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The wellness industry in the UAE has long been championed by powerful, influential women. Each focusing on cultivating a sacred space where other women can leave more confident than when they first arrived. One such individual who is a part of this journey is Sewin Tabaei, founder of the KURE Pilates studio, who is unapologetically reshaping what it means to prioritise wellness, lifestyle and community.
Having opened its doors in 2025, the studio’s core ethos focuses on wellness as a way of life in an era where it is defined by its visual appeal. Creating a safe space for women to feel empowered, prioritised, and uplifted. A reflection of the entrepreneur’s personal values around motherhood, artistry and the importance of human connection.
Since its foundation, the institution has solidified a name for itself in the UAE’s luxury wellness industry through an array of distinct collaborations. The studio has since quickly established itself as a name to watch, with Tabaei setting her sights on taking the KURE experience to the global stage.
Before entering the world of wellness, Tabaei worked in interior design within Toronto, where she realised that the most important element in creating a space is not in the aesthetics, but rather the way it makes people feel. A philosophy she has seamlessly woven into cultivating the Kure experience.
In this latest edition of the GRAZIA career edit, Tabaei discusses building her brand from scratch, navigating the ever-evolving balance between motherhood and entrepreneurship, and her ambitions to take KURE from a Dubai-born concept to a global wellness institution.
My current role is…
ST: My name is Sewin Tabaei, I was born and raised in Toronto, Canada, and a few years ago began a new chapter of my life in Dubai. Today, I am a wife, mother and the Founder and CEO of KURE Pilates, a luxury wellness and lifestyle brand I have built from the ground up. My passion is creating meaningful experiences and spaces where women feel welcomed, valued, and truly seen.
When I was younger, I wanted to be…
ST: From as far back as I can remember, I always wanted to be in a position where I could give back and make people feel happy, seen, and uplifted. I never knew exactly what that would look like, but becoming a mother, businesswoman, and ultimately the Founder of KURE has allowed me to bring that desire to life. Seeing women tell me that KURE has given them motivation, confidence, purpose, or simply a place where they feel they belong is incredibly meaningful to me. In many ways, it brings me back to what I always wanted to do — make people feel better.
My favourite subject at school was…
ST: My favourite subjects were art and drama. Art sparked my love for creativity, design, and detail, while drama taught me about people, emotions, and different perspectives. Looking back, I can see how much those interests shaped me. Building KURE allows me to bring those same qualities together, creating spaces and experiences that people can see, feel, and connect with.
My first job was…
ST: My first job was working alongside my mother in interior design in Toronto. She owned a construction company, which gave me the opportunity to experience how an idea can be transformed into a physical space. That experience taught me that design is about more than aesthetics – it is about how a space makes people feel. I carry that philosophy with me today when creating the KURE experience.
My career path so far has been…
ST: My career path has been incredibly rewarding, especially seeing how quickly KURE has connected with people since opening. To have women from around the world reach out asking for a KURE in their city has been incredibly humbling. There have been plenty of challenges, long days, and moments of uncertainty, but seeing people genuinely connect with what I have built makes every difficult moment worthwhile. It also reminds me that KURE’s journey is only beginning.
The role the UAE has played in my career is…
ST: The UAE, and Dubai in particular, has played a defining role in my career. Moving here exposed me to a level of hospitality, ambition, and attention to detail that inspired the standards I wanted KURE to embody. Dubai felt like the natural place to introduce KURE because luxury here is not simply about how something looks – it is about how you are treated and how you feel. I wanted to bring that philosophy into wellness and create an experience that feels both elevated and personal.
The story of KURE is…
ST: The story of KURE began with a simple idea: to create a Pilates experience that went beyond the traditional studio. I wanted to bring movement, wellness, design, hospitality, and community together under one roof. From our interiors and custom-made equipment and apparel, to our highly certified instructors, KURE’d Café, and Black+ chauffeur service memberships, every detail has been thoughtfully considered. But for me, luxury is not only in the details, it is equally in the service. Ultimately, Kure is about creating an experience where people feel cared for, connected, and transformed. Seeing that vision become a reality has been incredibly rewarding.
I was inspired to enter the wellness space because…
ST: As women, we often spend so much time taking care of everyone else that we forget to take care of ourselves. As a wife, mother and businesswoman, I understand how important it is to make time for your own mind and body. That became a big part of my inspiration for KURE . I wanted to create a space where women could step away from the demands of their day, even for an hour, and make themselves a priority. I believe that when you feel your best, you are able to show up better in every other part of your life.
My daily routine consists of…
ST: My daily routine is about balancing motherhood with running KURE and making sure I am present for both. I am intentional with my time, staying close to my family while overseeing that KURE, our members, and our team are all well taken care of. It is definitely a balancing act, but I have learned that being organised and present allows me to give my best to both my family and my business.
My role as founder entails…
ST: My role as Founder is constantly looking ahead, finding new ways to improve KURE, elevate our services, and create experiences that stand apart. We also love taking KURE beyond the studio through events in some of Dubai’s most prestigious destinations, including Nobu by the Beach at Atlantis The Royal and Bulgari Spa. Ultimately, my goal is to continue growing KURE in Dubai and internationally, and eventually bring the KURE experience to women around the world.
The biggest hurdle I’ve experienced in my career…
ST: One of the biggest hurdles I have experienced has been learning to balance motherhood with being a business owner and Founder. Both roles require so much of you, and there are days when you feel pulled in different directions. Over time, I have learned that balance is not about doing everything perfectly. It is about being present, giving yourself grace, and understanding that you can be both a devoted mother and an ambitious woman building something of your own. Motherhood has ultimately made me a stronger and more compassionate leader.
The biggest milestone I’ve achieved is…
ST: For me, the biggest milestone is not measured by numbers, but by the impact KURE has had on the women who walk through our doors. Hearing that KURE has given someone motivation, confidence, community, or a renewed sense of purpose is more rewarding than any business achievement. Knowing that something I created can genuinely make someone’s life better is what makes the journey worthwhile.
A quote I live by is…
ST: “What’s meant to be, will be.” This is a belief I have always carried with me. I believe that God has a plan for each of us, and that what is truly meant for you will find its way to you, even when you cannot yet see how. Building KURE has taught me to work hard, give everything my heart, and trust God through the process – especially during the moments when the outcome is uncertain. I believe that if something is meant for you, it will come at the right time and in the right way. For me, it is about having faith, while still doing everything I can to bring my vision to life.
What I hope for the rest of 2026 is…
ST: I hope to continue growing KURE into a global wellness brand while staying true to what makes it special. I would love to see more KURE locations across the UAE and eventually internationally, but most importantly, I want to continue changing lives for the better. I hope more women around the world will one day experience the sense of community, care, confidence, and transformation that KURE represents.
