How UAE influenced British expat Asha Sherwood's relationship with money

Khaleej Times

20-05-2025

As one of the UAE's media leaders, British expatriate Asha Sherwood, CEO of Abu Dhabi Review, has had a number of experiences during her 13 years in the UAE that has influenced her relationship with money. The 44-year-old recalls going from part-time jobs as a teenage student to running one of the country's major publications in the capital, Abu Dhabi.
If you had to write a letter to money, what would you say?
Dear Money, while you are not the be-all and end-all, it would be nice to see more of you. I like having you in my life because you give it a boost from time to time. Most importantly, you offer a sense of security that I can share with my family, which means the most to me. See you soon, Asha.
Describe your relationship with money.
I've always liked it, because it's enabled me to do, buy, and be what I want to. I started earning at 15, working at a hairdresser's, and the joy I felt when I earned £15 (Dh73.41) every Saturday was unmatched. Buying my first pair of jeans was a milestone, but I couldn't believe how much they cost. Having never paid for anything before (thanks, Mum and Dad), I realised I'd have to save four weeks' salary to afford one item.
How do you think this relationship was formed?
While my parents always bought things for me, they also taught me the importance of earning my own money and being independent. They wanted to show my sister and me that we didn't need to depend on others to succeed if we focused on being financially stable. Anyone who joined us on that journey would be a bonus.
My father taught me to pay off any debts quickly, and not to spend beyond your means.
Who do you speak to about money matters, and is it something you consider 'taboo'?
Mostly, I speak to my husband. We're a team, and we make financial decisions that are best for our family together.
What has been the most profound experience you've had so far in relation to money, and what has it taught you?
Once, at university, I went into my overdraft. My dad found out and made me pay it off by taking on an extra summer job (in addition to my weekend job). I never went into my overdraft again. It taught me a huge lesson and made me appreciate how much money my parents were putting into my education. At the very least, I needed to be responsible for my own spending.
How has living in the UAE changed your relationship with money?
I spent a long time converting UAE prices to UK prices to get an idea of what we were 'actually' spending. Twelve years on, I convert the other way. Living here, I've seen many people try to 'keep up with the Joneses'. The UAE is such a melting pot of wealth and cultures, and you're often in friendships with people you might not have met in your home country. This can create a pressure to fit in, which sometimes results in living beyond your means. For me, living here has motivated me to earn more, so I can achieve the lifestyle I've envisioned.
If you could give your child or younger self one piece of advice about money, what would it be and why?
Start saving and investing early — small amounts add up over time. Understanding that money grows with time and consistency is life-changing. Living within your means, avoiding unnecessary debt, and making your money work for you will create financial freedom and security.
What do you value spending money on?
My family, my home, and my business. Flying back to the UK to see my family is a luxury I deeply value.
What do you consider 'splashing out'?
Flying Business Class, designer handbags, and luxurious holidays.
Do you long-term plan your finances?
I must admit, not as much as I would like to! This is something we will change in 2025, but how? By taking a lot of advice.
What is a long-term goal that is pegged to your finances?
The dream is to retire early. I am not there yet, but I do see it as a goal that is achievable.