Mariam AlYassi is multifaceted. If you’re among her one million Instagram followers, you know this already. The Emirati entrepreneur has several businesses to her name, including eyelash-turned-make-up brand Wink By Mim and fashion brand By Mim Design, but the key to her success is her clarity. 

Much like a diamond, Mariam has an inner shine that refracts through everything she does. “Authenticity for me comes from staying connected to my values and speaking genuinely to my audience,” she shares. This principle shapes everything she creates, from the way she builds
her brands to the way she captures content.

Mariam’s commitment to intentional storytelling is equally evident in her design work. “Everything begins with a feeling or a visual cue – sometimes a texture, a memory, or a moment of inspiration,” she explains. That initial spark then spurs her to craft pieces that speak to the local community. 

From that point, Mariam ensures there is intention behind every part of the piece – “that every element has purpose,” as she puts it. The final creation is brought to life after several layers of approvals. She describes the process as being “shaped by patience, collaboration, and a deep respect for detail”. 

This thoughtful approach extends beyond Mim Design. It spills over into her content creation process too, with each of her roles feeding the others. “Creating content keeps me connected with the community, entrepreneurship challenges me to think strategically, and design is where I feel most at home creatively,” she elaborates. 

Mariam’s success is also rooted in a deep appreciation for her heritage. Much of her inspiration comes from the vibrant Emirati women around her. “We’ve always been storytellers,” she says. “Whether it’s through fashion, beauty, or the way we present ourselves, Emirati women have a natural ability to express identity with intention.”

It’s a sentiment that mirrors the evolution of the UAE itself. Here, tradition meets modernity to create a unique sense of place. And Mariam is acutely aware of the responsibility that comes with being part of the country’s determined female entrepreneurs. She sees her platforms not just as business tools, but as a way to reflect the dynamism of Emirati womanhood on a global stage. 

“What motivates me most is making women feel seen,” she shares. “If someone feels represented or inspired by what I create, then I know I’m doing something meaningful.”

Mariam’s journey as an entrepreneur, however, hasn’t been without its challenges. Balancing two growing brands, a massive social media presence, and her personal life requires a discipline that many underestimate. 

But she approaches it with the same clarity she applies to her work. “I’ve learned to trust the process. Not everything needs to happen all at once. Some ideas need time to grow,” she says, adding that this enables her to make conscious decisions about where and how she spends her time. “You can’t pour into others if you’re empty,” she reveals. 

“So,” she continues, “I protect my peace and my creativity carefully.” Even as her career expands, Mariam is committed to building brands that feel transparent. “People can feel when you’re honest with them,” she says. “That honesty builds trust, and trust builds longevity.”

“The next chapter is about expansion, exploring new categories while staying true to the brand’s DNA,” she explains. “I hope By MIM Design continues to contribute to the narrative of contemporary Emirati design by showing that heritage can evolve beautifully. My vision is to create pieces and spaces that inspire pride, that reflect who we are today, and leave a meaningful imprint on the UAE’s cultural and creative story.”

At the heart of it all, the creative remains anchored within her innate sense of clarity. And perhaps that is Mariam AlYassi’s greatest strength – the ability to craft products and pictures that resonate far beyond the screen. 

Follow @mim_design on Instagram

Photographer: Vaughan Treyvellan
Creative Producer: Beya Bou-Harb
Stylist: Polina Shabelnikova
Hair and Make-up Artist: Lina Dahlback
Assistant Stylist: Shadi Shay

Cover image: The entrepreneur wears jewellery by Sartoro, featuring the Ondes Mother of Pearl Ring in rose gold, Ondes Mother of Pearl Earrings in rose gold, and Ondes Mother of Pearl Bangle in rose gold, with a Loewe jacket.