During the revolution and the COVID-19 pandemic, our world turned upside down when we learned that my sister had been diagnosed with stage 4 sarcoma — a rare and aggressive form of cancer. For eight agonizing months, our family lived through an overwhelming storm of fear, hope, and heartbreak. Losing her was a trauma that changed me profoundly — both emotionally and physically. The shock of her passing even triggered my multiple sclerosis, a lasting reminder of how deeply that pain became part of me.
After her death, we made the difficult decision to move to Dubai — to start anew, to heal, and to rebuild our lives with purpose and meaning. That experience reshaped my entire outlook on life. I realized that life is far too short not to live it fully — to fill every moment with love, laughter, and adventure.
A Fresh Start in Dubai
When Nesma arrived in Dubai, she knew she was entering a new world. She was leaving behind a successful career, a network, and a comfort zone, and stepping into a competitive market where she had to prove herself all over again. But what she lacked in experience, she made up for in determination.
Her first step was joining CAEL in Dubai, where she began learning the ropes of event planning, logistics, and client relations. Every event taught her something new, how to tell stories through experiences, how to build emotions into a space, and how to make people feel connected.
Her journey wasn’t always smooth. There were challenges, from adapting to a fast-paced environment to building credibility in a completely new industry. But she never lost sight of her goal. “My biggest challenge was proving myself in a new industry, but hard work and belief in my vision made it happen,” she says.
Finding Her Place at Spotlight live Entertainment
Nesma’s passion and drive soon led her to Spotlightlive Entertainment, one of the leading event and entertainment agencies in the region. Here, she took on the role of leading events, PR, and artist relations, a position that allowed her to combine her analytical skills from banking with her creative side.
In her current role, Nesma manages large-scale events, brand experiences, and artist collaborations across the UAE and beyond. From conceptualising ideas to executing every detail, she ensures each event delivers a meaningful connection between people, talent, and culture.
“This role aligns with my long-term goal of building a regional platform that connects creativity, culture, and talent across the Middle East through impactful experiences,” she explains. Her vision is to create a hub where art, innovation, and human connection meet, and where every event tells a story.
Rebuilding a Career from Scratch
Nesma often describes her journey as one of reinvention and resilience. Moving countries and switching industries is never easy, but it’s where she found her strength. “My biggest achievement has been rebuilding my career from scratch after moving to Dubai,” she says.
For her, success isn’t just about titles or recognition. It’s about transformation. Turning her passion into a thriving career proved that courage and hard work can turn even the toughest challenges into beautiful new beginnings.
“Never stop reinventing yourself,” she says with conviction. “Change is uncomfortable, but it’s where success is born.” This belief has shaped her approach to work and life, teaching her to adapt, grow, and keep pushing forward with a better vision.
The Power of Reinvention
Nesma’s story is a reminder that it’s never too late to start again. Many professionals fear leaving behind what they know best, but she believes that change can open doors to unexpected possibilities.
Her transition from banking to events might seem like a leap across worlds, but in reality, both industries share something in common: people. In banking, she learned to understand clients’ needs and emotions. In events, she channels those insights into crafting experiences that resonate.
Her success shows that skills are transferable and that passion can guide you toward your true calling if you’re willing to take the leap.
Balancing Motherhood, Career, and Purpose
Beyond her professional achievements, Nesma takes pride in her ability to balance multiple roles as a working mother, a leader, and an inspiration to others. She believes that women can pursue big dreams while creating real impact in their families and communities.
“I hope to inspire others by showing that a working mother can balance family, career, and purpose,” she says. Her journey stands as proof that empowerment comes not from perfection, but from persistence.
She wants her legacy to be about more than success. “I want to be remembered as a woman who built, inspired, and empowered other women through her journey.”
Lessons from a Journey of Growth
From her time in Beirut’s banking halls to Dubai’s event stages, Nesma’s experiences have shaped her into a leader who understands the value of change. Her lessons are simple, yet powerful:
Take risks sooner. Don’t wait for the perfect time; it doesn’t exist.
Listen to your instincts. Your intuition often knows what logic can’t explain.
Never settle for comfort. Growth begins the moment you step beyond fear.
Balance your ambition with purpose. Success feels complete only when it helps others rise too.
“The best version of you,” she says, “is found beyond fear, in courage, creativity, and purpose.”
Looking Ahead: A Vision for the Future
Today, Nesma is focused on expanding her reach and building stronger connections across the creative community. She envisions a regional platform that unites culture, art, and innovation, a space that celebrates Middle Eastern talent and brings diverse audiences together through impactful events.
Each project she takes on is a step toward that dream. Whether it’s hosting large-scale concerts, brand activations, or cultural collaborations, Nesma ensures that every event she manages leaves an emotional imprint. Her goal is not just to entertain, but to inspire, to create experiences that people remember long after the lights go out.
Her story speaks to anyone standing at a crossroads, unsure of their next step, afraid of leaving behind the familiar. She proves that reinvention isn’t about losing your past; it’s about using it as fuel to build something new.
Final Thoughts
From the financial corridors of Beirut to the grand stages of Dubai, Nesma Jurdi has shown what it means to be bold, resilient, and visionary. Her story is a testament to the power of believing in yourself, embracing change, and leading with purpose.
She didn’t just change careers; she changed her life. And in doing so, she now helps others connect, celebrate, and rediscover their own paths through the events she brings to life.
If her journey teaches one thing, it’s this: success isn’t found in staying safe, it’s found in daring to start again.
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