UAE | Heritage and Culture

Culture cards

We talk to gift card maker Pooja Peswani and find out how she gives birthdays a little extra Razzmatazz

  • By Nasheet Jaffer Khan, Community Journalist
  • Published: 00:21 May 20, 2008
  • Tabloid

  • Pooja Peswani first started to make cards at the age of 14 for friends and relatives.
  • Image Credit: Ravindranath/Gulf News

A fresh dollop of paint stains the floor; scissors, paintbrushes and bottles of glue are strewn all around in the corner of an apartment - yet another piece of paper has had a makeover.

If you are tired of commercial birthday cards and want something unique, Pooja Peswani might have the answer.

She creates handmade greeting cards embodying UAE culture, which are often displayed as works of art by some of her clients. Loyal customer Fiodhna Hyland said that the people she gives Pooja's cards to in Ireland "never throw them away".

What made 39-year-old Peswani embark on this unique venture? "I first started making cards at the age of 14 for friends and relatives. The expression on their faces was priceless when they received them," she said.

It was enough to ensure that Peswani never used a store bought card again.

Later, a diploma in Fine Arts from a university in India helped shape her imagination. However, the idea of card making as a business was first initiated at art fairs in the UAE.

As a participant, Peswani often met tourists and expatriates who would ask for cards that depicted regional culture. "A lot of people are interested in the UAE," she said.

Making an effort

In an age dominated by electronic mail and virtual cards that expire after 30 days in an inbox, conveying greetings through a handwritten message has found many buyers, which helped Peswani capitalise on her talent.

"It is good to see people still take time out to send a handwritten greeting card. It shows the effort made," she said.

To add value, Peswani includes a brief write up with each card. "The information helps the buyer understand the origin and history of the various elements used."

The cards can be decorated with pieces of traditional jewellery, inlaid animals, spices, coins and all things UAE.

She said: "It makes the concept more interesting and helps people gather more information on Arab culture."

The cards take a lot of time and effort - three hours every day, a hobby that turns 20 this year.

Self taught

Peswani takes pride in the fact that she is a self-taught artist.

"Making cards is not a hobby, it's something I'm very passionate about. I put a lot of love into creating each design. Each card takes a lot of research, time and detailing. It has made me a very patient person."

However, she reserves final credit for her husband. "For 17 years, if it wasn't for the support of my husband, my art might have been buried under the usual chores that accompany married life."

Today, she is an entrepreneur who takes joy in bringing beauty into people's lives.

  • Rate this article
  • Average reader rating (0 votes) 0 Stars
Tools

Emailing an article to friend is a simple way to share a news item. Your friend will receive an email with your name and email address as well any personal message you choose to send.

The information you provide on this page will not be used to send unsolicited emails.

This service is not intended to encourage spam, and action may be taken against individuals who maliciously enter personal details of another individual.

Share this article

More from UAE Heritage & Culture

  1. The true meaning of festival of sacrifice

  2. UAE residents offer Eid morning prayers

  3. Eid Al Adha: Duty and sacrifice

  4. Slew of celebration plans

All articles in Heritage & Culture

More from UAE

Covering everything from entertainment and lifestyle

Tabloid
Popular in UAE
Readers' pictures
Your pictures

Readers' pictures

A Selection of the best Gulf News reader pictures this week

Latest news
Community Reports

More from Community Reports

Weather

More from Weather