Press Releases

The Dubai International Project Management Forum organised an interview with Amira Sajwani, Managing Director of DAMAC, Co-Founder and CEO of PRYPCO. The session was moderated by Sarah Cocker, Managing Director of Amplify Project Management Services.

During the interview, Amira Sajwani highlighted the importance of continuously fostering innovation and maintaining a constant drive to achieve more. She explained that this commitment is reflected in the scale of projects undertaken, the value delivered, and the products introduced to the market. She also emphasised the importance of closely monitoring customer feedback, noting that positive client perceptions of product quality are a clear indicator of ongoing improvement and sustained progress.
She added that today’s market is fundamentally different from the market of the past and from that of the last decade, noting that it now places strong emphasis on luxury, quality, distinction, and value alongside pricing. Considering the significant developments witnessed across the sector, she explained that their role requires investing more time in keeping pace with change, placing greater focus on innovation, and striving to position themselves as market leaders.

Amira Sajwani also spoke about rising demand, increased competition, market dynamism, and evolving management approaches. Drawing on her company’s experience, she said they operate at a fast-paced and creative rhythm to achieve objectives and reach the market efficiently, while maintaining robust internal systems. She emphasised that this approach is aimed at preserving a forward-looking mindset that drives progress, enables differentiation, and supports their ambition to lead the market.
She further noted that adopting a creative approach to work requires a strong focus on speed and innovation in order to achieve objectives and reach the market effectively, adding that this methodology is consistently applied across all of the group’s affiliated companies.

She also explained that project management is evolving due to its dynamic nature, which necessitates an understanding of how to preserve effective management approaches within large-scale communities characterised by high traffic flows, dense urban environments, and expansive open spaces. She emphasised that the company takes pride in its proven ability to excel and deliver successfully within such complex and demanding settings.

She also explained the importance of tracking large-scale demand not only within the Emirate of Dubai but beyond its borders. In this context, she referred to the decision to partner with Chelsea Football Club, noting that the experience involved working with globally recognised brands, team spirit, and complex operational requirements. She explained that the brand was successfully introduced into the real estate market through integrated brand management and development, adding that, following extensive experience with leading global brands, the company now views itself as having surpassed its own benchmarks.

She added that it is essential for her generation to continue learning and adapting. Speaking personally, she said she has begun focusing on what lies ahead, particularly given the inspiring pace of development within the industry. She raised the question of what projects could be delivered that would capture the attention of senior leaders in the Emirate and instil a sense of pride as projects that truly represent Dubai. Through research and exploration, she noted, the focus has increasingly turned towards sustainability projects that align with the coming years and the future direction of the United Arab Emirates.

Property Purchasing
Speaking about property purchasing, Amira Sajwani explained that the way real estate is bought today has fundamentally changed. In the past, transactions relied heavily on paperwork, whereas today purchases and reservation deposits can be completed online through digital platforms. Drawing on her company’s experience, she noted that they track strong demand from customers online, which led to the development of a dedicated purchasing application to support brokers and prospective buyers. She also advised the public to gain a deeper understanding of the developer they are dealing with, including the developer’s market standing and completed projects, in order to protect themselves against market fluctuations.

Concluding the interview, Amira highlighted the population growth being witnessed by the Emirate of Dubai, noting that the UAE Government is performing an outstanding role in managing this growth in line with a clear and forward-looking vision for the Emirate’s continued development.