Miftah offers tailored concierge and lifestyle solutions, from travel and wellness to events and personal management, designed to make luxury feel effortless and personal.
Before launching Miftah, Oscar spent several years in Dubai’s five-star hospitality scene, first at the Queen Elizabeth 2 Hotel and later as Lead Concierge at Jumeirah Hotels & Resorts, where he refined the art of intuitive, high-touch service and cultural nuance qualities that now define the essence of Miftah Lifestyle. His transition from hospitality to entrepreneurship was driven by a desire to extend that same level of care beyond hotel walls, creating a modern model of luxury living that reflects Dubai’s ambition and generosity.
In this exclusive conversation with Zenith, Oscar shares how Dubai inspired his vision for Miftah, what it truly means to live limitlessly.
1. How did Dubai’s culture shape your vision for the brand?
Since Dubai is a city built on ambition, generosity and vision, a place where innovation and tradition coexist perfectly, Miftah’s culture has been shaped by the Emirates profoundly. When I was creating Miftah, I wanted to capture that same sense of possibility and emulate the city’s world-leading approach to hospitality. Miftah is, in many ways, a reflection of Dubai itself, bold, forward-thinking and deeply rooted in a heritage of care and human connection.
2. How do you define luxury, especially in a world where exclusivity is no longer just about material wealth?
Luxury today transcends possessions. It’s about time, the most valuable currency any of us have. Luxury is the ability to live life with ease, freedom and intention. For me, true luxury lies in access. In experiences that move you, people who inspire you and moments that feel entirely your own.
It’s not about displaying status, it’s about curating a life that feels effortless, balanced and deeply personal. At Miftah, we translate that philosophy into a way of living, ensuring that every interaction restores time, peace and possibility to our clients’ lives.
3. You transitioned from working in five-star hospitality to founding your own lifestyle management brand. What was the turning point that pushed you to take that leap?
My years in five-star hospitality were an extraordinary education in human understanding. I learned that exceptional service is rarely about extravagance, it’s about intuition, empathy and anticipation. The turning point came when I realised that guests were craving something more holistic, a way to extend that sense of seamless service beyond the hotel stay and into their everyday lives. Miftah was born from that idea, to take the essence of hospitality and reimagine it as a modern lifestyle model that celebrates ease, discretion and emotional intelligence.
4. You often describe Miftah as embodying “limitless living.” What does that mean for both you and your clients?
“Limitless living” represents a mindset as much as a lifestyle. It’s about removing the invisible boundaries that often define how we live, whether they’re related to time, access or imagination. For our clients, it means the freedom to live spontaneously, to move fluidly through their world without hesitation or concern, knowing that every detail is managed to perfection. For me personally, it’s about creating a brand that invites people to dream bigger and to see life not as a series of obligations, but as an ever-evolving journey of experience, discovery and joy.
5. How does Miftah incorporate the UAE’s heritage of generosity and hospitality into a global concierge model? Do you see local values influencing international luxury trends?
The UAE’s culture of generosity is one of its greatest gifts to the world and it’s central to how we operate. In Emirati culture, hospitality is not a transaction, it’s an act of care. That principle is woven into every aspect of Miftah’s service, from the way we anticipate needs before they’re spoken, to the respect and warmth we extend, to every member and person in the team and network. Globally, I believe we’re seeing a shift towards this value-driven form of luxury, one that prizes emotional intelligence and authenticity over opulence for its own sake. The world is learning that true refinement lies in how you make people feel.
6. Your background as a concierge at Jumeirah and Queen Elizabeth 2 must have given you unique insight into people and service. What are some lessons that continue to guide you today?
Those years taught me that service, at its best, is about presence, about truly seeing people. I learned that clients rarely remember the logistics of a request, but they always remember how they felt during the interaction. Anticipation, discretion and grace are the cornerstones of exceptional service and they remain embedded in Miftah’s culture today. Whether I was arranging a last-minute private jet or helping someone celebrate a milestone, the goal was always the same. To create trust, to deliver calm and to make life feel lighter.
7. Who is the modern Miftah client? Have you noticed a shift in what high-net-worth individuals value most in their lifestyle experiences?
The modern luxury client is far more nuanced than before. They are accomplished, well-travelled and deeply conscious of how they spend their time. While they still appreciate the finer things, they increasingly value experiences that feel meaningful, private and emotionally resonant. We’ve seen a clear shift from material extravagance to purposeful indulgence. Wellness, family, nature, creativity and cultural connection are at the forefront. Our clients want their lifestyles to feel like an authentic expression of who they are and Miftah helps them achieve that balance between ambition and alignment.
8. What are some of the challenges and opportunities you’ve encountered as a founder building a homegrown luxury brand in the UAE?
Building a luxury brand in the UAE comes with both great privilege and responsibility. The region has an extraordinary standard for excellence and maintaining that benchmark while creating something authentically homegrown has been both challenging and rewarding. The opportunity lies in redefining what luxury from the UAE represents, moving away from imported perceptions and instead crafting a narrative that reflects our cultural sophistication and innovation. Miftah stands as proof that a brand born here can compete on a global level, not just in service, but also in soul.
9. You’ve spoken about the power of “small victories.” Can you share a moment from Miftah’s early days that reminded you that you were on the right path?
I’ll never forget when a client said to me “You’ve made my life feel light again.” It was such a brief exchange but it encapsulated everything I set out to achieve. That moment reminded me that luxury isn’t measured by the grandeur of what we deliver, but by the emotional impact it leaves behind. Each small victory, each smile, each sigh of relief, each moment of stillness we give back to someone reinforces that Miftah’s purpose is not only to serve, but to enrich lives.
10. What’s next for Miftah Lifestyle? Are there new markets, partnerships, or projects you’re excited about?
We’re entering a chapter of thoughtful expansion. Our goal is to strengthen Miftah’s presence across the GCC while forging strategic partnerships in Europe, the wider MENA region and Asia. We are also developing a powerful AI-driven infrastructure that will redefine how lifestyle management operates globally. While still under wraps, this system will sit at the heart of Miftah’s future, enabling us to curate and manage lifestyles with a level of intelligence, personalisation and foresight that has never existed in the industry before. It will be transformative.
Beyond growth, what excites me most is the evolution of our philosophy, continuing to challenge what it means to live limitlessly and ensuring that Miftah remains synonymous with effortless, intelligent luxury.
