A London-based startup called Once Upon a Dua has launched an Islamic lifestyle brand for children, targeting UAE consumers with faith-inspired products. Founded by Jayda and Ash Zaman in 2022, the company offers baby essentials including Arabic alphabet dinner sets, keepsake dolls wearing hijabs and kufis, personalized toys, and Islamic-themed decor.

Design Philosophy and Market Gap

The brand combines Scandinavian-influenced aesthetics with faith and cultural elements, addressing what the founders saw as a significant market gap. Jayda Zaman, the company’s CEO, explains that parents were seeking toys and gifts that reflected their faith in meaningful, beautiful, and safe ways, but found the existing Muslim lifestyle sector for children either outdated or disconnected from quality aesthetics.

Strategic Expansion to UAE Market

Currently based in London, the family is considering relocating their business operations to Dubai. The UAE market aligns with the brand’s values of faith, heritage, beautiful design, and premium quality. The growing support for homegrown, Muslim-owned, and ethical businesses makes it an ideal fit, according to Zaman. Their products are already available in UAE retailers including MomStore, Mumzworld, FirstCry, and Babyshop.

Financial Strategy and Investment Approach

The founders have deliberately rejected multiple financial investment offers from angel investors, believing it’s too early in their growth plan. They prioritize maintaining clarity about their identity and values, which they feel could be compromised with outside capital involvement.

Personal Inspiration and Company Mission

The business concept emerged from personal tragedy when Zaman lost her third child in utero. Following this devastating loss, pilgrimages to Hajj and Al Aqsa in Palestine transformed the couple’s life direction. During their visit to Al Aqsa, they envisioned creating something that could answer people’s prayers and help the less fortunate, leading to the company name “Once Upon a Dua.”

Product Development and Success

Zaman’s first creation was a hijab-wearing keepsake doll for her daughter, who wanted a doll that resembled her mother. These dolls became viral and sold out immediately. The current product catalog includes baby essentials such as changing mats, dining items (bibs, bowls, dinnerware), ride-on vehicles, and personalized toys and mats.

Market Trends and Demand

The brand capitalizes on increasing demand for culture and faith-forward children’s products, particularly in the UAE and Gulf region. According to Babyshop’s CEO Ruban Shanmugarajah, parents appreciate respectful yet contemporary designs featuring modest silhouettes, Islamic art-inspired patterns, and elegant embroidery.

Industry Growth and Market Size

The global Islamic clothing market is projected to grow from $81.19 billion in 2024 to $130.58 billion by 2033, representing a 5.42% compound annual growth rate. The market extends beyond clothing to educational toys, books, and other categories, with brands like Dubai’s Maison Tini, American brand Lala+Mo, and Mommy Yasmin offering similar products.

Diversity and Inclusion in Toys

The brand aligns with a broader trend of toy manufacturers incorporating inclusive and diverse product lines. Research shows that attitudes toward diverse groups form before children enter preschool, making diverse toys important for fostering appreciation of diversity and enabling conversations about culture and faith.

Design Trends and Aesthetic Appeal

The Scandinavian-inspired design and minimalism trend has influenced baby essentials and toys. This aesthetic creates a versatile canvas for parents to customize according to their preferences while maintaining clean designs and soft color palettes that feel timeless and easy to integrate into children’s lives.

Business Investment and Challenges

The Zamans bootstrapped their business with approximately £80,000 ($400,000), investing their home-buying savings and focusing on product research, testing, safety standards, and regulatory compliance. As full-time employees and parents of three children, they faced significant challenges but chose to reinvest every penny back into growth rather than taking salaries.

Current Status and Future Plans

The couple has returned to full-time employment while maintaining their self-funded family business approach. They’ve prioritized long-term sustainability for both the brand and their family, living lean and making sacrifices to build their vision without external investment.

Original Article:

The National. (2025, July 13). Startup aims to bring halal-friendly toys to children in the UK and UAE. https://www.thenationalnews.com/business/2025/07/11/startup-uk-uae-children-toys/