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In a region where fashion takes the centre stage of cultural conversation, women are often at the forefront of shapeshifting the industry, bringing an array of creative visions to life. For Emirati women, fashion has long been used as a form of contemporary expression and has been used to portray creativity, individuality and cultural narratives. No better representation of this form can be found outside of Nujoud AlEisaei, Founder and Creative Director of athleisure brand ALL By KAI.
The fashion industry has long been championed by women – and yet, has often not been tailored to suit the female gaze. Athleisure brands prioritise style over comfort, rather than a desirable balance between the two. Recognising this was AlEisaei, who is now a leading force in pursuing comfortable, yet fashionable athletic wear – to ensure that women can feel comfortable and confident in their wellness pursuits. Now, ALL by KAI is reshaping the narrative, built around communication, storytelling and formulating meaningful connections.
For this edition of the GRAZIA Career Edit, AlEisaei reflects on her journey as an entrepreneur and how her Emirati heritage has shaped her role in pursuing her vision. Emerging as a portrait of a founder who is not just building a brand but carving out a path for a generation of women who demand to be heard.
My current role is…
Founder and Creative Director of ALL by KAI, where I oversee everything from brand strategy and product development to creative direction, storytelling, partnerships, and community building.
When I was younger, I wanted to be…
Someone who created things that inspired people. I was always drawn to creativity, ideas, culture, and finding ways to bring different worlds together.
My favourite subject at school was…
History and geography. I was always fascinated by different cultures, places, and the stories that shape people and societies. I’ve always been curious about how the world connects, and looking back, those interests continue to influence the inspiration behind ALL by KAI.
My first job was…
Working in communications, an experience that taught me the importance of storytelling, strategy, and understanding people – skills that continue to shape how I build KAI today.
My career path so far has been…
Built around communications, storytelling, and creating meaningful connections.
The role the UAE has played in my career is…
Foundational. As an Emirati, I’ve grown up witnessing the UAE embrace possibility and encourage people to think beyond limitations. It taught me the value of staying connected to my roots while continuously looking outward, a mindset that has shaped my perspective and continues to inspire the vision behind ALL by KAI.
The story of ALL by KAI is…
ALL by KAI was born from a love for movement, travel, culture, and the everyday moments that shape our lives. Every collection begins with a story, whether it’s a place I’ve visited, a feeling I’ve experienced, or a memory worth carrying forward. For me, the most important part is being able to translate those experiences into something tangible through each piece, allowing people to connect with and become part of the story behind every drop. Each piece is created with love, intention, care, and deep attention to detail, designed not only to be worn, but to be lived in. The brand is about creating pieces that move effortlessly between different parts of life while making people feel confident, comfortable, and connected.
I was inspired to enter the fashion and lifestyle space because…
I’ve always been fascinated by how fashion can tell a story. It reflects the places we’ve been, the experiences that shape us, and the way we express ourselves without saying a word. Through ALL by KAI, I wanted to create thoughtfully designed pieces with meaningful stories behind them pieces that translate experiences into something tangible and allow people to find a sense of themselves within those stories.
My daily routine consists of…
Reviewing priorities and balancing the creative and operational sides of ALL by KAI. No two days are ever the same, one day I might be developing products, the next planning campaigns, meeting partners, or working on future collections. Along the way, I try to make time for a workout and moments to reset, and music often accompanies my creative process.
My role as Founder/CEO entails…
Wearing many hats. From defining the vision and leading the creative direction to shaping the brand identity, building meaningful partnerships, and ensuring every decision reflects the story and values behind ALL by KAI.
The biggest hurdle I’ve experienced in my career…
Has been learning how to build something from the ground up while navigating uncertainty. Entrepreneurship teaches you resilience, problem-solving, patience, and the importance of trusting your vision through every stage of the journey.
The biggest milestone I’ve achieved is…
Turning an idea into a living brand and seeing it resonate with people. Knowing that KAI has become part of someone’s journey, memories, or everyday life is a milestone in itself.
A quote I live by is…
“Be different to make a difference.” It’s a quote I’ve repeated to myself every day for years, and one that truly guides the way I live and work. I believe that in order to create change, you have to be willing to think differently, act differently, and approach things from your own perspective. It’s about having the courage to stay true to your ideas and bring something meaningful to the world. That mindset has shaped my career, my decisions, and ultimately the vision behind ALL by KAI.
What I hope for 2026 is…
To continue growing ALL by KAI into a globally recognised lifestyle brand, expand its community, create meaningful collaborations, and share stories that resonate far beyond where the brand began.
