Dubai-headquartered luxury communications agency Maison Ellyse recently expanded its international footprint with the launch of its first full-scale European office in Paris, alongside the appointment of Sabrina Saad as PR and Communications Director, Paris. In this interview, Sabrina Saad, French PR Director at Maison Ellyse, discusses how Paris and the GCC are shaping the future of luxury communications, the changing role of agencies in the AI era, and why authenticity will be critical for brands expanding across both regions. As luxury brands increasingly view Europe and the Gulf as interconnected growth markets, communications strategies are evolving beyond traditional PR to focus on cultural intelligence, experiential storytelling, and long-term brand building.Maison Ellyse is positioning Paris as a bridge between Europe and the GCC. How do you see the luxury communications landscape changing as brands increasingly look at these two regions as interconnected growth markets?I believe we are entering a new era where luxury communication is no longer confined by geography. European brands are increasingly looking to the GCC not simply as a high-growth market, but as a region that is shaping global luxury trends. At the same time, GCC brands are becoming more ambitious internationally and are seeking meaningful visibility in Europe.Having worked in Paris for over a decade and now joining Maison Ellyse, I see a real opportunity to bridge these two worlds. Success today is about understanding cultural nuances, building long-term relationships and creating communication strategies that feel authentic in each market rather than simply translating campaigns from one region to another.You've worked with global luxury houses including Valentino, Delvaux and Gianvito Rossi. What are the biggest differences in how luxury brands engage consumers in Europe compared with the Gulf, and where do you see the strongest opportunities for convergence?Both regions have a deep appreciation for craftsmanship, heritage and exceptional quality; but they engage with luxury differently.In Europe, storytelling often revolves around history, savoir-faire and artistic direction. In the Gulf, luxury is much more experiential. Relationships, hospitality and exclusivity play a central role, and consumers expect highly personalised experiences.What excites me most is seeing these worlds come together. European brands are becoming more experience-driven, while GCC brands are investing heavily in craftsmanship and long-term brand building. I think this convergence will redefine the future of luxury communication.Luxury PR is evolving rapidly with the rise of creators, AI-driven discovery and social commerce. How is the role of a luxury communications agency changing beyond traditional media relations?Today's luxury communications agencies have become strategic business partners rather than simply media relations specialists.Our role now is to build ecosystems around brands by combining editorial storytelling, influencer partnerships, experiential events, strategic collaborations and cultural relevance. Technology and AI are transforming how audiences discover brands, but relationships, creativity and trust remain at the heart of luxury.At Maison Ellyse, we see communication as something much broader than press coverage. It's about creating meaningful conversations that build long-term brand equity.Paris remains the global capital of luxury and fashion. What unique value can Maison Ellyse bring to European brands that are looking to build deeper, long-term relevance in markets such as the UAE and Saudi Arabia?Paris represents heritage, creativity and excellence, while the GCC represents one of the world's fastest-growing luxury markets. Our strength is understanding both.Maison Ellyse combines an established regional presence with international expertise, allowing us to advise brands with genuine market insight rather than assumptions. We help brands navigate cultural expectations, connect with the right media, influencers and partners, and build credibility through meaningful local engagement.For European brands, it's about creating relevance rather than simply visibility.GCC luxury brands are increasingly expanding into Europe through retail, hospitality and fashion. What communications strategies are most critical for Middle Eastern brands seeking credibility and visibility in mature luxury markets like France and Switzerland?The key is authenticity.European audiences are genuinely interested in discovering new luxury brands, but credibility takes time. It requires thoughtful storytelling, consistent media engagement, carefully selected partnerships and a long-term vision.Rather than trying to imitate European luxury, GCC brands should embrace what makes them unique. Their cultural identity, craftsmanship and perspective are exactly what differentiate them within today's luxury landscape.Looking ahead, what will define success for the Paris office over the next three to five years? Are there specific sectors, partnerships or emerging luxury trends that you believe will shape Maison Ellyse's European growth strategy?For me, success isn't just about growth or expanding our client portfolio. It's about becoming a trusted partner for brands looking to build meaningful connections between Europe and the GCC.Over the next few years, I'd like to see Maison Ellyse recognised as one of the leading agencies operating across these two regions. I see tremendous opportunities in fashion, jewellery, luxury hospitality, beauty and lifestyle, but also in cross-cultural collaborations and experiential storytelling.Ultimately, our ambition is to help brands build long-term desirability by creating communication strategies that are culturally intelligent, internationally relevant and genuinely impactful.
