SOUGHA

Where artisans merge heritage with craft and art with culture

Infusing infuse heritage with art and passion with culture

OURVISION

Shaping the future of Emirati artisans by preserving UAE’s heritage and fostering sustainable entrepreneurial opportunities.

OUR MISSION

To provide a platform for Emirati artisans to become entrepreneurs, with the core objectives of improving their financial status, as well as preserving Emirati culture.

OUR VALUES

Teamwork

Bringing out the best in each other and creating strong and successful working relationships.

Passion

Respecting people for who they are and for their knowledge, skills, and experience as individuals and team members.

Commitment

We are committed to our communities, and act as responsible corporate citizens; we broaden our skills, experience, and perspectives through our work, as part of our community.

Above all, we act with integrity-constantly striving to uphold the highest ethical standards.

 

 

OUR STORY

Sougha was launched as a social initiative by the Khalifa Fund for Enterprise Development  (DFED) in 2009.

Sougha’s main objective is to shape the future of Emirati artisans, develop and market their products locally and globally by establishing an authentic Emirati brand and revitalizing the art of weaving across the UAE.

“Sougha” means "gift of the traveler" in the Emirati dialect, a gift the traveler presents to his family and friends upon his return from travel.

Sougha initiative aims at enabling artisans of all ages and help them practice Emirati heritage crafts and improve their skills and qualifications through specialized programs geared towards giving them the required expertise to enter the work market and to engage in handicraft activities that generate income, improve their living condition,s and open new markets and outlets to accommodate these products.

Sougha initiative is focused on reviving and developing traditional crafts while keeping their designs aligned with modern times to preserve Emirati heritage and provide effective marketing networks for the products. Sougha places priority on supporting and empowering women, the most important pillars of society and the backbone of family cohesion and unity.

Sougha aims to promote national identity, support the social development process witnessed by the UAE and emphasize commitment to efforts dedicated to achieving prosperity and enabling UAE citizens to improve their standard of living. Sougha plays an important role in stimulating creativity and honing the skills of artisans working in local handicrafts and heritage products.

 

Development of the Sougha Initiative

The weaving tradition dates back to many centuries in Abu Dhabi and the rest of the UAE where palms, wicker, animal skins and primitive textiles were used to make tents, clothes, date and water bowls and many other products.

Sougha started its activities by selecting and employing a group of 7 artisans from Ghayathi in the Western Region of Abu Dhabi. In recognition of its uniqueness and excellence, Sougha initiative grew into a brand within a year and it now boasts of about 500 skilled artisans across the UAE.

Khalifa Fund Management decided to turn the initiative into a company. On January 16, 2011, Sougha was officially registered with the Department of Economic Development (DED) with license number CN 1196352. Khalifa Fund also supported Sougha with a capital of AED 1 million.

In 2012, Sougha organized programs for artisans throughout the UAE, extending to Dibba, Khor Fakkan, Fujairah, Ras Al Khaimah and Ajman. Thanks to these sincere efforts, the initiative has grown. Sougha products are on par with the most elegant and luxurious famous brands. All of Sougha's products are hand-woven and vary from trendy bracelets, colorful cushions, tablecloths, beach bags, which are great to own and make excellent souvenirs.

The artisans market and sell all the products through Sougha during exhibitions and festivals, in addition to retail and corporate sectors. Since its launch, Sougha succeeded in transforming Emirtati female artisans in Abu Dhabi’s Western Region to entrepreneurs and project leaders through a methodology developed and tested by Khalifa Fund for Enterprise Development, while taking into account the social and cultural aspects of Emirati lifestyle.

Sougha has been keen to improve its brand vision to ensure sustainable income for all small business users and has been successful in achieving business growth and development.