Based in Dubai, Holly has successfully carved out a reputation for her pioneering communication skills, creative strategies and unrivaled delivery. The driving force behind a series of high-profile luxury projects in the region, Holly is a part of a group of fashion creatives that arguably shaped the industry in the UAE over the past ten years.

She’s worked in the communications departments of some of the region’s top companies including PRCo, Boutique, Symphony and most recently launched Buro 24/7 in the Middle East: Acting as the digital platform’s Editor-in-Chief from its inception until passing the reigns onto a Dubai-based publisher following two successful years at the role.

Thanks to a background steeped in a strategic approach to editorial presentation and internationally effective communication, Holly’s rare blend of creativity and commercial capability ensures a wholly unique, all-encompassing outlook. Her contacts include the world’s top editors, brands and entrepreneurs. She has also spent a decade fostering relationships with high-spend GCC nationals, regional influencers, brands and celebrities.

Holly is the founder of the creative communications consultancy Agency 22 and The Huntr – a curated lifestyle guide to the UAE and beyond (which recently launched a consultancy arm – Storytellers UAE). 


Holly Williams-Lloyd (née Williams) curriculum vitae

In 2008 (aged 23) Holly arrived in the UAE and began working with luxury department store Boutique 1 for its JBR flagship store launch, working closely with style icon Margherita Missoni, who was in town to promote the new multibrand concept. 

Having introduced the concept of a ‘celebrity/designer hosted event’ to the country, Holly spearheaded Symphony boutique’s launch party in 2010 with its founder Salama Alabbar; which was the first time a collection of international fashion designers and celebrities travelled to Dubai, resulting in a powerful launch experience.

Continuing to push the envelope with engaging campaigns, Holly became one of the first to connect with new talents to promote one larger brand (Symphony). In 2011 she noticed the rising star power of Vogue editor Anna Dello Russo, and tapped her to star in the store’s seasonal campaign, incorporating many new concepts to the region with the special project – including a live window featuring Anna herself, a unique video series, and exciting events surrounding her visit. It was received as an altogether creatively pioneering exercise, and a resounding success.

The following year, keen to repeat the success of ADR x Symphony, Holly hunted for the next big thing. The answer? Miroslava Duma, the Russian editor that was starting to capture the attention of photographers globally during the street style blog movement, which kickstarted in around 2008 and was now gaining momentum in 2010/11. Duma had a growing fan base amongst local GCC women who were avidly following blogs such as Scott Schulman’s The Sartorialist and Holly booked Miroslava, or Mira as she is known to friends, to star in Symphony’s campaign for Spring/Summer 12, which was lensed by another rising star: Tommy Ton. Throughout her tenure as group communications director at Symphony Style LLC (now Alabbar Enterprises), Holly worked closely with CEO Salama Alabbar, and the duo became celebrated for their creative campaigns and projects. Symphony has gone to achieve great success, with an eCommerce platform (BySymphony.com) and plans for new boutiques in the works. 

Two years along, Holly was handpicked by Mira to lead her Middle Eastern launch of her digital media empire, Buro 24/7. Holly served as editor-in-chief of the thriving news platform since its inception in 2013 until September 2015, when she passed the reigns to a Dubai-based publishing house. 

With a variety of contacts in fashion, culture, and beyond, including key GCC nationals and influencers, Holly has developed valuable relationships with market leaders. Her black book includes editors, local influencers, celebrities and brands. She has a reputation for being passionate, hardworking and relentless in delivering only the best.

Interested in exploring a partnership? Email me at holly@22.agency