Anastasiya maintains that Dubai is a city where ‘everything is possible’
Tell us a little bit of yourself
I’m a PR professional and business advisor who leads a Dubai-based B2B-focused communications consultancy, Sherpa Communications.
As part of my role, I provide senior counsel to brands of any size and structure, helping them achieve business objectives and meaningful results through the strategic use of communication.
We operate in the B2B space, and while working across industries like construction, logistics, technology, or information security may scare many people, this is something that excites us a lot.
Apart from the daily PR grind, you’ll also find me actively steering mentorship sessions at startup incubators and supporting various socially focused programs and projects that bring value to people.
How and when did you move here, and what inspired the move?
One sunny day in August 2012, I received an offer to join a PR agency in Dubai. It was a great opportunity for a young professional like me who was seeking a new challenge.
Within just five days, I resigned, packed my bags, and headed to Dubai, leaving everyone back home in shock.
Despite heading a division with multiple accounts, I was joining the new company as an intern due to my lack of local experience. I was young and had nothing to lose.
And as it turned out, I was right, I rebuilt everything fast. Since then, I have been promoted every six months, building my career here from scratch.
For a PR specialist, Dubai with its myriad of events and activities offers an endless journey of opportunities.
My first visit to Dubai was with a group of 20 journalists to explore the destination, and that’s when I realised that this country was not at all what we had imagined.
How has living in Dubai shaped your sense of belonging and community?
It’s a cliché to say, but it’s true: Dubai gives you the feeling that ‘everything is possible here.’ I also appreciate the politeness of everyone here, and I feel safe. The city is sunny and clean, making it a true hub for more than 100 nationalities.
Every day, you can meet people from different parts of the world. I remember when I first arrived here, waking up every morning to lots of sun in my room. It gave me so much positive energy that continues to energise me today.
Can you tell us about a particular person in Dubai who has had a significant impact on your life and why?
Her name is Sasha, and she is from France. I left a comment under her rental post while leaving my hotel with no clear plans on where to stay.
While companies help with relocation, you still need to hustle to find the right place.
She was that person for me who showed me the city, helped me fall in love with Arabic culture, and looked after me until I settled down.
And that was a person whom I had just met. This is Dubai; it reveals the best in people and brings out their humanity.
What is your favourite thing about the emirate and why?
For a PR specialist, it’s always about hustling and dynamics. Dubai never sleeps. Every day brings new adventures. I love it.
A myth about Dubai that you would like to bust
When I was relocating to Dubai, people were concerned about my safety. We knew little about this city/country back then.
Now, everyone knows that Dubai is the city of the future, with the strong vision of its leaders. It’s a safe and friendly place for families as well. I’m happy my two kids were born here.
Could you share a memorable moment when you felt the genuine warmth and hospitality of the Dubai community in your own life?
This summer, my car broke down. With the temperature outside at 40°C, the car wouldn’t start. I noticed a government facility nearby, and in any other country, I wouldn’t even dare to go there. Here, however, I happily headed to the place.
They called Cafu for me to restart the battery, and while I was waiting, the team brought me cookies and tea.
They even invited me to their corporate anniversary, which was due to happen in a few days. Where else could this even happen? This country and its people are very hospitable.
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