Jordan's Sira expands to UAE to build inclusive, trust-based networks across MENA

Wamda

05-05-2025

Jordan-based professional community platform Sira has expanded to the United Arab Emirates as part of its mission to foster authentic, values-driven connections across the MENA region.
Founded in 2022 by Ayah Saeed and Zara Najjar, Sira is a membership-based network that reimagines professional communities by prioritising collaboration, empathy, and authenticity over status and job titles. The platform offers a private communication space, curated events, and peer-led admissions focused on shared values rather than professional prestige.
The UAE expansion will support Sira's efforts to build a more inclusive, trust-based network across sectors. With over $3.6 million in collaborations generated between members to date, Sira aims to redefine what meaningful professional connection looks like in the region.
Press release:
Sira, the MENA region's pioneering membership professional community dedicated to fostering authentic connection and holistic growth, is proud to announce its expansion into the United Arab Emirates. This strategic move aligns seamlessly with the UAE's 2025 declaration as the "Year of Community," emphasising the nation's commitment to fostering unity and inclusive growth.
At The Core: Authentic Connections Over Transactional Relationships
Sira was co-founded by Ayah Saeed and Zara Najjar, who both have experience working within global entrepreneurial networks, where they witnessed firsthand both the power and the pitfalls of traditional professional communities. 'After attending countless networking spaces that felt more like name-tag exchanges than real conversations, we were drained,' said Saeed. 'I'd often receive messages saying, 'I'm not sure if you remember me, but we met in 2020 at an event.' And they were right; I didn't remember. Because we never really connected.'
That disconnection sparked a bold idea: What if a professional community prioritised values over vanity? Where job titles, funding rounds, and status didn't matter, but who you are, how you think, and how you show up did? Our bet was simple: bring together truly diverse, driven professionals from all industries and backgrounds and create the space for them to be themselves.
and let shared values lead the way. That way, we get more collaboration, more connection, more learning, more genuine care, and ultimately, a stronger sense of belonging. This is how trust is built, how connections become meaningful, how growth becomes collective, and how a group of people becomes a community.
'Most professional networks are exclusionary by design,' said Zara Najjar. 'They're built around status and gatekeeping. At Sira, we inverted that model. Our application process is anonymous and values-led. We evaluate potential members based on their commitment to collaboration, growth, respect, empathy, and authenticity. Then, we share de-identified applications with existing members to review and vote on. It's a more democratic and inclusive way to build a community, one that reflects who people are, not just what they do.'
More Than Networking: A Place to Belong
Members of the Sira Community enjoy access to a private communication space, where they can connect with like-valued professionals. They offer monthly events centred around professional and personal development, building meaningful connections, and inspirational talks from industry leaders like Rania Atalla, Salah Oqbi, and Dr Geoff Smart.
But at the heart of Sira is their commitment to creating mediums for authentic connection. The way they initiate conversations both online and offline and their approach to curating events all lead to genuine interactions, meaningful engagement, and authentic connection. They go beyond superficial exchanges; by dropping the facade, encouraging vulnerability, and creating spaces for their members to share their true selves, they facilitate more profound bonds and more impactful collaborations.
'Being part of the Sira community has been transformative, allowing me to expand my professional network, forge lasting friendships, and gain invaluable exposure to diverse individuals with rich experiences and values. From the very beginning, I felt included, connected, and empowered by the community's warm and supportive
environment. It's truly inspiring to be part of such a high-achieving network that consistently looks forward to helping and uplifting its members.'
— Anas Qawasmeh, Sector Lead for Fintech & Innovation, DIFC.
Proof That Meaningful Connection Works
Over the past two years, Sira members have collaborated on more than $3.6 million USD in business transactions through hiring, referrals, investments, and joint ventures. It's not a coincidence. It's what happens when people with aligned values connect in spaces designed for openness, trust, and mutual support.
Join a Community Built on Real Connection
As Sira continues to grow, we welcome professionals from all walks of life, whether you're an employee, entrepreneur, freelancer, creative, doctor, educator, or anything in between.
If you value authenticity, growth, and meaningful connection, we invite you to join a discovery call to learn more about the community and how to become a member.