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About Us


Our Ethos

Mermaids of Arabia was founded on the principle of peace between all creatures. We believe that harmony, friendship, and cooperation keep our beloved UAE community thriving, and wish to pass these values along to children while making their dreams come true.


We also cherish the beauty of the sea and our natural world, which is why it’s important to us to promote environmental stewardship in enjoyable and positive ways. Together, we hope to build a better future.


Our History


In 2017 we opened our first mermaid boutique at Kite Beach in Dubai. Following a wave of community engagement we relocated to the Dubai Aquarium and Underwater Zoo where we partnered with world-class freediving champions to provide never-before-seen performances in the main tank.


In 2018 we expanded by way of our various partnerships throughout the UAE, including Yas Waterworld, Mall of the Emirates, and Atlantis, the Palm. We look forward to continuing to serve our community at our boutique and beyond.

Our Founder


After working in retail and event management for over 10 years, UK native Josephine Adams committed to her dream and founded Mermaids of Arabia in 2017.


Jo is a passionate ocean lover certified in scuba and freediving who hopes to contribute to the betterment of our global marine environment. She’s also a humanitarian with extensive experience volunteering for disaster relief-focused international NGOs like Smile for Hope. Her interests include yoga, meditation, and spending time with her two adorable dogs.

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