Who is NordX

Sanna Purasmaa

I have a strong background in customer-focused roles, with a passion for building relationships and creating meaningful experiences. Working as a cabin crew member gave me the chance to meet people from all over the world and be part of so many incredible moments. It also helped me develop strong social skills, a flexible mindset, and the ability to see the bigger picture in any situation—all of which now help me bring events to life in a fun, engaging, and welcoming way.

I’ve called Dubai home since 2012 and have spent the past few years organizing corporate, social, and sports events. This city’s energy, diversity, and endless opportunities make it the perfect place to create memorable experiences.

In my free time, you’ll find me gardening, decorating, or tackling a DIY project with my husband. I also love staying active and keeping fit, all while balancing life with my teenage son and three cats, who definitely keep things lively at home!

Erika Daintry

With a background in hospitality and over a decade of executive experience, I’ve always believed that the best connections happen at great events. Growing up in a hospitality family, I learned early on that the little details make all the difference—something I always keep in mind when planning events to ensure every experience is memorable.

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Having lived in Dubai for the past 15 years, I love its rich mix of cultures and flavors, which provide endless inspiration. I thrive on bringing people together, ensuring every event—whether corporate, networking, or something unique—is engaging and full of personality.

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When I’m not planning events, you’ll find me chasing adventure—skiing, exploring the desert, or keeping up with my two energetic boys (arguably the biggest challenge of them all!). My favorite way to unwind is in an ice bath—because nothing beats the refreshment of a cold plunge! I come from Finland, after all.