Staying The Course: Amid Heightened Tensions, UAE Businesses Maintain Continuity And Confidence

For decades, the UAE has built its reputation as one of the world’s most stable environments for entrepreneurs—an ecosystem where long-term planning has typically outweighed geopolitical uncertainty. But Iran’s attacks on the country beginning February 28, 2026, have brought an unusual moment of regional tension directly into the day-to-day reality of businesses operating in the Emirates.

The developments came amid a broader regional escalation following US and Israeli military strikes on Iran, with the latter retaliating by striking Gulf states viewed as aligned with Western interests, including the UAE. So far, however, the response from the UAE’s business community has been marked by disciplined continuity, despite the disruption. 

Business leaders contacted by Inc. Arabia say that while safety precautions and contingency measures have been put in place, most enterprises are continuing to operate with measured caution rather than alarm. Indeed, a post by the Dubai Media Office on the social media platform X noted: “Dubai’s private sector continues to operate normally, with most commercial activities running without disruption. We commend the sector’s commitment and resilience in sustaining the Emirate’s economic momentum.”

Basma Chaieri, founder of Dubai-based jewellery brand Etika Jewels, is among those business leaders in the UAE opting for a measured response. “Like many people in the UAE, this is not a scenario we would have easily imagined,” Chaieri told Inc. Arabia. “That said, one of the strengths of operating in this region is the strong trust we have in the government’s ability to act decisively to protect both citizens and the economy. We are confident in the country’s leadership and defense systems, and that gives us reassurance even in uncertain times.”

This, in turn, is why Chaieri is choosing to continue with business as usual at Etika Jewels, albeit carefully. “Our priority is the safety and well-being of our team, while maintaining stability across operations,” she said. “We are keeping expenditures controlled, minimizing non-essential spending, and pausing larger investments or expansion plans until there is more clarity. At the same time, we are closely monitoring international shipping and imports, as supply chain disruptions are a potential concern, especially in our industry, where materials and components often move across borders.”

Basma Chaieri, founder, Etika Jewels.

Sara Chemmaa, founder and CEO of the UAE-born global lifestyle brand Citron and its newest offshoot, Glow By Citron, has followed a similar approach at her enterprise, which is known for the family lifestyle essentials it produces across multiple categories and segments. “Like many businesses in the UAE, our first response has been to prioritize safety while ensuring continuity,” she said. “We have temporarily closed our office, warehouse, and retail operations until the situation stabilizes. A few team members are currently outside the country and unable to return immediately, which presents short-term logistical challenges. Operationally, we were fortunate to have received a major shipment from China shortly before the current developments. This allows us to continue serving customers with minimal disruption, although some services such as personalization and last-mile delivery may experience temporary delays.” 

​​Shovankar Roy, founder and CEO of Finigenie, a Dubai-based artificial intelligence-driven financial operating system for SMEs, also admitted to a slowdown in partner meetings and regulatory interactions amid what’s currently happening in the UAE. And given the current environment, Roy said his company’s priority has shifted from scale to stability and clarity. “In terms of measures we’ve taken, we’ve implemented remote-first operations for all UAE engagements,” he said. “We’ve also implemented a tighter communication cadence to keep the team informed and emotionally supported. Plus, we’ve actioned liquidity and risk controls to maintain operational strength while we wait for market normalcy. These adjustments help us stay focused without compromising continuity.”

Sara Chemmaa, founder and CEO, Citron and Glow by Citron.

At Dubai-based real estate developer Dugasta Properties, founder and Chairman Tauseef Khan said that the company’s emphasis has been on keeping teams connected and informed as the situation evolves. “We activated remote-working protocols for non-site-critical staff until further notice, allowing teams to work from home during periods of heightened concern or localized disruption, and we have encouraged staggered office timings to avoid unnecessary travel during any alert windows,” he shared. “We’ve also established a more frequent communication rhythm between leadership and teams, through emails and direct manager check-ins, to keep everyone updated on security guidance from authorities, project timelines, and any adjustments to our operations. We have made it clear that employees’ physical and psychological well-being takes precedence over short-term productivity.”

Beyond operational adjustments, business leaders also told Inc. Arabia that the situation has reinforced the importance of measured leadership during periods of uncertainty. “It was important that we didn’t panic–leadership is about emotional regulation,” noted Zainab Imichi Alhassan, co-founder and Managing Director of POP Communications, a public relations (PR) and influencer marketing agency based out of Dubai. “If you overreact, your team absorbs that. So, my focus has been on calm clarity rather than dramatic pivots. We live in a country that has built its reputation on order, preparedness, and exemplary leadership. So, when something unfamiliar happens, there’s naturally a moment where everyone looks up and pays attention. But what struck me most was how quickly information was communicated, and how structured the response felt. My instinct is always to zoom out before zooming in. I asked myself two things: one, is my team safe, and, two, do we need to materially change how we operate right now? The answer to the first was yes, they’re safe. The answer to the second was, not dramatically. POP is a communications agency. Our work doesn’t stop because the news cycle shifts. If anything, our role becomes more important. We’ve been guiding clients on tone, timing, and sensitivity. Not everything needs to be paused, but everything needs to be thoughtful. During moments like this, brands reveal their maturity.” 

​​Shovankar Roy, founder and CEO of Finigenie.

But that’s not something only businesses need to figure out–it’s something the people leading them must also confront on a personal level. Devika Raveendran, founder and CEO of DR Partners, a family office, legal, and corporate advisory firm headquartered in Dubai, has felt that weight keenly in recent days. "As a founder, my team's physical and mental well-being is my responsibility, and when the world outside feels uncertain, that responsibility feels heavier,” Raveendran admitted. “I haven't started panicking, but it would be a lie if I said I felt nothing. The feeling now is more of a duty, to my team, to our clients, and to the families who trust us with some of their most sensitive decisions.” 

Etika Jewels’ Chaieri described a similar personal perspective on leading through uncertain times. “On a psychological level, moments like these test resilience as an entrepreneur,” Chaieri said. “There is naturally some concern around logistics, international trade, and consumer confidence, but I believe leadership during uncertain times requires calm, measured decision-making, rather than fear-based reactions. The UAE and the wider GCC have demonstrated remarkable stability and agility in navigating global challenges in the past, which gives us confidence moving forward. For now, we are playing it safe, staying agile, protecting cash flow, and ensuring our team feels secure and supported, while remaining optimistic and ready to adapt as the situation evolves.”

Devika Raveendran, founder and CEO of DR Partners.

Indeed, while there may be some degree of uncertainty at present, confidence in the UAE’s long-term outlook remained firmly intact among all the business leaders that Inc. Arabia spoke to for this piece. For instance, Finigenie’s Roy said, “My conviction in the UAE market remains unchanged. The resilience and preparedness of the country reinforce why it continues to be a global hub for entrepreneurship and fintech innovation… To those watching from outside, [know that] the UAE continues to demonstrate unity, maturity, and exceptional crisis management.” 

Dugasta Properties’ Khan expressed a similarly positive view of the UAE’s prospects. “These events have certainly deepened our appreciation of risk, but they have not shaken our conviction in the UAE as a place to build and grow a business,” Khan said. “If anything, they have reinforced our belief in the country’s institutional strength, crisis-management capability, and long-term vision. We still see the UAE as one of the world’s most resilient and forward-looking markets. Even during previous regional tensions and global shocks, the UAE has maintained economic stability, preserved investor confidence, and continued to attract capital and talent by focusing on diversification, infrastructure, and strong governance. We expect some short-term caution from certain investors and end-users, but we see this more as a temporary pause than a structural shift, especially given how quickly authorities are restoring normal operations, and emphasizing that security remains under control.”

Tauseef Khan, founder and Chairman, Dagusta Properties.

Citron’s Chemmaa echoed this sentiment. “Having lived and built businesses in the UAE for over 18 years, I have seen firsthand how the country responds to challenges with speed, organization, and clarity,” she said. “My confidence in the UAE as a place to build and grow a business remains unchanged. If anything, situations like this reinforce why the UAE is such a strong business hub–infrastructure works, communication is clear, and the private sector adapts quickly. This environment allows entrepreneurs to remain focused on solutions rather than uncertainty.” 

POP Communications’ Alhassan agreed, saying, “If anything, this moment reinforces why the UAE remains one of the best places in the world to build a business. The speed at which authorities communicate, the clarity of guidance, and the infrastructure resilience are remarkable. The UAE government has consistently demonstrated a proactive and protective approach to safeguarding residents and businesses, and that inspires confidence. As entrepreneurs, uncertainty is part of the journey. Markets fluctuate, global conditions shift. What matters is how prepared and adaptable you are. The UAE has built an ecosystem that enables that adaptability. I do not believe this will deter serious entrepreneurs from building here. On the contrary, moments like this highlight the importance of operating within a system that values stability, safety, and strategic foresight.” 

Zainab Imichi Alhassan, co-founder and Managing Director of POP Communications.

For her part, DR Partners’ Raveendran acknowledged that while business conditions may tighten in the months ahead, she remains resolute in her belief in the UAE’s future. “In the short term, yes, it is definitely going to have an impact,” she said. “Every conversation with families here in the region calls for a discussion around the geopolitical situation in the Middle East. Is our money safe in the region? Why should we create a UAE foundation and concentrate our wealth here? These are legit questions wealth creators have always raised. This region’s growth and my own business [have] been built on the fact that people feel safe putting their money here. When that confidence gets shaken up, business will slow down, decisions will be delayed, and projects will be put on hold. I expect the next few months to be tough. But looking long-term, I would say I am all in. The infrastructure, the location, and talent here isn't going anywhere... For the outside world watching what's happening in the region, don't count the UAE out. The UAE has always bounced back under the visionary leaders who have always created a haven and one of the best financial centres in the world. The UAE isn't going anywhere. We are here to stay, work hard, and build legacies.” 

In terms of advice for their peers in the UAE business realm, all the executives that Inc. Arabia talked to advised looking to the long term, with suggestions ranging from simply staying calm and avoiding reactive decisions, to strengthening their business models with prudent resilience measures. "My advice to fellow entrepreneurs is to stay calm, communicate clearly with teams and customers, and focus on operational discipline," Chemmaa said. "Uncertainty tests businesses, but it also strengthens those that are well structured and prepared. For those observing the UAE from the outside, it is important to understand that this is a country built on resilience and forward thinking. While international coverage may focus on the tension in the region, the reality is that businesses here continue to operate with confidence and long-term optimism."