Everyone loves a success story. Far fewer people are willing to tell the unfiltered version the risk, the setbacks, and the moments that nearly broke them. Chloe Ragg is one of them.
On episode 11 of the SHFT Pod, Dan and Erin sat down with Chloe founder of Social Studio Middle East for an honest conversation about building a business from nothing, thousands of kilometres from home.
Starting from scratch, far from home
Chloe's path is not the usual founder story. She grew up on a Queensland farm and ended up launching a social media agency in Dubai a new country, a new market, and no ready-made network to lean on. Starting from scratch is hard anywhere; doing it on the other side of the world, in one of the most competitive cities on earth, is another level entirely.
The unfiltered reality
What makes the episode land is Chloe's honesty about everything that came with it. Building a business rarely happens in a neat, linear line and for Chloe it ran alongside real life at its most demanding, including motherhood and facing down cancer. Her story is a powerful reminder that resilience isn't a buzzword; it's what you draw on when the plan and reality collide, and it's often where a clearer definition of success is found.
Social Studio Middle East
Out of all of it, Chloe built Social Studio Middle East, an independent Dubai-based social media and content agency. The team helps hospitality and lifestyle brands grow across the UAE, Saudi Arabia and the wider GCC handling strategy, content creation, videography and paid advertising under one roof. It's a genuine from-scratch success story, built in a market that doesn't hand anything to anyone.
Hear the full conversation
If you've ever thought about backing yourself and starting something new, this one will resonate. Watch or listen to Chloe Ragg's SHFT Pod episode, and take a look at the work at Social Studio Middle East.
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