Started as an assistant, now she’s the boss: Filipina mom opens her own nursery in Dubai

There was a time when her job meant being a teacher, cleaner, and assistant all at once — for just AED 1,650 a month. Nine years later, Genevie Concepcion owns a thriving nursery in Dubai with 25 children under her care and three full-time babysitters. Her journey from struggle to stability is one many OFWs can relate to — and learn from.

Genevie, now 41, is the proud owner of Princess Ameerah Nursery, a dream she planted in 2017 while working as a nursery assistant in Sharjah. “Sobrang hirap. Yung mga local teachers, hindi kumikilos. Ikaw na lahat — teacher, assistant, cleaner,” she recalled. “Sabi ko sa sarili ko, isang contract lang. Pag nakuha ko na pasikot-sikot ng nursery, ako na magtatayo ng sarili ko.”

A leap of faith and two jobs

In 2019, during a one-month local leave, Genevie made a bold decision to move from Sharjah to Dubai and search for better opportunities. That leap changed everything. In just a month, she secured not one but two jobs — as an assistant to a marketing manager in the tourism sector and as a sales agent for a British company selling educational books.

With flexible hours and her background in childcare and parenting, Genevie quickly rose to the top of both careers. “Naging top sales agent ako. Ang dami kong leads — sa tourism at sa books,” she shared. But when the pandemic hit, both industries collapsed overnight. “Sarado ang lahat. Walang turista. Hindi mo priority ang mga libro kapag hindi mo alam kailan matatapos ang pandemic.”

Instead of giving up, Genevie pivoted. A nurse-parent of one of her former students asked if she could take care of her child for extended hours. “Teacher ako, kaya sabi ko, sige, magtututor ako,” she said. That single child turned into 15 — all under her solo care. “Hanggang sa kumuha ako ng isang babysitter. Alhamdulillah, kakarecommend ng mga parents, naging 25 na sila ngayon. May tatlo na akong stay-in babysitters.”

Beyond income

Genevie’s decision to go abroad was not for herself. As the eldest child and a single mother of three, she was the breadwinner for her entire family. “College na ngayon ang mga anak ko. Sa akin din iniiwan mga pamangkin at mga anak ng kapitbahay namin noon. Malapit talaga ako sa mga bata ever since.”

This deep care for children, both in the Philippines and in the UAE, became the heart of her work. Parents who entrusted her with their babies at two months old now have three-year-olds still attending her nursery. “Mataas respeto nila sa akin kasi nakikita nila gaano katalino at mabait ang mga anak nila na lumaki sa alaga ko,” she said.

But her impact doesn’t stop with the kids. “Ang mga babysitter ko, single moms din sa Pinas. Dahil sa negosyo ko, natutulungan ko sila — pati mga anak nila napag-aaral nila. Hindi lang sarili kong pamilya ang natutulungan ko, kundi pati pamilya ng mga kasama ko.”

From fines to freedom

Despite her success, Genevie’s journey was never smooth. She overstayed in the UAE from 2019 to 2024, racking up large fines while running her growing childcare business underground. “Alhamdulillah, thanks sa amnesty noong 2024, naayos ko ang papel ko pati na rin ang license ng nursery ko,” she said, grateful for a second chance.

She plans to stay in Dubai for good, visiting the Philippines only for vacation. “College na dalawa kong anak, senior high na bunso ko. Hintayin ko na lang silang grumaduate. Gusto ko dito na sila magtrabaho para hindi nila maranasan ang bedspace life. Sabi nga sa Eat Bulaga, ‘Gat may bata, may Eat Bulaga.’ Ako naman, ‘Gat may bata dito sa Al Rigga, may Teacher Ghen.’”

Genevie has seen the worst of OFW life. She once got locked inside her own partition because she was two weeks late in paying rent. “Nilock ng kabayan ang pinto habang nasa loob ako. Gusto ko lang mag-CR pero may kadena sa labas. Tinulak ako palabas. Hindi ako tumawag ng pulis — ayokong makasira sa kapwa ko. Nagpalipas ako ng oras sa Muraqqabat hanggang umaga. Tumawag ako, kinuha ko susi, at lumipat ako ng araw ding yon.”

“Napakahirap ng buhay lalo na dito sa abroad,” she admitted. “All we need to do is focus on the job, not on the issues at work. Most of all, don’t trust anyone — especially our kababayans. Focus on the goal.”