Behind the scenes with Ellington: Why Their Projects in the UAE Sell Out without advertising

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We spoke with Raisa Zurnadzhi, a representative of Dubai-based developer Ellington, for an exclusive interview hosted by Alex from Inside Realty. During the conversation, Raisa shared unique insights into the company, its philosophy, and why Ellington’s projects continue to generate such high demand in the UAE.

Ellington was founded in 2014 by Robert D. Booth, a Canadian architect and former CEO of Emaar, where he spent 13 years overseeing major developments. Today, Ellington has launched over 50 projects across Dubai, with dozens more in the pipeline. Despite the scale, demand remains intense — Raisa revealed that buildings often sell out within 3–5 hours of launch, sometimes with up to 5,000 EOIs submitted for just 1,000 units.

One of the main reasons behind this demand is Ellington’s meticulous attention to detail in both design and execution. The developer consistently uses natural materials — marble, travertine, and solid wood. In their fitness centers, you’ll find designer clocks priced at AED 45,000, while the kitchens are outfitted with Smeg and Miele appliances. Ventilation systems are designed so that even if you leave your apartment for a month with the A/C off, no mold will appear — a rare and critical feature in the UAE’s humid climate.

These are just some of the elements that set Ellington apart.

During the interview, we toured the Ellington Beach House on Palm Jumeirah, where we highlighted these premium design features and gave viewers a behind-the-scenes look at what makes this developer’s projects so desirable.

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Video Content:

00:00 – Why Ellington: design, quality, and smart investment
00:29 – Raisa’s story: 15 years in real estate, joined Ellington
01:52 – Trust in product matters for long-term clients
02:21 – Founder: Robert, ex-Emaar CEO with global experience
03:25 – Built Dubai Marina, Downtown, and Burj Khalifa
04:19 – Architect-led company with focus on lifestyle
04:43 – Boutique approach, strong attention to details
05:06 – First success: Belgravia in JVC
05:35 – Unique features: air systems, insulation, anti-mold
06:15 – Investment needs a clear exit strategy
06:43 – Ellington homes hold value, rarely resold
07:12 – Strong communities, 100% occupancy
08:02 – Micro-community feel in every building
08:51 – 50+ projects, including Palm and Dubai Hills
09:47 – Apartment tour at Ellington Beach House
10:16 – Pool, cabanas, private beach, and design touches
11:06 – Gym: TechnoGym, wood, natural light
11:55 – Pilates & yoga room, premium wellness focus
12:56 – Warm interiors: wood, travertine, lighting
13:38 – Full kitchens with top brands like Jesse
14:30 – Premium lighting from Roland Hill
15:23 – Art pieces from Ellington’s Art Foundation
16:08 – Natural materials, smart space planning
17:00 – Hidden storage, Miele and Smeg appliances
17:59 – Co-working area with designer elements
18:21 – 4BR duplexes near sea from AED 55M
18:51 – Going direct to developer won’t save you
19:21 – Developers don’t help with resale strategy
20:19 – Demand is high, EOIs and waitlists essential
21:13 – Early access depends on agent connections
22:11 – Alex picks based on client goals, not hype
23:07 – Focus on top waterfront areas and villas
23:55 – New villas coming soon to Marjan
24:51 – Bigger units have better resale and views
25:40 – Growing demand for 3–5BR family units
26:06 – Ellington launches sell out in hours
27:04 – Clients want returns, not cheap deals
27:34 – Buying full floors: early access, better ROI
28:00 – Bulk deals and joint ventures available
28:50 – Commercial space near luxury homes = ROI
30:15 – Why Ellington fits long-term investor values

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