Ilhem Sghayer: From Passionate Storyteller to Media Powerhouse in Dubai
Since childhood, Ilhem Sghayer felt a magnetic pull toward documentaries—captivated by their stories, meticulous research, and investigative spirit. That early love inspired her to pursue studies in journalism and communication, laying the groundwork for a career built on curiosity, transparency, and storytelling.
After graduating, Ilhem entered the world of traditional broadcast media in Tunisia. She hosted the first fashion tv show popular shows like “The Fashionista” on Tunisna TV and I co host “Arab Wood” on Rotana Cinema, zahet al khalij I co host . and, gaining respect across the Arab world . But comfort in familiar territory wasn’t her aim.
Moving to Dubai marked her biggest leap. Adapting to a new environment, rebuilding her professional network, and refining her accent were immediate challenges. Rather than shrinking away, she embraced these trials—taking voice coaching, adapting to digital storytelling, and learning new formats and platforms .
Today, Ilhem wears two hats:
- TV Producer & Presenter at Blinx: On this fast-growing digital platform, she crafts engaging, purpose-driven content that informs and resonates with a global audience. 3im producer and presenter for my own show : back to back : The concept, as the name Back to Back suggests, is based on a question-and-answer format. Each time, we have an unusual conversation with our celebrites guests, revealing lesser-known sides of their personality.
- Founder of The Connect PR Agency: Driven by a passion for brand storytelling and media strategy, Ilhem helps businesses and individuals articulate their vision, resonate with their audiences, and grow in competitive markets.
From Tunisian Roots to UAE Opportunities
Ilhem’s background in Tunisia laid the foundation, but Dubai provided the launchpad. Experts describe the UAE as “the land of opportunities”—a place where hard work is rewarded. Ilhem’s experience echoes that sentiment.
In Tunisia, her confident declaration about working internationally prompted some to doubt her. Instead of discouragement, such skepticism fueled her resolve . She used it as motivation to chase bigger platforms—and found them in Dubai.
One early hurdle was her lip-syncing accent. She recognized that to connect authentically with a broader audience, she needed clarity without losing identity. Through dedicated training, she polished her speech and presentation skills, preserving her North African voice while broadening her appeal .
Mastering the Transition to Digital Media
After years in television, Ilhem realized the future was digital. With her journalism degree and on-screen experience, she had the skills—but not the format.
Adapting to digital creation demanded new tools, sharper editing, and innovative strategies for storytelling. The learning curve was steep and daunting—but Ilhem saw it as an opportunity, not a barrier.
Now at Blinx, she’s a leading figure in digital journalism—creating content that’s not only visually compelling but also resonates on social and professional platforms, transcending borders.
Building “The Connect PR Agency”
Parallel to her role at Blinx, Ilhem founded The Connect PR Agency. She envisioned a firm that doesn’t just broadcast messages, but crafts narratives—supporting brands and individuals to find and amplify their voices.
The agency’s core values:
- Tailored storytelling – every client has a unique journey.
- Strategic media planning – harnessing Blinx and regional platforms.
- Result‑driven campaigns – growth and visibility, not just likes and mentions.
- We specialize in Personal Branding. We assist our clients in building a strong presence in the media and on their social networks. We create their public image, help them become known, and support them in clearly and effectively delivering their message.
In Dubai’s fast-paced market, establishing credibility was tough. Yet, Ilhem’s media background and relentless work ethic laid a foundation. Today, the agency stands as a testament to her ability to blend creativity with strategy.
Balancing Journalism and Entrepreneurship
Juggling live TV production, agency client meetings, and digital storytelling isn’t easy. It requires discipline, planning, and a clear vision.
Ilhem attributes her success to:
- Structured schedules – time-blocking between roles.
- Clear priorities – focusing on high-impact tasks.
- Self-care routines – rest, exercise, and personal time.
- Support networks – mentors, friends, and a talented team.
Rather than feeling torn, she says the roles complement each other—journalism enriches brand narratives; business sharpens her storytelling strategies.
Vision for the Future
Looking ahead, Ilhem plans to expand her PR agency’s reach—aiming for a regional leadership position and forging global partnerships. Her goal?
To build “a hub for creativity, innovation, and powerful communication.”
On the media side, she strives to continue producing meaningful content, well-crafted documentaries and journalistic pieces that do more than entertain—they enlighten and give voice to stories that matter : im not doing docs
Impact Over Recognition
Recognition and accolades hold their place, but Ilhem measures success differently. To her:
- Impact matters—does the work inform, inspire, or shift perspectives?
- Clients must feel understood and uplifted—tailored service isn’t just nice; it’s non-negotiable.
- Stories need purpose—whether in journalism or PR, they need to deliver value.
This approach has won Ilhem respect from peers and lifelong trust from clients, fueling her drive to leave meaningful, lasting change—one story at a time.
Lessons from Ilhem’s Journey
Ilhem’s story isn’t just a fairy tale—it’s a blueprint for anyone who dreams big. Key takeaways:
- Let Doubt Motivate You – Use skepticism as fuel for growth.
- Adapt Without Losing Identity – Evolve your tools, not your essence.
- Balance Passion with Structure – Creativity needs discipline.
- Serve Minds and Hearts – Information, inspiration, and clarity.
- Entrepreneurship Can Empower Journalism – And vice versa.
Current Happenings & What’s Next
- On the air: New episodes rolling out on Blinx, focusing on in-depth storytelling for Arab and global audiences.
- At the agency: Strategic expansion of The Connect PR Agency—hunting new clients, building partnerships, and diversifying services.
- Personal brand: Active on Instagram (@ilhemsghayer, 90K+ followers) sharing behind-the-scenes glimpses—her work rhythms, trips, and snippets of her life in Dubai.
- Mentorship: Looks forward to coaching rising journalists, helping others launch media or business ventures.
Why Ilhem’s Story Resonates Today
In an era marked by rapid change and digital disruption, Ilhem’s journey underscores the power of adaptability. Her story shows that with vision, hard work, and authenticity, you can thrive across industries—and across countries. Whether you’re launching a business, shifting careers, or chasing dreams, her example proves that challenges can become stepping stones to success.
Summary
Ilhem Sghayer’s evolution—from a documentary-loving child to a prominent journalist, presenter, and PR entrepreneur—exemplifies bold ambition, cultural adaptability, and storytelling excellence. As she balances dual roles, expands her business, and uplifts her community, she continues to reshape the media landscape in Dubai and beyond. Her message is clear: whether in front of the camera or behind the scenes, purpose-driven communication can inspire, connect, and transform. Do follow her on Instagram.
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