Meet the founder

Hailing from the sun-kissed shores of Tripoli, Libya, Ruwaida entered the world of luxury hospitality at the tender age of 18. Her career has spanned continents, taking her from the bustling cities of Asia to the ancient ruins of Europe and the sandy dunes of the Middle East.

With over two decades of experience, Ruwaida has mastered consumer marketing, corporate communications, and high-impact campaigns, not to mention her finesse in public and media relations. A skilled polyglot, she fluently speaks English, Arabic, and Maltese, with a dabbling in Turkish.

Ruwaida’s journey began with the Corinthia Group in Libya, before moving to Malta with Starwood, then to Bahrain with the Ritz-Carlton, and finally to Qatar where she worked with Accor and Shangri-La Group. Climbing the corporate ladder with agility, she ascended to the role of Vice President for PR and Corporate Communications, overseeing the Middle East, India, the Indian Ocean, Europe, and the Americas for the Shangri-La Group. 

In 2021, Ruwaida took a bold step by founding JRN Consultancy, a boutique agency specializing in luxury lifestyle, travel, and hospitality, headquartered in Dubai. The agency is a testament to the concept of a 'journey.' A fierce advocate for female empowerment, Ruwaida leads an all-women team, conquering the world one luxury experience at a time while offering her team four-day work weeks.

 Ruwaida regularly shares her insights through interviews and key conferences, including Forbes Middle East. Her expertise positions her at the forefront of the industry, influencing peers and shaping the future of luxury hospitality.

Collaborating with top-tier international brands, Ruwaida balances her professional achievements with her roles as a wife, mother of four, and author, contributing her expertise to prestigious publications such as Entrepreneur Middle East, Arabian Business,  Hia and Sayidaty magazines.