Rifai is the CEO of the Jordan Fashion Week, which she founded in 2019. She is also the founder and CEO of Shirene Rifai Consulting, which has offered brand management and consultancy in fashion, jewelry, and luxury goods since 2014. Rifai has launched six publications in Jordan and Lebanon and curated re-branding in Jordan for the likes of Chopard, Bvlgari, Daniel Wellington, Carolina Herrera, Tufenkjian Jewelry, Massimo Dutti, and the Bank of Jordan. In 2023, Jordan Fashion Week partnered with the debut edition of the Egypt Fashion Week.