The grail of alchemy in Dubai
 
In the glittering city of Dubai, where luxury meets ambition, competitive business demands much more than just bold moves and intuition — it requires a profound understanding of human nature. Entrepreneurs here face challenges unlike anywhere else, where cultural traditions mingle with high-end lifestyles. Success isn't about simply following trends, but about anticipating clients' dreams and crafting extraordinary experiences that resonate deeply. Key to thriving in Dubai’s dynamic market are qualities like impeccable organisation, unwavering discipline, and the rare ability to read the unspoken desires of others — qualities exemplified by Angela Prylypa, co-founder of Armonia Spa, who is at ease in the upper echelons of the business world.
As Sheikh Mohammed bin Rashid Al Maktoum once said, "The bigger your vision, the bigger your achievement will be."
The story of my business is, quite fittingly, a tale of unexpected destiny. Originally from Ukraine, I spent years in Kyiv working as a personal assistant to an ultra-high-net-worth individual. Those four years gave me an intimate view into the lives of billionaires and the intricate workings of their business empires. It was an education in luxury, power, and precision. Yet, despite all that, I never had any particular yearning to visit the UAE — even for a holiday.
The stereotypes surrounding the Arab world were all too familiar. I remember my grandmother’s caution when she found out about my upcoming trip: “Where are you going? They’ll steal you and sell you!” The myths and tales seemed so real back then.
But in 2013, fate intervened. I was living in Spain, a place that beckoned with its beauty and allure. However, the company I worked for operated in both Spain and the UAE, so my move to the Emirates was non-negotiable. I arrived in Dubai with more than a little scepticism. Sand and stereotypes were all I expected. But the moment I stepped into Dubai International Airport’s glittering Terminal 3, my entire perspective shifted. I felt as though I had been transported into a scene from Avatar — everything was dazzlingly new, futuristic, and utterly unlike anywhere else in the world. This wasn’t just a city; it was a glimpse into the future.
I had visited other Arab countries before, but nothing could have prepared me for the breathtaking spectacle that is Dubai. The city’s bold, futuristic architecture, its pulsating energy, and the sheer scale of its meteoric rise as the beating heart of the Arab world completely captivated me. The skyline, unlike anything from my Eastern European roots, was both unfamiliar and irresistible — leaving me spellbound. Dubai, with its obsession for superlatives, knows how to make an impression, and it won my heart effortlessly.
But Dubai is not just a city; it’s a global stage for ambition and achievement. From the moment I arrived, there was no time to sit idle. I worked tirelessly, spending sleepless nights thinking, strategizing, and navigating the inevitable stress that comes with building a dream. In four years, I immersed myself in endless conversations, made key observations, identified market gaps, and meticulously refined my business vision. Dubai is a city that rewards talent, drive, and integrity. For those with a clear goal — to build something extraordinary — there is no better place. The opportunities here are limitless, and the government’s unwavering support for entrepreneurs is simply unmatched. This city opens doors, but only for those bold enough to walk through them.
In 2017, my partner and I took our first daring step into the world of wellness, opening our debut spa in the heart of Dubai. The journey to finding the perfect name was as meticulous as it was meaningful. After much deliberation, we settled on Armonia — Italian for 'harmony.' It might have been simpler to choose a more obvious name, but Armonia resonated with both of us on a deeper level. It perfectly encapsulates the essence of our philosophy: the seamless harmony of body and soul. Launching the business was anything but straightforward. We embraced risk, knowing full well the old saying: “He who doesn’t take risks, doesn’t drink champagne.” When we signed our first lease agreement, our combined capital was a mere $100,000 — an ambitious figure, especially for Dubai’s competitive landscape. But I felt an unshakeable confidence in our vision, and when it came time to sign, my hand didn’t tremble. 
Of course, risk is inevitable, but in the Emirates, it's not enough to simply take a leap of faith. You need to be certain that your product will rise above the rest. Every decision in life — particularly in business — is a moment of reckoning. Success doesn’t come from reckless ambition or playing the victim; it comes from mental discipline and a clear focus. In a city as dynamic as Dubai, this clarity of mind is the true key to triumph.
Launching a business in Dubai’s opulent landscape is no simple feat; it requires a profound understanding of your clientele — anticipating their needs and surpassing their expectations. In the Emirates, spas are not just indulgences; they are integral to the national psyche, woven into the very fabric of life. Rituals of relaxation and rejuvenation are essential here, where the pursuit of excellence is a way of life. Yet, despite the demand, the market at the time failed to meet the high standards of discerning guests. Dubai thrives on the notion that more is always more, and we have embraced that philosophy from day one. For us, a mature approach means rejecting good in favour of greatness.
In a city where spas are ubiquitous, carving out your niche is a challenge. We set out to create something different — a sanctuary that addresses every customer’s need, every small irritation. After all, in a spa, relaxation should be absolute. No one wants to think about the details or feel frustrated by poor service. The minutiae matter: the perfect room temperature, the right fragrance, the fluffiness of the towels, the soft glow of lighting, the soothing tones of the staff, and, of course, the impeccable quality of the massage.
Our attention to detail extends to every interaction, but our approach to marketing is refreshingly minimalist. Since opening in 2017, we’ve chosen not to bombard our clients with emails, texts, or promotional noise. In a world already cluttered with unnecessary information, we believe in the elegance of discretion. Our guests know that with Armonia, they’ll never receive anything but a truly serene experience. This philosophy may puzzle the traditional marketing agencies, but it’s one that our clientele deeply appreciates — and, more importantly, it works.
Choosing to build a business in Dubai wasn’t just a decision — it was a carefully considered move, one made with an understanding of the city's unique advantages and challenges. Unlike Russia, Ukraine, Europe, or the UK, Dubai’s business landscape operates under its own set of rules, and it’s essential to navigate these with precision. Every country has its laws, and to thrive, one must accept and work within them. The drawbacks? Fierce competition and the necessity of adapting to local cultural nuances. But these are minor when compared to the extraordinary opportunities Dubai offers.
Of course, our journey wasn’t without its challenges. We had to adjust to new conditions, confront obstacles, and seek guidance from experts. But now, looking back, we understand that every difficulty was a valuable lesson in disguise. Embracing the local nuances not only helped us avoid unnecessary friction but also ensured our business flourished.
From the very beginning, Dubai left a lasting impression on us with its unparalleled opportunities for entrepreneurship. Having explored Asia, Europe, and beyond, I can confidently say that no other region offers the same level of support for businesses and creative talent. The perks of doing business here are vast: access to global markets, an exceptional level of security, and, of course, an incredibly favourable tax regime. In Dubai, ambition is not only encouraged — it’s rewarded.
In Dubai, simply doing well isn’t enough — you must excel in every sense of the word. Unlike in Ukraine, Russia, and Belarus, where medicine and spa services often blur together, the Emirates maintains a strict separation between the two. This distinction is crucial for anyone considering entering the wellness or medical industry here. Medical massages, for example, are confined to clinics and hospitals, while spas focus solely on relaxation and indulgence. Procedures like Botox injections are strictly off-limits in spas. Understanding and respecting these regulations is essential for building a successful venture in this market.
A recent trend among new projects in Dubai is the idea of merging spas with restaurants, inspired by traditions where dining and bathing rituals go hand in hand. While this might work elsewhere, Dubai plays by its own rules. Here, spas and restaurants are separate worlds, each with its own distinct role. For instance, the serenity of a Moroccan hammam doesn’t pair with alcohol and light bites, as it might in other cultures. These nuances must be considered to avoid missteps.
There are other vital ingredients for success in Dubai’s competitive business landscape. Location is paramount, and reputation is everything. Simply replicating ideas from abroad won’t guarantee success here — you must adapt your concept to local tastes and traditions. Obstacles are inevitable, but they should never halt progress. Consistent innovation, relentless training, and smart networking are the keys to navigating and thriving in Dubai's luxurious market.
In Dubai’s high-stakes world of business, every detail matters, starting with where you open your doors. Selecting the right location and licence for your business requires careful thought, as does understanding your target audience. A product that doesn’t cater to a specific need is doomed to fail. This is not the place to indulge in personal whims —success here comes from meeting and exceeding the desires of others. The key to making it in Dubai is simple: adapt your concept to the local culture and realities.
This is precisely where the inspiration for my next project took root. And now, for the first time, I’m sharing it publicly —the Ultra Luxury Spa. This isn't just another spa; it's an entirely new dimension of luxury, designed to deliver a transformative experience. Billionaires’ dreams deserve attention, and this spa will unlock their maximum potential at every level. As the Global Wellness Institute predicts, the longevity market is set to reach a staggering €1.2 billion by 2025. But longevity isn’t just about living longer — it’s about living better.
I came to realise that there are no trivial thoughts, no insignificant gestures, no background details when dealing with the ultra-wealthy. Their mental clarity is everything. From a clouded state of mind, no good decisions can be made. This understanding became my a-ha moment, but it’s one that stretches beyond a single revelation — it’s a constant state for the ultra-high-net-worth individuals I serve. Managing the smallest changes in mood, their desire for self-optimization is unparalleled. While the ambition of Silicon Valley elites is rarely questioned, their latest goal — achieving immortality — sparks debate. And yet, this is exactly the market I’m targeting.
The Ultra Luxury Spa is designed for those who demand nothing less than extraordinary. It caters to individuals who seek not only physical transformation but intellectual growth, and who want to push the boundaries of health and well-being. This spa is beyond luxury — it’s the future of the wellness industry, where hyper-personalization is key, and profound changes in both body and mind are the ultimate goal.
We've already made significant strides in wellness and longevity, achieving immense recognition. Yet, our greatest accomplishment is our ability to look beyond past successes and constantly strive for new heights. My motivation is simple: to become number one in the world of wellness and longevity. And with the Ultra Luxury Spa, we are on the cusp of something extraordinary.
My unwavering determination to keep pushing forward is perfectly aligned with the visionary philosophy of Dubai’s rulers. I find endless inspiration in the words of Sheikh Mohammed bin Rashid Al Maktoum, who once said, “Everybody starts small. We all begin life as a single cell. Every business starts as one person with an idea. How fast you go, how far you get, is in your hands. The bigger your vision, the bigger your achievement will be. Will you stumble on the way? Perhaps, but we cannot let fear keep us small. We have to be brave to be big.” These words send shivers down my spine and ignite a fire of determination within me.
It was from this feeling — this anticipation — that my own journey in the Emirates began. A story of transformation and inspiration, it continues to unfold with Dubai as both the setting and the catalyst for growth. This city has changed me in ways I never imagined, pushing me to new heights and allowing me to flourish, both personally and professionally.
I carry this sense of anticipation with me into the future of Armonia Spa and beyond. The excitement of what’s to come — new projects, innovative opportunities — fuels my passion. As we look ahead, our mission remains clear: to continue expanding our business and introducing cutting-edge technologies that will elevate the health and well-being of our clients. The future is bright, and the possibilities are endless.