Becoming a skilled artisan requires time, diligence, and extensive practice. These master craftsmen often reside in small, secluded villages that are difficult to reach. Achieving the level of skill necessary to sell one's creations is a significant challenge, as is securing a fair price for them. Thankfully, there are individuals who venture into these often overlooked regions to bring unique pieces to the global market. One such store based in the UAE is Stories of the Soil.
"Stories of the Soil was founded about two-and-a-half years ago," recounts co-founder Ayesha Imtiaz. She, along with Saba Nadeem and Maleha Jaffer Mahmood, formed the company after meeting through a mutual friend. "We came up with the idea of promoting and supporting artisans from around the world." The three women, hailing from different parts of Pakistan, bring diverse backgrounds to the company. Maleha has a background in business and finance, Ayesha is an entrepreneur with experience in advertising and marketing, and Saba is the creative mind behind the product packaging.
"The platform focuses on promoting and supporting handcrafted, sustainable products from various countries, bringing them to the people of Dubai," Ayesha adds. The process of sourcing goods from around the world involves crowdsourcing. "We have friends and customers who share our passion for these products. They sometimes act as our scouts. For instance, someone visited Jordan and shared photos of beautiful handmade items, suggesting we connect with the artisans," explains Maleha.
Despite having an Instagram page and a website, the company primarily relies on word-of-mouth and referrals. "The challenges include trying to partner with logistics firms, which is quite expensive. Even renting a small kiosk in a busy mall requires a significant investment. Given the low profit margins on these products, it's a constant struggle," Ayesha notes. The ultimate goal is to open a physical store filled with treasures from around the world.
The trio focuses on functional home and fashion wear. "Most of our items are suitable for gifting, so we keep the price point at around Dh200-300. We curate a collection that is unique to Dubai," Maleha says. This involves extensive market research and staying ahead of the competition. "We source items that aren't available in places like Global Village or Meena Bazaar," she adds, noting their constant experimentation with their product portfolio.
A recent line of bird baths, crafted from Hala pottery from Pakistan, was well-received but posed logistical challenges due to their fragility. Damaged items are repaired using the Japanese art of kintsugi, which involves using gold leaf or gold paint to mend cracks. "Our co-founder Saba excels in these creative endeavors," Aisha explains.
The women are also passionate about connecting local artisans with international markets. "In 2005, a massive earthquake in Islamabad led to the creation of Paper Miracles, an organization employing paraplegic women who make paper necklaces. We support them by bringing their products to Dubai and raising awareness about their work," Maleha shares.
Living in Dubai has given the entrepreneurs a sense of diversity. "We believe in collaboration over competition. We aim to bring together talents from around the world and provide them with a platform to showcase and sell their work," Aisha adds. Stories of the Soil often collaborates with artisans to create their designs, focusing on product and skill development to expand their local and Dubai markets.
Currently, the company is working on a retro-inspired line of trolley bags with truck art for teens returning to school and colleges in September. "These bags allow them to carry a piece of home with them," Aisha says. This ancient form of graffiti appeals to a broad audience, not just those of South Asian descent.
