The party king of Dubai: How Nicolas Brochet went from Paris banker to beach club guru

Dubai: In a vibrant metropolis like Dubai where reinvention is practically a sport, the incredibly stylish Nicolas Brochet might just be in gold-medal territory.

He’s not your average entrepreneur. Paris-born, Dubai-bred (by choice, of course), and charisma in spades — Nicolas' life reads like a high-end menu: a starter of banking, a main course of Michelin vibes, and a dessert of handcrafted oud-based perfumes. And somewhere in between? Dinner parties for 50, beach clubs with global buzz, and a baby girl who changed his entire relationship with money.

“I was born in Paris, but my mother is from Lyon, the capital of gastronomy. My father? Bordeaux — good times central,” he says with a grin.

Translation? He grew up sipping the good stuff and eating better. “Even as a kid, I knew what tasted good. And I still do.”

But before he became the lifestyle whisperer of Dubai’s elite, Brochet was knee-deep in finance — bored, buttoned-up, and in a bank.

“I studied business and economics, but I met this woman in hospitality. She looked at me and said, ‘You know so many people. Do something!’ So I did. I threw a party. It was a huge success. That was it. Bye-bye banking.”

Plot Twist: Dubai

Fast forward to 11 years ago — Brochet lands in Dubai. A few restaurants already had cult status, but the scene wasn’t what it is today.

“There were great brands like Zuma, but now? It’s crazy. Thousands of restaurants open every year. Dubai has become the destination for food and lifestyle. I’ve never seen anything like it. Not even in New York.”

And he’s not exaggerating. Brochet’s association with Gaia, the upscale Greek restaurant born in Dubai and now making waves internationally, is no fluke.

“I was a regular at Gaia for years before I joined the group. Now we’ve launched Sirene Beach by Gaia, which I believe is the best beach club in the Middle East. Maybe the world.”

Dubai to the World? Yes Please.

Here’s what’s spicy: for years, Dubai imported every global luxury brand under the sun. But now? It’s exporting its own homegrown icons.

“Before, it was French or Swiss quality. Now? It’s Dubai quality. Dubai does it better,” Brochet says. “Gaia is proof. Sirene will be next.”

So what makes a beach club or restaurant truly thrive in this ever-glam city? Michelin stars are nice, but Brochet’s eyes light up when he talks about vibe.

“Hospitality is about experience. We’re bringing together 1,000 people — different ages, backgrounds — to share music, food, and laughter. That’s the magic. That’s Dubai.”

From Dinner tables to designer scents

But Brochet didn’t stop at plates and parties. His next act? Perfumes.

“I’ve always loved perfume. I used to mix my own. People would ask me all the time, ‘What are you wearing?’ So I thought — why not create something personal?”

His signature scent leans bold, just like him. Think oud, strong notes, and a touch of Dubai’s opulence bottled up.

“I feel naked without perfume,” he says, quoting Marilyn Monroe’s legendary Chanel No. 5 line. “Perfume gives you energy. Like music, it brings back memories. It changes your mood.”

The sweet smell of success (and love)

Brochet isn’t shy about the fact that Dubai changed his life — professionally and personally.

“Dubai gave me more than any other place I’ve lived. France, the US, Russia, the UK — nothing compares. I met my girlfriend here. We now have a beautiful baby girl. My daughter lives in Dubai, and this is home.”

And yes, he made his first million dirhams at 25. No big deal.

“I worked early. I didn’t love studying, but I jumped into the restaurant scene fast.”

Was there an extravagant purchase? Not a yacht, surprisingly.

“I love beautiful cars, sure. But what I love most is sharing. Even before owning restaurants, I’d host dinners at home for 50 people. Two to three times a week. With a chef. What’s the point of luxury if you don’t share it?”

Perfume, philanthropy, and… a book?

Brochet’s next project isn’t just another lifestyle brand. It’s a book — a love letter to Dubai.

“It’s a surprise. I’ll tell you more before Christmas,” he teases. “But it’s my way of giving something back to the city that gave me everything.”

He’s also thinking about charity work. “The world feels heavy now. I want to create a legacy — something that spreads happiness. Dubai, to me, symbolises peace and joy.”

Top tips from the man who knows everyone

If you’re new to Dubai and dreaming of making it big, Brochet’s advice is simple: network like your life depends on it.

“In Dubai, your day can change over one coffee meeting. People are open. You can meet anyone. Crypto experts, artists, restaurateurs — everyone is accessible.”

And when asked what advice he’d give his 20-year-old self?

“Follow your dreams. If you don’t love what you do, you won’t be happy. Time flies. Don’t waste it.”

Final Question: Success or Failure — What taught you more?

“Both,” he says. “You need some failure to understand life. But I’ve been lucky — every restaurant I’ve done has been a success. They’re still running, even the ones I opened years ago in Paris.”

Interesting bit? He loves potatoes.

Yes, really.

“As a kid, I only liked potatoes. My parents took me to the best restaurants, and the chef would joke, ‘The bill is low — your son only eats pommes de terre!’” he says, laughing.

Now? He’ll bring out the wagyu and ceviche.

“Next time, we lunch together,” he insists. “It’ll be beautiful.”

And that, in a nutshell, is Nicolas Brochet: part bon vivant, part businessman, and all heart. A man who arrived in Dubai and didn’t just build a career — he built a life.