Meet the founder

Hailing from the sun-kissed shores of Tripoli, Libya, Ruwaida waltzed into the world of luxury hospitality at the tender age of 18. She embarked on a career that would carry her across the continents, from the bustling bazaars of Asia to the ancient ruins of Europe and the sandy dunes of the Middle East.

With over two decades of experience tucked under her designer belt, Ruwaida has become a veritable virtuoso in the realms of consumer marketing, corporate communications, and high-impact campaigns, not to mention her finesse in public and media relations. A polyglot, she speaks English, Arabic, and Maltese fluently and dabbles in Turkish.

Ruwaida's odyssey began with the Corinthia Group in Libya, then she hopped over to Malta with Starwood and further jetted to Bahrain with the Ritz-Carlton. From there, it was off to Qatar, where she worked her magic with Shangri-La Group. Climbing the corporate ladder with agility and determination, Ruwaida ultimately ascended to the role of Vice President for PR and Corporate Communications managing the Middle East, India, the Indian Ocean, Europe and the Americas. 

In 2021, Ruwaida decided to chart her own course, establishing JRN Consultancy—a boutique agency specializing in luxury lifestyle, travel, and hospitality. With its headquarters nestled in Dubai and representation in Qatar and Saudi Arabia, JRN embodies the spirit of a "journey." A fierce advocate for female empowerment, Ruwaida has built an all-women team, who, under her guidance, are conquering the world one luxury experience at a time.

Collaborating with the crème de la crème of international brands, Ruwaida balances her professional life as a wife, mother of four, and author, frequently contributing her insights to business and lifestyle publications, including Entrepreneur Middle East, Arabian Business, Hia and Sayidaty magazines.