About us

Every Sardooz begins with a story. Usually, yours.

Sardooz was born in 2017, in a girl's bedroom — a small room crowded with felt scraps, spools of thread, and dreams far too big for its walls. No workshop, no machines. Just hands, patience, and an old art passed down through generations.

The name itself carries that heritage. Sardoozi is a Persian embroidery tradition — the slow, deliberate craft of stitching beauty into fabric, one thread at a time. It's an art that refuses to be rushed. And that's exactly how we still work today.

Every Sardooz is made to order, by hand, from a photo that matters to you. A grandmother's smile. A best friend. A wedding day. A pet who's family. We study every detail — the curve of a smile, the way light falls on a face — and we translate it into felt, stitch by stitch. No two pieces are alike, because no two stories are.

It takes hours to make a single Sardooz. We wouldn't have it any other way. Because when you give someone a Sardooz, you're not giving them a product. You're giving them a moment, made permanent — something they'll hold, hang, and keep long after the photo is buried in a camera roll.

From a bedroom in 2017 to homes across the UAE: the room got bigger, the dream stayed the same.

Made by hand. Made with love. Made for you.