Tyra Banks chooses Abu Dhabi for global expansion of her brand
A former supermodel turned entrepreneur, Tyra Banks has chosen Abu Dhabi as the first international market outside of the US for her SMiZE Cream ice cream brand. The US businesswoman told the Access Granted talk series on Thursday she was inspired by the UAE’s achievements over the past 50 years.
From the sand to the moon, I am touched by the country’s beauty and warmth. I am also impressed by its progress on empowering women, she said. This talk series is an initiative of the Abu Dhabi Investment Office (ADIO) and Maven Global to help minority and women-led US firms expand in Abu Dhabi and serve as a gateway for the wider Middle East market. The program is part of Abu Dhabi’s strategy to attract global companies to set up regional bases there.
In 2021, SMiZE Cream launched successfully as a brand that not only thrilled customers with its hidden dessert surprise inside each cup of ice cream, but also kept them interested with its eye-catching design. Additionally, the brand incorporates augmented reality into its packaging and champions setting dreams and goals as well as mentorship. According to Banks, she is excited to share her insights into the opportunities and challenges that women face in the business and technology sectors. It is also her intention to expand her business model to include Web3.