The Culture of Quality

Under the leadership of Maryam Raeisi, HMA Living by Al Shamsi is evolving into one of the UAE’s most trusted destinations for curated design. In this conversation, Raeisi shares the values, growth story and quiet strength behind the brand’s journey, from concept kitchens to full-scale living, and from early experiments to large-scale collaborations and developments. 

Maryam Raeisi – Managing Director at HMA Living

Can you talk about the journey of HMA Living, moving away from a kitchen provider to a multi-category design destination? What were some of the factors you looked at while exploring brands to expand the portfolio? Some of the milestones?

It’s true that we were often seen as kitchen company, but we never saw ourselves that way. From the beginning, we envisioned HMA Living as a space where design could flow through the entire home; where kitchens, wardrobes, living areas and lighting coexisted in harmony.

When I moved to Dubai, I noticed how disconnected the building journey was. Every element – lighting, furnishing, kitchen, finishes – was being sourced separately. Nothing spoke the same language. Febal Casa, our first brand, offered connected solutions, not just kitchens. People came in expecting kitchens, but what they felt was a sense of home. That feeling guided our growth. We didn’t expand because of trends; we expanded because clients trusted us to continue that feeling across categories. Today, we offer 10+ Italian heritage brands – each with its own expertise, but united by a shared commitment to elegance, practicality and quality.

How has your previous experience and leadership philosophy helped shape the brand’s growth?

I started working at 14. I’ve taught, failed, built again and learned to lead not by instruction, but by example. Real leadership isn’t about hierarchy. It’s about presence and consistency.

At HMA Living, we function as a collective. We’ve grown from a team of six to over a hundred people, but that sense of shared ownership remains. Whether it’s the office assistant or the chairman, every voice matters. Our clients trust us with their home’s sacred space. And we remind each other daily that it deserves care, respect and a thoughtful approach.

What sets HMA Living apart from your competitors?

To be honest, there are multiple things, but if we must give specific words, it is care and pragmatism. We care deeply about what we deliver and how it makes people feel – but we’re also grounded in how people live.

It starts with the product but extends across the entire experience. Whether it’s a residence or a commercial fit-out, we approach each project with empathy and precision. It’s important to understand timelines, constraints and the realities of installation, especially in a region like the UAE, where environmental and logistical challenges are unique.

We provide two years of complimentary maintenance and a ten-year warranty because we stand by what we create. But, more importantly, we build systems and processes that prevent issues before they happen. Our innovation isn’t just in finishes and aesthetics – it’s in service, follow-through and problem-solving.

We’re not here to just complete a transaction. We want to create experiences that are thoughtful, long-lasting and deeply aligned with how people live, work and grow in their spaces.

You’ve worked with some of the country’s leading developers and architects – how do those collaborations influence the direction of your offerings?

Working with leading developers and architects has challenged us to raise the bar. These projects demand logistical precision, fast turnaround and problem-solving in complex environments, like installing high-end kitchens in towers with limited delivery access during Dubai summers.

But more than that, we’ve learned how to maintain emotional momentum. Building a home is often a once-in-a-lifetime moment. If you let delays or disjointed processes erode that excitement, you lose something irreplaceable. We work hard to protect that feeling.

We’ve also learned how to listen across the chain – to developers, consultants, architects and end-users – so we’re not just meeting expectations, we’re elevating them.

(from left) Erika Martino – Sales Director, Hadia Diab – Design Manager, Maryam Raeisi – Managing Director, Luca Mazza – Creative Director & Head of Lighting Division;

What exciting offerings or expansions can we expect from HMA Living in 2026?

2026 is a landmark year for us. We’re opening two new showrooms in Jumeirah, together spanning nearly 30,000 square feet (2,800 square metres). These are not typical retail spaces, they are environments of possibility, where clients can experience full atmospheres of design, material and lighting.

We’re also expanding our offerings in lighting, with new partnerships strengthening our material storytelling. Some initiatives are still under wraps, but our direction is clear. We’re not chasing trends. We’re deepening our roots in quality, emotion and purposeful living.

How are you responding to evolving client expectations around customisation, sustainability and experiential design in your upcoming collections?

By listening. Today’s clients are informed but still need expertise. We customise where possible, but we also educate. If a client requests something that isn’t structurally sound or safe, we’re honest about it – even if it costs us a sale. That’s how trust is built.

Sustainability is also a core filter in how we choose our partners. Many of our brands are GREENGUARD-certified and comply with the strictest environmental standards in Europe. One of our factories, for example, recycles wood dust to make new panels – an elegant, circular solution.

And then there’s lighting. Done right, it doesn’t just illuminate. It shapes emotion, highlights texture and adds rhythm to space. We’re investing in lighting not as a category, but as a core part of what makes interiors truly liveable.

Is there a particular collaboration, product launch or innovation you’re especially excited about for next year?

It’s the coherence of it all. We’re not just growing product lines, we’re weaving together material, emotion and layout into one thoughtful story.

What excites me is seeing clients walk into a space that knows them, supports them and evolves with them. That’s what we aim to create. Not just luxury for its own sake, but intelligent, lasting spaces that reflect quiet confidence and care. To me, that is the essence of design. Not just how it looks, but how it feels to live in, every day.