HANDBAGS • SMALL LEATHER GOODS • BELTS • GIFTING • LIFESTYLE • NOVELTY products• SOFT ACCESSORIES • COLLECTIBLES• JEWELRY

With Abu Dhabi roots and New York City grit, design has always been my native tongue. My name is Arabic for "gentle sword," which is kind of perfect—my work is playful and soft but always sharp where it counts. Whether I’m creating products for the masses or one-offs like custom teddy bears or bejeweled lighter cases, I’m all about balancing charm with a bit of edge.

For more than a decade, I've created innovative designs in trend-setting fashion and lifestyle accessories for global brands, driving more than $30M+ in annual product sales worldwide. From initial concept to final launch, I’m a hands-on designer who thrives on bringing emotional, story-driven designs to life. Whether it's a core collection, a seasonal capsule, or a high-profile collaboration, I specialize in crafting novel, attention-grabbing products that leave a lasting impact. My passion for innovation and eye for detail ensure that every piece I touch goes beyond expectations—and straight to market success.