About The Founder


Judy Daghestani

Hi friends. I'm  Judy Daghestani, market researcher & consumer insights enthusiast, born and raised in Los Angeles, CA. I owe my life and career progression to my move to Dubai, UAE in 2007.  Upon my arrival, I was pleasantly surprised of the inter-cultural harmony felt amongst my classmates at the American School of Dubai; an appreciation which soon after led me to pursue my BSBA in International Studies and Business Management at the Kogod School of Business, American University, Washington DC.

After finishing, I moved back to Dubai to be near family and follow my dream of working in luxury marketing with international brands such as Harvey Nichols, Bloomingdale’s, Ralph Lauren and Tiffany & Co.  While working for these power-houses, I noticed a pattern: all consumers have wants, needs and feelings that need to be attended to—often times through brand association. 


Curious to learn more, I pursued my MSc in Marketing at the Marshall School of Business, University of Southern California with a specialization in Consumer Behavior, where I was taught how to employ primary and secondary research techniques that help uncover why and how people shop. During my Masters, I interned at an insights agency in Los Angeles that helps global food brands connect to culture. I decided that Consumer Psychology was my calling, leading me to start a similar consultancy in Dubai, LFHM.

My academic and professional experiences enabled me to empathise with the local market through both the lenses of the brands and the consumers. By decoding qualitative consumer evidence and mining culture & innovation trends, I'm passionate in supporting brands reach their goals of boosting brand love among targeted consumers. 


I have been fortunate enough to be applauded by academic professors, leadership colleagues and peers for being persistent, collaborative, resourceful, creative, enthusiastic and hard-working. I will never finish a job half done, and believe that everyone should fulfill their dreams with passion as their fuel

When I'm not working, I enjoy pilates, hiking, socializing, playing basketball, traveling, reading and writing poetry.