Esnaad Real Estate Developments

Esnaad Real Estate Developments may be a new name in the city's crowded skyline, but it brings with it a story rooted in precision, trust, and a vision for something more personal than just "building." Founded in 2023, this emerging developer has quietly entered the scene with a clear ambition: to create luxury homes that not only fit into the urban grid but also make residents feel part of something thoughtfully designed—both aesthetically and socially.

A Story That Begins With Experience, Not Just Ambition

While Esnaad is a recent entrant, it's not new to the business of building. Aura Holding, a group with decades of experience in construction, logistics, and real estate across the UAE, backs the developer. The company's CEO, Ashraf Elbendari, brings over 20 years of industry knowledge, shaped by large-scale operational leadership, but with a boutique mindset.

Unlike many new developers that launch with fanfare and CGI-heavy concepts, Esnaad began with foundational clarity: one team, one project, and a well-researched vision. The leadership's choice to base operations in City Walk—a highly design-conscious, urban district—was a deliberate signal of their intent: create something bold but refined.

Building a Signature Identity: From Spark to Structure

Their flagship project, The Spark by Esnaad, isn't just a name—it's symbolic of something more. Launched in 2024, it was positioned not only as their first development but as a statement of how they plan to build. Located in Mohammed Bin Rashid City (District 11), the mid-rise project combines modern urban architecture with green elements and co-working space integration, showing a deep understanding of Dubai's evolving resident needs.

The building includes:

• 1 and 2-bedroom premium apartments ranging from 736 to 851 sq ft.

• Modern finishes, floor-to-ceiling windows, and layouts optimized for natural light.

• A communal space design strategy focused on work-life blending rather than separation.

From construction material sourcing to interior planning, Esnaad's team was involved in every detail, ensuring they could fully stand behind the product—a strategy not always seen in an industry that often outsources large portions of development.

Why Esnaad Chose to Stay Small

In a market like Dubai where scale is often associated with success, Esnaad has made an intentional choice to remain a boutique developer for the time being. The company currently operates with a compact team (under 50 employees), ensuring agility and complete vertical control over the design and build process. As of mid-2025, the company has no announced plans to expand into master-planned communities or hospitality, unlike competitors such as Sobha or Meraas.

The logic behind this strategy is twofold:

1. Quality Assurance – Smaller portfolios allow for deeper involvement in every build.

2. Brand Loyalty – Delivering one exceptional project helps build organic trust and reputation, laying the groundwork for future scaling.

How Esnaad Defines Quality in a Fast-Growth Market

In a region where speed-to-market is often prioritized, Esnaad stands apart by extending its timelines for design iterations and materials testing. For The Spark, every material—whether flooring, aluminum panels, or bathroom fixtures—was tested in mock-up units.

They also involve third-party consultants in key phases of the project to maintain transparency, a value CEO Ashraf Elbendari has carried over from his previous executive experience in logistics.

This hands-on approach may result in slightly longer delivery times, but the tradeoff is durability and trust, two qualities that resonate with buyers looking beyond glossy brochures.

Who Esnaad is Building For

Rather than aiming to cater to every buyer, Esnaad has focused on a clear target market:

• Young professionals and entrepreneurs seeking creative urban spaces.

• Gulf-based investors seeking mid-size, low-density properties with long-term rental potential.

• Europe-based Arabs seeking private, green, and well-connected apartments.

With average prices starting from AED 1.15 million and a post-handover plan (20/30/50), the product is competitively placed but intentionally avoids undercutting the market.

Esnaad vs. the Giants: How This Boutique Developer Stands Out

While developers like Emaar or Damac boast expansive portfolios and master-planned mega-projects, Esnaad is banking on deep design thinking, intimate scale, and mid-market luxury to find its niche.

A Look Inside Esnaad’s Culture and Team Ethos

Esnaad’s team, though small, includes specialists from the UAE, Egypt, and Europe. They emphasize “working horizontally” over hierarchy, and team members are involved across design, procurement, and marketing phases. Employees often describe the environment as more akin to a design lab than a corporate boardroom, and that culture is reflected in their open-layout office located inside City Walk.

This reflects a trend among new boutique developers, who offer personal accountability as a way to differentiate themselves from volume-driven industry players.

What’s Next in Esnaad’s Pipeline?

While no second project has been publicly announced as of July 2025, internal interviews suggest that Esnaad is considering locations in:

• Al Jaddaf Waterfront

• Meydan Avenue

• A possible villa enclave near Al Khawaneej

Rather than rushing into the following plot, the leadership has made it clear they are measuring customer feedback from The Spark’s launch before finalizing new developments.

Their roadmap focuses on three principles:

1. Feedback-driven design evolution

2. Strategic land acquisition (no rush bidding)

3. Prioritizing ROI without sacrificing liveability

Final Thoughts

• Esnaad Real Estate Developments is a boutique Dubai-based developer founded in 2023, backed by Aura Holdings and led by Ashraf Elbendari.

• The company emphasizes design-led, sustainable, and quality-focused construction over high-volume project launches.

• Its debut project, The Spark by Esnaad, is located in Mohammed Bin Rashid City and integrates urban functionality with lifestyle-driven amenities.

•  Esnaad targets a niche audience: Gulf residents, Arab-European expats, and professionals looking for mid-market luxury with long-term value.

• The company’s approach contrasts with developers like Emaar, Damac, and Sobha, focusing on intimate scale and hands-on project management.

• It aligns closely with UAE Green Building principles, prioritizing sustainability in materials and long-term asset durability.

• With no aggressive expansion plans, Esnaad is currently refining its roadmap based on customer feedback and internal standards before launching a second development.

• Its brand ethos—build fewer, build better—is shaping a new lane in Dubai’s evolving real estate sector.