A Pakistani national has emerged as one of the top three winners at TikTok MENA Creator Hub Awards, held in Riyadh, Saudi Arabia last week.

The second edition of the TikTok MENA Creator Hub Awards, held on February 28, celebrated the achievements of women entrepreneurs in the Middle East and North Africa (MENA) region. The event, titled #HerAmbitions, recognized the growing importance of women-led businesses and provided a platform for these inspiring women to showcase their talents and success stories.

The #HerAmbitions initiative unfolded in three stages -- an in-app announcement and elevator pitch submissions from aspiring entrepreneurs; followed by live panels featuring expert discussions and interactive sessions; and an awards ceremony, where finalists showcased their businesses and competed for the top honours.

The top three outstanding businesswomen were Duaa Al-Bataiha in the first place; Heba Qadeer, founder and designer at Bharosa, second; and Lara Akl, owner of a balloon and decoration company, in third place. All three winners received monetary support for their businesses.

Heba Qadeer Tiktok MENA Awards

Speaking exclusively to Samaa Digital, Dubai-resident Heba Qadeer, who celebrates both Pakistani and Middle Eastern cultures in her designs, shared: "I've always loved fashion and modesty. I wanted to do this for nearly a decade. It was only when I turned 29 that I realised it was only me standing in my own way. I knew I wanted to do modest wear, and I loved how the Middle Eastern women carry themselves in their gorgeous abayas. However, Pakistani culture runs deep in my heart and I absolutely love the rich colours and details. I picked up a pen and paper one night, set deadlines for myself and just followed that. My biggest push was firmly believing that even if it fails, I have to try!"

She further said: "I almost didn't participate because I was getting too much into my own head. Then, on the last day of being able to participate in the competition, I just thought, 'Let's just post it!' I filmed it in less than 30 minutes and poured my heart out on my passions for my businesses, and here I am! It feels almost surreal."

While talking about her brand, Heba said, “Bharosa is a beautiful mix of cultures from the Middle East and Pakistan, specifically creating modest wear. I plan to expand more within the Pakistani regions and its art and adapt the mix for the third culture generation that identifies very uniquely because of the amazing multicultural society we all live in and adapt ourselves to. In a world of ever-evolving fashion, modest wear is at the forefront and should represent the women of today.”

The ceremony was attended by aspiring businesswomen and regional influencers. This program, launched in 2022, was dedicated to empowering and supporting women entrepreneurs across the MENA region. The evening unfolded with inspiring speeches.

Reem Akl, regional communications and advocacy analyst at the UN Women Regional Office for the Arab states, emphasized the crucial role of platforms like TikTok in empowering and amplifying the voices of women in business.

The judging panel for the #HerAmbitions program comprised successful women entrepreneurs and creators like lifestyle influencer and businesswoman Karen Wazen, culinary expert Chahrazad Al Hajjar, and Doaa Gawish, CEO and founder of The Hair Addict.

The program was organised in collaboration with the United Nations Women.