Home Centre is marking Emirati Women’s Day with ‘Made By Her’, a campaign that brings the work of Emirati women into its retail spaces, positioning its stores as platforms for local creativity and homegrown talent.
Running across August and September, the campaign showcases the work of six Emirati women alongside Home Centre’s own collections at participating stores in Reem Mall, Abu Dhabi and Mirdif City Centre, Dubai. The activation spans a range of creative disciplines, including mosaic art, ceramics, handcrafted products, artwork and crochet.
Rather than treating the campaign as a conventional seasonal celebration, Home Centre has used its physical retail environment to give local creators a wider platform. Their work is presented within styled in-store displays, allowing customers to encounter the pieces alongside the brand’s home collections.
The initiative builds on Home Centre’s broader focus on supporting local creative talent, including its Home Centre Collective and collaborations with local designers. Through ‘Made By Her’, the brand extends that approach to Emirati women, connecting its ‘Love Where You Live’ positioning with a wider idea of pride in the UAE and its creative community.
“This Emirati Women’s Day, we wanted to open our stores to celebrate the women shaping the UAE’s creative landscape,” said Arja Taaveniku, CEO, Home Centre. “There’s so much talent around us, quiet, brilliant work that doesn’t always get the audience it deserves. Made By Her is simply our way of giving it the spotlight, and giving our customers the chance to discover it too.”
The campaign also reframes the role of the retail store, turning it from a transactional environment into a space for cultural discovery and storytelling. By placing locally created work within its existing customer journey, Home Centre gives the campaign visibility while reinforcing its connection to the communities it serves.
“‘Love Where You Live’ as a motto has always meant more to us than just the home, it is about loving the country we call home,” said Siddarth Sivaprakash, Head of Marketing & Brand, Home Centre. “And what better way to show our love for the UAE than by celebrating the talent that makes it what it is.”
