I am a Dubai-based cultural strategist, writer, editor, and moderator, and the founder and author of Noor’s Heroes – an illustrated children’s book series that celebrates Arab greats and introduces young readers to inspiring figures from the region through storytelling and illustration.

At the heart of my work is a commitment to shaping how culture from the Arab world is researched, articulated, and shared.

I founded my namesake consultancy in Dubai in 2018 to advise on cultural strategy, publishing, and narrative direction. My practice spans the luxury sector (including Loewe, Prada, Bulgari, and Assouline), government and public institutions (such as the UAE Ministry of Culture, Abu Dhabi Global Market, Abu Dhabi Art, and the Department of Culture & Tourism – Abu Dhabi), private companies (among them Easa Saleh Al Gurg, PepsiCo, Pelham, Bain, and Edelman), and non-profit organisations, including Misk Art Institute in Riyadh and the Salama bint Hamdan Al Nahyan Foundation in Abu Dhabi.

I am often invited to act as a bridge between institutions, creatives, and audiences – translating complex cultural narratives into accessible, compelling stories.

I have authored, edited, and contributed to numerous books, magazines, and daily publications, collaborating with international publishers such as Assouline, Skira, Rizzoli, Silvana Editoriale, and Kaph Books. I also produce bespoke, non-selling publications for a wide range of cultural and corporate clients. Alongside my writing and editorial work, I am a frequent panellist, juror, and moderator, and regularly lead workshops on art, culture from the Arab world, and art writing.

From 2016 to 2018, I served as Director of Art Dubai, a globally recognised art fair with a strong focus on practices from West Asia, North Africa, and South Asia. During my tenure, the fair presented among its largest and most globally diverse editions to date, alongside an expanded and robust non-profit programme.

Earlier in my career, I was Editor of Canvas magazine from 2007 to 2015, a leading publication dedicated to visual art from the region, overseeing the magazine alongside its affiliated newspapers, catalogues, and luxury art books. I have also written extensively on art from the Arab world and Iran for international publications including The New York Times, CNN Online, The Art Newspaper, Artforum, Artsy, Artnet, Wallpaper*, and The National, as well as for artist monographs and exhibition catalogues.

I hold a bachelor’s degree in Business Administration from the American University in Dubai. I have been based in the UAE for over four decades and live in Dubai with my husband and two children. Across my work, I am driven by a belief in culture as both a critical lens and a public good – one that gains strength through care, curiosity, and collaboration.