Name: Sarah Jimaa
From: London, United Kingdom
Current job title: Features Writer, The Dubai Mall Magazine
When did you arrive in the UAE?
I’ve been here for about eight years with the exception of last year where I was based in London – my second home. Time notoriously flies in Dubai!
Where did you work prior?
Before coming aboard at NPI Media I worked at HELLO! Middle East for two years as Fashion & Beauty Writer, before heading back to London to pursue my master’s degree. I also did some freelance styling while I was in London before returning to Dubai.
What were your first impressions of the media industry in the Middle East?
When I first started out in media it was still a growing industry but one that has now flourished immensely.
Have your views changed the second time around?
Absolutely! It’s a vibrant and growing scene and it would be difficult to name a title that has yet to be produced in this region besides the obvious few…
What challenges are you facing?
None so far, knock on wood. I think it helps having worked and lived in the region before and understanding how things work here – in terms of timing, priorities and deadlines.
How do you plan to make your mark with this title?
By delivering original, up-to-date fashion and beauty news and providing readers with their must-have season staples issue after issue.
What’s the most rewarding part of your job?
Reporting on the latest trends in both fashion and beauty is rewarding in itself but getting to meet new people and traveling along the way are always added bonuses.
How do you find the PRs in the region?
Persistent but pleasant!
What’s your pet PR peeve?
Incessant calling. If I say I will get back to you, I will – I promise!
What advice can you offer PRs seeking coverage in your magazine?
Know the magazine and the type of products we would feature – it makes life so much easier for both parties. I am responsible for the fashion and beauty pages, plus gifts, trends, style, travel an gadgets, so make sure your news is relevant to me.
Work calls via landline, mobile or both?
I would say email first and then landline if urgent! Either would be just fine.
Describe yourself in five words…
I’ll leave that for others to judge!
What’s your most overused saying?
“Absolutely!” I think I’ve actually used it somewhere in this feature – oops!
Five things you can’t live without?
My iPhone, statement heels, food, friends and family
If you weren’t a journalist, what would you be?
I’m a massive foodie, so anything related to food would be fab – perhaps a cooking show presenter – one can dream!