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Once Upon a Dua – where faith inspires, love flourishes and beautiful conversations happen

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In the bustling streets of London, a small family-owned brand is quietly making its mark in the parent & baby arena. This premium baby company is emerging as the world’s first Scandinavian-influenced faith-inspired baby lifestyle brand. They have already amassed 21 awards & nominations with their collection of products and designs that go beyond the ordinary, strengthening their resolve to be recognised as a world-leading brand that positively impacts future generations.

Founded by Ash & Jayda, Once Upon a Dua’s story began after the loss of their daughter. Faith played a pivotal role in shaping their journey of recovery and is the cornerstone of the brand’s philosophy. Jayda, a former Mathematics teacher, decided to embrace her creative side amidst many health challenges during her pregnancy. However, it was the loss of their daughter who as Jayda put it, “was the pebble that sent ripples into the ocean”.  With her husband Ash by her side, quitting his IT career to support her, they set off to make a meaningful impact on the world. 

“We had a dream, a dream to inspire faith. We worked hard. We prayed hard. And we found ourselves moving mountains to achieve it!” Ash 

Once Upon a Dua (‘OUaD’) was created to inspire conscious connections, by encouraging meaningful conversations, and infusing joy into a busy family life. Every product at OUaD is a creation of love and dedication. From super soft baby changing mats with faith-inspired quotes to heirloom quality handcrafted keepsake dolls, their designs embrace Scandinavian aesthetics and promote faith and togetherness by bringing the entire family together. Their mission was to enrich the lives of modern Muslim families looking for exquisite items that celebrate their values by creating moments of togetherness through considered design.

“As parents and business owners, we understood the frustration of trying to find baby gifts that were beautiful, meaningful and safe, so we created a highly-giftable collection that did just that!” Jayda

With an adorable, joyous, and inspiring brand personality, OUaD offers not just exquisite products, and stylish designs, but an entire experience of faith and love with an uncompromising stance on high quality and safety.

So, in a fast-paced world, OUaD invites you to slow down, dream big, make dua (prayer) and move mountains – for you, your family, and future generations.

Paid partnership with

Once Upon a Dua

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