Luma Aladnani

Luma Al Adnani is the co-founder, lyricist, and President of ADAM WA MISHMISH, the leading Arabic-language children’s educational entertainment brand, which she launched in 2016 after realising her young son Adam was speaking his first words in English rather than Arabic. A self-made entrepreneur who built ADAM WA MISHMISH from a single homemade song into a globally recognised IP, she has personally written the lyrics for over 125 original songs across 15 seasons of music-driven animation, alongside an extensive book series, a mobile learning app, and a regional slate of live theatrical productions. Born and raised between the United Arab Emirates and Jordan, Luma holds a Master’s degree in International Journalism from Brunel University in London and a Bachelor’s from the University of Jordan, and previously worked as a morning-show host at SPIN JORDAN, a journalist at THE JORDAN TIMES. One of Luma’s greatest strengths is her seemingly effortless ability to combine the creative instincts of a working lyricist with the discipline of a brand-conscious operator — a writer who knows the business as well as she knows the song.
Most notably, ADAM WA MISHMISH was honoured by His Majesty King Abdullah II with the KING ABDULLAH II ORDER OF DISTINCTION (Third Class) in May 2025, in recognition of its role in spreading interactive Arabic-language education through music — an award Luma received on behalf of the company. She has led concerts and theatrical productions at EXPO 2020 DUBAI, ITHRA, and the ABU DHABI INTERNATIONAL BOOK FAIR; secured backing from the SHOMAN FOUNDATION, OASIS500, BEYOND CAPITAL, and HADI BADI; built institutional partnerships with GEMS EDUCATION and CHILDREN’S MUSEUM JORDAN; and grown the brand to over one million YouTube subscribers across more than fifty countries. ADAM WA MISHMISH was also named a winner of the United Nations ESCWA DIGITAL ARABIC CONTENT AWARD FOR SUSTAINABLE DEVELOPMENT in 2025.