It’s 7 am on a crisp, cold British morning, the kind where the chill sneaks into your bones despite layers of warm clothing. As I cradle my steaming cup of coffee, the warmth briefly provides some comfort against the biting weather. Despite my black jumper and the cap I’ve chosen to wear. The day has just begun here, but across the globe in Dubai, the sun is already high in the sky. There, it’s mid-morning, and life is well underway. I open my laptop, click the familiar Zoom link, and instantly, I’m transported from the grey gloom of the UK to the vibrant, sun-drenched world of the Middle East.
On my screen, I’m greeted by a familiar, smiling face—Mai, the woman behind Mai’s Vault. Her infectious energy leaps across the miles, brightening my morning in an instant. Behind her, I spot her mother, casually moving in and out of frame, waving cheerfully when she notices me. It feels less like an interview and more like a catch-up with old friends, except these women are far from ordinary. Together, they’ve cultivated a devoted online following, amassing millions of viewers who tune in to witness the beauty of their family dynamic.
As I sit down with Mai, I’m excited to dive deep into the story behind her social media empire. From humble beginnings to influencer stardom, hers is a tale of authenticity, humour, and the complex beauty of blending two rich, vibrant cultures.
From Accidental Beginnings to Social Media Stardom
The origins of Mai’s Vault are surprisingly humble, especially when you consider the heights it has reached. Mai’s path to becoming a prominent influencer wasn’t the result of some meticulously planned strategy or a desire for fame. In fact, it was almost entirely accidental.
“At the time, about three or four years ago, I was working a nine-to-five job in a lawyer’s office, and I was miserable,” she recalls, bright eyed. The memory seems distant now, like a bad dream. “I’m a bubbly person, full of energy, and being stuck behind a computer all day—it just wasn’t me. I couldn’t sit there, day after day, staring at a screen.”
Mai is the type of person who radiates enthusiasm, and the thought of her confined to a traditional office job feels almost incongruous with her vibrant personality. Yet, like many of us, she had found herself in a role that didn’t allow her to be her true self. Despite her dissatisfaction, she kept pushing forward, hopping between jobs, always on the hunt for something that clicked.
Then, almost serendipitously, a chance for something new emerged. Mai and her mother decided to launch a small jewellery business together, an endeavour that allowed them to spend more time together and tap into their creative sides. While promoting their fledgling business on social media, Mai would occasionally record candid moments of their day-to-day lives—mundane exchanges, funny conversations, and the inevitable mother-daughter banter that made them laugh.
It was this authentic glimpse into their relationship that first caught people’s attention. “We’d be at a stand selling jewellery, and I’d just record us interacting, being our normal selves,” she explains. “And those videos? They went viral. People loved them!” The connection was instant and powerful. Mai hadn’t intended to start a social media brand, but there it was, practically built for her by the audience who couldn’t get enough of her and her mum’s dynamic.
“It wasn’t intentional, but I realised that people wanted more of our mother-daughter moments,” she laughs. The jewellery business took a backseat as Mai leaned into what came naturally—being herself online. Soon, Mai’s Vault was born: a digital space where Mai, along with her mother, shared their lives, their culture, and their unfiltered humour. It became a vault of family stories, a collection of laughs, mishaps, and deeply relatable moments.
Using Her Platform for Good: Navigating Serious Issues
Though Mai’s Vault is known for its lighthearted, feel-good content, Mai is not one to shy away from the more serious side of life. In particular, she’s used her platform to raise awareness about the ongoing humanitarian crisis in Palestine, a cause that’s deeply personal to her.
“It’s important to me that I use my platform for good,” she says, her tone more serious now. “I’ve always believed that right is right and wrong is wrong, and it’s my responsibility to speak out about what I believe in.” For Mai, it’s not just about entertainment—there’s a moral imperative to use her voice to amplify the issues that matter most.
Of course, navigating heavy topics like this can be challenging
Celebrating Heritage: The Heart of Mai’s Vault
One of the core pillars of Mai’s content is her celebration of her Egyptian-American heritage. For Mai, her cultural background isn’t just an aspect of her identity; it’s the foundation of everything she does. “Growing up in America, we were part of a small Egyptian community,” she reflects. “At home, it was like we were living in Egypt, but when I went to public school, I quickly realised I was the odd one out.”
Like many first-generation children, Mai straddled two worlds—her Egyptian upbringing at home and the American culture she navigated outside. Weekends weren’t for soccer practice or sleepovers; they were spent at Quran lessons or visiting family members. Her parents’ strict rules about clothing and curfews, which sometimes felt suffocating, were her constant companions. “I used to hide outfits from my parents,” she says with a grin. “You know, change in the car or at a friend’s house. They had no idea!”
For a long time, this cultural balancing act felt isolating. But when she started sharing her experiences online, Mai quickly realised she wasn’t alone. “So many people connected with the stories I shared about growing up Egyptian-American,” she says. Her content touched a nerve with followers who had also felt the tug of two cultures pulling in different directions. The shared memories of being raised in a strict, immigrant household resonated deeply with many. For some, her videos were a walk down memory lane; for others, they were a chance to finally feel seen and understood.
Mai is quick to credit her parents for ensuring that she never lost touch with her Egyptian roots, even as she grew up surrounded by American influences. “Every summer, without fail, we went to Egypt,” she recalls. “My parents made sure we spoke Arabic at home, celebrated Eid and Ramadan, and stayed connected to our extended family overseas.”
For Mai, these cultural rituals weren’t just important—they were a source of pride. Now, as a mother herself, she’s determined to pass on that rich cultural heritage to her son, Musa, though she’s quick to add, with a laugh, that she might spare him some of the “trauma” of her own strict upbringing. “I want Musa to grow up knowing who he is, understanding where he comes from, but I also want to give him a little more freedom than I had,” she says, smiling. It’s a delicate balance, one that many first-generation parents wrestle with—how to preserve their culture while allowing their children to fully experience the world they’re growing up in.
The Bond Between Mother and Daughter
While Mai is the face of Mai’s Vault, her mother is undeniably the heart of the operation. Their relationship is the core of the brand’s appeal, with followers tuning in to watch their playful banter, comedic disagreements, and touching moments of connection. It’s a partnership built on a lifetime of shared memories, and it’s clear that their bond goes far beyond what’s captured on camera.
One of Mai’s fondest memories with her mother is from the birth of her son, Musa. “My mom was there with me the whole time,” she says, her voice softening. “She was so supportive, but I quickly realised she had a secret motive—she wanted the baby all to herself!” she adds with a laugh. The memory perfectly encapsulates their relationship—full of love, humour, and a bit of friendly rivalry.
Despite the jokes, it’s clear that Mai’s relationship with her mother is incredibly close, and that bond has only strengthened through their shared creative journey. Their working dynamic isn’t always perfect, though. “We definitely have our moments,” Mai admits with a grin. “We argue sometimes about the silliest things—like what content to post, or how to organise a shoot. But we always laugh it off in the end. She’s my best friend.”
Mai’s followers are often curious about the behind-the-scenes quirks of their partnership, and when I ask if there’s anything about her mum that might surprise people, Mai chuckles. “She’s such a jet-setter! She’s always flying somewhere, living her best life,” she says, shaking her head. “People think she’s this quiet, traditional lady, but really, she’s got a passport full of stamps. She’s the definition of ‘young at heart.’”
It’s this contrast—Mai’s youthful exuberance paired with her mother’s unexpected adventurous spirit—that makes their dynamic so compelling. Together, they’re more than just content creators; they’re a real-life comedy duo, constantly surprising each other and their audience in equal measure
