This week, a conversation took place with Nadia, the mastermind behind Picnic Times, recognized for crafting exquisite custom picnic experiences in the UAE.
Welcome to the weekly series ‘How I Landed My Job as…,’ where we engage with remarkable entrepreneurs and women leaders from the UAE and beyond to explore their career journeys, daily routines, insights for newcomers, and the obstacles they’ve faced along the way.
As a brand dedicated to event planning, Picnic Times specializes in organizing and setting up picnics for a variety of events, including birthdays, anniversaries, and casual get-togethers.
Focusing on outdoor leisure, Picnic Times enhances various picturesque settings across the UAE, catering to the rising trend of outdoor social gatherings and the region’s initiative to improve public spaces for such activities.
To uncover more about her entrepreneurial journey, we sat down with Nadia to discuss the origins of her venture.
What was your favorite subject at school?
Reflecting on my school days, I found biology to be particularly intriguing; however, I also had a strong fondness for all things creative, including art, crafts, and hands-on projects. I enjoyed experimenting with colors, textures, and transforming ideas into reality.
What was your first job?
My initial job was as a Speech Therapist, a field I hold a degree in. Even though my career took a different trajectory, that experience taught me invaluable lessons in patience, creativity, and communication—skills I continue to apply today.
What brought you to Dubai?
My journey to Dubai was fueled by a mix of adventure and intuition. Hailing from a family connected to aviation, with my uncle being a pilot, I grew up around planes but never got to partake in the adventures like my brother did. Eventually, I was offered a position in the aviation sector, which led me to join Emirates Airline. I relocated to Dubai and spent 11 fantastic years as a first-class flight attendant, allowing me to embrace numerous new experiences.
What inspired you to establish your brand?
The spark for my brand ignited during a trip to Nice, France, twelve years ago. I had a memorable picnic with a vintage basket overlooking the stunning view of Monaco. While I can’t recall the meal, the ambiance was unforgettable. This experience, along with an early passion for vintage picnic baskets, motivated me to start collecting and personalizing these baskets while arranging small picnics for friends and family. My enthusiasm grew, especially after experiencing a work-related injury that required three months of recovery. During that time, I facilitated wellness sessions that used picnics as a means of bringing people together. It became evident that shared picnics foster meaningful connections, which ultimately inspired the development of my brand.
Can you explain the concept of your brand?
The philosophy behind my brand centers on creating unique boutique-style picnic experiences that transcend mere events. I aim to curate an environment where individuals can unwind, connect, and make lasting memories. Through Picnic Times, I provide an extraordinary experience rather than just setting up picnics. Every element—from vintage baskets to the overall ambiance—is thoughtfully crafted to ensure clients feel valued and engaged. To me, a picnic isn’t about generic setups; it’s about delivering a distinctive and memorable experience, reminiscent of cherished traditions.
What are the primary responsibilities of your role?
As the brand’s founder, my principal duties include overseeing all aspects of the picnic experiences. I take charge of curating and designing each picnic to ensure uniqueness and personalization. This entails everything from sourcing vintage baskets to selecting décor, as each detail is crucial. I also handle logistics, coordinating with my team and partners to ensure seamless execution. A significant part of my job involves engaging with clients to understand their visions and bringing those ideas to life. Additionally, I’m focused on brand growth, managing business operations, and exploring innovations to keep the picnic experience fresh and exciting.
What does a typical day look like for you?
I typically rise around 6 am and kick off my day with a sunrise run or some yoga. Afterward, I enjoy my coffee and breakfast while grounding myself through journaling, reviewing bookings, organizing logistics, and preparing for the day ahead. On days when I’m not setting up a picnic, I work from one of my favorite cafés, such as Orto, or spend time at the beach indulging in a good book. Throughout the day, I balance business management, visit the warehouse to oversee details, and personally deliver picnics to clients, always taking time to gather feedback. As my day winds down, I engage in meditation or sound healing practices for self-care and reflection.
What advice would you give someone aspiring to follow your path?
My top piece of guidance for anyone starting out is to simply begin. Don’t wait for the perfect moment; start even when you’re unsure. The early stages won’t be flawless, but pursuing your passion is vital. Aim high, be true to yourself, and accept the challenges that arise. Concentrate on building a supportive community and delivering excellent quality, all while maintaining patience and persistence—success takes time.
Can you tell us more about your services?
We craft tailored picnic experiences that align with each client’s vision. Whether it’s a serene breakfast by the beach, a sophisticated sunset gathering, or a picnic at a private villa or lake, we meticulously design each event. Partnering with top catering services like Odeon restaurant, we incorporate unique and personalized elements, always attentive to special requests. We’re also developing exciting partnerships and unique experiences, including a special desert picnic, so stay tuned for more updates!
What is the best advice you have ever received?
The most valuable advice I have received is to trust the journey, even if the path seems unclear at times. Creating something meaningful requires patience, and progress may take longer than expected. Additionally, surrounding yourself with positive and supportive individuals is essential for nurturing your vision.
And what is the worst advice?
The least helpful advice I’ve encountered is that “you need a plan.” I’ve discovered that embracing uncertainty and being open to the unexpected can lead to some of the most fulfilling experiences. Not every decision has to be meticulously charted out; sometimes, trusting the journey is all that matters.
What has been your biggest challenge?
The most significant challenge for me was stepping outside my comfort zone after spending 11 years with a major corporation. I had a secure life, a stable income, and an admirable lifestyle. However, I chose to trust my passion and creativity. Leaving that behind and starting anew to build my brand was one of the most difficult choices I’ve faced. It demanded immense courage to believe in myself and my potential for success, even when the future was uncertain.
What does the future hold for your brand?
The outlook for the brand is bright and full of promise. We are currently developing exciting ideas and projects, collaborating with suitable partners to bring them to fruition. I am confident that our future will be filled with great opportunities as we continue to innovate and provide unforgettable experiences. This journey is just beginning, and there is much more ahead.