Smiles n’ Stuff online

The centre’s established vocational training programme focuses on imparting hands-on skills to the senior children enrolled, including carpentry, sewing, baking and screen-printing.

“Since 2001, we had been promoting the items made by our children through the vocational training programme in our Greeting Cards 
catalogue.

Last May we launched a new platform for this project by opening our own retail outlet called ‘Smiles n’ Stuff’ located at the Centre. It’s a great way to showcase the talent and ability of our children, while increasing public awareness about Al Noor and our cause,” Fundraising Manager, Anushé Ramzi told Khaleej Times.

The products made are ‘practical gifts’ like mugs, pencil holders, keychains, featuring images that are synonymous to the UAE such as camels and the desert scape. The souvenir-like element of the products have sparked interest in Dubai Duty Free.

“The most popular item made by our students are the Arab couple fridge magnet priced at Dh50. The Duty Free places a large order for them every year,” Ramzi said. According to Ramzi, the popularity of Smiles n’ Stuff led to Nahel.com approaching the centre for expanding their initiative online. “This is the first time we’re entering the world of web retail. By tying up with Nahel.com, we’ll be able to increase our reach by so much more,” she said.

Saeid Hejazi, Founder and Managing Director of Nahel.com, stated that this initiative is a part of their corporate social responsibility project to be held all year-round.

“We’re hoping to sustain a long-term relationship with Al Noor Centre. We’re still building awareness around the Al Noor products, but are expecting to see great results,” he said. The initiative is designed to raise money and awareness for the Al Noor Centre, with 100 per cent of the proceeds going to the non-profit organisation.

“We rely on support from the community whether it be in the form of sponsorships, cash or in-kind donations and volunteering time and since raising funds and awareness go hand-in-hand we endeavor to find unique and innovative ways for community involvement,” Ramzi added. Currently, Al Noor Centre caters to 260 special children with various challenges such as down syndrome, cerebral palsy and autism. Alongside teaching, physiotherapy, occupational therapy, speech and language therapy, sports and music, the centre also trains students on getting used to a typical work environment. Ramzi explained that each item is completed through the team effort of the children enrolled in vocational training.

The children work on the items according to their ability and combine the skills learned in each vocation; carpentry, screen printing, and sewing and the bakery. It can take up to two weeks to complete one product.

“Some of our students may not fully understand how their individual contribution impacts the larger picture but they enjoy what they do and do it with a smile. The children, parents and staff are all very proud of their ability to sell attractive and useful items.”

praseeda@khaleejtimes.com