Meet business owners who turned a Facebook discounts page into a startup in UAE
Selma, Susan built a thriving startup with a strong community from a simple Facebook group
Dubai: Living in the UAE can be expensive, but knowing where to find great deals and maximise savings can make a big difference. Whether single or in charge of the family budget, many have scoured the web or Facebook groups in search of the best deals to optimise spending.
Dirham Stretcher, created in 2015 by a friend of Selma Abdelhamid, started as a small Facebook group dedicated to sharing supermarket deals. When the founder left in 2016, Selma took over, and in 2019, Susan Syrek joined her to help manage and grow the community.
Together, they have built a thriving retail startup from the popular Facebook community of over 100,000 members.
Selma, born to a German mother and Tunisian father, has an academic background in archaeology and anthropology. After moving to Dubai in 2014, she found limited opportunities in her field and unexpectedly transitioned into social media and e-commerce.
Susan, raised in Australia by Polish parents, studied commerce and worked in business banking before stepping back to raise her four children. Her financial expertise and desire to save money for her family led her into the world of deals and discounts.
"I’ve always had a good eye for a great deal, and I love being able to share that with others. I think that's the secret – we are genuinely on the search for deals, and as mothers, we are always on the hunt for the best value for our dirham."
"One of our biggest challenges was being taken seriously by businesses. Many companies saw us as just a Facebook group and underestimated our reach and influence," said Selma. Their breakthrough came during the COVID-19 pandemic when online shopping and deliveries surged, and many businesses began to see the value of digital discount platforms.
Recognising the business potential
The decision to turn the page into a startup happened gradually.
"We were lucky — most brands came to us. We were so focused on helping the community and supporting other businesses that, before we knew it, companies were knocking on our door," recalls Susan. "This helped create more opportunities and led to more deals for our members."
In 2019, they obtained their trade license and brought in a new business partner, transitioning into a legitimate business. Their next big move was launching SUM, a holding company encompassing Dirham Stretcher, Ukiyo, a fitness and yoga equipment brand, and Sumdeals.
"We built Dirham Stretcher as a support group first and foremost, meaning people know they can come to us for help and advice."
Sumdeals.com was originally established to sell clearance stock from small businesses, but has since expanded to include products sourced globally. It also hosts warehouse sales that have garnered fantastic feedback from the community. After six years, the thriving e-commerce platform is now transitioning into a more permanent retail setup, moving beyond its exclusive online presence.
Popular and overlooked money-saving tips
Having built their retail startup by finding great deals, Selma and Susan offer these valuable savings advice:
Popular money-saving tips:
Use reputable discount websites – Verified deal platforms like sum.ae ensure genuine offers.
Maximise discount codes – Making purchases through multiple orders can sometimes lead to better savings.
Sort by price range – If possible, filter items by discount percentage to find the best deals quickly.
Follow trusted savings communities – Facebook groups like Dirham Stretcher provide vetted, real-time deals.
Often overlooked but practical tips:
Compare online vs. physical store prices – Many online deals, especially on groceries, offer additional savings over physical stores.
Audit subscriptions regularly – Whether food, cloud storage, or other app subscriptions, small monthly charges add up. Canceling unused services saves significant money over time.
Plan purchases in advance – Keeping a wishlist and tracking prices prevents impulsive spending.
Beware of misleading discounts – Some retailers inflate prices before offering "discounts." Checking historical prices helps determine actual savings.
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