Once Upon a Dua (OUaD) is a family-owned brand creating Scandinavian-influenced, faith-inspired baby products for modern Muslim families looking for exquisite items that celebrate their values.

The founders (husband and wife duo, Ash & Jayda) created a highly-giftable collection that makes it easier to introduce meaningful conversations and find space for togetherness within our busy lives. Having already been acknowledged for style and quality strengthened their resolve to be recognised as a world-leading brand that positively impacts future generations.

Dua, in the Arabic language, means prayer. The idea for this business came from a desire to make a change, do something significant, and create a legacy. OUaD wanted to achieve this for children and, through OUaD products, support other families in achieving the same goals. By creating a supportive environment in the home, where values of love and faith are embraced, OUaD encourage themselves and children to dream big, make plans, pray to Allah and work towards fulfilling them.

That was OUaD story – OUaD had a dream. A dream to inspire faith. OUaD prayed hard. OUaD worked hard, and found themselves moving mountains to achieve it.

OUaD is about creating a legacy through every product, partnership and service. The brand stands for gift-worthy, high-end quality, and beautiful aesthetics that are safe for a child and can be appreciated by all family members. OUaD see it as their duty to maintain trust by being credible. OUaD don’t just say it; OUaD do it.