Our Story
WE ARE A HOUSE OF IMAGINATION, FOREVER CHANGING THE WAY THE WORLD EXPERIENCES HOSPITALITY.
WE HAVE THE AMBITION TO BE ONE OF THE MOST EXPERIENTIAL COMPANIES IN THE HOSPITALITY WORLD, WITH COMMUNITY AT OUR CORE. WE CONTINUALLY RE-IMAGINE AND DELIVER MEMORY-MAKING EXPERIENCES, WITH FOOD AS OUR MEDIUM.
WE REIMAGINE LOCALLY AND THINK GLOBALLY.
EVERY EXPERIENCE WE CREATE CARRIES A DISTINCT INDEPENDENT TOUCH THAT SETS NEW BENCHMARKS AND ELEVATES EVERY DETAIL.
Meet the Visionaries
Amal Al Marri
A designer and event creator, Amal transitioned into the restaurant business in 2013 after earning her Interior Design degree from Zayed University. She values simplicity and precision, designing spaces that bring people together through innovative and immersive culinary experiences.
Deem Albassam
A seasoned food entrepreneur with a Marketing degree from the American University in Dubai, Deem has a keen eye for recognizing gaps in the restaurant scene. She firmly believes in the philosophy of “you eat with your eyes first” and combines marketing with hospitality to create memorable dining experiences. Her mission is to constantly reinvent the way people engage with food, crafting places filled with energy and passion for socializing.
OUR PROMISE
WE GO THE EXTRA MILE, SPARK THE EXTRA SMILE, AND ALWAYS FIND A SMALL OR BIG WAY TO CREATE UNFORGETTABLE MOMENTS FOR EVERYONE WHO SPENDS THEIR PRECIOUS TIME IN OUR SPACES AND PLACES. IT IS OUR CONSTANT COMMITMENT TO LIFT YOU FROM THE MOMENT YOU ARRIVE TO THE MOMENT YOU LOOK BACK.
WELCOME TO OUR WORLD OF CULINARY CREATIONS
At Proper Food Company, we pour our hearts into creating exceptional, locally inspired dining journeys that foster connection and delight. Each of our celebrated brands is a testament to our unique vision and culinary artistry, transforming everyday moments into truly memorable experiences.
From the vibrant energy of Dubai to the rich heritage of Riyadh, the cosmopolitan allure of Abu Dhabi to the breathtaking landscapes of AlUla, our family of brands has garnered international recognition. This acclaim stems from our unwavering commitment to innovative culinary concepts, thoughtfully imagined spaces, and our passion for enriching communities through the joy of shared dining experiences.
About Us
A Dubai-based holding group focused on long-term value creation across fast-growing regional markets.
Iron Wood Holdings Group
Iron Wood Holdings Group is a Dubai-based holding company established to build, own, and grow a portfolio of professional service businesses supporting fast-growing industries across the UAE and GCC. The Group operates through several specialized subsidiaries, each delivering expertise, operational excellence, and tailored solutions to meet the evolving needs of regional markets.
With a strong focus on quality, governance, and long-term value creation, Iron Wood Holdings partners with clients in sectors experiencing sustained growth, including infrastructure, industrial services, commercial development, and emerging market opportunities. Our companies are led by experienced professionals who combine local market knowledge with international best practices.
Headquartered in Dubai, Iron Wood Holdings Group leverages the city’s strategic position as a regional business hub to serve clients across the GCC. We are driven by a commitment to professionalism, integrity, and sustainable growth, enabling our businesses and partners to perform with confidence in dynamic and competitive environments.
Iron Wood Holdings Group
Iron Wood Holdings Group is a Dubai-based holding company established to build, own, and grow a portfolio of professional service businesses supporting fast-growing industries across the UAE and GCC. The Group operates through several specialized subsidiaries, each delivering expertise, operational excellence, and tailored solutions to meet the evolving needs of regional markets.
With a strong focus on quality, governance, and long-term value creation, Iron Wood Holdings partners with clients in sectors experiencing sustained growth, including infrastructure, industrial services, commercial development, and emerging market opportunities. Our companies are led by experienced professionals who combine local market knowledge with international best practices.
Headquartered in Dubai, Iron Wood Holdings Group leverages the city’s strategic position as a regional business hub to serve clients across the GCC. We are driven by a commitment to professionalism, integrity, and sustainable growth, enabling our businesses and partners to perform with confidence in dynamic and competitive environments.
About Us
Chairman’s Message
At Iron Wood Holdings Group, our vision has always been clear: to build a resilient, diversified portfolio of professional service businesses that support the rapid growth and transformation of key industries across the UAE, the GCC, and Africa.
Established in Dubai, IWH Group was founded on the principles of quality, governance, and long-term value creation. Through our specialized subsidiaries, we provide tailored, high-impact solutions to clients operating in fast-growing sectors such as hospitality, real estate, investment & company set-up, design & build Interiors Fit Out, commercial and residential landscaping, maintenance and facility management, precious metal & jewelry, premium leather, and manufacturing. Each company within the Group is purpose-built, professionally led, and focused on delivering operational excellence and measurable results.
We believe sustainable growth is achieved through disciplined execution, strong partnerships, and an unwavering commitment to standards. Our leadership teams combine deep local market knowledge with international best practices, enabling us to adapt quickly to evolving market demands while maintaining consistency and reliability.
As we continue to expand our footprint and capabilities, Iron Wood Holdings Group remains committed to responsible growth, ethical business practices, and creating enduring value for our clients, partners, and stakeholders. We look forward to building the future together—strategically, sustainably, and with confidence.
Iron Wood Holdings Group
2012
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How we works?
What started as a small idea has grown into a powerhouse of creativity and innovation.
User-centric digital experiences that empower brands, drive growth, and make a lasting impact.
User-centric digital experiences that empower brands, drive growth, and make a lasting impact.
User-centric digital experiences that empower brands, drive growth, and make a lasting impact.
