“We love to listen to our customers and for this reason we would be delighted to hear from you if you would like a bespoke fair trade product made especially for you.”

My Fair Trade Story Video Presentation - Sabeena Ahmed and The Little Fair Trade Shop

My Fair Trade Story Video Presentation - Sabeena Ahmed and The Little Fair Trade Shop

How it all began

My Fair Trade Story

My impromptu graduation presentation for the BSEP, NAMA and SSE London




What inspired you to start the business?

The Situation

  • During Ramadan 2008 I was poorly and recovering from surgery.
  • I was reading Islamic Banking and Insurance.
  • The last assignment illustrated how Islam promoted equal distribution of wealth. This statement made me question inequality and poverty in the world.
  • This was my epiphany that motivated me to take action .


The Change

  • I wanted to alleviate poverty, promote equality and justice for the most disadvantaged individuals and communities around the world.


First Steps

  • Wrote to the World Fair Trade Organization (WFTO) and asked them if I could start a Fair Trade movement in the United Arab Emirates. They responded positively and told me to I should pursue my fair-trade activities.
  • I visited Fair Trade Egypt, Cairo.

I commenced trading at the Dubai Flea Market and then moved to the Covent Garden Market Jumeirah, Dubai.




 What are you offering?

  • I offer fair trade and ethically produced bespoke products hand made by disadvantaged small producers and groups around the world.


My Business


Who do you help?

  • Majority of artists are women, widows, victims of human trafficking, marginalized individuals some have disabilities and ethic/indigenous tribes.


How does it work?

  • I retail fair trade products at specialist markets, exhibitions and boutiques in Dubai and Abu Dhabi.
  • I conduct primary research by testing new fair trade ranges and ask consumers what they like and dislike.
  • I promote fair-trade by visiting schools, universities, women’s organizations, government events in Dubai/Abu Dhabi.
  • I visit fair-trade campaigners and supporters in the United Kingdom.
  • I conduct interviews with fair-trade producers when I visit fair-trade producer groups.



Why It Matters?

Think about impact?

What positive impact does your service or product make?

  • Producers especially women are empowered financially, increased levels of self confidence, esteem and respect and dignity.
  • They receive fair wages and
  • Better working conditions
  • Strengthen their position in the community
  • They have more control over their lives.


Why does it matter to you?

  • I love fair-trade social and trade justice.
  • My work makes me happy.
  • My mind, body, spirit and soul are at peace.
  • I feel I am working towards positivity and achieving good.
  • My faith plays a very important role.


What motivates you?

  • My parents are my motivation.
  • My late beloved mother always instilled the values of selflessness and willingness to try to help others in need.
  • Fairtrade and the producers motivate and inspire me.
  • Support Fairtrade



Graduation Ceremony Award Ceremony 2019

Receiving my certificate with Chief Executive Alistair Wilson and

HE Reem Abdel Rahim BinKaram  



Graduation Presentation and Ceremony

January 2019

The 21st January 2019 was a day I will never forget.

I finally completed my scholarship programme with the Badiri Academy, NAMA, and the School For Social Entrepreneurs London and Cornwall, UK.

I presented my graduation presentation and received my certificate.

Many thanks to Lina Hamdan, Kylie Dickenson, Jo Van Osch (my amazing mentor), Amy Babor and Sally Heard for their kind words of support and encouragement.

I praise the Almighty Allah subhana wa'tala for giving me the strength and courage to complete the course.

Thank you to my husband Faisal for supporting me over the past 10 years.


Sabeena Z Ahmed - Badiri Social Entrepreneurship Programme, NAMA and School for Social Entrepreneurs UK Certificate awarded Jan 2019

Sabeena Z Ahmed - Badiri Social Entrepreneurship Programme, NAMA and School for Social Entrepreneurs UK Certificate 


Further Reading and Links

My Fair trade Journey

Sabeena Ahmed and The Little Fair Trade Shop in the United Arab Emirates

BSEP, NAMA, SSE London Graduation and Ceremony

BSEP, NAMA, SSE London Blog


SSE London

Also in The Little Fair Trade Blog

30 Years of Fairtrade and details of Fairtrade Fortnight 2024 (English and Urdu) with Sabeena Z Ahmed
30 Years of Fairtrade and details of Fairtrade Fortnight 2024 (English and Urdu) with Sabeena Z Ahmed

As a passionate fairtrade campaigner and advocate I felt compelled to join the Fairtrade Fortnight 2024 webinar.

2024 will be 30 years of Fair trade in the United Kingdom.

This webinar was organised by the Fairtrade Foundation UK team.

I have attached photographs of the webinar below for those interested.

All credit and source courtesy of the Fairtrade Foundation team UK.

Translation in Urdu

ایک پرجوش فیئر ٹریڈ مہم چلانے والے اور وکیل کے طور پر میں نے فیئر ٹریڈ فورٹ نائٹ 2024 ویبنار میں شامل ہونے کے لیے مجبور محسوس کیا۔

2024 برطانیہ میں منصفانہ تجارت کے 30 سال ہو گا۔

اس ویبینار کا اہتمام Fairtrade Foundation UK کی ٹیم نے کیا تھا۔

میں نے دلچسپی رکھنے والوں کے لیے ذیل میں ویبینار کی تصاویر منسلک کی ہیں۔

تمام کریڈٹ اور ماخذ بشکریہ Fairtrade Foundation ٹیم UK۔

Continue Reading →

October 2023 - Newsletter Video Blog Summary
October 2023 - Newsletter Video Blog Summary

This October I continued to heal from my shoulder surgeries.

My right shoulder was very painful and inflamed again and I have struggled to type this blog.

I attended the volunteers webinars for Islamophobia Awareness Month 2023 and the 30 years of Fairtrade in the UK.

I joined the October 2023 Power Inclusive Excellence Committee and Training Tuesday: Climate Change: Taking Action to Support Women and Girls with World Pulse.

Continue Reading →

ISEA - Journey towards Meaningful Connectivity: Exploring Value
ISEA - Journey towards Meaningful Connectivity: Exploring Value

During August 2023 I attended a 2 day online webinar titled, 'Journey towards Meaningful Connectivity Exploring Value' with the Institute of Social Entrepreneurs Asia, (ISEA).

I have tried to translate these webinars in Urdu.

Continue Reading →


Sign up for fair trade awesome!
Enter your email to be the first to receive news of product launches, discounts and ethical fashion campaigns.