Dina El Sheikh was born in Alexandria, and was raised abroad in diverse cultures that have created a huge impact in her curiosity and appetite for culture and heritage.
She graduated from the American University in Cairo in the year 2005, majoring in Theatre 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 Milano in 2006. After working in the field of styling and fashion consultancy, in 2015 she studied at The Design Studio by Azza Fahmy, learning the techniques of jewelry design and making.
The story behind S.a.d.a.f.a was to revive Egyptian heritage and craftsmanship by adding a contempo¬rary twist. It is about taking great pride in our hand¬made skills, and honoring the fact that Egyptian hands delicately craft every single piece.
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 skel¬eton 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 first S.a.d.a.f.a meaning mother of pearl in Ara¬bic, and the second is derived from ‘Soudfa’ as in coincidence, for 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. Our products, and the cultural values they embody, blend tra¬dition 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.