Etihad supports local craftsmanship and heritage

Etihad Airways continues to support and uphold the heritage of the United Arab Emirates with the announcement that locally produced craftwork will soon be available for purchase on board its flights. 

The Abu Dhabi-based airline has signed a partnership agreement with “Sougha”, a Khalifa Fund initiative which promotes the work of local craftswomen and helps them market the goods in the UAE and around the world. 

“Sougha” aims to develop existing skills of Emirati women of all ages and encourages them to preserve traditional craftsmanship to produce, enhance and accessorise a wide range of products. 

Peter Baumgartner, Etihad Airways’ Chief Commercial Officer said: “As the national airline of the United Arab Emirates Etihad is proud to support Sougha which is leading the way in promoting traditional Emirati arts and crafts. 

“Etihad plays an active role in many community projects across the UAE and our cabin crew members will take great pride in knowing that the products they promote and sell on our flights will support the empowerment of local women and the preservation of UAE culture.” 

To celebrate the new partnership with Etihad, craftswomen from Sougha are displaying their products at the airline’s headquarters in Abu Dhabi on Sunday 3 April and Monday 4 April. 

Mr. Abdulla Al Darmaki, Deputy Chief Executive officer of the Khalifa Fund for Enterprise Development, stated that the Sougha initiative is aimed at preserving the local heritage through manpower training, developing products, creating effective marketing networks through conducting strategic partnerships with active partners, including Etihad Airways. 

Mr. Al Darmaki, said: “This agreement with Etihad Airways will contribute to the deployment of the local heritage and its promotion in parallel with the orientations of the Fund as well as supporting a wide range of UAE nationals working in the field of handicrafts and heritage which contributes in improving their social levels. We are calling on others to support this initiative and enable them to achieve goals on the cultural, social and economic levels.” 

Mr. Al Darmaki added that the initiative has social, economic and cultural aspects: “It reflects a devoted attempt by the Fund to document the local heritage at the same time representing an opportunity to enable talented artisans to invest their skills and turning their talent into a source of income as well as contributing to the Abu Dhabi economy.”