Table of Contents. Background 3 Vision, Mission & Values 4 Our products 6

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2 Table of Contents Background 3 Vision, Mission & Values 4 Our products 6

3 2 3 SOUGHA Background Sougha, was launched as a social initiative by the Khalifa Fund for Enterprise Development in The main objective of Sougha was to shape the future of Emirati artisans through the preservation of the UAE s heritage, and foster sustainable entrepreneurial opportunities across the UAE. It started its operations by identifying and recruiting a group of 7 artisans from Gayathi, a remote town located in the western region. Due to the uniqueness of the idea, the initiative grew manifolds and in a period of just one year, Sougha became a wellestablished brand name dealing with around 500 artisans spread all across the UAE on the supply side and Etihad airways, Masdar, Environment agency, Executive Affairs Authority and Tawazun. Keeping in view the rapid expansion of the Sougha initiative, the Khalifa Fund management decided to convert the initiative into an Establishment and finally on January 2011,16; Sougha was officially registered with the Department of Economic Development under license number CN Furthermore, Khalifa Fund also injected 1,000,000 AED capital into the Sougha Establishment. In 2012 Sougha Est. launched programs across the UAE such as artisans in Dibba, Khorfakkan, Fujairah, Ras Al Khaimah and Ajman.

4 4 5 Our Vision, Mission & Values VISION Shaping the future of Emirati artisans by preserving UAE heritage and fostering sustainable entrepreneurial opportunities. 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. 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.

5 6 7 SAʼAF For the SAʼAF technique, palm leaves are collected and woven by hand in what is called a tegdilha. The weaves are either wide or narrow. The colors of the SAʼAF can vary by using different dyes. SAʼAF or woven palm leaves were commonly used in the making of many items including baskets, dishes, containers and other household items.

6 8 9 Keychains made from the pit of the dates Price Range: AED Standard Size SA'AF or woven palm leaves were commonly used in the making of many items including baskets, dishes, containers and other household items. Laptop cover and mobile cover made from Sa'af. Price Range: AED Laptop Size Envelope made from Sa af.and natural leather Price Range: AED Length: 18cm x Width: 27cm Beach bag made from Sa af. Price Range: AED Length: 23cm x Width: 40cm

7 Sa af.cap Price Range: AED Table Runner and Coaster Price Range: AED Sarroud made from Sa af. in all sizes and colors Price Range: AED Customized Sizes Beach bag made from Sa af. Price Range: AED Length: 23cm x Width: 40cm Dallah bag made from Sa af. Price Range: AED Length: 34cm x Width: 34cm Price Range: AED Price Range: AED 30-40

8 Talli Talli is one of the oldest crafts of the embroidery industry, and recognized as part of folklore. Talli is made of embroidered woven yarns mixed with gold or silver shining ribbons, Talli is often used in decorating sleeves and collar dresses. Women use Alcajojh in weaving Talli, a pillow shaped on a base metal in the form of 2 conjoined funnels.

9 Clutch bags made from Talli and natural leather Price Range: AED Customized Sizes and Colors Fancy Clutch Bags Clutch bags made from Talli Price Range: AED Customized Sizes and Colors Price Range: AED Talli set of 4 coasters in different colors Price Range: AED Diameter:10cm Set of Talli coasters Price Range: AED Diameter:10cm

10 Bracelet made from Talli Price Range: AED Clutch Bags Bracelets made from Talli in different colors Price Range: AED Bracelets made from Talli Price Range: AED Envelope made from Talli and natural leather Price Range: AED Length: 19cm x Width: 23cm

11 Sadou has a strong link with camels and nomadic nature of craft industries, where they used to weave Sadou to decorate and create dividers for their tents, weave camel accessories, and tell the story of their tribe. Sadou Sadou is a masterpiece of a beautiful past, made with threads of cotton and wool. Sadou features many forms, vivid colors and decorative characteristics. Sadou is produced purely by hand using a technique called Ghazel using the loom machine.

12 Notebook with cover made from Sadou and natural leather Price Range: AED Size: A3,A4,A5,A6,A7 SADOU Products ipad cover made from Sadou and natural leather Price Range: AED Size: ipad & ipad Mini Make-up bags in all sizes and colors made from Sadou and natural leather Price Range: AED Customized Sizes Make-up bags made from Sadou and natural leather Price Range: AED Customized Sizes

13 22 Sougha profile Sougha shopping bag Price Range: AED Mobile Phone Cover Price Range: AED Customized Sizes Candy pouch made from Sadou Price Range: AED Length: 17cm x Width: 15cm ipad and laptop cover with closure made from Sadou and natural leather Price Range: AED Size: ipad, ipad Mini, Laptop Size Notebook with cover made from Sadou and natural leather Price Range: AED Size: A3,A4,A5,A6,A7

14 Notebook made from Sadou in all sizes Price Range: AED Customized Sizes Notebook Cover Phone cover made from Sadou and natural leather Price Range: AED Customized Sizes Make-up bags made from Sadou Price Range: AED

15 ipad cover made from Sadou and natural leather without closure Price Range: AED Business Card Holder Bookmark Shiara/ Ragem Price Range: AED Length: 20cm x Width: 5cm Wallet made from Sadou Price Range: AED

16 Pencil Case Price Range: AED Length: 10cm x Width: 20cm Main Sponsors Khalifa Fund for Enterprise Development, Ministry of Foreign Affiairs, Environmental Agency Abu Dhabi, Tourism and Culture Authority, Masdar, Tawazun, British Embassy, Etihad Airways, Al Hosn Gas, ADNOC, GASCO, ZADCO, Al Dar Properties, Al Tayer Group, Shalhoub Group, British Petroleum, Total, Shaikha Haya Office, Tanagra, Abu Dhabi Airport Company, Starcom Leo Burnett, Aswaq Management, Rotana, New York University Abu Dhabi, University of Dubai, Abu Dhabi Sustainability Group Key Clients Ministry of Foreign Affairs, Tanagra, Khalifa Fund for Enterprise Development, Environmental Agency Abu Dhabi, Zayed Future Energy, Mubadala, GASCO, Department of Transport, Masdar, Urban Planning Council, TwoFour 54 Sougha Address: Sougha Establishment Khalifa Fund for Enterprise Development 10th floor, Al Wahda Tower, Hazza Bin Zayed the 1st P.O Box , Abu Dhabi Tel: Fax: Mobile: Sougha@khalifafund.ae You can visit our website on: Follow us on Twitter & Instagram Sougha point of sale: WTC Mall & Al Wahda Tower