I was born in Bosnia and Herzegovina, a place where resilience and strength are ingrained in our DNA. My journey has taken me across the world through Europe, the USA, and now the Emirates, where each culture and experience has shaped me into the person I am today. Along the way, I mastered seven languages, which has been more than just a skill: it has been my bridge to people, ideas, and opportunities across borders.
When I arrived in the Emirates, I found a place where ambition and vision are not only welcomed but celebrated. Here, I combined my global experience with local opportunities to create businesses that are both impactful and sustainable. Above all, I live by one philosophy: to build legacies that outlive us, grounded in integrity, innovation, and human connection.
Tell us about EG&A Capital Investments
EG&A Capital Investments is my flagship platform, a vision born in Abu Dhabi and headquartered in Dubai. Our mission is to bridge heritage luxury with future-forward industries, creating an investment model that combines legacy with scalability.
Our portfolio pillars reflect both passion and strategy:
• Luxury & Couture – where heritage artistry meets modern innovation.
• Digital & Technology – through programmatic advertising and global digital partnerships.
• Wellness & Health – developing solutions for today’s urgent health challenges.
• Sustainability & Conscious Luxury – from organic skincare to ethical investments.
Unlike many investment firms, EG&A is not built for quick wins. We are building long-term value creation: investments that can scale globally, while creating a legacy that generations can rely upon.
What is your vision for the company?
My vision is simple yet ambitious: to position EG&A as a global, diversified investment platform that bridges heritage luxury with innovation.
In practice, that means investing in ventures that carry meaning, culture, and timeless value, while also embracing digital transformation, technology, and future-facing solutions. I see EG&A as a bridge between East and West: a homegrown UAE-based company with a global reach, credibility, and resonance.
What has been your greatest success to date?
Success for me has always been measured by resilience. On one hand, I could point to milestones, building EG&A in a highly competitive market, securing partnerships like Zentrix Digital, and bringing projects like Inara Wellness to life.
But if I speak authentically, my greatest success is proving that it is possible to be a stand-alone mother of three children, building a company from the ground up, in a foreign country, and not only survive, but thrive.
Success is not one contract or one headline. It is the trust I have earned, the partnerships I have built, and the example I am setting for my children, my two daughters, and my son by showing that strength, independence, and vision can shape destinies.
Tell us about your ZENTRIX Digital Partnership
Our partnership with Zentrix Digital is one of the cornerstones of EG&A. Together, we deliver programmatic advertising powered by Google DV360 and WPP, the world’s largest media agency. This gives our clients access to cutting-edge, real-time campaign optimization with corporate-level reporting, full compliance (GDPR, brand safety), and the credibility of being certified Google DV360 partners. We work across sectors as diverse as corporate, media & entertainment, fashion, banking, telecom, hospitality, automotive, healthcare, and government.
What makes us unique is not only the technology but also the people behind it: a senior-led team with over a decade of programmatic expertise, supported by certified professionals and 24/7 client support.
At its core, this partnership is not just about advertising. It is about giving MENA brands the ability to compete and lead on the global stage.
You are also involved in luxury cosmetics and organic skincare. How does luxury, wellness, and sustainability play a role in your approach?
Luxury and wellness are no longer separate worlds. Today’s consumers, especially in the GCC demand sustainability, transparency, and ethical practices in their luxury choices. My past amazing experience working with the Italian organic luxury brand “Philip Martin’s” taught me that true luxury is not just about aesthetics; it is about integrity.
That is why, on the path of building my brand, I am committed to organic, clean ingredients and ethical manufacturing. For me, sustainability is not a marketing line; it is a responsibility. Luxury must evolve, and my mission is to place wellness at the heart of beauty.
Tell us about Inara Wellness – In partnership with ProBLife
Inara Wellness is one of the most meaningful projects I am part of. In collaboration with ProBLife, a pioneer in probiotic innovation, we are introducing a science-backed, sublingual fast-melt formula to the GCC. The formula blends InnoSlim®, Green Tea Extract (EGCG), and Choline, vegan, GMO-free, and designed for rapid absorption. It addresses one of the most urgent health crises in our region: with over 70% of adults overweight and 18% living with Type 2 diabetes, where metabolic health is a regional emergency.
For those using pharmaceutical GLP-1 injections like Ozempic, Inara offers a natural, non-invasive solution to stabilize metabolism and maintain results.
But more importantly, this partnership is about empowerment: helping people take control of their health and building a wellness ecosystem that goes beyond weight loss into lifelong vitality.
As a female leader and stand-alone mother, how are you championing women entrepreneurs?
Representation matters. I am a stand-alone mother of three, building a business in a highly competitive market, while navigating cultural differences and a lot of personal challenges. That in itself is a message: women can lead, mothers can build empires, and resilience is not gendered.
I want to mentor women, collaborate with female entrepreneurs, and use every platform available to highlight that motherhood is not a limitation, it is a strength. My unwavering support came from my parents, who pushed me through every storm. And today, I want to be that pillar of support for other women in business.
How do you balance business and motherhood?
Balance is a myth; boundaries are the truth. And no matter how hard it is, I do not try to do it all equally. Instead, I set priorities daily: what deserves my energy today?
My children are my greatest motivators. They watch me build, they learn from my resilience, and they remind me why legacy matters. My parents, who have been my lifelong pillars, especially my Father, are the silent strength behind everything I do.
So the balance comes not from perfection, but from purpose: aligning business success with personal values.
What advice would you give to female entrepreneurs?
- Courage is everything. Do not wait for the perfect moment. Start with what you have.
- Resilience is your currency. You will face challenges – cultural, financial, personal – but persistence will open the doors.
- Boundaries are power. Protect your time, your energy, and your values. Without them, success will consume you.
And finally, embrace the UAE and GCC as a land of opportunity. Respect the culture, be persistent, and this region will reward you.
Tell us about your collaboration with NIKO NIKO.
This collaboration is very close to my heart. NIKO NIKO and I worked together for three years, combining fashion and beauty. In 2023, we went to Hollywood together for the Oscars, where his couture designs were featured. His amazing work was chosen by the agency of American icon Linda Evans for her 80th birthday celebration, an event covered globally.
Today, we are taking our partnership further: expanding NIKO NIKO couture into the GCC and integrating his creative vision into my upcoming luxury organic beauty brand, set to launch in 2026.
This collaboration is not just business. It is about creating a fusion of couture and beauty, two worlds that inspire and elevate each other.
What are your goals for this collaboration?
To make NIKO NIKO couture a recognized name in the GCC luxury landscape, while simultaneously making my beauty brand a cornerstone of conscious luxury.
Together, we are proving that the Middle East is not just a luxury market; it is a creator of global luxury trends.
What is your future vision for EG&A Capital Investments?
The future of EG&A is scale, impact, and legacy.
• Scale: Expanding into more sectors, growing our partnerships globally.
• Impact: Addressing health, sustainability, and digital innovation in ways that matter.
• Legacy: Building a platform that future generations, including my two daughters and my son, can inherit, not just as a company, but as a philosophy.
I see EG&A as a symbol of East-meets-West excellence: rooted in UAE resilience, connected to global opportunities, and powered by partnerships that make history.
Who is Emma in her private life, apart from being a mother of three children and a businesswoman?
I am a woman who values authenticity above all. Away from the daily responsibilities, I find grounding in simple rituals as sports, reading, writing, dancing and singing (which is one of my biggest passions). Travel has always been a passion as well, as it opens new perspectives and teaches me humility and curiosity.
I am deeply spiritual, guided by faith, gratitude, and an inner belief that every challenge has a meaning. I also have a love for art, culture, and beauty in all its forms.
At my core, I am someone who believes in resilience, loyalty, and human connection. I have walked through a lot of storms in my life and still believe in light, and that is the spirit I bring into both my private and professional life.
Where can readers connect with you?
The best way to connect with me is via the EG&A official web page, where my contact details are available, because at the end of the day, EG&A is about partnerships that create legacies, and I welcome conversations with those who share that vision.
