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Built for heat, designed for every day: See the world differently with Runnies

Built for heat, designed for every day: See the world differently with Runnies

Filipino Times4 days ago
Living under the UAE sun, sunglasses are more than just a fashion statement—they're essential. But what if they could do more? What if a simple pair of sunnies could help people see the world—and each other—through a more meaningful lens?
That question sparked the beginning of Runnies, a homegrown brand that's as much about vision as it is about values.
Founded in 2023 by Taylor and Julia Johnson, Runnies was born from a deeply personal place. With Taylor's background in athletics and Julia's expertise in Special Education, the couple shared a passion for movement, creativity, and inclusion. As proud parents to three daughters, two of whom are blind, their experience shaped how they saw the world: with empathy, strength, and the belief that difference doesn't mean less. It means more.
What started as a family idea quickly grew into a bold mission—to create eyewear that reflects individuality while standing for something bigger. For the Johnsons, Runnies isn't just a brand; it's a love letter to the power of representation, resilience, and togetherness.
Designed to handle the UAE's intense heat and brightness, Runnies sunglasses are lightweight, durable, and built for both everyday wear and unexpected adventures. From beach outings to family road trips, each pair delivers high-performance protection without compromising style.
But what truly sets Runnies apart is its heart. Every collection—whether for men, women, or kids—is designed not just to protect eyes, but to tell a story. Inspired by the golden tones of the desert, the cool hues of the coastline, and the vibrant cultures of the UAE, each frame is a celebration of diversity and identity.
More importantly, inclusion is built into the brand's DNA. Runnies is committed to creating accessible, meaningful products that reflect the lived experiences of people of determination—a tribute to the Johnson family's own journey. Guided by empathy, the brand believes in turning everyday moments—like slipping on a pair of sunglasses—into quiet acts of advocacy.
Because at its core, Runnies isn't just about eyewear. It's about changing the way we see ourselves, each other, and the world around us.
Free shipping is available on orders over AED 200.
Explore the full collection today and discover sunnies with soul.
Visit runnies.ae and start seeing the world differently.
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Emirates NBD's anti-fraud campaigns enhance consumer protection
Emirates NBD's anti-fraud campaigns enhance consumer protection

Campaign ME

time5 hours ago

  • Campaign ME

Emirates NBD's anti-fraud campaigns enhance consumer protection

As banking undergoes a digital revolution, the sophistication of financial fraud is keeping pace. As banks adopt advanced technologies to improve customer experience and streamline operations, cybercriminals are similarly exploiting these innovations to craft more sophisticated schemes targeting mobile and online users. Recognising the pressing challenge of fraud, Emirates NBD, a prominent banking group in the MENAT region, has unveiled a multifaceted anti-fraud initiative under the banner of #UnitedAgainstFraud. This comprehensive campaign, launched in collaboration with Dubai Police and the Central Bank of the UAE and featuring a series of consumer awareness videos on social media, exemplifies the bank's unwavering commitment to customer protection. Financial fraud has become increasingly sophisticated, with scammers exploiting digital platforms to target unsuspecting victims. Emirates NBD's proactive stance aims to raise public awareness and educate consumers about real-time scams, encouraging individuals to remain vigilant against fraudulent activities and actively report such incidents. Emirates NBD has remained at the forefront of customer protection in digital banking, committing AED 1bn to digital transformation. This significant allocation supported a four-year IT transformation, which entered its final year in 2020, and was dedicated to building world-class capabilities through significant architecture, infrastructure, operating model and platform upgrades. The bank's approach acknowledges that technology alone cannot combat this threat – it requires a collaborative effort between financial institutions, law enforcement, and an educated public. The #UnitedAgainstFraud campaign emerges from this understanding, representing a holistic approach that goes beyond traditional security measures to create a culture of awareness and vigilance. The #UnitedAgainstFraud campaign, featuring innovative Ripple Effect storytelling, immersive Vox cinema experiences, a 'Spot the Fraudster' campaign, and trending social content, builds on a legacy of public awareness efforts. These include the 2023 #IWillSurvive campaign, an upbeat video adapted from Gloria Gaynor's hit to encourage fraud reporting, and the 2019 Dubai Police collaboration 'It Wasn't Me' video, which provided identity and account security guidelines. The #UnitedAgainstFraud campaign has delivered exceptional results across multiple channels and touchpoints, showcasing the power of integrated marketing strategies in public awareness initiatives. The diverse campaign portfolio demonstrates remarkable versatility in audience engagement approaches. 'The campaign goes beyond traditional security measures to create a culture of awareness and vigilance.' Collectively, the campaign generated an impressive 13.7 million total impressions and successfully reached 7.5 million people, with the 'Spot the Fraudster' series alone contributing 814,000 views to the overall engagement figures. These outstanding metrics not only highlight the campaigns' extraordinary success in capturing widespread public attention but also validate the effectiveness of combining creative narrative techniques with urgent educational messaging. One of the most impactful components of the #UnitedAgainstFraud initiative is the Ripple Effect campaign, which illustrates the far-reaching consequences of unreported fraud. This campaign utilises powerful storytelling to demonstrate how silence in the face of scams creates a dangerous cycle that affects not just individual victims, but entire communities. The campaign features two compelling video narratives that drive home a critical message about fraud reporting. The first video emphasises that scammers thrive when their activities go unreported, creating a dangerous ripple effect of consequences that spread beyond the initial victim. The second video in the series represents a ground-breaking achievement in regional advertising. Emirates NBD pioneered the region's first AI-powered storytelling film for fraud awareness, featuring Hanan's story set in a virus lab. This creative approach uses the metaphor of viral spread to illustrate how unreported scams multiply and contaminate the digital ecosystem, much like a virus spreading through a laboratory. The AI-generated narrative serves as a bold reminder that every report of a scam counts, encouraging viewers to speak up, stay safe, and remain vigilant. The campaign demonstrates how cutting-edge technology can be leveraged for social good, creating impactful messaging that resonates with modern audiences. Another notable and successful activation is the Freej video campaign, where the bank teamed up with the much-loved characters from Freej to raise awareness among Emiratis about various types of fraud activities, and how to avoid them. The 'Spot the Fraudster' campaign transforms fraud education into an engaging, interactive experience that challenges participants to differentiate between legitimate contacts and potential scammers. By offering AED 2,000 as an incentive, the campaign creates a compelling reason for public participation while building critical fraud detection skills. This gamification approach makes the serious topic of fraud prevention accessible and engaging for younger demographics who might otherwise ignore traditional awareness campaigns. The interactive nature of 'Spot the Fraudster' serves multiple educational purposes. Participants must actively analyse communication patterns, identify red flags, and make decisions about legitimacy – exactly the skills they need in real-world situations. By encouraging participants to think critically about potential threats, the campaign builds lasting behavioural change that extends far beyond the game itself. One of the most eye-opening initiatives within the #UnitedAgainstFraud campaign is the Vox social experiment, which provided crucial insights into real-world consumer behaviour when faced with potential scams. Conducted with 220 moviegoers at a local UAE cinema, this experiment created a controlled environment to test how people respond to fraudulent schemes in realistic settings. The experiment placed unsuspecting cinema attendees in a simulated real-time scam situation where a bot offered free popcorn via an SMS link, leading to a mock hacking experience for participants. The results were both sobering and educational: nearly 90 per cent of participants fell for the scam, highlighting the vulnerability of even cautious consumers to well-crafted fraudulent schemes. This activation effectively illustrated how easily personal details, OTPs, and banking information can be compromised through seemingly innocent interactions. More importantly, it created a lasting psychological impact on participants who experienced first-hand the sophisticated nature of modern scams. The social experiment also highlighted the importance of staying vigilant across all digital platforms, as fraudsters increasingly use diverse channels including social media, messaging apps, and even entertainment venues to reach potential victims. The campaign emphasised that scammers continuously adapt their tactics, using various platforms and sources to attack victims and steal information, personal details, IDs, OTPs, and banking information. Likewise, Emirates NBD's video awareness series represents a dynamic approach to fraud prevention that tackles the most current and prevalent fraud schemes targeting UAE consumers. This responsive strategy ensures that fraud prevention education remains relevant and timely, addressing emerging threats as they appear in the market. The comprehensive series covers a wide range of contemporary scams that affect different segments of the UAE population. For instance, the fake Hajj scam video, contextually produced for the Hajj season, addresses the exploitation of religious obligations, warning consumers about unofficial packages that lack proper permits and official procedures. The message is clear: 'Don't let scammers ruin your Hajj. Every year, many people get tricked by fake Hajj deals that lead to nothing. If someone offers you a package without proper permits, official steps, or a real office, it's not a deal, it's a scam.' This campaign specifically targets one of the UAE's most vulnerable demographics during holy seasons, when emotional investment can override rational decision-making. Concert ticket fraud receives attention through messaging that encourages consumers to secure their entertainment experiences by purchasing only from verified websites or trusted sellers. The campaign uses relatable language – 'Don't let fake tickets steal your spotlight!' – that resonates with younger demographics who frequently purchase entertainment tickets online, connecting with their interests while delivering crucial safety information. The UAE Pass scam video addresses a particularly sophisticated form of identity theft targeting official government services. The campaign emphasises that 'Scammers are after your UAE Pass. Don't let them steal your identity. Never share your banking details or OTPs.' Given the UAE Pass's critical role in accessing government services, this campaign addresses a threat that could compromise both personal finances and official documentation access. WhatsApp scams, which often begin with deceptively friendly greetings, receive specific attention in a video that highlights how innocent interactions can lead to financial loss. The campaign message – 'WhatsApp scams may start with a friendly 'Hi!' But it can end in financial loss' – encourages consumers to question everything and protect their digital lives, acknowledging that modern scams often begin with social engineering rather than obvious requests for money. Seasonal awareness is addressed through targeted Black Friday campaigns that warn against fake deals and phishing scams during high-volume shopping periods. These campaigns provide practical guidance, encouraging consumers to 'tick the checklist' before purchasing and report suspicious activity immediately. The messaging combines prevention strategies with action-oriented responses: 'Don't let Black Friday become Black Fraud Day! Shop smart online and avoid shady deals. Safety over sales!' Through its 'United Against Fraud' campaign, Emirates NBD also actively educates labourers in camps on safe banking and financial literacy to prevent them from falling victim to scams. Beyond these social and community-focused initiatives, Emirates NBD's commitment to fraud prevention extends to the academic sphere as well. The strategic partnership between Emirates NBD and the University of Wollongong in Dubai (UOWD) represents a forward-thinking approach to fraud prevention education that targets students and the wider academic community. This collaboration recognises that young adults, particularly university students, represent both a vulnerable demographic and powerful advocates for fraud awareness within their social networks. The university partnership integrates fraud awareness into educational programmes and activities, ensuring that fraud prevention becomes part of the broader educational experience rather than a standalone initiative. Students, as digital natives, are simultaneously particularly vulnerable to sophisticated online scams and highly effective at spreading awareness through their extensive social networks. They often have limited financial experience but high digital engagement, making them prime targets for scammers while also serving as influential voices within their peer groups. Furthermore, the partnership extends the campaign's reach into the wider community, as students often serve as informal educators for family members and friends who may be less digitally savvy. This multiplier effect ensures that fraud prevention knowledge spreads beyond the immediate target demographic to reach vulnerable populations who might not otherwise receive this education. Contribution by Emirates NBD.

Cash Flow is King: Why Sales Don't Equal Solvency for New Businesses in Dubai
Cash Flow is King: Why Sales Don't Equal Solvency for New Businesses in Dubai

Hi Dubai

time8 hours ago

  • Hi Dubai

Cash Flow is King: Why Sales Don't Equal Solvency for New Businesses in Dubai

It's a common scenario that can surprise even the most passionate entrepreneurs: a business is booming with sales, the order books are full, and revenue figures look impressive. Yet, behind the scenes, there's a quiet panic – bills are piling up, suppliers are waiting, and the bank account looks alarmingly low. This unsettling reality stems from a fundamental truth that many new businesses often overlook: sales don't equal solvency. In Dubai's fast-paced market, understanding and proactively managing your cash flow isn't just good practice; it's the absolute lifeblood of your venture. This article will pull back the curtain on the critical distinction between revenue and cash flow, explore why cash flow is paramount, and equip you with essential strategies to manage it effectively, ensuring your new business not only survives but thrives. Understanding the Fundamentals: Revenue vs. Cash Flow Before diving into management, let's clarify these often-confused terms: Revenue: Simply put, revenue is the total money your business earns from selling its products or services over a period. If you sell an AED 1,000 service, that's AED 1,000 in revenue, regardless of whether the client has paid you yet. It's often called the "top line" because it sits at the very top of your income statement. Simply put, revenue is the total money your business from selling its products or services over a period. If you sell an AED 1,000 service, that's AED 1,000 in revenue, regardless of whether the client has paid you yet. It's often called the "top line" because it sits at the very top of your income statement. Profit: This is what's left after you subtract all your expenses (costs of goods sold, operating expenses, etc.) from your revenue. You can have high revenue and still be unprofitable if your costs are too high. Profit is a measure of financial performance over time. This is what's left after you subtract all your expenses (costs of goods sold, operating expenses, etc.) from your revenue. You can have high revenue and still be unprofitable if your costs are too high. Profit is a measure of financial performance over time. Cash Flow: This is the actual movement of money in and out of your business's bank account. It tracks the liquidity – the real cash you have on hand to pay bills, invest, and operate. You can have high revenue and even be profitable on paper, but if customers haven't paid you (accounts receivable) or you've made large capital expenditures, your cash flow might be negative. The crucial distinction lies in timing. Revenue is recognised when a sale occurs, but the cash might not hit your bank account for weeks or months. This gap can lead to a healthy profit-and-loss statement masking a severe cash shortage. Why Cash Flow Reigns Supreme: The Lifeblood of Your Business Cash flow isn't just another financial metric; it's the air your business breathes. Ensuring Solvency & Operations: Positive cash flow means you have enough actual money to meet your immediate financial obligations – paying salaries, covering rent, settling supplier invoices, and fulfilling daily operational needs. Without it, your business, regardless of its sales figures, faces the risk of insolvency. Positive cash flow means you have enough actual money to meet your immediate financial obligations – paying salaries, covering rent, settling supplier invoices, and fulfilling daily operational needs. Without it, your business, regardless of its sales figures, faces the risk of insolvency. Fuelling Growth & Investment: Healthy cash flow provides the capital for reinvestment. Whether it's purchasing new equipment, expanding your team, launching a new product, or seizing market opportunities, robust cash reserves enable growth without relying solely on external financing. Healthy cash flow provides the capital for reinvestment. Whether it's purchasing new equipment, expanding your team, launching a new product, or seizing market opportunities, robust cash reserves enable growth without relying solely on external financing. Building Resilience: Unexpected challenges are inevitable. A strong cash buffer acts as a vital safety net during economic downturns, unforeseen expenses, or periods of lower sales, allowing your business to weather storms without immediate panic or drastic measures. Mastering Cash Flow Management: Essential Strategies Effective cash flow management is proactive, not reactive. Here are key strategies for new businesses in Dubai: A. The "Provision Pocket" for Surprises Think of this as your business's emergency fund. Just as individuals need savings for a rainy day, your business needs a dedicated reserve for unexpected events. How to Build It: Regularly set aside a percentage of your incoming cash, even during profitable periods, into a separate savings account. Aim for enough to cover 3-6 months of essential operating expenses. Regularly set aside a percentage of your incoming cash, even during profitable periods, into a separate savings account. Aim for enough to cover 3-6 months of essential operating expenses. What It Covers: This fund protects you from unforeseen equipment breakdowns, sudden drops in client demand, delayed large payments, or urgent maintenance needs, preventing these surprises from crippling your daily operations. B. Segregating Government Funds: VAT and Corporate Tax This is a critical point, especially for businesses operating in Dubai with VAT and the upcoming Corporate Tax. The money you collect as VAT (Value Added Tax) or set aside for Corporate Tax (CT) provision is not your working capital. It belongs to the government. Best Practice: Open a separate bank account specifically for VAT collected from customers. Transfer the VAT portion of every payment received into this account immediately. Similarly, start provisioning for Corporate Tax from day one, setting aside a percentage of your taxable profit in a distinct fund. Open a separate bank account specifically for VAT collected from customers. Transfer the VAT portion of every payment received into this account immediately. Similarly, start provisioning for Corporate Tax from day one, setting aside a percentage of your taxable profit in a distinct fund. Consequences of Mixing: Treating these funds as disposable working capital is a common, dangerous mistake. When payment deadlines approach (quarterly for VAT, annually for CT), you'll face a sudden and significant cash shortage, potentially leading to penalties and severe liquidity issues. C. Strategic Approach to Business Financing While loans can fuel growth, using high-interest business loans to cover operational shortfalls is a slippery slope that can quickly escalate debt. Warning: Avoid high-interest loans, particularly short-term ones or those from less reputable lenders, to bridge temporary cash gaps. These can quickly eat into your profits and create a vicious cycle of debt. Avoid high-interest loans, particularly short-term ones or those from less reputable lenders, to bridge temporary cash gaps. These can quickly eat into your profits and create a vicious cycle of debt. Alternatives: If you need financing, explore lower-interest options like traditional bank loans, lines of credit (when in good financial standing), or invoice factoring for immediate liquidity against outstanding invoices. If you need financing, explore lower-interest options like traditional bank loans, lines of credit (when in good financial standing), or invoice factoring for immediate liquidity against outstanding invoices. Golden Rule: Debt should primarily be used for strategic investments that generate returns (e.g., expanding capacity, acquiring assets, funding R&D), not for paying everyday bills. D. Optimize Accounts Receivable: Get Paid Faster The faster you collect money owed to you, the healthier your cash flow. Clear Invoicing: Send professional, detailed invoices promptly with clear payment terms and due dates. Send professional, detailed invoices promptly with clear payment terms and due dates. Proactive Follow-ups: Don't wait until payment is overdue. Send polite reminders a few days before the due date. Don't wait until payment is overdue. Send polite reminders a few days before the due date. Early Payment Discounts: Consider offering a small discount for payments made within a very short timeframe (e.g., 2% discount for payment within 5 days). Consider offering a small discount for payments made within a very short timeframe (e.g., 2% discount for payment within 5 days). Digital Payment Options: Make it easy for clients to pay you through various digital channels. E. Manage Accounts Payable: Pay Smarter Just as you want to get paid faster, you should strategically manage your outgoing payments. Negotiate Terms: Try to negotiate longer payment terms with your suppliers (e.g., Net 30 or Net 60 days) without damaging relationships. Try to negotiate longer payment terms with your suppliers (e.g., Net 30 or Net 60 days) without damaging relationships. Batch Payments: If possible, group smaller payments to reduce transaction fees or administrative time. If possible, group smaller payments to reduce transaction fees or administrative time. Avoid Early Payments (Unless Discounted): Don't pay bills earlier than necessary unless there's a significant early payment discount. Keep your cash working for you longer. F. Inventory & Expense Control Every dirham tied up unnecessarily is a dirham not contributing to your cash flow. Lean Inventory: Avoid overstocking. Implement efficient inventory management to minimize holding costs and tie-up of capital. Avoid overstocking. Implement efficient inventory management to minimize holding costs and tie-up of capital. Expense Review: Regularly review all your expenses. Can you negotiate better deals with vendors? Are there subscriptions or services you no longer use? Cut unnecessary spending. G. Forecasting and Budgeting Forecasting is your crystal ball for cash flow. Create Cash Flow Projections: Develop a realistic projection of your expected cash inflows and outflows for the next 3, 6, and 12 months. Develop a realistic projection of your expected cash inflows and outflows for the next 3, 6, and 12 months. Regularly Update: Review and update these forecasts frequently (weekly or monthly) based on actual performance and upcoming commitments. This helps identify potential shortfalls before they become crises. Common Cash Flow Pitfalls to Avoid Optimise Even with the best intentions, new businesses can stumble. Watch out for these common missteps: Over-reliance on a Few Clients: Losing one major client can devastate your cash flow if you don't have diversified income streams. Losing one major client can devastate your cash flow if you don't have diversified income streams. Ignoring the Cash Flow Statement: This often-overlooked financial statement provides the truest picture of your liquidity. Don't just focus on profit and loss. This often-overlooked financial statement provides the truest picture of your liquidity. Don't just focus on profit and loss. Uncontrolled Growth: Rapid growth can be a cash flow killer if not managed. You might need to pay for more inventory, staff, or equipment before the new revenue comes in. Rapid growth can be a cash flow killer if not managed. You might need to pay for more inventory, staff, or equipment the new revenue comes in. Underpricing Products/Services: If your prices don't adequately cover your costs and provide a healthy margin, your cash flow will suffer. If your prices don't adequately cover your costs and provide a healthy margin, your cash flow will suffer. Poor Credit Control: Extending credit without proper checks or lax collection policies can lead to significant amounts of cash being tied up in unpaid invoices. You don't need a finance degree to manage cash flow effectively. Simple Spreadsheets: Start with basic spreadsheets to track all money in and out. Start with basic spreadsheets to track all money in and out. Accounting Software: Invest in user-friendly accounting software (like Zoho Books, QuickBooks, or local options) that offers cash flow reports and forecasting features. Invest in user-friendly accounting software (like Zoho Books, QuickBooks, or local options) that offers cash flow reports and forecasting features. Dedicated Cash Flow Apps: Explore specialized apps designed specifically for cash flow monitoring and forecasting. Explore specialized apps designed specifically for cash flow monitoring and forecasting. Regular Reviews: Make cash flow review a routine, perhaps a weekly 30-minute check-in, to stay on top of your financial health. In Dubai's dynamic business environment, sales numbers might grab headlines, but it's robust cash flow that ensures your business's heartbeat. Understanding the crucial distinction between revenue and liquidity, and implementing smart management strategies, is non-negotiable for any new venture. By diligently monitoring your inflows and outflows, creating provisions, responsibly handling government funds, and making informed financial decisions, you're not just making money – you're building a resilient, sustainable, and truly prosperous business in the heart of the UAE. Also Read: Entrepreneurship in Dubai: How to Start a Business with Minimal Investment. This guide will walk you through realistic ways to start small, cut unnecessary costs, and grow a business with smart decisions rather than big spending. If you've been waiting for the right moment to take the leap, consider this your sign to start today - on your terms, and within your budget. Acquiring a Business in Dubai: Pros and Cons for Entrepreneurs Discover the real advantages and potential pitfalls of acquiring a business in Dubai. Whether you're eyeing an expat-owned venture, a niche service provider or a high-traffic retail spot, this guide will walk you through what to weigh before making the leap. Dubai's Thriving E-commerce Market: How to Start Your Online Business Are you fascinated by Dubai and its remarkable advancements so far? Check out this comprehensive guide on achieving E-commerce success in the UAE. Top 10 Business Opportunities in Dubai for 2025 Discover the top 10 emerging business opportunities in Dubai for 2025, from renewable energy to AI and education, driving growth in a dynamic market.

Dubai Property Market Soars in H1 2025
Dubai Property Market Soars in H1 2025

Arabian Post

timea day ago

  • Arabian Post

Dubai Property Market Soars in H1 2025

Arabian Post Staff -Dubai Dubai's real estate market achieved a landmark surge during the first half of 2025, with transactions climbing 26 per cent to 125,538 and total value reaching AED 431 billion—an increase of 25 per cent year‑on‑year. The performance underscores the emirate's growing appeal to both local and international investors. Investor activity gathered notable momentum, with approximately 94,700 individuals completing transactions worth AED 326 billion—39 per cent more than a year earlier. Of this group, 59,075 were first‑time investors, injecting AED 157 billion and marking both a growth in investor numbers and value. UAE residents constituted 45 per cent of this cohort, signalling effective measures to convert renters into homeowners. ADVERTISEMENT Women also bolstered the market's resilience, executing nearly 35,000 transactions worth AED 73.2 billion. Meanwhile, foreign investors led contributions at AED 228 billion, with Arab and GCC nationals contributing AED 28.4 billion and AED 22.6 billion respectively. Residential and luxury segments showed marked performance. Al Barsha South Fourth recorded the highest transaction volume, followed by Al Yalayis 1 and Wadi Al Safa 5. In terms of value, Dubai Marina topped the list with AED 25.1 billion, followed by Business Bay, Burj Khalifa zone, and Palm Jumeirah. ValuStrat's H1 property index reported that unbuilt villas now command values 66 per cent above their 2014 peaks and 175 per cent above post‑pandemic levels. Apartment prices rose 1.1 per cent month‑on‑month, translating to annual growth of 20 per cent, notably in The Greens, Dubai Silicon Oasis, Dubailand Residence Complex, Palm Jumeirah, and Town Square—all exhibiting capital gains of over 22 per cent. Parallel to sales growth, rental price inflation decelerated mid‑year: by May, annual residential rent increase eased to 8.5 per cent from 14.3 per cent in January. Cavendish Maxwell attributed this moderation to the delivery of approximately 9,300 new units in Q1 and the introduction of the 'New Smart Rental Index,' which is influencing both landlord expectations and market dynamics. Mortgage activity reflected evolving buyer preferences. Data from DXB Interact indicates a 38 per cent rise in loan volume, although total mortgage value dipped by 8 per cent—signalling a shift towards cash purchases or smaller financing commitments. Off‑plan sales stood strong at 64,907 transactions, with a total value of AED 209.1 billion. Resale transactions numbered 34,150, valued at AED 119.7 billion. Amid this buoyancy, caution flags exist. Fitch Ratings warns of potential double‑digit price corrections—up to 15 per cent—in late 2025 and 2026, due to an expected supply surge of around 210,000 units. The agency nevertheless noted that banks and developers have reduced exposure and are poised to manage potential adjustments. Planning authorities have responded proactively. Dubai intends to add 73,000 homes in 2025, targeting a total of 300,000 new units by 2028—efforts aimed at aligning supply with investor momentum and population growth. Meanwhile, ongoing state‑led consolidation of developers, regulatory improvements under the Economic Agenda D33, and the Dubai Real Estate Strategy 2033 continue to underpin structural confidence. As forecasted by ValuStrat, property price growth may moderate but remain positive—potentially adding another 10 per cent by the end of 2025 as market dynamics evolve. The challenge now lies in balancing supply expansion, evolving mortgage behaviour, and price stability to sustain long‑term viability for investors and residents alike.

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