Semia Azaiz is focused, impeccably chic, and ruthlessly efficient. In person, she radiates calm authority and you quickly realise that she’s the one making the whole thing work.
We at an exclusive VIP dinner held in Dubai hosted by SiGMA ambassador Dr Sara Al Madani with Eman Pulis as guest of honour and observed Azaiz working her behind-the-scenes magic. “The idea is to keep expanding awareness of SiGMA and AIBC,” she explained, “by bringing together a lot of content creators, influencers, celebrities, to embrace the brand, talk about it, and create new content together.”
And that they did. The guest list read like a curated cross-section of 21st-century influence: lifestyle and industry influencers, crypto entrepreneurs, royalty, athletes, businesspeople, and individuals of determination. “I always make sure we bring a nice mix of people so everyone can find themselves in both AIBC and SiGMA,” she said. That inclusivity, blended with her laser-focused execution, is signature Semia. “I’m not a SiGMA team member,” she said. “I am an extension of the team. That’s how strongly I feel about the SiGMA and AIBC brands.”
Azaiz, powering SiGMA’s VIP circuit
Azaiz runs her own agency, where brands and celebrities are her clientele. But , she says, “are my star brands.” It’s a rare public endorsement in an industry where client loyalty often follows the invoice. “I’ve seen the brand growing, evolving… I met the old team, the new team… what Iman has accomplished is fantastic,” she said, recalling the journey with genuine warmth.
It’s no small feat that SiGMA has become such a visible force in Dubai, a region where gaming is officially off-limits. “To see that the event is so successful in a country where gaming is prohibited, against religion, against Islamic principles… and still see people coming to celebrate Iman’s achievements? That’s beautiful,” she said, pausing just long enough for the words to settle.
Azaiz’s respect for Sara Al Madani, her longtime collaborator and close friend, runs deep, rooted in both professional admiration and genuine personal connection. “Me and Sara, we’ve been friends and working together for 15 years. She’s got a magnetic personality, she’s spiritually grounded, extremely smart, and a businesswoman through and through,” she said. “But more importantly, she’s a good person. I always say, Allah put her in my path, and I was meant to be in hers. We were meant to compete, to grow together.”
Earlier on the same day as the dinner, the team hosted a tour with Eman Pulis and welcomed His Excellency MV Bana and his entourage, and wrapped up the rest of the day with high-level panel talks, some led by Sara herself on tech and influencer culture. “As hectic as it is, we just love it,” said Azaiz. “It’s hard, but it’s fun. We always look forward to the shows.”
Azaiz, who once served as head of marketing at DEX, knows the tech world well, especially the crypto and blockchain sectors. Her resume includes building global strategies with top-tier tech influencers, many of whom now regard Dubai as the place to be. “The UAE is actually the number three tech hub in the world. I think it’ll become the top in the region for gaming, too,” she said.
Opportunity runs deep in the Gulf
The local ambitions are big and backed with substantial investments. “Everything here is AI-driven. It’s a smart city in every sense,” she noted. “They’re even in talks with Tesla for an underground tunnel system. The whole urban setup is built for the future. You’ll see innovation here that you won’t find in Europe.”
As someone who was raised in France, Azaiz is clear about where the opportunities are now. “In Europe, things are more… capped. Here, if you work hard and have your head on your shoulders, you can grab opportunities you’d never have back home. Yes, it’s harder. But the rewards are bigger.”
What’s next for Semia? She’s got her sights set on expanding her talent pool. “I wasn’t excited about it at first, I thought I had enough talent. But alhamdulillah, everything is going well, and now I feel like I’m in a place where I can grow the business.” She’s also taking a rare moment to find personal balance: “It’s not just about scaling work. It’s time to evolve personally, too.”
Efficient, polished, gracious, and forward-thinking, Semia Azaiz is putting in new energy into the Middle East’s creative and tech sector, impeccably curating it at the same time.
