.

Sharing her thoughts on overcoming such biases, Refai says: “I have come to understand that gender bias only impacts you if you let it. I witness this on a regular basis on social media. Although almost all of the comments I receive under my posts are positive and supportive, there is a small percentage of negative comments which, if you take them at face value, could be hurtful.

“Most often I have found tasteless comments to be from men who are not qualified to offer any concrete advice. This was particularly true when I posted the Two Comma Club award win announcement. The idea is to acknowledge the supporters, ignore the naysayers, and keep moving forward.”

Having said that, the gender-bias situation has definitely gotten better within the UAE over the past few years. Refai explained how she has witnessed a number of women entrepreneurs, industry stalwarts, and influencers break into the mainstream in recent years.

“This development is particularly pronounced in the UAE, whose Hope Mars Mission was helmed by a woman and the World Expo was largely women-led. These inspiring women stand as testaments to the notion that, if you set your heart on achieving something, nothing should stop you but yourself,” Refai says.

Refai launched a meal prep company in Ottawa, Canada, in 2017. At the time, she handled everything from business management to marketing, testing new strategies and learning.

Within a year, she found herself developing a strong propensity towards marketing, especially after a few mastermind courses and some freelancing.

This inspired her to start her own agency in 2018. Initially, she chose the medical niche of dentists and chiropractors to meet local needs, but later expanded her outreach through social media, especially Instagram, where she started sharing my knowledge and expertise.

“This free content, on how to build a personal brand, gained significant traction and paved the way to who I am today. I recognised the gap for Arabic content on personal brand marketing strategies and I bridged it while standing for a greater cause of empowering the youth, particularly women,” Refai told Arabian Business.

Sarah Refai now has more than half a million followers across her social platforms, two million views on YouTube, and the number-one ranked Arabic business podcast in the MENA region.

Paying it forward, she intends to use her experience and knowledge to support and empower other women.

Refai says: “My message to women out there is to believe. It may not be easy, and it could even get hard, but it is doable. The world is your oyster, so do not hold back on your aspirations.

“But don’t just dream; be transparent in your choices, be vocal, stay consistent in your efforts. Don’t let naysayers and doubters get the better of you, and never take no for an answer.” 

Refai also recommends continuous learning, upskilling, and reskilling.

“Be a lifelong learner,” she says. “Invest in learning a new skill. Marketing courses helped me set up my own business and take my yearly earnings to seven figures. I dreamt of making a million dollars yearly when I started out. I didn’t make it an end goal; I broke it into smaller targets, learned new skills to achieve them, and accomplished it sooner than expected.

“Secondly, do not overthink. Don’t make smaller setbacks snowball into something you can’t control. Overthinking will inhibit you from moving forward. Finally, as a woman, you are best suited to inspire the next generation to chase their dreams. So, ensure your actions are aligned with a greater purpose.”