A voice of inspiration and a champion of communication, Safia Alshehi has crafted a career that bridges art and impact. With more than two decades shaping the UAE’s media landscape, she has gone from being a celebrated TV presenter and voiceover artist to being the official voice of Expo 2020 Dubai, bringing life to one of the nation’s most iconic events.

As the founder of Masarat Development, Safia mentors individuals and organisations, helping them master the art of storytelling, communication, and personal growth. Her work blends practical expertise with profound insight, offering a pathway to excellence in public speaking, leadership, and professional development.

Her books, such as You in Seasons and Behind the Microphone, illuminate the transformative power of words and self-expression. Through her journey, Safia inspires others to find their voice, embrace their potential, and shape a legacy of confidence and connection.

What is your passion in life and how did you find it?

My passion is shaping narratives and empowering others to find their voices. Over the past 20 years, through public speaking, voiceover work, writing, and coaching, I’ve cultivated a unique approach to the connection that elevates both corporate and personal brands. It began with a simple love for storytelling, which evolved into a dedication to helping others unlock their potential and express their identities. 

As I look forward, I am inspired to continue assisting people to open doors to self-discovery and growth, fostering authentic, powerful, and purpose-driven connections.

How has being an Emirati shaped your worldview?

Being Emirati has profoundly shaped my perspective and rooted me in values of unity, resilience, and forward-thinking. Our culture embraces both the beauty of heritage and the promise of the future, influencing my approach to elevating brands and crafting messages that honour our identity while inspiring growth. The Emirati spirit of empowerment and influence fuels my work, reminding me that every story I tell and every brand I help shape reflects our unique heritage and our ambition for tomorrow.

How did the UAE empower you to get where you are today?

The UAE’s commitment to empowering its people has been instrumental in my journey. From education and leadership programmes to a thriving culture of innovation, the country has given me the tools to pursue my vision of elevating corporate and personal brands. 

I’ve had the privilege of representing the UAE on various platforms, sharing a story grounded in resilience and vision. This support has inspired me to help others unlock their potential and connect with their identities, embracing the empowerment that defines the Emirati experience.

As a female leader in your field, how are you paying it forward to the next generation?

Mentorship is central to my work, and I view it as a way to elevate others as they build their brands and identities. I coach individuals to reach their potential, equipping them with the tools to express themselves authentically and confidently. Through workshops, personal development sessions, and one-on-one guidance, I’m committed to helping the next generation, especially Emiratis, see the value of their unique voices and the strength of our shared identity. I want to ensure they’re inspired to influence, innovate, and lead as they carry our story into the future.

What do you wish you’d known about your chosen career earlier?

The importance of intentionality and focus from the beginning. I was eager to accept every opportunity in my early years, but I’ve since learned that clarity and alignment are essential in work that elevates brands and impacts lives.

Another critical lesson is understanding that our most significant influence comes from authenticity – the more we embrace our true selves, the stronger our connections become. 

In helping others unlock their potential, I now focus on guiding them toward these principles so they can find purpose and impact through clarity and authenticity.

What’s the next challenge you’re looking forward to taking on?

My next challenge is to deepen my focus on helping people unlock potential through coaching and personal development. By creating spaces where individuals can discover and elevate their voices, I aim to foster more meaningful connections that bridge personal identity and professional impact. 

I am also excited to further amplify the UAE’s story by celebrating the human aspects of our culture – our beauty, resilience, and vision for the future. Through these efforts, I hope to show how each of us contributes to a collective narrative that’s both empowering and forward-looking.

As a proud Emirati, how do you wish to represent your culture to the broader world?

I aspire to represent the UAE through its most inspiring qualities – its human side. Our culture is one of empowerment, beauty, influence, and forward-looking vision. 

As I work to elevate brands and help individuals find their voices, I am guided by these values, showing that our progress as a nation is deeply rooted in our identity. 

I hope to bridge cultures, inspiring people worldwide to see the UAE as a place of innovation and a community that values connection, resilience, and authenticity.

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