Soha Amari: Building Legacy Through Integrity, Discipline, and Purpose
By Sheila Hunter
In an industry often defined by fast wins, inflated egos, and glossy façades, Soha Amari stands out for a very different reason: authenticity. As the founder of Amari Property Company, she has built her business not on inherited privilege or shortcuts, but on grit, integrity, and a relentless commitment to doing things the right way.
Despite coming from a well known family, Soha is clear about one thing: her success is entirely self-made. “People assume everything was handed to me,” she explains. “But the funding, the growth, the decisions that was all me.” It’s a distinction she guards fiercely, not out of defensiveness, but out of pride. Her journey is a testament to what happens when determination outweighs expectation.
A Brand Built on Integrity, Not Inheritance
Soha’s upbringing provided comfort, but not a business. When she launched Amari Property Company, she did so without leaning on her family name. “In property, respect isn’t inherited,” she says. “You earn it.”
This philosophy shapes everything she does from the developments she chooses to the clients she works with. Her leadership style is grounded in ethics, transparency, and long-term thinking. In a market where many chase quick wins, Soha is unapologetically focused on sustainable growth. “Fast money is quick for two seconds,” she says. “But it never lasts. I’d rather build something solid, something real.”
Her approach has become a defining feature of the Amari brand: a company built on trust, not tactics.
The Client Comes First — Always
Soha’s sales philosophy is refreshingly human. She rejects the transactional mindset that dominates the property sector, instead prioritising trust, security, and long-term relationships.
“I’m ruthless in business,” she admits, “but only in protecting my clients. I’ll never push someone into a deal they’re not ready for.”
Her background in luxury vehicles gave her a unique understanding of emotional buying, but property, she says, is different. “A car is an emotional purchase. Property is an investment. You have to guide people with honesty, not pressure.”
This client first approach has earned her repeat business, referrals, and a reputation for integrity a rare currency in today’s market.
Slow Growth, Strong Foundations
While many entrepreneurs glamorise rapid success, Soha champions a slower, more deliberate path. She believes that ethical practices, deep market understanding, and personal accountability are the true foundations of longevity.
“Quick wins collapse,” she says. “Real success takes time.”
Her strategy is simple:
• Choose developments carefully • Understand every detail
• Protect the client
• Build trust
• Grow steadily
It’s a philosophy that has not only shaped her company but also her identity as a leader.
Advice for the Next Generation —
Especially Women
Soha is passionate about helping young people, particularly women, enter the property world with confidence. Her advice is grounded in realism and experience.
“Get hands on,” she insists. “You can’t learn property from a book. You need to be out there, seeing it, feeling it, understanding it.”
She encourages aspiring professionals to work alongside experienced investors before diving in. Confidence, communication, and resilience, she says, are essential.
“Property isn’t for everyone. It’s tough. But if you’re meant for it, you’ll know, and you’ll thrive.”
Her own journey from a management company to property investment reflects this gradual, skill-building approach.
Resilience in a Social Media World
In an age where criticism is instant and often cruel, Soha has developed a thick skin. Social media negativity, she says, doesn’t faze her.
“People who criticise online usually aren’t doing anything themselves,” she says. “I don’t let it distract me.”
Her resilience comes from a deep sense of self-belief and a commitment to her values. She focuses on her goals, her family, and her business, not the noise.
Pressure, in Soha’s view, is not something to be avoided but embraced as a catalyst for growth. Having worked in industries where expectations are high and mistakes are costly, she has learned to remain composed under intensity. Faith plays a central role in how she manages stress, guiding her to pause, reflect, and return to her core values before making decisions. This grounding enables her to maintain clarity and integrity, even in fast-moving or high-stakes situations.
A Vision Rooted in Authenticity
Beyond business, Soha’s passion for animal welfare reveals a softer side, one that adds depth to her public persona. It’s a reminder that ambition and compassion can coexist.
Her long-term vision for Amare Property Company is clear: a brand built on integrity, hard work, and genuine care for clients. Through platforms like Elevate, she hopes to inspire others, especially young women, to pursue success with ethics at the forefront.
Her story is not just about property. It’s about identity, resilience, and the power of building something that is truly your own.
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