ISMAT ‘IZZY’ ABIDI

THE PIONEERING WOMEN CHARTING NEW TERRITORY IN THE UAE

FOUNDER AND CREATIVE DIRECTOR, FRESHLY GROUND SOUNDS As the founder of Freshly Ground Sounds, a UAE-wide platform for independent musicians, creative and local brands, Ismat ‘Izzy' Abidi knows a thing or two about turning passion into a movement. “I recently read a book called Let

she says. “It's about the Patagonia brand; a brand born from a passion that turned into one of the most environmentally responsible corporations on the planet, whilst turning over US$230m (Dhs850m) a year. The incredible story shows how passion, doing good and having fun can be the spine of a successful, sustainable business that stays true to its original values.

“My ultimate goal is to create a sustainable community-based creative platform in the UAE, not only for the local residents, but also to put Dubai on the map as a city with a thriving art and cultural hub, full of original talent.”