Pamala Serena

On empowering women worldwide through pageantry

Pamala Serena Rull is a newly crowned Mrs UAE World 2022 who was born in the UK and has Indian roots. She is a woman with a heart filled with culture and emotion derived from the UAE, and together they represent a culture of perfection, exactly what the land represents. Winning two mainstream titles in one year, Pamala is now focusing on empowering women worldwide.

In an interview with Dubai Vibes Magazine, Pamala shared that her journey to the crown was not an easy one, but she believes that inner strength and good support can bring one back if they are determined. Her daily routine includes drinking fresh turmericginger boiled water in the morning, having a diet consisting of a lot of fruits and vegetables, and drinking a lot of water throughout the day. She also has a personal trainer three times a week and attends a stretching or yoga class once a week.

Pamala feels proud and honored to represent the UAE on a global stage, and she has won several awards in the past, including the Global Icon Award for First Ladies Forum Economic Development Summit 2022, the Global WOMANS Award for the Successful Public Figure Award 2022, and the Strong Woman’s Award 2022. She is also an ambassador for peace for the UN and has joined with Mrs. Universe WOMANS empowerment forum under the high patronage of Emirates business woman council.

According to Pamala, beauty comes from the confidence that we are all individually alluring and blessed with talents. She wants women across the globe to realize that no matter their current situation, there is always hope and faith at the end of the tunnel. She believes that each one of us has the power within us to achieve anything we set our minds to.

When asked about her stand on beauty pageants, Pamala said that they are not only a tradition, but they also infuse immense confidence in women and serve as a fine example of women empowering women. Young minds are charged when they see their idols achieving the impossible and representing their kind so passionately and effectively.

For Pamala, being a modern woman means living in the now, questioning, challenging, standing up for one’s rights and for others, and knowing when to say no as well as what to say yes to. She wants to raise awareness about mental health and equality in society and run charity campaigns that resonate with her.

Pamala Serena is a role model for women worldwide, and her achievements prove that with determination, hard work, and support, one can reach their goals and make a real change in the world.

Qulsoum Zehra Zaidi Finding Home and Purpose in Dubai’s PR Industry

Qulsoum Zehra Zaidi, a 29-year-old British Pakistani currently working as a PR Account Executive for TishTash Communications. Qulsoum was born and raised in London but moved to Dubai with her family and finished school there. She decided to study Philosophy and Sociology in Paris for university, which was a challenging and life-changing experience considering her entire degree was in French.

Qulsoum’s career has been a journey of self-discovery as she tried different fields until she found her passion in PR. She handles various accounts, including beauty, F&B, and fashion, among others. She shared, “I love my team, and we handle a wide range of accounts that have allowed me to grow and tap into my potential.”

Her career highlight was joining TishTash Communications. She found the work environment welcoming, and the opportunities she was given helped her grow professionally. “I have never felt so at home in a work environment,” Qulsoum expressed.

Living in Dubai for 17 years, Qulsoum enjoyed the exposure to different cultures, food, and perspectives. She loves old Dubai because it captures the city’s essence from the past with its vibrant markets, beautiful architecture, and infectious energy.

When she’s not working, Qulsoum is curious and adventurous, exploring new restaurants, art spots, and other activities. She previously worked in real estate, which taught her how to interact with people from different walks of life.

Qulsoum shared that no day is the same in PR, which she loves. Handling everything from brand awareness to media and influencer relationships, event management, and client satisfaction, she finds it fulfilling to see the impact of their work on a client’s success. However, there are times when it can get challenging to manage expectations and meet tight deadlines.

Mental health is essential to Qulsoum, who has struggled with it for as long as she can remember. Therapy, healing, personal growth seminars and selfkindness have helped her manage it, along with the support of her family, close friends, and TishTash Communications CEO Natasha Hatherall, who is an advocate for mental health.

Qulsoum’s ultimate dream is to leave behind a legacy that benefits people, especially in Pakistan, her country of origin. She wants to help provide better education and opportunities for growth.

Dubai is home to Qulsoum, and she would consider settling down and raising a family there, enjoying the safety and sharing the positive childhood memories she has of the city with her children.