Liz: Legacy born of a mother's love

Sharjah – The name “Liz” has become a familiar presence across the UAE, especially among regular visitors to Sharjah Expo Centre. Known for hosting six to seven major trade exhibitions each year, Liz Exhibitions has earned a loyal following for offering quality products at affordable prices.

Behind this successful brand is Jacob Varghese, who founded Liz out of love for his late mother, Elizabeth. The name “Liz” is a tribute to her. Her wish was simple but profound: to make good food affordable and accessible to all. Though she passed away in 2019, her vision lives on through the exhibitions and through a restaurant launched in her memory after the pandemic. This restaurant was also named “Liz".

For Jacob, a venture named after his mother carries a deep responsibility. He believes the brand must stay honest and compassionate. It should serve people with dignity. This belief has shaped both Liz Exhibitions and Liz Restaurant

Rooted in Love, Built with Purpose

Born and raised in Mumbai, Jacob comes from a Kerala-origin family. His mother hailed from Kochi and his father, Pulmoottil Varkey Varghese, from Thiruvalla. He grew up with three siblings, an elder sister and twin brothers, and completed his engineering postgraduate studies in Bengaluru.

Jacob’s father had a deep sense of purpose and taught his children that true meaning in life comes not just from self-gain but from helping others. This philosophy, “Be happy and make others happy”, has shaped the identity of Liz from the beginning.

Jacob first moved to Bahrain before settling in Dubai, where he has lived for over 25 years. Initially employed at a corporate firm, he later took the leap into entrepreneurship.

Launching Liz Exhibitions

The first Liz Exhibition was launched in Abu Dhabi in 2013, a time when mega malls were just beginning to take root in the UAE. The concept focused on family shopping experiences: parents and children under one roof, buying household items, fashion and essentials from top brands at discounted prices.

After starting in Abu Dhabi, the exhibitions expanded to Dubai and Al Ain, finally reaching Sharjah, where they saw overwhelming success. Sharjah’s prime location attracted residents from the northern emirates who lacked similar large-scale shopping events. Entry costs just AED 5 and children under 12 enter for free. Free parking is also provided, making it a convenient and accessible event for all.

The exhibitions focus on safety, quality and affordability. Major retail groups like Apparel Group and Landmark Group have taken part.

A Restaurant That Feels Like Home

Fulfilling his mother's wish to offer affordable, nourishing food, Jacob and his family opened Liz Restaurant in Karama, Dubai. The eatery stands out for its simplicity and freshness. It served food that felt like it was cooked at home. Designed for daily consumption, it avoids the heavy, artificial feel of typical restaurant meals. Portions are offered in small, medium and large sizes to minimize food waste, with pricing kept low for broad accessibility.

Though currently operating just one outlet, the team is exploring options to expand further. The restaurant employs 20 staff, while exhibitions provide jobs for up to 50 people.

The Road Wasn’t Easy

Despite its current success, Jacob Varghese emphasizes that the journey has been far from smooth. Setbacks were plenty and resilience was key.

“Don’t expect quick results. Be patient. Believe in your plan”, he advises aspiring entrepreneurs.

“UAE is the right place to start if you’re committed. The system here supports entrepreneurship and that deserves credit", said Jacob.

Jacob credits a strong, supportive team and steady belief in his mission for helping him overcome early struggles. His brother Mathew Varghese is also a key partner in the business.

True to his father’s teachings, Jacob has built a strong sense of social responsibility ethos into Liz’s operations. Employees and their families are treated with care and respect. During Ramadan and other festive occasions, the Liz team actively distributes meals to labour camps and underserved communities.

Liz, born with mother's love and driven by family values, continues to evolve as a legacy of compassion and service.