Pieces of a Large Puzzle
In the pursuit of success, it's easy to lose oneself, especially in a city where skyscrapers seem to prop up the very sky. Dubai beckons with promises of wealth and fame, but a deeper truth hides behind the glitter of the storefronts: true wealth lies in the ability to remain true to oneself, even while changing. Elmi Afino, serial entrepreneur in Dubai shares her reflections on how to find balance between the material and the spiritual and maintain one's roots while immersing oneself in a new culture.
My life is one of constant movement and transformation. I'm a one-woman orchestra, wielding different superpowers that I employ in various endeavours. My journey began in Kazakhstan, where over 12 years ago I opened the first international marriage agency. At the time, this was a completely novel field — we helped foreign men find life partners among Russian-speaking women. We had contracts with partners in Canada, the US, Japan, and China.
Over time, it became clear that our clients lacked the preparation for serious relationships with foreigners. Thus, the idea for a training centre was born. We began offering classes on psychology, style, makeup, and public speaking. In those days, it was a real breakthrough.
In parallel, I developed as a coach and therapist, helping people transform their lives on all levels — from physical to financial. Working with destiny, with the past, reprogramming the present to create a new future became my calling at that point.
A new chapter began with my move to Dubai. Here, I encountered a completely different mentality and business environment. I had to relearn many things and adapt to the local peculiarities of conducting business. But it was precisely this that allowed me to unlock new resources within my potential.
In three years in the UAE, I've launched several projects. One of them — a medical startup called Medport — was born from observing the local healthcare market. The situation with healthcare in the UAE is complex: despite the high level of medicine, many residents find themselves without access to quality services due to their high cost. Calling an ambulance without insurance can cost one and a half thousand dollars — a sum beyond the reach of many. We discovered a niche between expensive private clinics and state medical institutions. The idea is to create a membership system that provides significant discounts on medical services. It's not insurance in the classical sense, but rather a club with special conditions for members.
This approach is especially relevant for Russian-speaking expats and English-speaking residents, who often find themselves in the "grey zone" of the local healthcare system. Many come to work without comprehensive insurance, risking finding themselves in a difficult situation if health problems arise.
We attracted investment from a Saudi partner, which allowed us to start developing a web platform. The project is currently in the final stages of preparation for launch. We plan not only to provide discounts on services, but also to create an informational resource to help navigate the local healthcare system.
Another area is the construction business, manufacturing and selling construction equipment. We supply concrete mixers and crushing machines to Kazakhstan, Turkey, and the UAE. This niche has proven promising thanks to the construction boom in the region and the constant demand for quality equipment.
Working in this field has allowed me to delve deeper into the specifics of doing business in the Middle East. Here, personal connections and reputation play a huge role. The decision-making process may seem slow to the European mentality, but behind it lies a thorough approach to choosing partners.
But my main brainchild has been the creation of a business community for entrepreneurs in Dubai. Starting with women's meetings, I gradually expanded the format to include men and transformed it into a networking talk show. Now it's a platform where entrepreneurs from various fields — from jewellery to IT — can exchange experiences and find partners.
The unique feature of our format is the element of show business. Each participant gets the opportunity to speak in front of cameras, to talk about their business. The idea is to give each participant "five minutes of fame" — a chance to talk about themselves and their work on camera. For many, it becomes their first experience of public speaking, helping them overcome fear and gain confidence. After such events, people open up and start promoting their businesses more actively.
We held these meetings in the closed area of a bar on the Palm, creating a special atmosphere. Each time we chose a specific topic — for example, taxation in the UAE — and invited an expert to speak. Then participants shared their experiences in the format of short interviews.
Now I'm working on launching this project online. I plan to launch a YouTube channel where our meetings and interviews with successful entrepreneurs will be broadcast. This will expand the audience and create an additional platform for promoting participants. At the same time, it's important to preserve the intimacy and unique atmosphere of live communication.
It's worth noting that all these projects are interconnected. The networking community often becomes a source of ideas and partnerships for other business areas. For example, through these meetings I met experts in the field of medicine who helped refine the concept of Medport.
Working on different projects allows me to better understand the local market and mentality. In Dubai, business is built on trust and personal relationships. Here, it's not enough to simply have a good product or service — you need to know how to build long-term connections and understand cultural nuances. For Russian-speaking entrepreneurs, this is both a challenge and an opportunity. On the one hand, you have to adapt to new rules of the game. On the other, our experience and approach to problem-solving often turn out to be a competitive advantage. Over the years of working in Dubai, I've become convinced that Russian-speaking entrepreneurs possess enormous potential. Our education, inner reserves, and special spirit allow us to achieve impressive results even in a highly competitive environment. We don't lag behind local businesspeople, and in many ways even surpass them thanks to our specific experience and resilience. I strive to utilise the strengths of both mentalities. Russian resourcefulness and the ability to find unconventional solutions pair well with the Arab approach to building relationships and long-term planning.
All these projects are pieces of one large puzzle. My goal is not simply to develop individual businesses, but to create an ecosystem where entrepreneurs can grow, find support, and realise their ideas. At the same time, I try not to lose touch with the spiritual component, which has always been an important part of my life. I seek to find meaning in every project. Whether it's accessible medical care, quality equipment for construction, or a platform for development and exchange of experiences — all this is aimed at creating global values.
Ahead lie many more plans and ideas. I continue to study the local market, look for new niches and opportunities for growth. At the same time, I don't forget my mission — to help people unlock their potential, find their path in life and business. I'm certain that the synergy of different projects and directions will allow us to achieve even more impressive results in the future.
I'm inspired by success stories, especially among women entrepreneurs. I recently met an Arab businesswoman who owns a jewellery company with an annual turnover of 8-9 million dirhams. Her products are represented throughout the Middle East — from Saudi Arabia to Kuwait. The way women realise their dreams, overcoming cultural barriers, is incredibly motivating.
For me, the main driving forces remain constant growth, learning new things, and freedom. These values determine my path and choice of projects. At the same time, it's important to find a balance between spiritual development and material success, because Dubai is a city of amazing opportunities, but it can also consume a person if they lose their essence. The cult of money and status reigns here, and it's easy to forget what's truly important. My task is to help people achieve financial well-being without sacrificing their values and inner peace.
Now I'm focusing on developing the key areas of my business. Firstly, it's the launch of the YouTube version of the networking talk show. Secondly, we're actively preparing for the full-fledged launch of the medical startup. By the end of the year, our online platform should be operating at full capacity, providing affordable medical services to all comers. We plan to expand the geography of equipment supplies for the construction business and strengthen our position in the market. In parallel, I continue to engage in coaching and therapy, helping people unlock their potential. This aspect of my work remains a source of inspiration and an opportunity to realise my calling.
Looking back, I realise how much I've changed over these years. Before moving to Dubai, I mainly focused on spiritual practices, esoterica, and personal development. Here, I had to face the harsh reality of business, where numbers and concrete results rule. This experience taught me to find the happy medium between the material and the spiritual. I strive to remain true to my mission and values while simultaneously achieving success in business. This is no easy task, especially in a city like Dubai, where it's easy to lose oneself in the pursuit of external attributes of success.
My advice to all who plan to start a business in the UAE: above all, be ready to adapt to the local mentality. There are different rules for doing business and communicating here that can differ greatly from what we're used to. At the same time, you shouldn't completely abandon your roots and experience — this is precisely what can become your competitive advantage. It's important to maintain a balance between working with the local market and the Russian-speaking audience. Many successful entrepreneurs here have been able to find their niche at the intersection of cultures, becoming a link between different worlds.
The main thing is not to fear difficulties and to be ready to learn new things every day. Dubai is a city of opportunities, but these opportunities need to be seen and seized. Boldness, innovation, and the ability to quickly adapt to changing conditions are valued here.
I believe that every person possesses tremendous inner potential. My mission is to help people unlock this potential, find their path, and achieve success while remaining true to themselves. Whether it's business consulting, coaching, or creating networking platforms — I strive to create opportunities for growth and development.
Dubai has become not just a new home for me, but also a place where dreams come true. Here, I've been able to realise ideas that seemed impossible. And I'm certain that this is only the beginning of a new chapter in my life and career. Many more interesting projects, meetings, and discoveries lie ahead. My personal goal is to remain open to the world, ready to learn, and unafraid to try new things.
