KELLY Lundberg swapped Edinburgh for the Emirates 22 years ago – and she’s never looked back.
Now she says Brits who complain that Dubai is soulless aren’t looking hard enough at what it has to offer.
Personal branding guru Kelly fell in love with the city after working as an air hostess for Emirates airline.
Having grown up in Scotland‘s capital she reckons she’s been lucky enough to experience the best of both worlds.
Now she’s launched a personal styling business, working with celebrities and royalty, and has collaborated with the world’s biggest brands, from Chanel to HSBC.
She says: “I can say with absolute certainty that those who see Dubai as little more than a glitzy sun-drenched playground for the ultra-rich aren’t looking hard enough at what this beautiful emirate has to offer.
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“And as for the influencers announcing their departure, calling the city ‘soulless’, while bemoaning how they thought they’d be better off, I’d beg to differ. Perhaps they didn’t look beyond the brunches and the Burj.
“For those who are open-minded, Dubai offers opportunities that are hard to match anywhere else in the world right now. And I’m not alone in this thinking.”
Kelly now runs a personal branding business – and is a keynote speaker, author and brand strategist.
She is one of an estimated 240,000 UK expats now calling the city home while the interest in Dubai from Brits has surged by more than 400 per cent in the past five years.
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While it might be the attraction of tax-free salaries, wall-to-wall sunshine, skyscrapers and sipping mocktails in a rooftop pool that lures them, it’s the better way of life that makes them stay.
And Kelly is on a mission to debunk the myths around Dubai – the first one being that Dubai has no culture.
She said: “This one makes me chuckle. Culture isn’t missing from Dubai. With around 200 nationalities it’s brimming with culture.
“No, of course, you won’t find little cobbled streets or cosy Sunday roasts at a local pub. But you will discover Emirati heritage tours, art exhibitions at Alserkal Avenue, poetry nights, African drumming workshops, and cuisine from every corner of the world. Culture here is layered, you just need to lean in and explore it.”
Meanwhile, Kelly says another complaint Brits have is there’s a lack of job stability in Dubai.
She says: “Let’s not pretend the UK job market is a beacon of stability right now. The reality is that job insecurity is a global issue – whether you’re in the UK, the US or Dubai.
“Yes, Dubai’s market moves fast and expects results – so if you’re not up for a challenge, it might not be the place for you.
“But it also rewards initiative, innovation and entrepreneurship in ways I rarely see elsewhere.”
Kelly, married to hubby Graham, says in her 22 years of coming in and out of the city, she’s watched cabin crew become CEOs, mums launch six-figure businesses and people reinvent themselves entirely.
And she says the tax-free income means you get more out of your salary.
But what about work-life balance? Many say working in the Emirates is tougher than elsewhere.
Kelly, who wed Graham at Turin Castle, in Forfar, in June last year, comments: “I run my own business and my health is a priority because without it, I don’t have a business. Work-life balance exists in Dubai. But, just like anywhere in the world, you need to be intentional about setting boundaries.
“Many companies are embracing flexible working hours, and there is no shortage of gyms, yoga studios, outdoor parks, along with beaches. And, I haven’t touched on it yet, but the weather – that sunshine really makes all the difference.”
One issue many people have with Dubai is that you have to pay for healthcare. While the NHS exists in Scotland, it is a luxury not afforded to those overseas.
But Kelly, who has written a book to help entrepreneurs grow their brand called Deseed the Lemon, says this doesn’t put her off.
She explains: “Expats need to pay medical insurance – which is around £1,300 a year. While the system isn’t perfect, it is much more efficient than in the UK.
“Appointments are easy to get, including with specialists, and I’ve heard of surgeries being carried out with just a wait of a few days, rather than months in the UK.
“Yes, there are reports that the quality of care can vary, but with top-notch medical technology and highly qualified specialists in Dubai, I know which waiting room I’d rather be in. It’s a different system. Plan for it and you’ll be fine.”
And healthcare is not the only thing you’ll pay through the nose for.
The cost of living in the lap of luxury is high – but Kelly says it’s all about planning ahead.
She says: “There’s no denying the cost of living in Dubai is high. The difference? No income tax. But – and this is key – rent or school fees are often paid in one or two big cheques a year, which can be a shock if you’re not prepared.
“It’s not about how much you spend, it’s about how you plan. And yes, alcohol is heavily taxed but if you don’t drink or go out much, you’re already winning.
“Sure, some people live beyond their means here – just like anywhere. Others save, invest and build wealth. It’s all down to personal choices.”
One thing that does get Kelly down is the traffic, which can be a nightmare.
And after 22 years away, she still loves Scotland – but she’ll never return full time.
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Kelly said: “There’s a comfort in home that no other place can have – whether that’s thanks to nostalgia or family. But would I give up Dubai to return to my roots? Not a chance.”
