SABILI - Our Constitution
The 5 principles that weave our story into every production.
A product can serve a purpose. But for it to carry any real meaning, to resonate beyond its function, it should be born from a clear set of principles. We live in an era filled with cynical consumerism and bland, soulless objects. From the beginning, SABILI was conceived as an answer to that emptiness. It had to be built on solid principles - a system of non-negotiable values that would govern every decision. These are not marketing propaganda; they are the instruction manual that ensures everything we produce has integrity, a reason to exist, and a connection to the world around us.
Purposeful Growth
My training as a doctor gave me a framework for solving problems, but it didn't prepare me for the creative world. When I started SABILI, I had to confront a wall of self-limiting beliefs: the feeling that this field wasn't for people like me, that the mountain of things to learn was too high to climb. The goal wasn't to master every skill myself—that would be disrespectful to those who have spent their lives honing their craft.
I went from believing this world wasn't for me, to learning enough to communicate and guide its most seasoned professionals - along the while discovering parts of the craft that felt like my own.
It was about pushing past the comfort zone to tackle those internal barriers. In a way, the process echoed my medical career: diagnose the problem, then work with a team of experts to deliver the solution. This intentional process - identifying a weakness and laser-focusing on it - became our first principle. It is a constant state of evolution. For you, this means the brand will never stagnate; it will always be pushing forward, bringing you offerings that are more considered and more resonant than the last.
Eastern Artistry
The soul of the brand. A visual DNA born from a childhood where Eastern artistry wasn't in a museum; it was the geometric patterns on the tableware, the intricate inlay of a chessboard, the calligraphy hanging on the wall. I didn't always know why I was drawn to it, but it felt like home.
This is our way of offering you a piece of that feeling - a sense of home and heritage reinterpreted for a contemporary world.
This aesthetic is our starting point, a direct challenge to the featureless modernism that dominates design. We see the echoes of its geometric forms in brutalist architecture and its pixel-like precision in Kufic script. We translate this heritage not as a superficial motif, but as a core design language.
Unified Diversity
My daily life is a testament to cultural fusion. I’m an Arab who eats at Jamaican restaurants and listens to Afrobeats. I’ll swear in three different languages in a single sentence. This is the texture of modern Britain - a place where we all contribute to a shared urban identity through the prism of our own heritage.
In a world that often seeks to divide, we want to celebrate the richness that comes from this fusion.
SABILI exists to uplift this entire multicultural ecosystem, acknowledging that it is only possible in a place that has made a home for all of us to express ourselves. By wearing our productions, you are championing a vision of culture that is fluid, inclusive, and finds strength in its diversity.
Quality Craft
We do not make disposable things. It’s a principle born from a simple, repeated lesson. Growing up, my mother, an incredible seamstress, would pick up something in a shop, and the first thing she’d do is turn it inside out. She’d show me the seams, explaining the difference between lazy work and a clean, durable finish. That lesson became a forensic, almost obsessive, mindset. I don't do shoddy work; I don't settle for middle of the class, it's a personal philosophy.
Mama always said us minorities had to work twice as hard to get half as far in life, sad but probably some truth to it. So I learned to work four times as hard. That’s the standard we build to.
This mentality of needing to over-deliver has been a constant in my life. It’s why our productions take so long to develop. Every detail is a non-negotiable, from the in-house patterns to the partnerships with skilled craftspeople. We bring an obsessive focus to every stitch and seam. For you, this means you are investing in an object built with an integrity that respects your intelligence and is made to last.
Authentic Stories
Narrative is the construct that gives SABILI its reason for being. It’s not an afterthought; it’s the entire framework. This begins with my own origin story - of growing up between cultures - and flows into the story of the brand itself, with all its trials and tribulations. But most importantly, it is deep down into every production we offer you. We will never produce an object that doesn't have a deep narrative behind its design and creation.
We embed our story in every fibre, so that you can weave it into your own.
This commitment means we will always seek to partner with other storytellers, from craftspeople to artists. It means every production is a conversation piece, giving you a story to tell when someone asks about it. But more than that, we aim for our narratives to connect with yours. A production from SABILI shouldn't just be an object you own; it should be a story that resonates with your own journey, becoming a part of the identity you present to the world.
Our Ambition
These five principles are the foundation. They are the fixed point from which we build outwards. Our ambition is to grow SABILI from these principles into a multi-disciplinary creative house - a platform that applies this same ethos to a wider world of objects and experiences.
This is our commitment to building a community for cultural explorers and a space for other creatives who share our vision. This constitution is our promise that as we grow, we will never lose sight of the principles we were founded on.