The Art of Living Well: A Conversation with Ayna Atayeva, Founder of DANA Excellent Interiors in Al Barari
Last week, we sat down with Ayna Atayeva, Founder and CEO of DANA Excellent Interiors, to talk about her journey from finance to luxury design, how her Dubai-based studio is redefining “timeless interiors,” and her philosophy of blending noble materials, exquisite forms, and flawless execution in every project. Drawing inspiration from the serene surroundings of Al Barari and a vision of spaces that truly resonate with the soul, Ayna opened up about what drives the brand and where she’s steering it next.
(The Beau Monde Magazine): Tell us about yourself. How did you start your career and what led you to interior design?
(Ayna Atayeva): I am originally from Turkmenistan and have been a resident of Dubai for 14 years. Holding a higher education degree in finance, I began my professional career in the State banking system of Turkmenistan and later joined private business sector, particularly in the field of oil and gas.
Interior design came to me very naturally. Even while working in finance and business, I always felt a deep passion for creating beautiful, harmonious spaces. While living in Dubai, its energy, architecture, and lifestyle inspired me to finally follow that calling. For me, design is not just about interiors — it’s about transforming the way people feel and live in their own homes.
What inspired you to start DANA Interiors, and how is it different from other interior design companies on the market?
I was inspired to move into interior design by a lifelong passion for beauty, harmony, and the ability of spaces to transform the way people live. My background in finance gave me structure and discipline, but Dubai’s culture of creativity and luxury encouraged me to turn that passion into a business. For me, interior design is not just about creating interiors, it is about creating a lifestyle.
One of the main distinctions of our company is that I am not a designer or an architect myself — I am a businesswoman with a financial background. This gives me the ability to build a business, to systematize and scale it effectively. Many design firms are led by architects or designers who remain craftsmen at heart, combining the role of specialist and business owner. But without strong business knowledge, it is very difficult to grow beyond a certain level. At Dana Excellent Interiors, we combine creative talent with structured business leadership — and that is what truly sets us apart.
Our distinction lies in the very foundation of how we approach business. We were the first interior design studio in the UAE to open its own office in a luxury community — Al Barari, the Green heart of Dubai, an oasis of excellence, celebrated with multiple awards for its quality, philosophy, visionary spirit, and extraordinary landscaping, where elegance meets nature. This choice was not only strategic but symbolic: our office itself became a manifesto of elegance and style. It is more than a workplace; it is a living gallery that reflects our philosophy — uniting European elegance with the grandeur of Oriental luxury. Through this, we do not simply speak about excellence — we let our space embody it.
Are you targeting mostly UAE or do you work with global clients?
Our primary focus is the UAE, the very heart of today’s world of design and innovation. At the same time, Dana Excellent Interiors is positioned as a global brand born in Dubai and open to international opportunities. For instance, we have transformed a residence for a client here in Dubai, and are now preparing to bring the same level of elegance and excellence to his properties abroad.
What’s the goal for DANA in the next 5 years?
In five years, I see Dana Excellent Interiors as one of the leading companies in design and fit-out works in the UAE, with a strong and recognized brand built upon our corporate values of ethics, aesthetics, and effectiveness. We aim to be equally known for our unique corporate culture, aligned with the vision and spirit of the Ruler of Dubai, making us not only a design studio but also a benchmark of excellence and inspiration in the region.
Your site mentions “Design your dream. We make it happen,” with emphasis on “noble materials,” “exquisite forms,” and “flawless execution.” How do these elements show up in your process, and how do you balance aesthetics with functionality?
Design your dream — for us, every project begins with the client’s vision of how they want to live and feel in their new space. We see noble, eco-friendly, and durable materials as an investment in both health and long-term value, because health is the foundation of happiness. And with nearly 20 years of management experience, I know how to build processes that ensure flawless, seamless execution — turning those dreams into reality.
How do you ensure that clients’ dreams are translated into reality, especially when their tastes might differ from current design trends or from what might be “safe”?
For us, every project begins with listening to the client. Their dream is always the foundation — not passing trends. We believe design must reflect who they are and how they want to live, while also standing the test of time. When tastes differ from current trends, we guide them with knowledge and creativity, blending their vision with solutions that are both elegant and safe. A clear example is our own office in Al Barari — created as a living showcase of our values: timeless elegance, functionality, and harmony with its environment. This is how we ensure that our clients’ dreams are translated into a reality that is both inspiring and enduring.
You mention a corporate culture of mutual respect and prosperity for every staff member. How do you foster that culture, especially in the creative industry where pressures and deadlines can be intense?
For me as a leader, the first responsibility is the happiness and well-being of my team. This is why we build a corporate culture as a true platform, rooted in mutual respect and a warm, supportive atmosphere. We start by choosing the right people: first by education and experience, second by shared values, third by genuine commitment, and finally by the spirit of giving rather than only taking. With the right people, I create an environment where every individual feels like a star — a valuable part of a greater purpose, contributing not only to the company but also to society. In such a culture, people shine in their roles and come back each day with joy.
What have been some of the most significant challenges you’ve faced as a female entrepreneur in Dubai’s interior design industry? How did you overcome them?
In the beginning, the main challenge was skepticism — many believed that construction sites were no place for women, especially for someone with a refined and classy appearance like mine. But I entered this field with a strong background of experience and proven achievements, which gave me credibility from the start.
In Dubai, I discovered the opposite of obstacles: the authorities support women, and men often show respect and offer their expertise and help. Rather than barriers, I found allies who value the courage it takes to lead in such a demanding business. This spirit of support is what makes Dubai a fertile ground where women leaders can truly flourish.
Could you share a project or two that were especially meaningful to you — either because of the client, the problem it solved, or the creative risk you took?
One of the most meaningful projects for me was creating our own flagship office in Al Barari. Among a variety of options for office space, I deliberately chose a prominent location — one with high foot traffic, yet where people do not linger. This gives us a privilege to be seen by our neighbors and guests of the community, also a sense of privacy and tranquility, while allowing us to enjoy the sound of waterfalls and the song of birds. I also considered the orientation to the sun: for most of the day, our office remains in the shade, which means that even in summer we almost never need to use air conditioning, except for short periods. This not only preserves the health of our team but also creates significant savings in energy consumption.
From this space, we created an all-inclusive oasis in style of Oriental luxury. Our office features a luxurious restroom styled as an Arabian lounge, a kitchen with a massive crystal chandelier and the latest original German appliances, and interiors filled with lush olive trees. Even our operational workspace can rival the lobby of any five-star hotel. In this way, our office is not only a workplace, but a living showcase of our values — elegance, functionality, and harmony with nature.
Another very special project was in Arabian Ranches, where a family asked us to redesign their villa in a Mediterranean style. It had been ten years since the last renovation, and their 4 daughters’ childhood rooms needed to be transformed into elegant spaces for young women. The challenge was that the rooms were small, but the family travels a lot and wanted them to feel like suites in a luxury Greek hotel.
We created interiors that were both refined and practical, designed to serve them for at least another decade. The client was especially touched by our thoughtful approach: beds were positioned away from the direct air conditioning flow and away from direct sun and moonlight from the windows, TVs placed at a safe distance for the eyes, surfaces designed to handle everyday items like sports bags and backpacks, and at the same time, sophisticated display areas were created for their valuable accessories.
What trends in interior design are you most excited about (or concerned about) right now — whether in materials, technology, or design aesthetics? How is DANA preparing to adapt or lead in those trends?
In recent years, many expats see Dubai as their primary home, so they invest in quality, long-term design that reflects their culture and traditions. We’re also excited about eco-friendly materials and smart technologies that disappear into the design. At DANA, we prepare to lead these trends by carefully selecting noble materials with investment value, creating timeless spaces that honor personal identity, and showing through our own Al Barari office how elegance, health, and functionality can live together.
What advice would you give to emerging interior designers or entrepreneurs who want to build their own practice — particularly in a competitive market like Dubai?
My first advice is to treat every client as if you were designing for yourself — with soul and responsibility. Think not only about how the space looks today, but how the client will live in it for many years after the project is finished. A design should go beyond beautiful images; it must be practical, adaptable, and timeless, like a classic wardrobe or a signature brand collection that serves for decades. Create a strong foundation that allows the client to refresh details when they wish, while the base remains elegant and enduring. And finally, show initiative: don’t limit yourself to the client’s requests, but offer them the best possible solutions to consider.
