Home Centre has turned its stores into a stage for local talent for Emirati Women’s Day, spotlighting the work of six Emirati founders through its Made By Her campaign. From mosaic art and Raku ceramics to handmade skincare, crochet portraits and original paintings, the artists’ creations are displayed alongside the furniture and decor brand’s collections at its stores in Reem Mall, Abu Dhabi and Mirdif City Centre, Dubai.
Running through August and September, the initiative invites customers to experience and interact with the creations and learn about a piece of the UAE’s creative story. The participating entrepreneurs include Safeya AlHebsi of Mosaic X, Naila Alremeithi of Soapbar, Huda Alraisi of Huda Ceramic Art, Aisha Alkhyeli of Aisha Art Studio, Mona Alqubaisi of Mona Al Qubaisi Art and Mouza Al Kaabi of Mouza Al Kaabi Art.
AlHebsi’s Mosaic X creates handcrafted mosaic pieces using materials including ceramics, glass, stone and recycled materials, drawing on nature, geometry and the heritage of mosaic art. Alremeithi’s Soapbar focuses on handmade soaps, skincare and body care products.
Alraisi is a ceramic artist specialising in the Raku technique, using fire and smoke to create individual pieces and Al Kaabi is a painter and founder of Charms Asap and AVS UAE. Alkhyeli creates artworks inspired by nature, texture and emotion, while Alqubaisi works in crochet, producing portraits, wall art, bags and accessories.
“This Emirati Women’s Day, we wanted to open our stores to celebrate the women shaping the UAE’s creative landscape,” said Arja Taaveniku, CEO, Home Centre. “There’s so much talent around us, quiet, brilliant work that doesn’t always get the audience it deserves. Made By Her is simply our way of giving it the spotlight, and giving our customers the chance to discover it too.”
Siddarth Sivaprakash , Senior Vice President and Head of Marketing, Home Centre, said the initiative was intended to connect the brand’s Love Where You Live positioning with the UAE’s creative community.
“‘Love Where You Live’ as a motto has always meant more to us than just the home, it is about loving the country we call home,” he said. “And what better way to show our love for the UAE than by celebrating the talent that makes it what it is. Made By Her, alongside initiatives like Collective and our local designer collaborations, is our way of paying tribute to that, bringing Emirati creativity into the stores our customers walk through every day.”
The campaign follows other Home Centre efforts to engage with local creative talent, including its Home Centre Collective and collaborations with local designers. However, Made By Her is specifically positioned as a one-off Emirati Women’s Day initiative rather than an ongoing programme.