Dubai: On a Sunday night in September, Turkish national Nena Siena, 29, was scrolling on her phone when she came across something that made her stop: it was a video of a woman creating a tablescape – artfully decorating and arranging flowers and cutlery on a table.
Something immediately clicked.
Siena said: “Until that moment, I hadn't even realised tablescaping was an actual industry, let alone something I could turn into a business. But the more I thought about it, the more it made sense. It brought together so many things I've always loved: creativity, aesthetics, storytelling, and the process of turning an idea into something tangible.”
From idea to action
But could she Dubai-it, and achieve excellence in record time?
Siena said: “I have a page in my Notes app filled with business ideas and brand concepts I've wanted to bring to life. Some made it past the brainstorming stage, while others remained just ideas.” She had never actually made the transition to a real business.
This time, Siena decided she would leap – and build her wings on the go.
She said: “I didn't want to wait until I had the perfect business plan, a complete portfolio, or every little detail figured out. I think the biggest difference this time was that I allowed myself to start before I felt completely ready, rather than waiting for everything to be perfect, which is exactly what had held me back from pursuing so many of my other ideas over the years.”
Siena, who has been a content creator for eight years, primarily in Turkey, moved to Dubai in February 2025, and has been sharing her journey in the city consistently on her social channels since April 2026.
So, the day after she watched the tablescape video, on a Monday, she filmed a Reel for her @nenaindubai Instagram account, announcing that she was looking for three clients – she would style their tables for free, and clients would only need to cover the cost of materials. By Tuesday, all three spots had been filled, and she was still receiving queries and requests.
Siena was in business.
“Soon, I started receiving inquiries for paid projects as well, and things began moving much faster than I’d anticipated. That’s when I realised this wasn’t just another idea sitting in my Notes app. There were actually people interested in what I wanted to create.”
Two weeks to Dubai-it
Before going any further, Siena knew it was time to register her business, and Dubai-it from a dream into reality.
Just two days after discovering tablescaping, she contacted DED Café, a service centre launched by the Dubai Department of Economy and Tourism (DET) to make business setup, licensing and corporate services easier for entrepreneurs in the city.
Siena said she called them to try to understand what goes into starting a business, but ended up receiving far more help and consideration than she ever expected. She was told that she could set up her business remotely, via the phone, and just text all the required documents over WhatsApp. The process was quick, efficient, and painless.
Siena added: “But what stood out to me most was the person I spoke with on the phone. She was incredibly helpful, patient, and genuinely excited about what I was trying to build. I remember thinking how unusual it was to receive that level of personal encouragement during what was essentially an administrative inquiry. She wasn't simply explaining the process to me; she was making me feel more excited and confident about taking that step.”
At its core, the reaction she received is just another Dubai-it example – of encouragement and positivity when you’re chasing a dream. “I think Dubai is one of those rare places where entrepreneurship doesn't just feel encouraged, it feels genuinely accessible.”
Siena didn’t immediately register her business. She spent a week and a half deciding on her brand’s name – Scenas Events – but the application itself took just 15 minutes, and the approval came within 45 minutes.
She said: “Within an hour, I officially had my trade licence! That experience really showed me how much of a difference it makes when a city removes unnecessary barriers between having an idea and being able to act on it.”
A city that supports dreamers
Becoming an entrepreneur is an entirely new frontier for Siena.
Prior to launching her business, she worked as a creative and content marketing manager at Amazon Turkey for five years, while creating content in Turkish for her private social channels in her free time.
When she relocated to Dubai in 2025, she left her job, and had to build up a new social audience in the city from scratch. The past year and a half has been “a period of exploration”.
Siena said: “To be completely transparent, there were moments when I felt a little lost professionally. After spending so many years in a fast-paced corporate environment, I was suddenly in a position where I had the freedom to choose my next chapter, but wasn’t entirely sure what that should look like. Starting Scenas turned out to be exactly the creative outlet I didn’t realise I needed.”
Siena said she has been amazed by the number of people who have reached out and encouraged her in her entrepreneurial journey: “Accountants, brand designers, graphic designers, website developers, fellow entrepreneurs, and suppliers were offering advice, sharing recommendations, introducing me to contacts, and helping me navigate an industry I was only beginning to explore. Many of them had never even met me.”
It’s something that can only happen in Dubai, according to Siena. It’s why, after years of dreaming of starting her own business, she has finally made it a reality – in a city where anything is possible.
She said: “I think there's something incredibly powerful about being surrounded by people who don't just pursue their own ambitions but are also willing to support yours. For me, that's what makes Dubai such an inspiring place to start a business. It's not just about how quickly you can obtain a licence or how many opportunities are available. It's about being in an environment where taking initiative is encouraged, where people are willing to open doors for one another, and where an idea can become a reality much sooner than you ever imagined.”
Siena said she’s now working on ensuring Scena Events brings “a fresh, creative approach to event styling in Dubai”, and dreams of taking on ambitious creative concepts, with brand activations and intimate brand events – something she’s already familiar with, with her marketing background.
Now that she’s on the other side of the door, she has some advice for other dreamers – “don’t wait until you feel completely ready”. In a city where experimentation and taking risks is rewarded, you’ll find plenty of support along the way.
She added: “When I started Scenas, I didn't have years of experience in the events industry, an extensive portfolio, or every detail figured out. What I did have was an idea, a set of transferable skills, and the willingness to learn.”
For Siena, the whole journey has been an educational experience, with a single concept at its heart. She said: “You don't need to have the entire journey mapped out before taking the first step.”