Culture cards

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.