Founders & Makers
Meet
Sana Usman
The force behind House of Hue. A Dubai kid who traded the predictable world of finance for the beautifully chaotic world of event architecture — and never looked back.
By Jessica Asher, Founder Socioholics
May 2026
5 min read
- Ever met someone who can talk about profit margins and color palettes in the same breath? That is Sana Usman. She's mastered the art of being the "Wifi" for her clients — invisible, essential, and always connected.
01
The Backstory
Who are you when the laptop is closed?
Honestly, I am an enthusiast. I thrive on connecting with people and exploring what’s new in town — it’s what keeps my energy levels high. Growing up as a Dubai kid, I’ve had the front-row seat to the evolution of our landscape, vibe, and adaptable culture.
While I have a recently discovered passion for constant learning, people might be surprised to know that I’m also a quiet person at heart. After a long day of interactive socializing and connectivity, I need my space to re-coup and recharge.
02
The Spark
When did you decide to go "all in"?
It happened when I sat down to figure out what I truly wanted outside of my formal background in banking and finance. I wanted to blend numbers with creativity.
Event Architecture and Planning was born from a need to make people feel comfortable. My ‘lightbulb’ moment was realizing that event management allows me to juggle multiple components of entrepreneurship under a single title — that flexibility is exactly what motivates me to wake up every morning. My goal is to eventually become an Art Director, managing massive sets where my unique personality is the essence of the business.
"Event management is like a Rubik's cube. It requires intense focus to organize and sort until all the colors finally align."
03
The Why
What problem are you obsessed with solving?
I love connecting dots. To me, event management is like a Rubik’s cube; it requires intense focus to organize and sort until all the colors finally align. Whether it’s through creative ideation or execution, I’m obsessed with adding value to a space.
When a person or community becomes ‘visible’ and finds their definition through an event, that’s when the magic happens. We are all particles of stardust, and I want to help everyone shine.
Community First
Connecting with fellow founders, collaborators, and dreamers is the lifeblood of what House of Hue stands for. Every event is a chance to build something bigger than the room.
04
The Grit
A "messy middle" moment that taught you the most?
It was a setup for a large-scale event on a hot sunny day. Between the weather challenging our equipment and vendors behaving strangely, it was a ‘grumpy day at the office’ that ended with us taking a haircut on our final bill to ensure the client was happy.
That experience taught me that we are like ‘Wifi’ for our clients: we must be invisible yet indispensable, always connected, and ready to act as their emotional managers with a thousand solutions at our fingertips.
05
The Fuel
What keeps your curiosity alive today?
The dynamism of this industry is my fuel. Every project brings with it a spark of energy, creativity and connection and that creates a very interesting space for me. Seeing the consistent growth in this sector over the last decade, combined with my own internal vision for the future, keeps me reaching for more.
"We are all particles of stardust, and I want to help everyone shine."
06
The Purpose
What is the legacy you're building?
It all leads back to adding value. I want my legacy to be a simple message to anyone watching: It is all possible.
I want the lives I touch to feel a spark — and a bit of sparkle — at the end of it all.
Somethings you din't know about Sana Usman - but now you do ❤️
- Best place for a "thinking" coffee?
- Moon, on Jumeirah Wasl Road.
- A book or podcast that changed your perspective?
- Forty Rules of Love by Elif Shafak — and TedX.
- One piece of advice for your younger self?
- Be like water.
- The business network you can't stop raving about?
- BNI Konnectors! I love my chapter!