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Artist in Focus: Dr. Tarwadi

 In conversation with Dr.  Alihussein Tarwadi Art or science? People often make this crucial choice early in life and often, it’s set in stone. Some gifted individuals pursue both and what’s more, they make their art compliment science. Master of both, Dr. Tarwadi is an…

July 2, 2017

rida x sneakers – ed.2

Lookbook June 2017 Outfit Fatema A.   Photography Sakina K.  Words Safiya A.  Sunny days often call for light colours and a fresh look, and of course a starbucks frappe. This month’s lookbook features a self embroidered fabric perfect for hot days with an elegant scalloped lace…

June 5, 2017
Pretty Gilded Header (AIF)

Artists in Focus: Pretty Gilded

Words and Photographs Pretty Gilded. Foreword Batul S.    Foreword Pretty Gilded – a gilded art form created by two entrepreneurial sisters from Hyderabad. They create paper products with modern and contemporary designs, infused with the touch of tradition. Their dazzling wedding invitation cards would make you…

June 4, 2017

rida x sneakers – ed.1

Lookbook May 2017 Outfit Batul S. and Fatema A.   Photography Sakina K. and Alifiya S. Words Safiya A.  Wake up. Get dressed. Have breakfast. Slip into your favourite pair of sneakers. Comfy. Reliable. Stylish. This look book features beautiful and colourful ridas paired with the perfect…

May 2, 2017
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Artist in Focus: Kulsum K.

Words and Photographs Kulsum K. Foreword Batul S.    Foreword Kulsum bhen takes foodstagramming to a whole new level. Her talent for the capture makes even the simplest foods look like Michelin stars. Get a peek at the photos that’ll make your stomach grumble and delve into…

May 2, 2017
Artists Women

Cakesbyfatemadathi: Pharmacist turned Cake Artist

In conversation with Fatema M. Dathi Pharmacist turned Cake Artist and my journey to the sweeter side; counting the memories and not the calories.   No course will teach you how to be creative, that has to come from you. What is your cooking/baking background?…

April 3, 2017


Lookbook March 2017 Outfit Fatema A.   Photography Sakina K.  Words Safiya A.  This month we are featuring a Rida which is perfect for the spring. The fabric is a lilac purple with a blue strip. The spray looks like the work of a artist with a…

March 7, 2017

Artist in Focus: Fatema H. J.

*SCROLL LEFT* In conversation with Fatema Ben. H. J.   Fatema Josh is an accomplished Artist, a Montessori Directress, a qualified Graphic Designer and a dedicated homemaker, whose life revolves around her family and her dreams. As you walk into her space, you are greeted…

March 6, 2017


Lookbook February 2017 Outfit and Words Safiya A.  This rida features a blue sheen fabric with a silk leaf border and a traditional braid. You can wear it during the day with a classic trench and boots combined with a handbag and enamel bangle. This…

February 14, 2017


Lookbook December 2016 Outfit Farida B. Photography MKE Shoots Words Safiya A.  Geologist by day and visionary by night, meet the creator of Do It Yourself Rida’z. DIY Rida’z is an online platform which allows you to personalize your Rida and have it delivered to…

December 6, 2016