This Emirati Women’s Day, bkry, BloomingBox, and the Emirates Down Syndrome Association (EDSA) are laying the foundation for a lasting collaboration rooted in empowerment, inclusion, and community. To kick off this ongoing partnership is a special afternoon of creativity and connection on August 28th, where a number of inspiring Emirati women will be paired with EDSA members for two interactive workshops: a baking session and a flower arrangement experience led by the leaders of bkry and BloomingBox.
A celebration of Emirati women and the power of community, this partnership values and honours the contributions of Emirati women in a way that is both heartfelt and impactful. United by a shared commitment to inclusion, bkry and BloomingBox mark Emirati Women’s Day by raising awareness around Down Syndrome.
“The inspiration came from the shared values of bkry and BloomingBox. Both of us bring different forms of creativity and care — baking, flower arrangements — and together we wanted to design a campaign that celebrates Emirati women in a way that feels authentic and memorable. The Emirates Down Syndrome Association was the light that helped bring this collaboration to life, reminding us that true celebration is rooted in inclusion and empowerment. The key brand message is that when creativity and community come together, they create something deeply meaningful and lasting,” says Kameel Rasyid, Co-Founder and Head Pastry Chef, bkry.
He continues, “What stood out the most in our research was how deeply Emirati Women’s Day is rooted in values of empowerment and progress, while also honouring heritage and community. At the same time, we looked at the mission of the Emirates Down Syndrome Association, whose work is about unlocking hidden potential and promoting inclusion. Bringing these two narratives together revealed a shared story of strength, creativity, and compassion. That inspired us to create a campaign that doesn’t just celebrate, but also raises awareness and invites the wider community to engage in meaningful ways. It’s not only about empowering EDSA members – it’s about inspiring the whole community to embrace inclusion and creativity together.”
The primary audience is the Emirati community, as the day is dedicated to celebrating their contributions. At the same time, bkry is reaching out to the wider UAE community who value creativity, inclusivity, and shared experiences.
The campaign will be live across multiple touchpoints. Social media, with Instagram as the primary platform, will be supported by all partners including bkry, BloomingBox and EDSA. An in-store activation, the Bake and Bloom workshop at bkry, will invite the community to experience the collaboration firsthand. On the e-commerce front, hampers will be made exclusively available through BloomingBox’s online platform.
Influencer marketing is a key part of the campaign’s strategy. With a clear focus on authenticity, bkry selected Emirati voices who genuinely embody themes of empowerment, inclusivity, and community – not simply those with the largest reach.
Their role is to extend the campaign message beyond our own platforms by sharing their personal take on the event on August 28th, and most importantly, the cause.
“We choose them based on who they are, the values they represent, and the trust they’ve built with their audiences. This ensures that the campaign is amplified in a way that feels organic, genuine, and rooted in the local community,” says Rasyid.
