about us

Our ancestors traded in pearls.  They sourced, selected, and sold the beautiful orbs of smoothness to create a unit of currency for the region.  Decades later, we take their pearls of trade wisdom and transfer it into modern day business practices.  As a fully female founding team, we are proud to bring international standards of service and design into fields of beauty, entertainment, and retail.

Shirin Ruken

  • Shirin has a four-decade history as one of the UAE’s first female entrepreneurs. Her impeccable track record in manufacturing, retail, and beauty speaks volumes for the company’s achievements to date. Her knack for creating and sourcing new business ideas has boldly steered the company through many years of success. Shirin continues to innovate and inspire in all facets of the business with her charismatic hands-on approach to operations. 

Rasha Abdulrazak

  • Rasha’s background in the finance and logistics fields have helped lend a hand to the company’s overall growth and success.  Better business practices from these experiences has helped raise the bar of standard to new heights in the beauty and service markets.  Her expertise has been invaluable in guiding the group’s strategy, management focus, development and innovation. With her attention to detail and eye for new products and services, she has helped lead to the creation and concept of the newest addition to the Audax Portfolio; Villa Maria Beauty. 

Hind Abdulrazak

  • Hind joined the company after almost a decade in Dubai’s very own success story; Emaar Properties. Hind played a major role in the launch of Emaar’s iconic projects such as the famous Burj Khalifa and The Dubai Mall.  With her background in real estate and retail, Hind successfully created and launched Caboodle Pamper and Play as well as Droplets by Caboodle; Audax’s brands that fall under Children’s Entertainment.  The Caboodle umbrella is fully under her helm and she has grown the brand’s footprint across the Emirates and successfully franchised the brand in the GCC.

Sara Abdulrazak

  • Sara has taken Sisters Beauty Lounge; a leading premiere salon/spa business, from strength to strength since joining the business in 2008. After graduating in Business Management from Bentley University, a leading business school in Boston, United States, Sara has guided the brand through an era of fantastic growth and development. The company has grown from one to seven top-of-its-class salons throughout the UAE in a single decade. Sara successfully managed the process of acquisition of SBL to a top regional investment company, which has enabled the brand to reach new heights.  She currently oversees Audax’s portfolio; leading the company to new investments through her strategic thinking and careful research.

MESSAGE FROM THE FOUNDER

“Building on the best to make it better”

Entrepreneurship has been in our family for generations; it is the mainstay of our business and has been an integral part of my personal life for as long as I can remember. I am fortunate to have been in business well before our reliance on technology, where knowledge, gained through years of experience and sheer hard work, was the only way to start a business. In 1985, I set up a one-woman-show, manufacturing and retailing school uniforms for institutions in Dubai. Late 1999, after 14 years cornering the market, I sold this business successfully, opening the doors to bringing the American furniture retail giant The Bombay Company, the Danish company Zone Homeware franchises to the UAE and our own eclectic Ladies fashion boutique Candella that served as a platform for designers in the region for 12 years.

In 2003, with the support of my three daughters, we created Sisters Beauty Lounge (born at a café table as our office!). Today, Sisters Beauty Lounge is considered the leading independent authority in the beauty business with seven established salons in the UAE, franchises, and an SBL Academy in the offing... all strategically placed to better serve our principals and customers alike. In 2015 SBL was acquired by the highly successful investment group and we remain as advisors to the brand.

Our entrepreneurial journey then led us to the creation of the successful children’s brands Caboodle Pamper and Play and Droplets by Caboodle –unique play spaces for children to learn, play, and enjoy. Caboodle has now grown into franchises in the GCC.

Our latest beauty business, Villa Maria, is a bold new ladies salon that brings the highest level of aestheticians in the business under one roof; transforming hair, nails and skin into the best versions of themselves in the comfort of a living room style setting.

Audax is proud to have created these UAE home grown concepts but our entrepreneurial journey is by no means complete. We have many more exciting projects in the pipeline that will be unveiled soon. I would like to thank you personally for taking the time to visit our website, and I sincerely hope you have found it useful. The entire team at Audax will be delighted to hear from you should you wish to play a part in our journey.

Shirin Abdulrazak
Founder