About Us
Located in Dubai Design District, The Qode is an integrated agency offering brands a specialized approach to Public Relations, Event Management, Digital Marketing, Social Media & Content Creation. As part of The Independents Group, we are now the operational partner for global agencies, Karla Otto and K2 in the Middle East, North Africa & India.
Established in 2010, The Qode has worked with brands within some of the world’s leading luxury groups such as LVMH, L’Oreal, Starwood, Richemont and Estee Lauder. The agency has also successfully worked with the region's leading luxury retail groups including Chalhoub, Emaar, and Al Tayer.
We have always delved deeper into the ethos of every brand we work with, understanding its DNA and devising a tailored strategy to maximize its market potential and achieve its goals, while always maintaining a cost-effective yet creatively charged approach.
The Qode’s strength lies in its accomplished management team who have harvested an extensive knowledge of the Middle Eastern luxury market through their combined experience spanning over several decades. Our expertise covers key lifestyle industries including fashion, beauty, hospitality, food & beverage as well as, art & design.
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With a deep-rooted understanding of the regional luxury arena and long-standing relationships with some of the world's leading brands, The Qode has helped both regional and international brands build and maintain their brand equity.
The agency has established and nurtured relationships with regional media, influencers & key opinion leaders, VIPs & socialites, celebrities and luxury brands, affording brands an unrivalled advantage to achieve goals and add value to their business.
The Team
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Ayman Fakoussa
Managing Partner
Ayman has lived and worked in Dubai for 14 years, educated in Canada, he graduated from McGill University with honours in International Business & Entrepreneurship.
He started his career in Events Management for just over 1 year working in the UAE & Qatar. Ayman worked at L’Oreal Luxury Division for 4 years in Regional Marketing (Product Management, Marketing, PR & events). He worked on several brands including Helena Rubinstein, Kiehl’s and finally on Lancôme make-up, skincare & fragrance.
He moved on to set up and head the Marketing & PR department for the regional luxury retailer Villa Moda, developing the communications and marketing strategies for each market (UAE, Kuwait, Qatar, Bahrain), establishing strong relationships with media partners & VIPs around the region.
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Dipesh Depala
Managing partner
Dipesh has lived and worked in Dubai for 25 years. Educated in the UK and Switzerland, he brings a truly global and professional perspective to the needs of luxury brands in the region.
Formerly head of a group of companies, which include ASAAT, one of the leading food distribution companies in the region established in 1969, Depala International, Richesse ltd., and Elysee LLC, which is the luxury brand division of his business, under which he has represented brands such as Herve Leger, Jo Malone, Gina, La Mer, and Korloff Paris.
Dipesh is also well-known social commentator and fashion & lifestyle columnist, having contributed to publications such as Vogue India, Harper’s Bazaar Arabia, Grazia Middle East, Khaleej Times, Gulf News and many more. He is also a consultant and advisor for fashion and lifestyle brands.
Today the head of the events and digital marketing divisions of his company The Qode, he aims to bring his clients and the brands he represents the very best in digital communication and creative direction.
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Shaheena Usman
Associate Communications Director
As a Senior Communications Manager, Shaheena is responsible for spearheading many of the luxury fashion brands at The Qode in consulting, counseling and advising on PR and Communication strategies to help clients achieve impact led results across the GCC. Having worked across a wide portfolio of brands such as COS, Diesel Black Gold, Philipp Plein, Billionaire, Flash Entertainment, Beauty Blender, Benefit, Waitrose and much more, Shaheena’s ambitious and can-do attitude will ensure that clients and journalists alike enjoy her proactive and professional approach.
With 10 years experience in agency PR and Communications roles in both the UAE and UK, Shaheena holds a BA Hons degree in PR and Media from Queen Margarets University, Edinburgh. As a highly organized and strategic PR professional Shaheena’s previous roles include working with the Scottish Government and Edinburgh Festivals. Shaheena was born and raised in the UK.
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Farah El Alfy
Associate Communications Director
Farah started her career as a journalist working on the lifestyle editorial team for the International Herald Tribune (now New York Times International) for three years. She then moved to the world of Public Relations where she headed the Communications departments at hotels in UAE, Qatar and Egypt including Park Hyatt, Grand Hyatt and Fairmont for six years. Meanwhile Farah has also been an integral part of the Media Team at the World Economic Forum in Davos, Switzerland as well as the regional conferences in Morocco, China, Jordan and Egypt.
Farah pursued both her graduate and undergraduate degrees at American University in Cairo majoring in Mass Communications. She also spent a semester at the prestigious fashion institution Central Saint Martins in London.
Worth noting, at seven months Farah got her first modeling gig and was photographed for the cover of Cuddlies (number one baby diapers brand in Egypt). She dabbled in modeling on and off and was the face of Colgate and Cadbury Éclair as a teenager.
Farah has written several magazine columns including, most recent, ‘Miss Oh Lala’ published monthly in Bahrain and Qatar.
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Alpana Depala
Content Creation Manager
Born in the UAE and bred and educated in the UK, Alpana’s career has in equal measure been shared between the UK and Dubai giving her a firm grasp of the region along with a truly international work perspective.
Alpana studied International Business and later Law, and has also completed several short courses including Photography and Web Design. Her career portfolio spans a range of industries including web design, luxury property development, styling, writing and editing.
Alpana worked at the prestigious ITP Media group for 10 years as a fashion stylist, writer and editor across several titles including Harper’s Bazaar, Harper’s Bazaar Interiors, Grazia, Hot 100, Hot 100 Homes and Emirates Home.
Alpana comes to us with a wealth of creative experience and has recently set up our Content Creation department adding to our existing roster of luxury PR, Events and Digital Marketing. Handling all manner of visual content from product shots and lookbooks to full blown fashion campaigns, she spearheads and takes a very special interest in all projects personally.
In her free time Alpana can be found chasing an adventure, surfing or just making people laugh.
“I like to think I approach everything that I do with a unique individuality and sense of fun, an approach/ attitude that I bring to my work, my team, my projects and my clients.”
Gopika Madan
Communications Manager
Swati Jain
Associate Communications Manager
Shelly Mistry
Associate Communications Manager
Annica Go
Senior HR - Administrative Manager
Michael Sy
Showroom - Media Monitoring Manager