Lifestyle
This International Women's Day, we want to celebrate 3 women who have carved their own paths in different fields: a business owner advocating for equitable tourism, a bank employee balancing career growth with entrepreneurship, and a Shorouq Comeback graduate turning a career break into a strong comeback.
Despite the challenges they’ve faced, their determination, resilience, and the right support have helped them move forward. Their stories show what's possible when women have the space and resources to thrive.
Here they are:
Muna: The business owner championing sustainable tourism
Muna had worked in tourism for years, but something always felt off. Local communities weren't fully benefitting. Visitors would come, spend a few hours at historical sites, then leave without truly engaging with the people who lived there. She knew there had to be a better way.
Determined to make a change, she introduced a business model that keeps over 70% of visitor spending within the local community. Now, through Baraka Destinations, tourists stay longer, connect with locals, and experience Jordan beyond the usual landmarks.
Like many entrepreneurs, Muna started with limited financial resources, carefully reinvesting every dinar into her business. It wasn’t always easy, but this approach made her business resilient, helping it withstand challenges like COVID-19 and travel disruptions.
Bank al Etihad has been part of Muna's journey, providing financial solutions, mentorship, and advisory services to help her navigate challenges and expand her business. In 2019, she was recognised as Businesswoman of the Year in the bank’s SME Awards. For her and her team, it wasn't just about the title — it was validation. It proved what they had believed all along: building an equitable business with local partners isn't charity — it's smart business.
💡 Muna's advice to women entrepreneurs:
"Have clarity about why you do what you do. That will be your north star, guiding you through challenges and unexpected shifts in the journey."
Hiba: The bank employee who wears many hats
Hiba has spent the last 15 years building her career at Bank al Etihad while also working on a side project.
She began as a junior customer service representative, then transitioned into HR a year later. Today, she's the Director of Total Rewards and Employee Wellness, leading initiatives that support the bank's employees. But her career growth is just one part of her story.
As she progressed in her career, Hiba also balanced life as a mother and a business founder. The bank’s flexibility and support allowed her to develop professionally without having to choose between work and personal life.
Beyond her work at the bank, Hiba turned her love for jewellery-making into a business: Bead It Up. What started as a creative outlet has become a brand of its own. The bank has supported her along the way, offering platforms like employee bazaars that help her showcase her work and reach new customers.
💡 Hiba’s advice to women in the workforce:
"As working women, we contribute to both the economy and our communities. I hope others in similar roles set an example so younger generations entering the workforce understand that gender should never define opportunity."
Raya: From career break to career comeback
Like many women who take a career break to care for their families, Raya struggled to re-enter the workforce as employers focused on the gap in her CV rather than her skills and potential. She sent out applications but received no responses.
Determined to regain her confidence, she took on a challenge — hiking to Everest Base Camp. The experience showed her that she could push through discomfort and uncertainty, giving her the mindset she needed to keep moving forward.
That’s when she came across Bank al Etihad’s Career Comeback Program. She applied without knowing much about it, only to find it was exactly what she needed. Through training, mentorship, and an internship, she gained practical experience and rebuilt her confidence.
Today, she’s the Head of Communications and PR at a consulting firm, showing that with persistence and the right support at the right time, anything is possible.
💡 Raya’s advice to women returning to the workforce:
"When your moment comes, step into it without hesitation. You don’t need to be perfect or have all the answers. You just need to be willing to try. Once you do, you’ll realise you were ready all along."
Muna, Hiba, and Raya show that success looks different for everyone. Whether they’re reshaping an industry, balancing a career with a passion project, or turning career breaks into new beginnings, they remind us that determination, resilience, and the right support can open new doors.
This International Women’s Day, we celebrate them and every woman carving her own path and inspiring others along the way.
