British businesswoman and courageous thinker – Caroline Stanbury redefined what it means to reinvent oneself. While many know her as a star on The Real Housewives of Dubai, however, her entrepreneurial journey speaks volumes about resilience, confidence, and the importance of being in the right place to let your business prosper.

Caroline began her business career in the luxury goods sector in the UK. With her keen sense of style and understanding of high-end markets, she launched luxury gifting and fashion businesses in 2008. But even with a strong brand and elite clientele, she faced limitations and sold her brand to Amaira.com, which later closed down. The UK market was competitive, but it also had its share of difficulties, such as excessive bureaucracy, complicated corporate regulations, and high taxes. Therefore, it was difficult to grow and scale a business in that setting. 

Like many entrepreneurs, she began to question herself, “Is this the right place for my business to flourish?”

That question led her to explore international options. Soon, Caroline discovered what many global entrepreneurs have come to realise: Dubai is more than just a city of luxury; it’s a door of growth and opportunity.

With its strategic location, investor-friendly policies, world-class infrastructure, and tax advantages, Dubai offers an ecosystem where ideas can grow and businesses can flourish. Business setup in UAE is designed to be efficient and accessible for entrepreneurs. Unlike the challenges she experienced in the UK, Dubai’s processes are streamlined. In many cases, foreigners can have 100% ownership of their businesses. It’s easy to see why so many business owners are switching when you combine it with 0% personal income tax and a quickly expanding market.

That was Caroline’s leap of faith, and she moved to Dubai and, alongside her husband, Sergio Carrallo, ventured into the hospitality industry. Dubai’s name added unmatched value to her brand and business growth. But it wasn’t just about the location or the laws; it was about the vision, the mindset, and the environment that nurtured her ambition. Dubai brings together talent, investment, innovation, and digital connectivity. Moreover, when a powerful business idea meets a supportive ecosystem like the UAE, business growth becomes unstoppable.

Caroline’s visibility increased significantly shortly after she moved. Her participation in The Real Housewives of Dubai helped her reach a global audience. Her social media following expanded rapidly as she strategically utilized that attention to build her brand. Her network grew considerably as a result of strategic alliances in the premium industry and influencer marketing. 

And did you know, in 2025, the Golden Visa program will be expanded to allow influencers to live and work in the United Arab Emirates without requiring a local sponsor. Dubai keeps launching programs to help professionals in a variety of fields. It’s a city that really values economic opportunity and prosperity for people from all backgrounds.

Caroline’s experience serves as a reminder that success can still find you in other places even if it didn’t find you there. Everything can change at the appropriate moment and place.

Thinking of business setup in the UAE but feeling a little lost? That’s completely normal. We can understand that it might seem daunting at first. Not sure where to begin, what documents you need, how much it’ll cost, or how to handle the formalities. If this sounds like you, be assured, you’re not alone.

Don’t worry, at E-Startup, our team is dedicated to helping aspiring entrepreneurs like you turn their dreams into reality. Our experienced team handles everything, from documentation assistance to offering transparent pricing and reliable support for business setup in the UAE. Book a consultation with our Dubai business setup experts today or WhatsApp us at +971554884712. 

You can succeed too if you take the chance, like Caroline Stanbury did!