In 2010, Sima co-founded "Pinkdust" fashion boutique for showcasing Arab fashion designers in aim to support and encourage the fashion industry in the Middle East. Pinkdust started off with 7 designers and within one year jumped to more than 70 designers through the Middle East.

Sima has founded her third company "Ekeif.com" in 2012. Keif means how in Arabic. At Ekief, short "how to" Arabic videos are produced. Its mission is to support and enhance Arabic online content and create job opportunities in the MENA region through content creation strategy.

Visit www.ekeif.com/ar