All kinds of wonderful

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Hello!

I’m Melina.

I studied literature because I loved going places in my head. I studied theatre because I wanted to bring everyone along with me. Fast-forward to today, and stories remain integral to everything I do.

For 11 years, I led PR and marketing at award-winning homegrown concept store sauce, from working out of the back storage room to launching five brands and helping build the business into a regional benchmark for independent retail. Campaigns, projects and experiences were at the heart of our strategy, anchored in collaborations with regional and international artists, designers and cultural institutions, including d3, Design Days Dubai and Art Dubai.

sauce was not a place. It was a feeling.

The next chapters saw me train in design thinking, spend a year inside a bank’s innovation lab and curate experiences for a private members’ club.

I’ve worked across fashion, retail, culture, innovation, leadership communities and startups. On paper, they look like different spaces. But they’re all versions of the same thing: finding the idea at the centre, giving it a voice and creating a world that people want to belong to.

So, what can I do for you? I help startups find their voice for the first time and established brands redefine theirs.

I do All Kinds of Wonderful.