From One Family to Many: Lacasa Living

Interviewed by: Binesh Babu Panicker
Podcast/Images: Abu Jiyadh, JAK Productions
Compiled by: Anand Raj OK

Emad Jaber, Chairman, Lacasa Living

Can you tell us about your early life and how you developed a passion for engineering and architecture?  This has been with me since I was a child. I love math, and math means engineering. In the 70s, engineers were at the top of society. If you were an engineer, you had that status. That’s how I started looking into how things are built. My passion was to be part of that. I was good in math and physics, which led me to engineering. I started as a civil engineer, and later, the passion for design grew. When I created Lacasa Architecture, I worked closely with architects. I consider myself an architect now, even though my background is in civil engineering. Both together— civil engineering and architecture— make the difference. Architects dream, and civil engineers execute. When you have both, you get the creation and the practicality.

Did you start your career as an employee or an entrepreneur? 

I started working for others, and that’s what took me to where I am now. I didn’t start as a boss. I began as a site inspector, not even a site engineer. I started from the bottom, learning how things are done- how concrete is poured, how carpenters and steel fitters work. From 1984 to 2006, I worked for others. In the last 10 years of that period, from 1996 to 2006, I was a manager, running an architectural office. That experience in management was invaluable. Engineering is not just technical; maybe 10-20% is technical. The rest is communication, management skills, and selling your product as an architect. Your personality matures when you work on-site, focusing on getting things done. You don’t think about time or cost; you focus on your task. But in management, I learned about the bigger picture. That’s when I felt ready to open my own office in 2006.

How has Dubai shaped your career? 

I’ve been in Dubai since 1984. I’m blessed to have been here at the right time. Back then, Dubai wasn’t famous. Engineers wanted to go to Kuwait or Saudi Arabia because the work was there. Dubai was a small emirate, but I fell in love with it from the start. Even though engineering wasn’t booming at the time, I loved Dubai and its people. In 1990, things started to change thanks to the visionary leadership. I was part of the planning and execution of several major projects in Dubai.  I’m proud to have been a part of Dubai’s transformation from the beginning.

How did the transition from architect to developer happen? 

At Lacasa Architecture, we were dreaming for others. We did many successful projects for clients, and we were happy to see them make money from our designs. But we thought, why not do it for ourselves? The idea came from my son, Ahmad, over a family dinner. We decided to start our own development company. Now, as a developer, we have control over design and cost. It’s a dream for any architect to have an open budget. In my career, I’ve done over 3,000 projects, and maybe only 10 had an open budget – mostly for the Dubai government. Being a developer allows us to combine creativity with practicality, and that’s amazing.

How does it feel to dream for your own projects now?

It’s unbelievable. Every night, I wake up and ask, ‘Was it a dream or real?’ What we’re doing—buying plots, designing, launching, selling—it’s like a dream. I’m proud and happy to touch people’s lives. Being a developer isn’t just about money; it’s about making people happy. I feel rewarded and energized, like I’m back in 1984, ready to create something bigger and better.

Ahmad Jaber, CEO, Lacasa Living

Can you tell us about your early life and career journey? 

I was born in Dubai in the 90s. My parents are from Palestine, but they met and worked here. My father is a civil engineer, and I grew up surrounded by construction. I studied civil engineering and considered architecture, but I liked the balance of practicality and creativity. After my master’s in construction management, I worked on-site for five years. I wanted to understand the details before moving to the office. Later, I joined Lacasa Architecture in project management, where I dealt with many clients and learned about their unique visions. That experience gave me a good push and a clear idea of the market.

Was it your idea to start Lacasa Living? 

Yes, it was building up over time. The idea came during a family dinner. We were discussing the market, as we often do, and I casually said, ‘Why don’t we start our own development company?’ We have the know-how, design knowledge, and technical expertise. The idea stayed with us, and we started planning in detail. Dubai’s market showed us that opportunities are always possible. We’ve seen the ups and downs, and we believed in the long-term potential. Alhamdulillah, we made it happen.

What does Lacasa Living mean to you? 

Lacasa means ‘home.’ For us, it’s a family. Coming to the office feels like coming to a second home. Starting Lacasa Living with my father is emotional for me. I’m not just following in his footsteps; I’m adding value in a new way. It’s a dream come true to work side by side with him and create something meaningful.

As a developer, how do you balance cost and creativity? 

Ahmad Jaber: It’s definitely a challenge. My father loves to dream big and spend, but I play the role of the devil’s advocate, controlling the budget. We want to deliver high-quality products, but we also need to make business sense. That’s why we’re selective about our projects. We focus on boutique developments where we can deliver a unique experience. It’s a balance, but we manage it by choosing the right projects and clients.

What’s your message to potential buyers? 

When you buy from Lacasa, we want you to trust that we’ve checked every detail—location, materials, and potential. It’s not just about what we can do; it’s about people’s trust in us. We’ve completed over 700 projects under the Lacasa name, and our designs speak for themselves. We want people to trust in our future and the experience we create in our developments.

Which market segment are you targeting? 

We’re in the mid-to-high segment. We’re not competing with affordable housing because it’s not our expertise. We want to deliver high-end products for people who appreciate quality. We also have a Signature Collection for ultra-high-net-worth individuals, with villas in Dubai Hills and other locations. We see our buyers as partners, not just end-users or investors.

Your vision has taken off from Ras Al Khaimah. When will Lacasa Living announce its arrival in Dubai?

We are Dubai. We’ve lived here our whole lives, and we see the potential here. We do see a lot of potential in Ras Al Khaimah as well, and it will continue to rise. We have projects in the pipeline, and hopefully, by the end of this year or next year, you’ll see more of Lacasa Living in Dubai.