BelArabi has launched a new initiative, “Tamkeen by BelArabi,” aimed at supporting female-led startups across the region. The programme will select two startups to receive three months of professional communications support, including public relations, media outreach, influencer engagement and social media strategy.

The initiative reflects the agency’s focus on empowering emerging businesses by helping them build visibility and strengthen their brand presence during critical early growth stages.

“When I first stepped in the UAE in 2014, I felt that only here my dreams will be heard and seen and today is the day I can give back to a country that turned my dreams to reality. Launching this BelArabi initiative for startups, will support small businesses that need it most right now and give back to the startup community that helped shape our journey,” said Ghida Abou Zeki, Founder of BelArabi.

“The UAE has become a global hub for entrepreneurship however, some female-led startups across the region face unique challenges in scaling their businesses,” explains Ghida. “Access to visibility, gaining earned media coverage and having the right strategic communication support can often be difficult, especially in the early stages of growth.”

The programme comes as many founders continue to manage multiple roles within their businesses, often without the resources or expertise required to establish a strong and competitive brand identity. BelArabi positions the initiative as a way to address these gaps through structured communication support and strategic guidance.

Ghida highlights the importance of thought leadership in building long-term brand credibility, noting that startups can benefit from consistently sharing insights, expert opinions and educational content to position themselves as trusted voices in their industries. She adds that delivering this content in culturally relevant and authentic Arabic significantly enhances its impact, enabling stronger connections with regional audiences.

Influencer marketing is also identified as a key driver of brand perception, particularly in digitally connected markets such as the UAE. Rather than focusing solely on reach, Ghida emphasises the importance of aligning with creators whose values and audiences match the brand, especially in Arabic communication, “where authenticity, tone, and cultural nuance can significantly impact how content is received.”

“In addition, navigating culturally nuanced communication, particularly in Arabic, can be a barrier for startups looking to connect authentically with local audiences,” Ghida says. “Without the right messaging and language, even the most innovative ideas can struggle to gain traction, attract investment, or reach their intended audience effectively.”

The initiative is rooted in the understanding that language plays a central role in shaping trust and emotional connection in the region. As consumer expectations evolve across markets such as the UAE and Saudi Arabia, brands are increasingly expected to communicate in ways that reflect local culture and identity.

“Tamkeen by BelArabi” is designed to equip selected startups with the tools, expertise and exposure needed to strengthen their storytelling and accelerate growth.

“Tamkeen by BelArabi” aims to help bridge this gap by equipping selected startups with the tools, expertise and visibility needed to tell their story with impact. While the initiative may not solve every challenge faced by female entrepreneurs, it is designed to make a meaningful contribution, helping founders get started, amplify their voice, build confidence in their brand, and unlock new growth opportunities,” Ghida explains.

Applications for the programme are now open, with interested startups invited to submit details about their business, social media presence, current challenges and communication needs at [email protected].