Fatima Al Shirawi (The Gracious F) – Business Sight’s Top Visionary Leaders At Forefront Of Entrepreneurship 2021

The Gracious F is the leading colour solutions consultancy in GCC, dedicated to assisting people and organizations in benefitting through the power of Colour Science and Psychology. Established in 2008, based in Dubai, The Gracious F has assisted a variety of individuals and businesses and holds a Portfolio of national and international organizations.

A little bit about myself, I started my entrepreneur journey by creating The Gracious F once I returned from the USA & UK, after pursuing my bachelors in Marketing & Sociology from George Washington University, Design Degree from London School of Fashion and a Colour Consultant certification the Colour Affects in the UK.  Being an Emirati Female Founder, my goal was to offer a niche and extremely important service to my region, the understanding, and power of Colour science. I believe it’s important to follow your dreams and mine was always focused on helping others.


The biggest challenges this firm has faced was related to explaining the importance of color science and its positive effects, “The Gracious F” has learned to use different methods of awareness from the public relations,  education, and social media to build an understanding of the concept.

On the other hand, I started this firm without any financial support, at the beginning to cut costs I used to use a shared office space, and most of the time travel to my client’s offices and residences for meetings.

Growth of my company started as soon as awareness spread about the benefits of colour science and how these can impact an organizations performance and other hand be a life game-changer for individuals.

We hold a portfolio of diverse luxury brands consumer brands, interior design firms, educational institutes, and government entities. The company’s branched into segments in a very organic manner. It’s a fact when an individual sees the impact of a science and tool on themselves, they quickly realize how the same can impact their business performance and revenues to help create a sustainable organization.


When the pandemic hit, we were fortunate to be able to adapt to the market requirements, within the first quarter we added our digital strategy by offering 90% of our services online, for individuals or organizations, through online sessions. To our surprise, our online events which are carefully crafted and tailor-made were a Hit. Our individual sessions were also surprising in high demand globally.


My Success Mantra is research, I have been a strong believer of constant research and I spend a lot of my time educating myself within my current field and others that compliment the same. Its important to be driven towards learning something new every day in order to be able to always innovate your services or products, and to maintain the quality of service.

More about our Services

TGF works with individual colour consulting for corporate & personal spaces, luxury brands, corporate branding and marketing consultancy, Interior design and Training, and development programs, PR & Events management. End of 2019 we have launched an inhouse program: The Colour Matrix for Luxury Retail brands, a chit-chit for retail organizations in training their teams on how to use colour psychology in consumer behaviour. Its revolutionary tool which has proven to be game-changer for Luxury Brands, results in their performance KPIS were visible within the first quarter and this makes me very proud and satisfied, it’s a one of a kind tool & program.


An entrepreneurs main responsibility is to dedicate a lot of their time in mentoring and supporting their team, the team will learn by example and when they see your dedication and passion, it will reflect on their work, bringing into your company autonomy and efficiency from your workforce, which is crucial to allow the entrepreneur to innovate, sustain and look at the bigger picture for the future of their businesses.

My key achievements started with the journey related to the knowledge I have been able to provide and spread in terms of colour psychology and support all my clients in being able to achieve balance, wellness results within the individual and corporate segments. The knowledge and application of colour psychology personally has changed my life and supported me, being able to practice the same as an entrepreneur has been a blessing.

For More Details: http://thegraciousf.com/