In a bustling city like Dubai, sometimes it’s hard to keep up with everything that’s happening. This is where YourLittleDubai.com comes in. The editors of this boutique website sift through everything that’s new and happening and then express – in a strong voice – what they “deem” to be cool.
Since the site’s launch last year, the editors post five to six tips every week covering art, design, new restaurants and bars as well as fashion and beauty. The website also features a “Music Box” – with playlists for different moods that is updated on a monthly basis.
“We don’t cover everything and anything,” says Michela Joseph, the site’s editor. “We cover what we deem cool and truly worth sharing … We don’t want to feel tied to any particular brand because it would destroy the very fibre that YLD is built on: honest, passionate opinion.”
The website, bolstered by a fresh, light-hearted illustration, clearly targets the quintessential Jumeirah Jane, or as Nadia Karim, the site’s designer named her: “the Little Dubaiite”.
“Women can recognise themselves in the Little Dubaiite,” says Joseph. “She’s a funny alter ego to separate work and the serious life from the real and fun people that we are when we find ourselves in a more relaxed and informal setting.”
Plans for 2014 include turning the website into a profitable venture, investing substantially in social media and rewarding readers with special offers.