Charting a course to excellence: Meet Abeer Al Shaali

As tourism numbers continue to soar and luxury travel remains unabated in the UAE, consumers have shown greater proclivity towards experiences that are private and exclusive. Abeer Al Shaali, who is the Deputy Managing Director at Gulf Craft Group, one of the world’s leading shipyards and luxury yacht manufacturers, has witnessed the sea change first hand.

Since its inception in 1982, Gulf Craft Group has been manufacturing luxury yachts and leisure boats in the UAE, and now has five brands in its product portfolio – Majesty Yachts, Nomad Explorer Yachts, Oryx Sport Cruisers, and Silver Craft and Silver Cat Boats. Aviamost spoke to Mrs. Al Shaali who is shaping the future of maritime industry and charting a course to excellence, leadership, resilience, and her vision.

Could you provide an overview of Gulf Craft's remarkable journey, highlighting the key milestones that have shaped its growth and success as both a regional and global leader? 

Gulf Craft was founded in 1982 with a vision to bring high-quality boats to the region, offering an alternative to traditional wooden dhows and costly imported boats. We started with a modest 218,000-square-foot facility in Ajman, producing 14-foot runabouts for the local market. Over time, we introduced legendary models such as the Ambassador 24 in 1985. In 1992, we launched the Adora 53, our first complex yacht which became very popular in the region for years to come. In 1996, we expanded our portfolio with the launch of the Majesty 86.

Our growth continued with new facilities in Umm Al Quwain in 2001 and the Maldives in 2002. This expansion was driven by an increasing client demand and a commitment to innovation, further strengthening our production capabilities and international presence. Both facilities alongside our now, service centre in Ajman, have cemented our legacy by manufacturing over 10,000 boats.

Innovations continued with the launch of the Oryx, Silvercraft and Silvercat brands in 2006, 2008 and 2019 respectively. Our pinnacle achievement came in 2021 with the Majesty 175, the largest composite production yacht ever built.

Earlier this year, we launched Gulf Craft Group, expanding our global reach and streamlining operations to manage sales and meet international regulations more effectively. This important milestone highlights our dedication to innovation and excellence, strengthening our presence worldwide and thriving in a competitive industry.

Leadership must have been crucial in navigating this journey. How do you define leadership, and in what ways do you demonstrate it in your role as Deputy Managing Director? 

I believe that true leadership requires earning the trust and buy-in from the people around you. This trust comes when they see that you genuinely have their best interests at heart.

Simply having a title doesn't make someone a leader; leadership is something you must actively work towards. You have to prove yourself and earn it through your actions and dedication. Leadership is not granted; it’s earned through commitment, integrity, and a genuine concern for the well-being of those you lead.

What was the most significant challenge you faced in your career, and how did you overcome it?

One of the most significant challenges I faced was during the COVID-19 pandemic. The financial strain was immense, and we had to make some very difficult decisions due to the significant drop in income. 

As the acting CEO, I was managing cash flow daily. We had to reduce salaries, and I personally went to every department to explain the situation to our employees. I promised them that while we couldn’t pay their full salaries immediately, the unpaid portions would be recorded and paid within 12 months. It was a promise made with no certainty, but it was important to me, to be honest with our team.

Fortunately, within a year, everyone received their full salaries. This experience underscored the importance of honest communication and strong leadership during challenging times.

My father always emphasised the responsibility of leadership, reminding me that each employee represents a household relying on their salary. This principle guided my decisions, through difficult periods.

This approach provided employees with a sense of continuity and relief, knowing someone was looking out for them. While it might not be something prioritised in business, it is essential to me and something I'm very proud of.

Looking ahead, what are your aspirations for Gulf Craft, and how do you envision the company making an impact on the global maritime industry in the coming years?

Looking ahead, Gulf Craft is committed to strengthening its position as a global maritime leader by focusing on innovation and sustainability. We plan to enhance our vessels with advanced technologies that push the boundaries of performance and efficiency.

Additionally, we are dedicated to adopting eco-friendly practices and promoting sustainable development within the industry. By implementing green technologies and sustainable practices, Gulf Craft aims to lead by example and influence the broader maritime sector. Through these initiatives, we aspire to make a significant and positive impact on the global maritime industry, setting new standards for innovation, performance, and environmental responsibility.

Finally, considering your vision for Gulf Craft, what are your professional goals for the next 5-10 years, and how do you plan to achieve them?

Professionally, I aim to establish a comprehensive mentorship and career path program within Gulf Craft. I believe it's crucial to invest in the growth and development of our team. Additionally, I aspire to spend more time working with students, potentially as a lecturer. Sharing knowledge and nurturing the next generation would be incredibly rewarding.

On a personal level, I am focused on achieving these professional goals while maintaining a balance with my personal life. Both aspects are intertwined for me, as professional success often leads to personal fulfilment.