The latest edition of the Ataya Exhibition organised under the Patronage of Her Highness Sheikha Shamsa Bint Hamdan Bin Mohammed Al Nahyan is promoting local talent while supporting charitable initiatives
The UAE’s annual Ataya Exhibition has been taking place since 2012 to help support charitable causes around the world. Partnering with local and regional designs, the initiative which is organised by Emirates Red Crescent under the Patronage of Her Highness Sheikha Shamsa Bint Hamdan Bin Mohammed Al Nahyan, also works to promote local creative talent. Each year during Ramadan, a range of designers are carefully chosen by the Ataya Higher Committee in fashion, jewellery, home accessories and furniture and their exclusive pieces are sold through an exhibition in Abu Dhabi. The funds raised from the exhibition are used to support charitable establishments around the world as well as raise awareness of these causes.
This year, due to the COVID-19 pandemic, the Ataya exhibition is taking on a new virtual format. Running throughout May, it will see 35 participating designs including talented Emirati artists showcase a range of handcrafted one-of-a-kind pieces in fashion, accessories, crafts and home décor. This year proceeds raised from the exhibition will be used to support 200 fully-funded training grants for nurses from select universities in India, the Philippines, Egypt, Albania, Bosnia, Mauritania, and the UAE.
Designers participating in this year’s edition include Emirati designer Fatma AlOtaiba whose luxury accessories label Odeem was founded in 2018. The designer specialises in leather goods that are handcrafted with elegance. Odeem creates classic handbags through the integration of a variety of leather skins and textures that are responsibly sourced and provide a unique sense of style, inspired by Fatma AlOtaiba’s passion for textures and leather. Designed by Hind has become one of the UAE’s leading brands of porcelain, offering bespoke crockery that combines the best of UAE culture and craftsmanship. While Sheikha Hind bint Majid Al Qasimi expertly fuses traditional Emirati elements with stunning contemporary designs to create heritage-inspired interior works. In fine jewellery, pieces designed by Shaikha Bint Abdulla Bin Eisa Al Serkal feature exquisite gemstones and motifs from the UAE, drawing inspiration from the country’s rich culture.
As the virtual exhibition continues to run until the end of May, we talk to the Ataya Higher Committee to discover more about this year’s event, how it differs from the previous years and the plans for the future of the initiative.
What is the goal you are trying to achieve with the Ataya initiative?
Since its launch ten years ago, Ataya’s goals have been aligned with the UAE’s strategy as a humanitarian and development donor that supports less fortunate countries and helps them to develop in various fields. Due to the implications of the COVID-19 pandemic, which posed significant challenges to the healthcare sector in some countries around the world, this year’s edition of Ataya is dedicated to contributing towards the support of nurses in seven countries, by providing 200 scholarships to empower the next generation of healthcare frontline heroes.
Why do you feel it is important to promote and nurture local talent?
Ataya is principally based on creativity and innovation, therefore, it hosts unique brands and designers from the UAE, GCC and Arab countries and beyond. We aim to create a connection between the brands, their products and handcrafts, and the audience to identify the general trends and taste of women in the UAE, as well as their needs in terms of fashion and home accessories.
How did you identify the partners for this project and what were the criteria you looked for from the brands?
Ataya is held annually to cater to women’s needs during the Holy Month of Ramadan. This is the basis when it comes to selecting brands and designers who meet those needs in categories such as fashion, home accessories, jewellery, and food- all within an innovative and creative manner.
How does this edition differ from its previous editions especially as we are still in the midst of the global pandemic?
Ataya 2021 launched in early Ramadan and it will continue until the end of May. Due to the exceptional circumstances amid the COVID-19 pandemic, this year’s edition will be held as a virtual platform with the participation of 50 exhibitors from the UAE and outside.
What has been achieved so far with the initiative?
Ataya begins its second decade with even more innovation and creativity in the humanitarian field. Since its inception, Ataya has adopted several initiatives in the fields of rebuilding and development, as well as social empowerment in the areas of health, education, and infrastructure. Those projects include building hospitals and specialized healthcare centres, covering the treatment costs for thousands of patients, and building schools and homes. Ataya has also supported local initiatives such as Al Faraj Fund and autism centres in the UAE.
What is still to be achieved achieve and what is still in the pipeline for the initiative?
Ataya aspires to offer support to vulnerable segments around the world, especially in light of the pandemic and its implications in the fields of environment and climate, health and education.
Would you like to grow it beyond the UAE borders?
The Ataya exhibition gained its unique identity from being held in the UAE with the participation of international and local brand exhibitors. However, our noble causes transcend national borders and reach out to vulnerable individuals and charitable organisations throughout the world.
How do you think members of the royal families in the UAE have to be the right role models in taking initiatives and giving back to the community?
Members of the royal families in the UAE are leading examples and pioneers in several areas, whether in culture or art or social service. This creates a great atmosphere of communication surrounding ways to develop and innovate. This also aligns with the country’s objectives and its wise leadership’s drive towards realising development goals for the people of the UAE.
What are some of the challenges faced with such initiatives?
Challenges facing humanitarian initiatives are numerous, some of which are existing ones and others have emerged due to the pandemic or natural disasters or geopolitical conflicts.
This year the UAE celebrates 50 years – what is a message that you would like to dedicate to the UAE at such an important milestone?
As the UAE celebrates the Year of the 50th, we share the aspirations of our leaders towards further excellence and leadership in creating innovative solutions for the most urgent humanitarian issues, to alleviate suffering and support the target societies and segments, which is in line with the UAE’s humanitarian message
Obviously, women’s empowerment is a topic that’s been in the spotlight for the past few years and the UAE is a pioneer in empowering women in all taskforces – how do you see the future of women in the UAE and how does the Ataya initiative support this?
The UAE has made remarkable strides in highlighting the important role women play in development and has provided outstanding support to empower women in the country to undertake their roles and serve their nation.
Over the past editions, Ataya has extended support to many charity organizations that empower women in their local communities, through their participation in Ataya where they exhibit their handicrafts and speak about their goals. This grants them the needed support to enhance women’s economic role and enable them to support their families and children.
To shop one-of-a-kind pieces from talented designers, artists and boutiques from the UAE, the region and further afield, or to make a one-off donation, visit Ataya’s official website, atayaprojects.ae.
