06 Feb 2014

Etihad Airways expresses UAE loyalty with a touch of heritage

As a declaration of loyalty to its Emirati roots, UAE flag carrier, Etihad Airways has introduced a touch of heritage to its already exceptional service.

Providing its long-haul passengers with a touch of Emirati magic, the airline has introduced a range of limited edition artisanal amenity kits, which reflect its deep cultural attachment to the abundant traditions of the UAE.

Collaborating with Sougha – a social enterprise initiative launched by the Khalifa Fund for Enterprise Development, which aims to preserve Emirati traditions and promote local artisans – the carrier provides Diamond First, Pearl Business and Coral Economy class cabins with the amenity kits.

James Hogan, president, Etihad Airways enthused: “We want our guests to experience the colourful and ancient culture of the UAE – a culture which is inherently part of our identity as the national airline of this diverse nation.”

These new kits not only enhance the Etihad guest experience, but are also a souvenir of the cultural traditions of this country and a way of supporting local craftsmanship.

Sporting traditional Emirati patterns, based on designs traditionally used on blankets, cushions and Bedouin tents, the amenity bags reflect the current trends in fashion, but simultaneously tap into the rich and complex tapestry of traditional Emirati craftsmanship.

Modern, functional and stylish in design, Diamond First kits will feature exclusive products by luxury New York brand Le Labo, while Pearl Business kits will feature all-natural products by Athens-based Korres. 

Sougha, Arabic for ‘a traveller’s gift’, is an initiative that seeks out skilled local men and women across the UAE, providing them with a platform from which to develop and find new markets for their craft.

“The Khalifa Fund’s Sougha initiative, with more than 400 female Emirati members, has become an efficient and practical socio-economic programme focusing on traditional crafts. This skill-developing project seeks to promote the diverse artistic heritage of the UAE by empowering women in their families and local community. We are delighted to have the support of Etihad Airways in this endeavor,” noted HE Ibrahim Ahmad Al Mansoori, Chairman, Sougha – also the COO of the Khalifa Fund for Enterprise Development.

Etihad Airways offers an exclusive range of Sougha products for sale in its Boutique inflight shopping magazine.