Sougha, was launched as a social initiative by the Khalifa Fund for Enterprise Development in 2009.

Sougha aims to shape the future of Emirati artisans through the preservation of the UAE’s heritage, and foster sustainable entrepreneurial opportunities across the UAE. It started its operations by identifying and recruiting a group of 7 artisans from Gayathi, a remote town located in the western region. Due to the uniqueness of the idea, the initiative grew manifolds and in a period of just one year, Sougha became a well-established brand name dealing with around 500 artisans spread all across the UAE.

From 2012, Sougha Est. has since launched programs across the UAE involving artisans from Dibba, Khorfakkan, Fujairah, Ras Al Khaimah and Ajman.