This week, Emirates Woman spoke to Nadia, the founder of Picnic Times, known for creating luxury bespoke picnics in the UAE.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
As an event planning services brand, Picnic Times offers assistance in organising and setting up picnics for various occasions, such as birthdays, anniversaries, or casual gatherings.
Picnic Times focuses on outdoor leisure activities, particularly picnics, in various scenic locations across the UAE. This aligns with the growing trend of enjoying outdoor gatherings and the region’s emphasis on enhancing public spaces for such activities.
To delve into her journey as an entrepreneur, Emirates Woman sat down with Nadia to see how it all began.
What was your favorite subject at school?
Looking back, I think biology fascinated me the most, but I was always drawn to anything creative, arts, crafts and hands on projects. I loved working with colors, textures and bringing ideas to life.
What was your first job?
My first job was as Speech Therapist, which I hold a degree in. While my career eventually took a different path, that role taught me patience, creativity and the power of communication, which are skills I still use today.
What brought you to Dubai?
What brought me to Dubai was a combination of a leap of faith and a sense of adventure. Growing up in a family deeply connected to aviation, my uncle is a captain, I was always around planes, but as a girl, I didn’t get to join the adventures like my brother did. Eventually I received a proposal to join the aviation industry myself and that’s how I ended up joining Emirates Airline. I moved to Dubai and spent 11 incredible years as a first class flight attendant, which opened doors to many new experiences.
What inspired you to enter the space and your brand.
The inspiration behind my brand came from a trip to Nice, France, 12 years ago. I had this unforgettable picnic with a vintage basket and a breathtaking view over Monaco. Honestly, I don’t remember what I ate, but the feeling was so special. The experience and the little details stuck to with me, and it sparked a deep passion for vintage baskets and picnics, which I think I had since I was a child. I began collecting and customizing my own baskets, organizing small picnics for my friends and family. Over time this passion grew, specially a work injury left me with three months of recovery time. During that period, I took the opportunity to hold wellness sessions, using picnics as a way to bring people together. It became clear that it was the shared picnic experience that truly connected people, and that’s where my brand began to take shape.
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Talk us through the concept
The concept behind my brand is rooted in creating boutique style picnic experiences that go beyond just an event. It’s about providing a space where people can connect, relax, and create lasting memories. I’m not just selling picnics or events, I’m selling an experience, the picnic of a lifetime. Every detail, from the vintage baskets to the setting, is carefully designed to make people feel special and immersed in the moment. For me, when I think of a picnic, it’s not about random tables or events, it’s about creating something truly unique and special. A picnic should feel like a cherished tradition, and that’s what I want to bring to people. The essence of a traditional picnic, complete with a basket, is at the heart of everything I do.
What are the key elements of your role?
As the founder of my brand, the key elements of my role revolve around overseeing every aspect of the experience. I curate and design the picnics, ensuring that each one feels unique and personal. From sourcing the vintage baskets to handpicking the decor, every detail matters. I also manage the logistics, coordinating with my team and vendors to ensure everything runs smoothly. A huge part of my role is connecting with clients and understanding their vision for their special day, and then bringing that vision to life. And of course, I’m also constantly working on growing the brand, managing the business side, and finding ways to innovate and keep the experience fresh and exciting.
Talk us through your daily routine?
I usually wake up around 6 am and start my day, ideally with a sunrise run or a quick yoga session. After that, I enjoy my morning coffee and breakfast while grounding myself, writing in my gratitude journal, checking bookings, organizing logistics, coordinating with my team, and preparing everything for the day. If there is no picnic to set up, I work from a cafe, my favorite being Orto, or spend some time at the beach reading a book. Throughout the day, I manage the business, visit the warehouse to oversee decor and details, and personally hand over the picnics to clients. I always make time to collect feedback and bid farewell to clients. In the evening, I unwind with a meditation or sound healing session, self care, and Me time to reflect on the day.
What advice do you have for anyone looking to follow in the same footsteeps?
My best advice for anyone starting out is simple: start. Don’t wait for things to be perfect, start messy, start with fears, but take that first step. Things won’t be flawless in the beginning, but follow your passion. Dream big, be authentic and embrace the challenges that come your way. Focus on building a strong community and delivering quality, but most importantly, stay patient and persistent. Success takes time.
Tell us more about the services?
We offer bespoke picnic experiences tailored to each client’s vision. Whether it’s a peaceful breakfast by the beach, an elegant sunset gathering or a picnic at a private villa or lake, we craft each experience with care. From fresh catering by partners like Odeon restaurant to unique and personalised touches, we always listen to special requests and make them a reality. We’re also excited about some new partnerships and unique experiences in the works, including a special desert experience, so stay tuned for more!
What is the best piece of advice you have ever received?
The best advice I’ve ever received is to trust the journey, even when things don’t make sense at the moment. Building something meaningful takes time, and patience is key. Also, never underestimate the power of surrounding yourself with positive, like minded people who support your vision.
And what is the worst?
The worst piece of advice I’ve ever received is that “you need a plan”. I’ve learned that sometimes, embracing uncertainty and stepping into the unknown can lead to the most rewarding experiences. Not everything needs to be mapped out, sometimes, you just need to trust the process and be open to where it takes you.
What’s the biggest challenge you have had to overcome?
The biggest challenge I’ve had to overcome was stepping out of my comfort zone after 11 years in one of the biggest companies in the world. I had a stable life, a secure income, and an amazing lifestyle. But I decided to trust my passion, my strength, and my creativity. Leaving all that behind, starting from zero, and building my brand was one of the hardest decisions I’ve ever made. It took a lot of courage to believe in myself and trust that and trust that I could succeed, even without knowing exactly what the future had in store for me.
What lies ahead for the brand?
The future for the brand is full of opportunities. We’re working on exciting ideas and projects, collaborating with the right partners to bring them to life. I truly believe that the future holds big things for us, and we’re excited to continue growing, innovating, and creating unforgettable experiences. The journey is just beginning, and there’s so much more to come.
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