The Year of Giving

UAE’s President His Highness Sheikh Khalifa bin Zayed Al Nahyan announced that the year 2017 was be ‘The Year of Giving’ and to laud this initiative, homegrown luxury floral brand, Maison Des Fleurs has merged with the Dubai-based artist eL Seed to launch a limited-edition flower box created with his distinct calligraphy design.

From 50 percent of the sales revenue accrued from these boxes will be donated to Al Jalila Foundation, a Dubai-based world-renowned initiative, towards local research into better treatment options to improve children’s lives and treating children with life-threatening illnesses. Underlying this distinctive merging, eL Seed has created a design for the limited edition round black Maison Des Fleurs box with an Arabic message that means: ‘Happiness comes to those who believe in it’.

Priya Jelly, Founder at Maison Des Fleurs, strongly affirms in giving back to society, and asserts there is nothing more empowering than working to make the world a better place. It’s the small gestures that go a long way; even giving flowers. According to Priya, flowers are the ultimate symbol of happiness and they instantly bring a smile to our faces. She adds, “Giving back has been on my mind for a while and what better time than now to celebrate the Year of Giving.”

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With regards to Al Jalila Foundation, she explains, “Helping a cause close to my heart, Al Jalila Foundation, which is a philanthropic initiative dedicated to transforming lives through medical education and research, a synergy instantly struck when thinking of how our boxes could help create better future for others.  All three parties involved in this campaign are homegrown in the region and for the region, and that’s what makes this more special.”

For eL Seed, the partnership with Maison Des Fleurs was in tune with his beliefs. He explains, “As soon as I knew all proceeds generated by this collaboration would be shared with Al Jalila Foundation, I knew I had to do it.  I believe we all have a collective responsibility regarding future generations and every individual should contribute to a cause close to his or her heart. I was immediately on-board with this collaboration with Maison Des Fleurs as I have a personal connection to flowers and roses because for me they symbolize love and beauty. As a resident of the UAE, it is extremely important for me to partake in local endeavors.”

All proceeds generated will be shared with the Al Jalila Foundation – a non-profit group founded by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the United Arab Emirates (UAE) and Ruler of Dubai in April 2013, to position Dubai and the UAE at the forefront of medical innovation.

Details
The ideal gift for Ramadan, Eid, and more, eL Seed’s limited edition boxes for Maison Des Fleurs are available from the first day of Ramadan until August at the brand’s retail locations and www.maisondesfleurs.com