The Qode, the Dubai communications agency that has spent the last 15 years making luxury fashion, watches, beauty and hospitality brands look like they belong on the right guest lists, has just announced a strategic partnership with Flare PR in Cairo.
As Egypt has been a growing base of high-net-worth consumers, significant GCC investment flows, and a cultural influence that punches which has turned it into something of a magnet for international brands. Hospitality, real estate, retail, entertainment – all of it is moving. So The Qode found someone who already knows where the bodies are buried – metaphorically speaking – and more importantly, where the media relationships live.
That someone is Flare PR. Founded in 2016 by Ingy Yousri Ismail, the Cairo-based agency has spent nearly a decade shaping fashion and luxury narratives with a culturally driven approach. They know the journalists. They know the talent. They know which partnerships actually work and which are just expensive photo opportunities. The Qode, meanwhile, brings its regional network, its events expertise, and its status as a partner agency of The Independents – a global ecosystem that spans research, strategy, design and production.
The partnership was driven by demand from The Qode's existing portfolio. Clients wanted to activate in Egypt without the time zone confusion, the cultural blind spots, the awkward first emails to journalists who have never heard of you. Flare PR provides the on-the-ground execution. The Qode provides the regional scaffolding. Together, they offer a seamless extension of services that feels local without losing the luxury polish.
For more news from across the UAE and beyond, head to SceneNow.com or download the #SceneNow app (link in bio).
As Founder and CEO of Flare PR, communications expert Ingy Yousri Ismail has spent nearly a decade shaping brands across the Middle East, blending creative instinct with strategic thinking.
Read more, link in bio
#MADAMEArabia
A lot of people still think PR is just about appearances.
But real PR goes far beyond perception.
Behind every brand people trust, every story people connect with, and every meaningful collaboration… there’s a relationship built with intention.
The role of PR isn’t just to make brands visible.
It’s to shape how people experience, relate to, and remember a brand.
🔗 Episode link in bio
ناس كتير لسه فاكرة إن الـ PR مجرد مظاهر..
بس الـ PR الحقيقي بيروح لأبعد بكتير من مجرد الانطباع اللي بنسيبه.
ورا كل براند الناس بتثق فيه، وكل قصة حقيقية بيتأثروا بيها، في علاقة قوية اتبنت لسبب.
دور الـ PR مش مجرد إنه يخلي البراند متشاف وظاهر للناس..
دوره الحقيقي هو إنه يشكّل تجربة الناس مع البراند، وإزاي بيرتبطوا بيه، ويفضلوا فاكرينه دايماً.
لينك الحلقة في البايو🔗
Host: @ingyism
Wellness Bar by : @juhayna.everyday
MUA and HairStyling : @alsagheersalons
Set Furniture Partner : @onetruefind@maison69store
Exclusive Fashion Sponsor : @dstoreegypt , @majeparis , @sandroparis , @allsaints
Jewelery partner : @azzafahmy
Stylist : @bynervanadiab
#ItsPRsonal
Maybe this summer is not about doing more. Maybe it’s about allowing yourself to slow down.
SHE Retreat returns to Puglia for its second edition, inviting women into five days of softer mornings, meaningful conversations, movement, beautiful meals, intentional rituals, and the kind of presence we rarely give ourselves anymore.
What started as an intimate idea has quietly grown into a community of women choosing softness, connection, and presence in a world that rarely slows down.
No agenda to become someone else. Just space to reconnect with yourself at your own pace.
Puglia, Italy
Join me and @shereenmalak at @leonardo_trulli_resort
28 June — 3 July 2026
[email protected]
Being in Greece made me sit with this idea a little longer… how easy it is to get caught up in the rush of being seen, and how important it is not to lose the reason you started in the first place. Some things aren’t meant to be built quickly, especially the ones you actually want to last.
P.S. Loved that this came up in The Devil Wears Prada 2… a movie that always feels close to our world in PR, so I guess Miranda Priestly would approve.
Some brands are seen..
Others are felt!
A conversation with Amir Fayo, the brand architect about storytelling, emotion, experiences & the real meaning of building a brand.
New episode of It’s PRsonal .. out now!
🔗 Link in bio.
في براندات الناس بتشوفها…
وفي براندات الناس بتحس بيها.
حوار مع أمير فايو عن الـ storytelling، والمشاعر، والتجارب، وإزاي تبني براند يفضل عايش عند الناس.
حلقة جديدة من It’s PRsonal متاحة دلوقتي!
🔗 اللينك في البايو
Host: @ingyism
Wellness Bar by : @juhayna.everyday
MUA and HairStyling : @alsagheersalons
Set Furniture Partner : @onetruefind@maison69store
Exclusive Fashion Sponsor : @dstoreegypt , @majeparis , @sandroparis , @allsaints
Jewelery partner : @azzafahmy
Stylist : @bynervanadiab
#ItsPRsonal
SHE Retreat holds everything I believe in… freedom, expression, and joy, all existing in the same space. It’s a gentle yet powerful experience that moves through three layers: Self, Healing, and Empowerment.
It’s about allowing yourself to be as you are, while opening up to something deeper, alongside others on their own journeys.
SHE Retreat 2026 🇮🇹
28 June – 3 July | Puglia, Italy
Hosted by @ingyism
Limited spots available.
Email [email protected] to book
Many brands think that advertising is the quick fix!
But as Samiha Asfour, VP of Carina Wear, explains, PR is something deeper.
It’s not just about being seen .. It’s about being trusted.
A full conversation that shifts how you perceive the world of PR!
🔗 Episode’s link in bio
براندز كتير بتفتكر إن الإعلانات هي الحل السريع! بس زي ما وضّحت سميحة عصفور، نائبة رئيس Carina Wear إن
الـ PR
أعمق من كده بكتير
مش بس إن الناس تشوفك .. لكن الأهم إنهم يثقوا فيك..
حوار هيغيّر نظرتك لعالم الـ PR!
🔗 لينك الحلقة في البايو
Host: @ingyism
MUA and HairStyling : @alsagheersalons
Set Furniture Partner : @onetruefind@maison69store
Exclusive Fashion Sponsor : @dstoreegypt , @majeparis , @sandroparis , @allsaints
Jewelery partner : @azzafahmy
Stylist : @bynervanadiab #ItsPRsonal
