In an age when luxury has become almost mechanical – more about price tags than purpose – Talal is rewriting the script. His Keturah brand isn’t just another addition to the skyline. It’s a manifesto. A new creed that fuses architecture with emotion, and wellness with wealth.
And make no mistake – this is no mood-board fantasy. With over $5 billion in portfolio value, over 14 completed projects, and seven more in the pipeline, Talal is not just part of the UAE’s real estate story – he’s penning the next chapter.
Luxury is a crowded market – what makes Keturah different?
Luxury today goes beyond aesthetics; it’s about creating transformative experiences that redefine how people live. What sets Keturah apart is its holistic approach to upscale living, centred around wellness. A prime example is the Bio Living concept, implemented in one of our Keturah developments. This approach seamlessly integrates architecture and interior design with natural elements to enhance residents’ physical, mental, and emotional well-being.
Bio Living isn’t just about adding greenery – it’s about engineering an environment that breathes with its residents. From air purification systems and natural ventilation to sensory design that reduces stress and promotes tranquillity, every detail is designed to foster a healthier lifestyle.
While many luxury developers emphasize grandeur, we focus on experiential luxury – crafting spaces that elevate how people live, work, and unwind. Keturah isn’t just a development; it’s a meticulously curated ecosystem where wellness, sustainability, and refined living exist in perfect harmony.
How does Keturah integrate local cultural elements and sustainability practices into its hospitality services while maintaining consistency across different locations?
At Keturah, we believe that true luxury harmonizes with its surroundings. Every project is thoughtfully designed to reflect the essence of its location, ensuring authenticity while maintaining the brand’s signature elegance.
For example, in our Middle Eastern developments, we incorporate regional architectural nuances – from the way light interacts with space to the use of locally inspired materials that enhance both aesthetics and environmental efficiency.
Environmental responsibility is found in every aspect of the Keturah experience, from energy-efficient construction to biophilic principles that minimise impact and promote wellbeing. We work hard to maintain a balance between preserving the essence of a location and staying true to our core values, which has allowed Keturah to maintain its hallmark standards of exclusivity and design excellence.
In what ways has Keturah’s brand identity evolved from its initial hospitality focus to support expansion into different business segments, and what strategies ensure brand cohesion across these diverse ventures?
Keturah began as a luxury wellbeing real estate and hospitality concept, and given its success and the uniqueness it provides, we decided to branch into broader lifestyle areas. Most recently, we inaugurated Maison Keturah, redefining luxury by providing HNWIs access to the world’s most exclusive and rare items. With an unwavering commitment to exceptional quality, rich heritage, and refined sophistication, we curate experiences that are both glamorous and distinctive, ensuring our clients feel proud, esteemed, and uniquely privileged.
Our expansion has been strategic, ensuring that each new venture aligns with our values of providing unique luxury experiences.
What criteria does Keturah use to identify and evaluate potential new business segments for brand expansion, and how does it ensure these align with its core hospitality values?
Keturah’s expansion strategy is highly selective, guided by three key criteria: alignment with our wellness-centred and sustainability philosophies, elevating luxury through craftsmanship and experience, and ensuring long-term value creation through innovation.
Our approach isn’t about following trends – it’s about shaping the future of refined living. Every new venture is evaluated beyond profitability, focusing on its impact, its ability to enrich customers’ lives, and how well it reinforces Keturah’s philosophy of experiential luxury.
This is why every business segment we explore – whether in hospitality, properties or lifestyle – feels intuitive and authentic. Luxury is about intention, and every expansion must bring deeper meaning, not just broader reach.
How has Keturah adapted its customer experience framework when expanding into different business lines while maintaining its signature service standards?
Luxury is deeply personal. Whether engaging with Keturah through a residence, a retreat, or a curated collection, every experience must feel tailored, seamless, and emotionally resonant.
We achieve this through bespoke service models that anticipate and adapt to individual needs, multi-sensory design that fosters relaxation and renewal, and technology-driven personalisation that enables intuitive, meaningful interactions with spaces.
At Keturah, we don’t just deliver luxury – we craft immersive experiences that redefine how people connect with the world around them.
What do you see as the future wellness trends to watch?
The future of wellness is shifting beyond traditional spa and fitness offerings into fully integrated lifestyle experiences that prioritise long-term physical, mental, and emotional wellbeing.
Key trends shaping this future include biophilic design, which enhances cognitive function and mood; AI-driven personalisation, tailoring wellness solutions to individual lifestyles; and sustainable luxury, where conscious design meets high-end living.
At Keturah, we see wellness as the foundation of true luxury. It’s not about occasional indulgence – but about creating spaces that elevate everyday life.
Final word
In a sector saturated with sales talk and surface sparkle, Talal Moafaq Al Gaddah is doing something brave: he’s slowing luxury down. Making it thoughtful. Personal. Holistic.
“Luxury is deeply personal. Whether engaging with Keturah through a residence, a retreat, or a curated collection, every experience must feel tailored, seamless, and emotionally resonant,” he says. “At Keturah, we don’t just deliver luxury – we craft immersive experiences that redefine how people connect with the world around them.”
Where others are building towers, Talal is building legacies. Where others see trends, he sees transformations. And where others chase luxury, Talal defines it. He’s not selling homes. He’s selling a philosophy. And frankly, that’s exactly what the industry needs.
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