Cementing a legacy in UAE real estate with Amirah Developments

A dynamic UAE-based entrepreneur and Founder and Chairman of Amirah Developments, Muhammad Yousuf Jafrani stands out as a forward-thinking leader in Dubai’s business landscape. Cementing his legacy in real estate through Amirah Developments and its maiden Bonds Avenue Residences project, his work is already drawing acclaim and setting a new benchmark for both investors and residents. He explains his business ethos and ventures.

I started my career as a management trainee in our family business around 15 years ago. Our family hails from Pakistan and has been in business in trading, textiles, and automobiles. The family business initially thrived in the automotive rental sector, establishing successful ventures such as Speedy Drive, Quick Lease, and Hala Drive — collectively operating about 7,000 vehicles. I learnt the business from the basic level and then grew to the management level, developing myself within the group of companies. The hands-on experience helped me understand the business from the inside. When I gained enough confidence, I decided to foray into real estate – both in asset management and property development. Amirah Development is our latest real estate development venture that has recently broke ground for its first project – Bonds Avenue Residences.

I am a very humble person by nature and my approach is simple. We work for the customer. We develop products or deliver services for which the customer pays us. Our livelihood depends on customer’s payment and their satisfaction is what we strive to achieve – be it serving a meal at our restaurant, offer a car on rent or deliver a home – all should have one purpose and that is customer satisfaction. So, at the end of the day, we work for our customers. Their happiness is what we try to achieve. Ethics and morals define us. Transparency and accountability are crucial for us. We want to be known as an ethical business.

As any entrepreneur would do – look for opportunities and find a gap to fix it with the business venture. Despite the fact that the real estate sector is booming, we saw a gap in affordable luxury homes. So, we decided to bring high-quality homes and deliver them at an affordable price and at a good location. So, Amirah Developments entered Dubai’s real estate market with a clear objective – to deliver good quality homes at an affordable price. In this case, profit margin is not the core objective for us. Once we are able to deliver our promises, business will flourish and money will keep coming.

Right now we are focusing on building the right brand by delivering the right products. We introduced Bonds Avenue Residences in May this year and within a month we appointed the main contractor and broke ground for the construction work within six weeks after launching the project.

We are introducing a new benchmark in waterfront living here — blending lifestyle innovation with a striking architectural vision. This marks the beginning of Amirah Development’s journey to become a lasting force in the UAE’s premium property sector. The development features a curated selection of one-, two-, and three-bedroom apartments, grand four-bedroom penthouses, and expansive three-bedroom townhouses and triplexes within the same complex. Each residence is meticulously designed with organic, flowing forms that break free from conventional design norms, offering residents an extraordinary living experience that prioritises exclusivity and sophistication.

With unit sizes ranging from 810 to 4,416 square feet, and starting prices from Dh1.63 million to Dh9.95 million, each home is crafted to deliver spacious layouts, elegant finishes, and an elevated lifestyle experience. Bonds Avenue caters to discerning buyers seeking architectural sophistication, panoramic views, and premium quality in the heart of Dubai Islands. We want to deliver the project by Q1, 2027.