Dubai’s newly-opened RIBAMBELLE restaurant offers a unique blend of warmth and hospitality. It is conceived as a unique place where every member of even the largest families can bask in comfort. The first Ribambelle outlet was opened in 2012, and has since spread across across three countries: Kazakhstan, Uzbekistan, and Russia, besides the UAE. Founder and CEO Yulia explains the thought behind the concept and her exciting journey so far.
My INSEAD professor used to say, “Change needs time,” and now, 12 years later, I see the truth in that. After my first child was born, I faced a challenging period, spending much of my time alone with my baby. But this experience led me to discover my true path.
Returning to work, I found the drawbacks of my job even more pronounced, which led me to pursue an MBA. The MBA revealed that the real issue wasn’t the profession itself but my need for independence and responsibility, which didn’t align with a corporate environment.
Your first business involved distributing children’s playhouses. Why did you choose this?
As a new mom, I wanted a space where working moms could stay social after having kids. We had the concept, but the details were unclear. After exploring different models and traveling to the USA to finalize a deal, we secured exclusive rights to sell playhouses. This dual revenue model became the core of RIBAMBELLE.
In 2011, you began working on the family restaurant concept, RIBAMBELLE. Where did you find the investments for that?
I like to joke that our first investments came from the three F’s: friends, family, and fools! But in reality, both my husband and I had been working in the finance industry for seven years. We had savings, and all the profits from our playhouse distribution business were reinvested into opening the first restaurant.
Do you remember the day when you realized the concept of RIBAMBELLE was working?
Absolutely, it was on the very first day. We were fully booked but performed poorly. I had no prior experience in the restaurant industry and assumed it would be simple. We lacked processes, enough staff, and even adequate food supplies. That day marked the start of a major learning phase for me. Managing a small business differs greatly from corporate management due to the absence of policies, training, and clear career paths. Since 2012, I’ve learned that our biggest challenges are often mental. With the right mindset, you can find the resources to achieve any goal.
Regarding RIBAMBELLE in Dubai — how much did it cost to open it?
It cost $4 million USD, and when you see it, you won’t believe it was so little. While many places in Dubai have similar or even higher budgets, few achieve the same level of quality and atmosphere with that investment.
Who is on your team?
What I love about Dubai is its truly international community. Living here makes me feel like a global citizen, and this diversity is reflected in my team, where each person brings their own culture and perspective. It’s not always easy, but it’s incredibly rewarding.
Is the interior design of RIBAMBELLE in Dubai different from other locations?
Yes, it’s absolutely different for two reasons. First, I’ve always wanted to create a design that appeals to adults. Second, my perspective on RIBAMBELLE evolved in Dubai, inspired by the oasis in The Alchemist by Paulo Coelho. I aimed to create a magical family oasis where people can recharge before resuming their busy lives.
You’ve written a lot about the challenges of opening RIBAMBELLE in Dubai. Why do you think these challenges occurred? And what should we do to change the situation?
The biggest challenge, beyond the usual market uncertainties, has been Dubai’s transient nature. Many see their time here as temporary, leading to a lack of commitment and disregard for reputation. This short-term mindset impacts culture negatively. As more people view Dubai as home, I hope trust and respect will become foundational values. While money is the currency of transactions, trust is the currency of interactions.
For those unfamiliar with the RIBAMBELLE concept, what makes it different from other family restaurants?
The key difference is our high standards of quality. At RIBAMBELLE, we prioritize quality and respect for our guests, from the food to how we address parents’ needs and entertain kids. While many places offer dining while kids play, experiencing RIBAMBELLE shows you the true difference. It’s like feelings — you need to experience them firsthand to truly appreciate them.
When guests say, “Thank you, this place is exactly what we needed, and only a mother could create such a perfect space,” it’s the highest compliment.
What are your future plans?
I’ve already received several offers to expand my business in the Middle East. I’m meeting with people and will soon decide what’s next. My greatest desire is to make Dubai my home, and I believe that to truly achieve that, I need to create value for this country before expecting to feel at home here.
Also published on Medium.
