In a region where luxury, culture and commerce intersect at dizzying speeds, one entrepreneur is redefining the DNA of public relations. Meet Stephanie Farah, the visionary Founder of Empyre Communications, a boutique PR and marketing consultancy launched in 2017 in Dubai. Built at the crossroads of emotional intelligence and avant-garde creativity, Empyre Communications was born out of a desire to challenge the status quo. With a rich background in strategic communications and brand storytelling, Stephanie leads a team that specialises in immersive campaigns, bespoke media strategies and culturally intelligent activations—especially across the hospitality, fashion and lifestyle sectors.

Empyre is more than an agency. It’s a cultural force that partners with clients “shoulder to shoulder,” crafting tailor-made campaigns that fuse data with emotion and strategy with soul. In this exclusive founder interview, we sat down with Stephanie Farah to trace her journey, unpack her startup story and dive deep into what makes Empyre one of the UAE’s most respected communications consultancies.

TFS: Stephanie, thank you for joining us today! It’s a pleasure to speak with you about your inspiring journey as the founder of Empyre Communications.

Stephanie Farah: Thank you so much for having me. It’s always a joy to reflect on the story behind Empyre, especially when it helps other entrepreneurs understand how purpose-driven storytelling can reshape industries.

TFS: Let’s start at the beginning—what inspired the founding of Empyre Communications in 2017 and what gap did you see in the PR and marketing landscape at the time?

Stephanie Farah: When I founded Empyre in 2017, I was driven by a clear sense of dissatisfaction with the norm. At the time, the UAE’s PR landscape was heavily populated with agencies that relied on cookie-cutter approaches—generic press releases, one-size-fits-all media plans and little room for nuance. As a communications professional, I realised there was a growing need for an emotionally intelligent and culturally attuned agency that could think beyond vanity metrics.

What was missing was a human-centric approach to storytelling—an agency that could bridge editorial sensibility, cultural insight and brand strategy into one cohesive experience. I envisioned Empyre as a consultancy that dives deep into a brand’s essence and creates campaigns that not only communicate but also resonate. Especially in industries like hospitality, lifestyle and fashion, I saw a golden opportunity to elevate conversations around brand identity and create relevance where others were chasing visibility.

TFS: “Tailor-made creative plans” are at the heart of your agency’s DNA. Could you share an example of a campaign where custom strategy led to unexpected, standout success?

Stephanie Farah: One campaign that truly exemplifies our custom approach was the collaboration we crafted between Endless, a premium circular fashion brand and BCH:CLB, one of Dubai’s most sought-after beach clubs. Most agencies might have proposed a single-day influencer event or a press brunch. But at Empyre, we proposed a full-quarter brand takeover. We envisioned Endless as not just a guest but a co-creator in BCH:CLB’s Ladies’ Day activation every Friday.

From rebranding sunbeds and menus to having custom staff uniforms, we created a fully immersive, multi-sensory environment. Every detail was harmonized to reflect both brands authentically. Moreover, we amplified the campaign by inviting carefully selected fashion and lifestyle influencers each week and drove ongoing press coverage with targeted releases and editorial partnerships.

The outcome was remarkable—significant increases in both venue footfall and Endless’s digital engagement, along with long-tail media coverage across fashion, lifestyle and hospitality. This wasn’t just a campaign—it became a cultural moment. That’s the level of layered thinking and emotional resonance we aim to deliver with every project.

TFS: You describe Empyre as working “shoulder to shoulder” with clients. What does that look like day-to-day and how do you balance deep collaboration with creative independence?

Stephanie Farah: Our “shoulder to shoulder” philosophy is not just a tagline—it’s a daily practice. It starts with proximity. We often join our clients’ internal meetings, strategy sessions or even product R&D discussions. In hospitality, we attend menu tastings or guest experience trials. In fashion, we review prototypes or attend pre-launch fittings. This proximity fosters trust and clarity.

By embedding ourselves in their ecosystem, we gain a deep understanding of the client’s pulse. That allows us the freedom to innovate with accuracy. When we pitch bold creative ideas, it doesn’t feel like we’re operating from the outside. Instead, it’s grounded in shared vision and real-time context. The result is a collaborative dynamic where our independence is fueled by intimacy, not hindered by it.

TFS: Many agencies offer PR and marketing services—but few manage to emotionally connect a brand with its audience. What’s your process for discovering and amplifying a brand’s emotional voice?

Stephanie Farah: Every brand has an emotional fingerprint. Our job is to uncover it and express it authentically. We begin by listening—to the founder, to the team and sometimes to the customers. We dive deep into the brand’s origin story, understand the “why” behind it and identify emotional tension points like belonging, aspiration, nostalgia or even rebellion.

Once we locate that emotional core, we build a messaging architecture that reflects it across multiple touchpoints—from media releases to digital content to brand activations. We don’t just aim for visibility; we aim for emotional resonance. A campaign should make you feel something before it asks you to do something. That’s the shift we’re committed to leading in the communications world.

TFS: Empyre Communications has worked with both regional and global brands. How do you adjust your approach when handling global vs. UAE-based campaigns?

Stephanie Farah: Working with global brands requires what I call cultural decoding. It’s not about translating content—it’s about transcreating it. For global clients, we help reshape their messaging in ways that respect local values while maintaining the global brand voice. That may involve adapting the tone for Arabic-speaking audiences, embedding campaigns within key cultural calendars like Ramadan or Emirati Women’s Day or even tweaking visual cues to better resonate with regional aesthetics.

For UAE-born brands, our focus is slightly different. We help them scale their narratives without losing their essence. That might mean future-proofing their content strategies, refining their brand tone for international expansion or identifying storytelling formats that work globally. In both cases, it’s about cultural fluency, not just linguistic ability. Strategic modulation, not dilution, is what keeps campaigns relevant and powerful.

TFS: How does your team stay agile while offering comprehensive, research-driven strategies? What internal systems or habits help keep that balance?

Stephanie Farah: At Empyre, agility and depth are not opposites—they’re companions. We’ve designed internal rhythms that allow us to remain both adaptive and deeply informed. Every week begins with a “pulse meeting” where the team reviews client updates, market shifts and cultural trends. This ensures that we’re not just reacting to news cycles—we’re forecasting them.

Additionally, we work in creative sprints, similar to agile frameworks in product development. These sprints provide structured windows of focus while allowing quick pivots based on evolving priorities. We also emphasize cross-functional learning. For example, our PR executives understand media buying basics and our digital strategists think editorially. This intersectional thinking makes our team both versatile and cohesive.

TFS: The agency emphasizes immersing itself in a client’s industry, vision and culture. Can you walk us through the first 30 days of onboarding a new client?

Stephanie Farah: Our onboarding process is intentionally immersive because surface-level understanding doesn’t lead to meaningful strategy. In the first week, we focus purely on observation and listening. We conduct internal audits, read through previous brand communication, analyze competitor activity and—if needed—do mystery shopping to experience the brand as a customer would.

By the second week, we’re deeply embedded. We create a voice map to define how the brand sounds and feels. We also design mood boards to visualize their cultural essence and conduct a benchmark study against competitors—both direct and aspirational. In week three, we begin aligning these insights with potential strategies. And by week four, we present a comprehensive blueprint that includes a content roadmap, campaign directions and media strategies.

It’s not just a plan—it’s a reflection of the brand’s DNA translated into strategic action. This thorough process helps us hit the ground running while already feeling like an internal partner, not an external vendor.

TFS: What has been one of the most daring or unconventional campaigns you’ve executed—and what did it teach you about risk in marketing?

Stephanie Farah: One of the boldest campaigns we executed involved a collaboration between a luxury fashion brand and a Japanese fine-dining restaurant in Dubai. At first glance, the partnership seemed unusual. But we conceptualized a high-sensory “couture omakase” dinner—a curated dining experience that blended fashion and food artistry. We invited stylists, editors and tastemakers, creating an elite, almost cinematic experience.

The campaign taught me that risk, when guided by authenticity, becomes innovation. Because both brands embodied precision, craftsmanship and minimalism, their union made emotional and creative sense. The key was anchoring the campaign in shared values, not just aesthetics. Risk doesn’t mean being loud or rebellious for the sake of it. It means daring to be original in a world full of repetition.

TFS: As digital attention spans shrink, how do you craft messages that are not just noticed but remembered?

Stephanie Farah: We start by stripping messages down to their emotional essence. Before we write a headline or design a visual, we ask: What is the emotional takeaway we want to leave? Is it inspiration? Belonging? Curiosity? Once that’s clear, we use the mechanics of storytelling—setup, tension and resolution—to shape the message.

We also apply design thinking principles. Every frame, color or typography choice is made to reinforce the feeling we’re trying to evoke. In today’s saturated digital world, memorability doesn’t come from being loud—it comes from being emotionally precise. A brand that knows what it stands for and says it clearly will always leave a deeper imprint.

TFS: Your website mentions “avant-garde” solutions. How do you define avant-garde in the context of PR and how do you pitch such bold strategies to clients who may be more traditional?

Stephanie Farah: For us, “avant-garde” means creating forward-thinking strategies that feel timely and timeless. It can manifest through immersive tech integrations like AR experiences or non-traditional content formats such as audio series or interactive newsletters. It might also mean pivoting away from standard media placements and instead activating in new cultural spaces—like art fairs, niche festivals or micro-community events.

When clients are more conservative, we don’t lead with the “shock” factor. We contextualize our ideas. We show them the ‘why’ behind the concept—its cultural relevance, its alignment with audience behavior and the tangible outcomes it can drive. Once the strategy feels grounded in logic and intent, even the boldest ideas become palatable. It’s about bridging vision with reassurance.

TFS: How has the PR landscape in the UAE evolved since you started Empyre and what key shifts do you foresee over the next five years?

Stephanie Farah: The PR industry in the UAE has undergone a profound evolution. When I started Empyre, press releases and event coverage dominated the landscape. PR was seen as more transactional than transformative. Fast forward to today and the narrative has shifted—brands now seek emotionally intelligent storytelling, immersive experiences and influencer partnerships that extend beyond superficial reach.

Looking ahead, I believe we’ll see more emphasis on purpose-driven storytelling. Consumers in the region are increasingly value-conscious and culturally curious. I foresee a rise in creator-led content, real-time brand responsiveness and a stronger blend between digital innovation and emotional storytelling. The PR agencies that thrive will be the ones that are not just media literate, but culturally literate.

TFS: How do you measure success beyond just media impressions or social reach? What metrics truly matter to Empyre Communications?

Stephanie Farah: At Empyre, success is measured through resonance, not just reach. We ask: Did the campaign shift perception? Did it spark dialogue? Did it lead to lasting engagement? While media impressions serve as one layer, we go deeper with brand lift studies, sentiment analysis and influencer retention.

For instance, if the same high-quality influencers continue engaging with the brand post-campaign, that’s a strong indicator of authentic connection. We also monitor qualitative feedback—both from the client’s team and their audience. True success is when a campaign becomes part of a brand’s cultural story, not just its press archive.

TFS: With so many platforms and content formats today, how do you determine where a brand’s voice should live most prominently?

Stephanie Farah: Every brand has a unique energy and every audience has distinct digital behavior. We run a content-audience alignment audit that overlays where audiences spend their time with how the brand communicates best. For instance, a fashion-forward brand may thrive on TikTok and Instagram, while a wellness startup might build intimacy through podcasts or WhatsApp broadcasts.

We also assess internal capabilities—can the brand consistently produce video? Does it have a strong visual language? These practical factors, combined with behavioral insights, help us guide brands to platforms that offer not just exposure, but meaningful resonance.

TFS: Culture seems central to your strategy—both your client’s and your own. How do you build and sustain a strong internal culture within Empyre that reflects your brand philosophy?

Stephanie Farah: Culture is the soul of Empyre. We’ve built a team anchored in curiosity, care and courage. We hire not just for skills, but for emotional intelligence and adaptability. Our team members are encouraged to think laterally, ask bold questions and challenge assumptions.

We celebrate creative risks, not just results. And importantly, culture is not top-down—it’s participatory. We hold “immersion days” where we explore different industries, attend art shows or visit unusual retail experiences. These rituals feed our cultural empathy and keep our minds expansive. A strong internal culture isn’t built overnight—it’s cultivated daily through intention, empathy and inspiration.

TFS: Lastly, what advice would you give to upcoming founders, especially women entrepreneurs, entering the PR and communications industry in the Middle East?

Stephanie Farah: My message is simple: Own your narrative from day one. This industry can sometimes favor volume over vision, but staying anchored in your purpose will give you long-term clarity. For women founders especially—don’t wait for someone to invite you to the table. Build your own table. Speak before you feel fully ready. Lead with both intuition and data. And most importantly, choose collaborators who don’t just tolerate your vision—they champion it.

The Middle East is a region brimming with potential, but it needs more diverse voices shaping its stories. Don’t shrink your ambition to fit outdated molds. Expand your presence until you become the mold-breaker.

TFS: Stephanie, thank you for sharing your time, vision and insights with us. Your journey as a founder and communications strategist is truly inspiring and we’re excited to see how Empyre continues to lead the narrative revolution across the region.

Stephanie Farah: Thank you so much—it’s been a real pleasure. I’m always grateful for opportunities like this to pause and reflect. At the end of the day, I believe our stories—whether personal or brand-led—are the most powerful assets we have. I hope our story inspires more entrepreneurs, especially women, to start with courage and lead with clarity.