Alexandra Dewar

Alexandra Dewar is a visionary and award-winning creative entrepreneur and storyteller with a profound connection to the UAE, which she proudly calls home for over two decades. Throughout her career, Alexandra has been driven by her pride in her origin story as an expat kid in the Middle East, and she is deeply passionate about championing the opportunities the region offers to ambitious professionals and businesses.

With a rich background in PR and communications, Alexandra has worked at some of the biggest global agencies, including Weber Shandwick and Havas. In 2021, she made a career pivot into a more entrepreneurial space, spearheading the launch of a global creative PR agency, The Romans, in the UAE. Under her leadership, the agency flourished until her departure in December 2023.

Alexandra sees herself as a professional storyteller, playing an essential role in effective brand building in the region. She believes in helping businesses authentically connect with the diverse population of the UAE, setting them up for success and assisting them in building a lasting legacy.

In April 2024, Alexandra, along with her sister Elizabeth, launched Violet Rae, a go-to solution for startup and small business founders and leaders to build solid brand foundations. Their offering blends expertise in strategy, PR, and advertising with a passion for the region, redefining how small businesses approach brand building with a tailored and hyper-flexible approach.