A former Birmingham teacher recalls a time she couldn’t even utter her daughter’s name. Not out of malice, but of intense grief.
Saying the name ‘Fatimah’ dragged back painful memories of unspeakable loss. Jayda Zaman suffered the loss of her daughter just weeks before giving birth. After years of grieving and trying to find meaning in her life, she harnessed the power of faith to start ‘Once Upon a Dua’.
The venture is an Islamic children’s lifestyle brand aiming to create meaningful connections between families. Their crocheted Hijabi dolls and dinnerware sets lasered with spiritual words have become such a hit, that after just one year they featured in Vogue and garnered multiple awards.
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Even non-Muslim families adore the products for their ‘Scandinavian’ style of beauty and simplicity. It’s hard to imagine such a pretty and positive brand stemmed from tragedy, especially when the power couple behind it, are the bubbliest people you will ever meet.
Born in Lancashire, Jayda moved to Birmingham working as a maths teacher. “I was teaching but still had an arty side, even in classrooms my walls had art on them”, she said, “I also self-trained as a bridal and makeup artist and set up personalised products.
“This started the idea of making things meaningful and personalised.” Jayda and husband Ash were expecting their third child when they lost the baby, she revealed: “We named her Fatimah and it was a sudden passing, I was a couple of weeks away from giving birth. I had a lot of ailments but she was healthy, so it was sudden.
“It affected me immensely. For three years I couldn’t say her name. I was always a smiley person but seemed blasé, if we had a disagreement I would just break down.”
Ash Zaman, 41, said: “I took six months leave to look after her. She almost gave up on life. It’s like I was single parent as the two young kids needed us. She was so traumatised by that loss.” After three years of supporting each other through the grief, a spiritual visit to in Jerusalem changed everything.
Jayda was strengthened by her Islamic faith and the plight of Palestinian people, inspiring OUAD. She said: “Faith got us through and started my spiritual healing. Fatimah gave me a purpose that I need to do something meaningful with my life that’s greater than being a maths teacher.
“I said to my husband ‘wouldn’t it be amazing if we created a business that answered their duas (prayers)?’ That’s where ‘Once Upon a Dua’ came from.
“It is a very whimsical name with deep meaning. There was nothing meaningful, quality or aesthetically beautiful that existed for the Muslim community.”
Ash added: “For baby gifts we go to Next, Zara or Selfridges but where is the Muslim higher brand for kids?”
It was all or nothing as the couple started their business at the worst time, during Covid lockdown and with a three-month-old baby. They used their new house deposit, sold their car, Ash’s beloved motorbike and borrowed money off family to start OUAD.
Inspired by the simplicity and beauty of Scandinavian style, the children’s brand features babywear, silicon baby bowls, colouring in placemats and keepsake dolls. Their Hijabi dolls, crocheted by artisan mums in Turkey, went viral and even featured in Vogue.
They became the first Scandinavian inspired Islamic brand according to the couple. Their products were displayed in John Lewis and they also scooped over 30 awards over the last year, including the prestigious Loved By Parents Awards 2024.
They even transcended the Islamic market when they featured in the 2023 Telegraph Christmas Gift Guide. Demand was high with Muslim parents constantly asking ‘why has no one done this before?’ Ash said: “We wanted the products to be functional and stylish. The practically without sacrificing the style, safety and aesthetics.
“We are fortunate we have 32 awards that are recognised by the biggest names in the industry. To go from a small, home grown business to being recognised globally means our products have been tested by hundreds of parents who trust our brand.”
Jayda added: “When you see that words on the products it makes the child grow up with positive affirmations. Your kids see those words and ask what they mean, it creates meaningful conversations.
“Our brand statement is ‘Dream Big, Make Dua, Move Mountains’, we emulate that statement because we had this huge dream and made so much Dua. If we can help even one family inspire faith in their children that is the best, a family having meaningful conversation because of our products. Fatima put that fire in our bellies to go for it.
“I can proudly say my daughter didn’t go in vain, she gave me the strength to make a better world.”
Check out the brand website here.
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