About Tooba

Tooba Waseem is a former World Bank consultant turned luxury content creator and image consultant, specializing in lifestyle content for leading hospitality and luxury brands, including The Four Seasons, Mandarin Oriental, Tiffany & Co, and Alila Resorts. Her work has been featured in top publications including Elle Arabia, Hello Magazine, and Vogue Arabia.

Although she excelled at The World Bank, Tooba discovered her true passion lay in personal styling and creative expression. She founded her image consultancy, The TWEdits, after studying at the Fashion Institute of Dubai. Since 2016, Tooba has crafted impeccable looks for regional royalty and high-profile clients, offering bespoke wardrobe solutions tailored to their unique personalities and preferences.

Tooba’s meticulous attention to detail and trend-spotting expertise have earned her clients' trust and admiration. She stays at the forefront of fashion and lifestyle trends through continuous research and engagement with global style influencers, designers, hotels and events, providing innovative and up-to-the-minute insights for her clients.