NAME: Natalie Hobbs
AGE: 49
INSTAGRAM HANDLE: https://www.instagram.com/mysahara_me/
JOB TITLE: Founder, Sahara Period Underwear & Swimwear
MOVED TO THE UAE IN: 2016
In 2016 Natalie relocated from Australia to Dubai from Australia as a ‘trailing spouse’ (a label that horrified her at the time!). After settling in Dubai, Natalie discovered a remarkable alternative to traditional period products - period underwear. In 2018, inspired by this revolutionary product, she launched her own business, bringing period underwear to a market where it was still largely unknown. Over the next few years, Natalie assisted thousands of girls and women in making the switch from traditional pads and tampons to period underwear and swimwear.
Whilst it was Natalie’s first time as an entrepreneur, she was able to leverage her background in Advertising, Marketing, Hospitality, Events Management and Project Management. After an unexpected turn of events, Natalie parted ways with the brand she had worked with for 3.5 years and took a break, spending time with family, hiking to Nangar Parbat Base Camp in Pakistan, and completed a challenging 9,000 piece puzzle.
Constant support and encouragement from women in the UAE inspired Natalie to establish her own brand, Sahara, so girls and women would always have access to the period products that truly met their needs. Drawing on her knowledge and previous experience, Natalie crafted a collection that prioritises both comfort and durability in the UAE climate. \ Finally in October 2023, Sahara was officially launched.
Let's learn about a typical day in Natalie's life:
5AM: Most days I start my morning at 5am with either a run before the heat kicks in or a session at the gym. I’m home in time to see the girls as they are getting ready for school. Running is a recent passion, and I’ve set two fitness goals for myself - to complete my first triathlon this year, and running a marathon next year.
8AM: This is when my work day starts. I love this time, knowing I have the next six hours to focus on Sahara. Each day is different. I could be writing customer emails, preparing social media content, analysing inventory, creating Instagram posts, new product development and handling accounts. I also attend events a couple of days each month, which I love. At these events I get to meet so many amazing women and fellow local business owners, many of who have become friends over the years.
10AM: Time for breakfast, as I practice intermittent fasting for three weeks each month, eating between 10am - 6pm.
2PM: Most days it’ll be time to head to school for pick-up. I’ll often use the time in the car to phone family in Australia, a friend here or listen to a Podcast or Audiobook. My Audible library is filled with great books - a mix of business, fiction, autobiographies and personal development. The next few hours are spent with my girls. I love this time. Running your own business isn’t always easy, but for me the flexibility of having this time with the girls makes it all worthwhile.
8PM: Once the girls are in bed you’ll find me back in front of the computer to spend more time on Sahara.
10PM: Still sitting at the computer, wishing I was in bed! I end my day by updating my to-do list for the next day, writing in my gratitude journal, and listening to a Calm sleep story which is guaranteed to send me off to sleep.
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