The people behind every arrangement.
Two founders, three divisions, and one standard that has not moved in 28 years. This is the team accountable for every promise Choice Flowers makes.
The people behind the legacy.
Choice Flowers remains founder-led. Every major decision, from a new emirate to a single corporate account, still passes through this desk.
Founded Choice Flowers in 1998. Over 28 years he has built the business from a single Abu Dhabi shop into the UAE's most trusted corporate floral partner — serving over 25,000 clients across all seven emirates. He sets the group's strategy, leads the corporate division, and remains personally involved in the accounts that matter most.
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Co-founded Choice Flowers alongside Mohammed Shani and has shaped its character ever since. As Managing Director she oversees group operations, quality standards and the culture that holds five branches to a single standard — ensuring the care behind every arrangement is never lost to scale.
LinkedIn — pendingThree divisions. Three owners.
Each division has a single accountable head — so every client, whether corporate, retail or account-managed, always knows exactly who is responsible.
Owns every B2B relationship across Dubai and Abu Dhabi — weekly flower programmes, plant supply, corporate gifting, events and floral marketing. Accountable for the standard every corporate client experiences, week after week.
Leads all five retail branches and the choiceflowersuae.com storefront. Responsible for the in-store experience, same-day delivery operations and the 4.8★ rating earned across tens of thousands of customer orders.
Oversees group finance, corporate account statements, FTA e-invoicing compliance and procurement. Ensures every corporate client receives clean, consolidated billing — one account, one invoice, no surprises.
"We were never in the business of flowers. We were always in the business of how people are made to feel."
That is the essence of our business in one line. It has never been about flowers alone, but about the feelings they create. A reception that reflects a company’s attention to detail. A client who receives a thoughtful gesture on an unexpected day. A team member who feels recognised and valued.
We are trusted with these moments, and we never take that responsibility lightly.
Whether you are considering a weekly programme, a single event, or a more strategic floral solution, you are not simply choosing an arrangement. You are choosing how your business makes people feel. It is a decision worth making with care, and we would be honoured to earn your trust.
That is the whole business in one line. Not the flowers — the feeling. A reception that tells a visitor this company cares about detail. A client who receives something on a day nobody expected. A team member who knows they were noticed. We are trusted with those moments, and we do not take that lightly.
Whether you are considering a weekly programme, a single event, or something far more strategic — you are not buying an arrangement. You are choosing how your business makes people feel. That is a decision worth making carefully, and we would be glad to earn it.
Founder-led means founder-accountable.
Every corporate programme is signed off at leadership level. Book a 5-minute call and speak to someone who can actually make decisions.