As Netflix’s Dubai Bling Season 3 takes social media by storm following its Wednesday premiere, one of its most talked-about stars is cementing her position in Dubai’s luxury real estate sector – but with a different approach than fans might expect.
Safa Siddiqui, who shot to fame as the sharp-tongued fashionista on Netflix’s hit show, has taken the helm as CEO of a luxury real estate firm, marking her return to the industry after a four-year hiatus.
For the uninitiated, Dubai Bling, which premiered in 2022, follows the lives of ten Dubai-based millionaires who flaunt their lifestyles and possessions on screen. The show has become one of Netflix’s biggest hits in the region, catapulting its cast members to international fame.
The latest season, which dropped on Netflix this week, has already set social media ablaze with Siddiqui’s headline-grabbing antics, including what fans are calling “the most iconic moment yet” – a formal funeral ceremony for her Lamborghini. The scene, which features the entire cast dressed in black mourning attire in a park, has been dubbed “peak comedy” by viewers”. It’s exactly this kind of over-the-top luxury lifestyle content that has made Dubai Bling a global sensation, with fans on X (formerly Twitter) marveling at the “insane display of wealth” featuring “Lambos, Ferraris, Rolls Royces, Rolexes, Gucci, Hermes Birkins, Chanel, and LV EVERYWHERE.”
“Before the show, I was the least known of all the cast,” Siddiqui revealed in a recent interview with Arabian Business. “I must have had 10,000 followers back then and I only set up my Instagram account during Covid where I would just post fashion pictures.”
“I’m not cut out to be a housewife alone,” Siddiqui said. “I need that kind of mental stimulation to give me that satisfaction and purpose. I shut that drive for four years when I wasn’t working, and what I realised is that is what would have probably led to my depression.”
The Iraqi-British reality star’s journey to fame wasn’t exactly planned. “I never wanted to be famous or on TV,” she admitted. “I was honestly just having postpartum depression when I said yes, because I was tired of being in that rut and knew that I needed to do something.”
But what started as an escape from domestic ennui has evolved into a strategic business empire. Siddiqui’s real estate credentials run deep – she arrived in Dubai at just 21 and quickly established herself in the luxury property sector. Before her 2019 pause from real estate, she had built an impressive portfolio managing high-profile deals and cultivating an influential client network in both Dubai and Abu Dhabi.
Now partnering with Dyuti Parruck, known in Dubai circles as “Mr. Golden Visa,” Siddiqui aims to revolutionise the emirate’s ultra-luxury property segment. “I felt that the market is booming… and especially with the network and the resources I have now, I felt it was the perfect time to get back into it,” she explained.
“I owe so much to this city for what I’ve been able to achieve. Crazy things can happen in Dubai.”
Her return to real estate follows the successful launch of her fashion line in 2023, which gained instant recognition thanks to her reality TV platform. One of her designs received seven compliments in a single night – “As a designer, that’s the best feeling – mission accomplished,” she recalled proudly.
“As fast as you’re made, you can also be forgotten,” she said of her strategic business decisions. “That’s why I did my fashion line. That’s why I am now leading my real estate company.”
Husband Fahad Siddiqui – known to Dubai Bling fans for his lavish gifting sprees and whose credit card swipes have become fodder for his wife’s viral social media content – remains supportive of her business ambitions, even if slightly bemused.
“While I deeply cherish my role as a housewife and mother – which I believe is society’s most crucial position as mothers shape the future of our societies – I did miss the itch and drive I had for the real estate business,” Siddiqui explained thoughtfully. “A mother is truly the backbone of the home.”
She’s equally clear about maintaining traditional family dynamics alongside her business ventures. “Whether controversial or not, I still believe it’s my husband’s duty to provide for our family,” she stated firmly. “But I also thoroughly enjoy the financial independence my business brings.”
“My husband says to me all the time, ‘Safa, you know, you don’t have to do this,'” she revealed with a laugh. “But I just like the sense of purpose of building and success that really gives me drive.”
Despite her growing business empire, she’s made it clear on social media and the show that her husband’s generous spending habits won’t be changing anytime soon – much to the delight of her followers who tune in to her popular social media videos.
The transition from TV personality to business mogul hasn’t been without its challenges. “If I want to be mentally stable, I will have to learn to delegate. I find it difficult because I’m a control freak – I want to control everything and I want to be on top of everything. But what I’ve learned is that if you’re trying to grow an empire, you cannot do everything yourself.”
Her appointment at Decisive Living, which is part of a broader ecosystem including sister companies Decisive Zone and Decisive Stay, comes at a strategic time. The firm positions itself as a global real estate powerhouse connecting wealthy investors with exclusive investment opportunities in Dubai’s booming property market.
“Reality TV is an escapism. It’s entertainment,” she reflected on her ongoing TV career. “Gone are the days that we only looked at six-foot models as our inspiration, now we have petite girls like me who people can relate to. I don’t pride myself in being relatable, but I see there are some characteristics in me that people relate to.”
The third season premiered on Netflix on Wednesday, living up to Siddiqui’s earlier predictions of heightened drama. In a previous interview, she had teased that “Season 2 was a lot more epic, with a lot more drama… much better than Season 1,” while remaining tight-lipped about Season 3’s specifics. Her cryptic hints proved accurate – the new season has already sparked social media frenzy with its dramatic twists, including her now-viral Lamborghini funeral scene.
From wearing brands to becoming one herself, Siddiqui’s journey reflects a savvy understanding of how reality TV fame can lead to lasting business success. “You’re easily forgotten. As fast as you’re made, you can also be forgotten,” she noted. “So you need to have something that keeps you going and keeps you busy.”
As Dubai Bling fans binge-watch Season 3, they’ll be seeing a different side of Siddiqui – not just as the glamorous reality star they’ve come to know, but as a serious business force in Dubai’s competitive real estate market.
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