Founder and communication director
Born and raised in Saudi Arabia, Houry has a Communication Studies degree from Toronto, Canada. She brings a multicultural and multilayered approach to her 10 years of experience in Dubai’s publishing and public relations industry. Her journey began as an editor and creative director, managing a luxury lifestyle publication, building relations with the world’s biggest brands and working on high profile productions, features, campaigns, and photoshoots.
She naturally transitioned to public relations, and used her strategic and resilient work ethic to excel in a cut-throat industry. Learning to multi-task and efficiently work under pressure, she managed a portfolio of 8 clients at a time, building strong relations with media and aiming to deliver the best service to her clients.Soon after, Houry made a move to client side as a brand and community manager for a maternity nursing company, a prominent name in the home healthcare industry focusing on pregnancy and post natal support for new parents. She took on the responsibility to build a loyal community through events, activations, open communication, and a strong content plan. Following Covid-19, she successfully adapted the company’s activities to the digital sphere, implementing a strategy for the brand’s online presence. This attracted brand sponsorships and further solidified its reputation as a leader in its field.
Houry started ApricotPR in 2021, building a portfolio of clients that focuses on lifestyle, family and parenting
Prior to launching ApricotPR, Houry successfully developed and implemented communication strategies for a vast portfolio of local and international clients across different industries, including dining, nightlife and hospitality, design and interiors, business, film, fashion, beauty, non-profit, education and home healthcare. As part of the public relations umbrella, she excelled in project management for high profile clients managing special events, press conferences, venue and product launches, menu tastings, exhibitions, and targeted campaigns.
Representing several resorts in the Maldives, I managed all their communications targeting UAE travellers
From managing the day-to-day communications, promotions and media/influencer relations, to special events, openings, menu launches and press hosting - clients included Marina Social, The Act Dubai, Blue Ibiza UAE, Levee cafe, INDIE, 7 Elephants, VIP lounge, Jaan at the Penthouse, Republic and more. I also worked on one-off projects such as Vogue Arabia awards influencer activations,VIP lounge at DIFF, Absolut Elyx masterclasses and others.
Clients included United Designers, Sugar Beauty Lounge and Dr. Barbara Sturm - vip event/product launch
Pro-bono work was also part of my portfolio including Beat Cancer and the Cook For Syria campaign which was a series of hosted private dining experiences to promote the recipe book
All my work involved design and decor, since PR is very much ingrained in creating stories and visual aesthetics has become the primary source of storytelling for brands
I focused on child development, parenting and education with several clients, engaging with a separate demographic of parents, mothers, educators, doctors, and specialists from different related fields.