Ein Ghein.. For our children to wear our culture "Made with love for the Arabic language and the planet"

I graduated from Najd National Schools in the Kingdom, then earned my BA in Psychology and MA in International Development, Human Rights, and Women's Rights from the United States. I returned to the Kingdom to work in the non-profit development sector. I started with the United Nations Development Program, then moved to the King Faisal Foundation. During these years, I managed various prominent projects in various strategic and executive fields, including programs, public relations, media, forum and event management, and human resources. I still hold the position of Director of Public Relations and Media at the King Faisal Foundation and the King Faisal Prize.

This career path wasn't far from my personal mission; it was an extension of it. When I became a mother, the story began to take a different form. It was in 2010, when I gave birth to my first child, Hatem. I was searching for beautiful Arabic content to offer him—something that resembled our culture and conveyed our language with a loving spirit. But I was shocked by the sheer volume of content available in the market. I couldn't find anything suitable for an Arab child, not in stories, nor in children's songs (except for the old ones we still love), nor in cartoons (which are either dubbed from foreign languages, or are limited and of lower quality if they are produced in Arabic). Entertainment content in English or French was far superior to what was available in Arabic, and I noticed that this had a significant impact on most of our children's preference for English instead of Arabic at home and with their families, which is both shameful and sad. Our Arab civilization is beautiful, our language is unique, our culture is vast, our heritage is diverse, and our arts are outstanding. So why is there such a gap in Arabic entertainment content for our children?

Then I gave birth to my daughter, Haifa, in 2012. Several years passed, bringing with them challenges and difficult milestones, such as illness and other factors. Then I gave birth to my daughter, Ghaida, in late 2019. My project to enrich Arabic children's content continued to haunt me and touch my heart. With each passing year, the idea evolved, moving from the idea of Arabic cartoons to Arabic children's stories, Arabic children's songs, Arabic children's room accessories, and Arabic party and birthday decorations. Ideas abounded, minds were distracted, and obstacles multiplied, but one thing remained constant: my desire to enrich our children's lifestyles with something beautiful in Arabic.

At the beginning of 2021, during the COVID-19 pandemic quarantine, I called my mentor—my former boss at the United Nations, Dr. Mustafa Bin Al-Malih, who had known about my project idea since its inception 10 years ago and believed in my ability to realize it, came with his words that day, giving me a final, irrevocable push. I took my first steps toward realizing my project. The idea settled on designing and manufacturing contemporary, eco-friendly clothing for children from birth to 14 years old, interspersed with Arabic words and phrases that tell stories in various dialects.

I chose the name "Ein Ghein" because of a beautiful idea that occurred to me one day: the letters "ع" and "غ" are identical and consecutive, with a dot separating them. However, in the Arabic alphabet, the letter "ع," which symbolizes "Arab," comes before the letter "غ," which symbolizes "Western." I wanted to point out that "Arab" and "Western" are also two words that are identical, with a dot separating them. However, "Arab" comes before "غ," which symbolizes "Western." I wanted to point out that "Arab" and "Western" are also two words that are identical, with a dot separating them. However, "Arab" comes first, because "ع" comes before "غ."

The project's idea wasn't just commercial; it was an attempt to present our Arab identity in a modern and attractive way. I used Arabic letters and words in my fashion designs, but these weren't just letters; they were small messages we wear to communicate our identity to the world. I was keen to ensure that the designs were relevant to the new generation, vibrant, simple, and elegant, carrying familiar meanings but presented with a contemporary vision. I didn't want them to be traditional or museum-like, but rather vibrant and dynamic, just like our children today.

I worked with four professional fashion designers from different countries and nationalities to offer meticulously crafted, high-quality products. I chose to manufacture the clothes in Egypt, India, and Turkey using eco-friendly fabrics and organic cotton, believing in the need to contribute to protecting our planet and environment and providing the best for our children.

My husband, Karim Idris, was—and still is—my biggest supporter, in addition to a few friends and relatives. My parents, Ghaida and Bashir, my eternal supporters, are largely responsible for my love of the Arabic language, culture, and hard work. I launched my first product a year ago in May 2024, through an online store, www.ein-ghein.com, which ships clothing to all countries around the world. Today, by God's grace, my products are sold in several stores inside and outside the Kingdom, including Harvey Nichols in Al Faisaliah Mall, Pattern in Riyadh, Homegrown in Jeddah, Blue Salon in Qatar, EGO in Egypt, and the online stores Mumzworld and Trendyol.

This year, I participated in several exhibitions in the Kingdom and collaborated with the Sanad Association to support children with cancer by gifting them Ein Ghein clothing for Eid al-Adha, with a percentage of the proceeds going to the association.

I am currently working on launching a new clothing collection, which I photographed with wonderful children in beautiful gardens in Paris, and I hope to expand further.

I'm delighted to see children I don't know wearing Ein Ghein clothing. It makes me feel like my dream is coming true, that they've found beauty in our designs, letters, and Arabic words, worthy of being worn. It also makes me feel like someone shares my mission of connecting beautiful language with elegant appearance, ancient culture with contemporary life.