From Barbie dolls to movie stars, positive representation matters, inspiring little girls to aim high. And in the world of media, Emirati Mahra Al Yaqoobi is one of the shining stars helping the next generation of budding journalists.

A TV presenter turned media consultant, Mahra got her break in the industry in 2006, joining Abu Dhabi TV as a sports news presenter. It was a dream job, but back then, she didn’t feel supported – and she was determined to change that for future female presenters. Speaking with Villa 88, she says, “At that time, you had to fight by yourself to get what you want. I suffered a lot to reach the level to be a presenter, and to keep doing it. I swore to myself then, if I ever reach a high level and have that chance to support the youth achieve their dreams, I’m going to do it.”

That opportunity came in 2012, when Sky News Arabia asked her to head up its training programme. Despite having no formal grounding in education, Mahra dived headfirst into the role, guiding students from different UAE institutions on presenting, producing, and, most importantly, confidence. For her, personal branding is the key to doing well, and presenting yourself with elegance and poise will lead you to greater opportunities.

 “For women in particular, it can be quite challenging, as there will be some people who focus on how pretty you are, not how educated you are. But beauty doesn’t come from how you look – it comes from being elegant in how you present yourself,” she says.

Through her role at Sky News Arabia, Mahra has become a high-profile representative for Emirati women. She also got the chance to give acting a go, starring in My Heart With Me in 2017. Earlier in her career, someone suggested that going on TV without her sheila would make her more popular, but for Mahra, that was never an option. She told Villa 88, “I said to myself, this is my identity and my style. I’m not looking to remove my scarf to become more famous – I’d rather gain the respect of my audience.” 

Mahra is encouraged by the fact that the number of Emirati women in high positions has been growing over the past decade, in both the media and other powerful industries. “You see a lot of Emiratis shining now, and not just on one platform or in one industry. They represent the UAE well, and that’s a good sign for the new generation,” she shares with a smile.

That new generation includes Mahra’s 16-year-old daughter, who says she wants to be like her mother. The advice she gives to her daughter? “Always challenge yourself, because if you sit in the comfort zone, you will never achieve anything.” 

In fact, Mahra followed her own advice when, in 2022, she started her company Media Stone. (The name is meant to reflect that a stone is something immovable, and so the advice she gives through her consultancy will also stick.) She now trains others on the importance of personal branding, as well as how to present themselves and which platforms – be it TV, radio, podcasts, social media or a website – are best for getting a message across. That’s particularly important here in the Emirates, she notes, as people are quick to adopt new technologies and platforms. Right now, Facebook continues to dominate, and podcasts are on the rise, too. Mahra offers training for both platforms, teaching people how best to leverage each for their individual needs.

Launching her own business wasn’t always on the agenda, but she was surrounded by other businesspeople who told her that it doesn’t matter if you fail. She adds that it is important to be near those with a positive mindset. “If you are a businesswoman and you are surrounding yourself with people who are afraid to take that leap of faith, or people who won’t leave their comfort zone even if they know it’s something they want, you yourself will never take that step,” she says. “But if you surround yourself with people who built their own thing, started their own business from the ground up, you’re going to learn a lot.”

For those looking for the courage to take that leap of faith, Mahra’s words for her younger self might help: “Try everything in life, don’t ever stop doing anything that makes you feel happy and constantly learn. It won’t always be easy, but with no challenge in this life, there will be no success. So, try new activities, new jobs, and new skills, and enjoy your life.”

Follow @mahra.alyaqoobi on Instagram.