In an era where conscious consumerism and community-driven entrepreneurship are redefining retail, MINT Market has emerged as one of the UAE’s most inspiring platforms for homegrown, sustainable brands. Founded by Sally Maddison, a British expat and long-time Dubai resident with a background in experiential marketing, MINT Market blends purpose and creativity to connect conscious consumers with independent, ethically made products that tell a story.
Since its humble beginnings in Dubai’s Sustainable City, MINT has grown into a celebrated marketplace — both online and offline — spotlighting the UAE’s most exciting small businesses and sustainable makers. Beyond retail, it’s become a movement: a space where collaboration replaces competition, and where shopping local supports not just products, but people and planet too.
We sat down with Sally Maddison to learn more about the journey behind MINT Market, the lessons carried over from global brand activations to entrepreneurship, and how she’s helping shape the future of sustainable business in the UAE.
1. What were the key skills or lessons you picked up working on high-profile
brand activations that you now apply in your own venture?
My background in experiential marketing taught me that every brand interaction should create emotion, not just awareness. Working with global names like Audi, PlayStation, and Esquire reinforced the importance of storytelling, precision, and consistency. Those same principles guide MINT Market today — we curate every event and product to deliver not just sales, but an experience that connects people, sparks curiosity, and builds lasting relationships.
2. As a British expat in Dubai who moved in 2008, how has being in the UAE
shaped your approach to business and culture?
Dubai has taught me the power of community and possibility. It’s a city that celebrates innovation and diversity, where people from every background collaborate to create something new. That multicultural energy shaped how I built MINT Market — inclusive, collaborative, and rooted in mutual support. I’ve learned that success here isn’t just about scale; it’s about adding value to the ecosystem and celebrating the spirit of “Made in the UAE.”
3. What is the core mission of MINT Market and how would you summarise it
in one sentence?
To connect conscious consumers with high-quality, locally made products that support people, planet, and purpose.
4. You describe MINT Market as a “purpose-led marketplace spotlighting the
most exciting small and sustainable brands”. What does “purpose-led”
look like in practice at MINT?
At MINT, “purpose-led” means making decisions that balance people, planet, and profit. We always offer a free stall to a local UAE charity at every market, encourage sustainable production, and prioritise brands that operate ethically and responsibly. It’s also about creating a supportive community for entrepreneurs — where collaboration replaces competition, and where growth is meaningful, not just commercial.
5. How did the idea for MINT Market come about? What gap did you identify
in the market?
It started inside a café in Dubai’s Sustainable City. I organised a small pop-up to help a friend and local artisans — we sold 500 coffees in one day! That moment proved there was a huge appetite for authentic, community-based retail. I realised there wasn’t a consistent platform connecting customers with UAE-born small businesses in a meaningful, high-quality way. That’s the gap MINT Market now fills.
6. The platform serves home-grown / local brands in the UAE — how do you
define “local” and “home-grown” in your context?
For us, “local” isn’t about nationality — it’s about origin and intention. We champion brands that were born in the UAE, registered here, and run by independent founders who produce ethically and contribute to the local economy. Whether the founder is Emirati or an expat, what matters is that their brand reflects the UAE’s entrepreneurial spirit and creativity.
7. How do you select or curate the brands that join MINT Market? What
criteria do you apply (e.g., sustainability, small scale, female-founded)?
We handpick every vendor based on what we call the “MINT Musts”: they must be independent, licensed in the UAE, ethically made, cruelty-free, and offer premium-quality, creative products or services. We also prioritise sustainable brands. Our curation is about protecting quality and giving each business space to shine without direct competition.
8. What are some of the most successful stories or case studies of brands
on MINT Market that you’re especially proud of?
I’m so proud of the transformation we’ve seen in our vendors. Brands like Coppertop Candles started with a small table at a MINT Market and are now stocked in major retail stores across the UAE, including Spinneys. For The Love of Wood has grown from selling decorative pieces to taking on bespoke furniture commissions. Watching these founders gain confidence, community, and commercial success through MINT is the most rewarding part of what we do. We love being their stepping stone from start-up to scale-up.
9. What does “sustainable entrepreneurship” mean to you, and how does
MINT Market facilitate it for its vendors?
Sustainable entrepreneurship is about creating long-term value — for people, for business, and for the planet. It means growing at a pace that preserves integrity, resources, and relationships. At MINT, we make entrepreneurship more accessible by offering affordable platforms, visibility, and mentorship so brands can grow without burning out or compromising their ethics.
10. What have been three of your biggest challenges in building MINT Market
and how have you navigated them?
The first has been managing growth as a solo founder while staying true to our purpose. The second, educating consumers on the value of “buying local” in a market dominated by global retail. And third, maintaining financial sustainability while supporting small businesses. I’ve learned to lean on community, trust my instincts, and stay adaptable — running a business and raising two kids at the same time teaches you a kind of resilience you can’t learn in any classroom!
About MINT Market
MINT Market is a UAE-born curated marketplace – online and offline – celebrating the region’s most exciting homegrown brands. From sustainable fashion and handmade jewellery to personalised gifts, kids’ essentials, beauty brands, homeware, and more, MINT offers a thoughtful alternative to mainstream shopping. Rooted in community and conscious living, every product on the platform is handpicked for its quality, creativity, and story. Whether at a pop-up or on your screen, MINT Market is where discovery, connection, and feel-good finds come together.
Explore more at MintMarket.ae and follow them @mintmarket.ae.
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