Dina El Sheikh was born in Alexandria, Egypt, and was raised among diverse cultures, increasing her curiosity and appetite for culture and heritage. She graduated from the American University in Cairo in 2005, majoring in theater with a specialization in costume design and a minor in art. She further continued her studies in fashion design at Istituto Di Moda Burgo in Milan in 2006. In 2015, after working in styling and fashion consultancy, she studied at the Design Studio by Azza Fahmy, learning the techniques of jewelry design.
The story behind S.a.d.a.f.a was to revive Egyptian heritage and craftsmanship by adding a contemporary twist. It is about honoring and taking great pride in Egypt's handcrafting skills. S.a.d.a.f.a pays homage to how majestic and grand the city of Cairo is. Just like Cairo, S.a.d.a.f.a has a firm skeleton, but if you focus on the details, you will notice how intricate and delicate they are.
The dual meaning in the name of the brand symbolizes S.a.d.a.f.a, meaning mother of pearl in Arabic, and it is also derived from "soudfa" (meaning coincidence in Arabic), because everything in this journey has happened by sheer coincidence. S.a.d.a.f.a strives to create sophisticated and fashionable products that combine elegant design with high quality. The brand's products and the cultural values they embody blend tradition and innovation, and kindle dream and fantasy. S.a.d.a.f.a stands for modern elegance and cool glamour with a distinct sense of refined quality.