The Zay Initiative

What The Zay Initiative does

The Zay Initiative is a UK-registered non-profit charity (#1182725) founded in 2018 by Dr. Reem Tariq El Mutwalli and headquartered in London, focused on the collection, documentation, and digital preservation of Arab historical attire from countries including the UAE, Kuwait, Bahrain, Oman, Saudi Arabia, Qatar, Yemen, Iraq, Syria, Morocco, Tunisia, and Egypt. The organization operates a small five-person team (Founder, COO, two Curators, Journalist/Writer, and Executive Secretary) and is built around three core digital assets: a Digital Archive of garments with provenance and stories, an Arabic-dress terminology Dictionary, and a Blog covering costume history and cultural heritage. These are supplemented by museum-quality publications (notably the Sultani: Traditions Renewed two-volume set documenting over 170 examples of Emirati dress from 1966–2004), a children's book series (Reemiyat), a monthly Webinar Series, and limited-edition photographic prints (Sofa Series).

The Zay Initiative monetizes through a diversified, non-equity model combining recurring Patreon subscriptions across Khus ($20/month), Telli ($65/month), Zari ($250/month), and Student (£3/month) tiers; direct book and print sales through a Stripe-powered web shop (Sultani at AED 1,500 plus VAT, plus Sofa Series prints); and charitable donations channeled through the UK CAF platform. The go-to-market is community-led, anchored on Patreon membership and a "Friends of The Zay" program, with a Directory service formalizing a network of 11 specialist categories spanning academic institutions, curators, designers, photographers, museums, and translators. Strategic alliances include Expo 2020 Dubai (flagship), Dubai Culture and Arts Authority, the UAE Ministry of Foreign Affairs, the Textile Research Centre (TRC) in Leiden, Jordan's Tiraz heritage organization, and the University of Texas at Arlington's Department of Art + Art History. The organization serves heritage enthusiasts, academics, designers, collectors, Arab diaspora audiences, and cultural institutions, with named honorary patrons (H.E. Sheikh Nahayan Mabarak Al Nahayan and former UK MP Charlotte Leslie) extending its diplomatic and donor reach.

Name

The Zay Initiative

Legal name

The Zay Initiative

Website

https://thezay.org

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

The Zay Initiative is a UK-registered non-profit charity (founded 2018, London) that collects, documents, and digitally archives Arab historical attire from 13+ MENA, North African, and Levantine countries, serving heritage enthusiasts, academics, designers, and diaspora communities via its Digital Archive, Sultani publication, webinars, and tiered Patreon membership.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Patreon Membership Subscriptions: Monthly and annual subscription tiers providing access to webinars, recordings, research papers, and exclusive content. Tiers range from Khus at $20/month to Zari at $250/month, with Student tier at 3 GBP/month.
2. Book and Publication Sales: Sale of authored books including Sultani: Traditions Renewed at AED 1500, Sadaqah, Qasr Al Husn, and Reemiyat children's book series. Books available directly from the author.
3. Donations and Charity Support: UK registered charity (#1182725) accepting public donations through CAF Donate platform to support acquisitions, conservation, exhibitions, research and publication programmes.
4. Shop Products: Sale of limited edition photographic prints including the Sofa Series collaboration with Issa Al Kindy, and other heritage-related products.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Zay Initiative collects, documents, and digitally archives Arab historical attire and their stories, operating a Digital Archive, a Dictionary of Arab dress terminology, and a Blog as core digital resources. It also publishes authored books (notably Sultani: Traditions Renewed), produces a monthly educational Webinar Series, and operates a tiered Patreon membership program (Friends of the Zay) along with an online shop selling limited edition photographic prints.

Product overview

The Zay Initiative is a UK-registered non-profit charity (No. 1182725) advancing the preservation of cultural heritage through the collection, documentation, and digital archiving of Arab historical attire and their stories. The organization operates a unified platform centered on its Digital Archive and Dictionary as core offerings, supplemented by published books (Sultani: Traditions Renewed, Sadaqah, Qasr Al Husn, Reemiyat), educational content through its Blog, and engagement via Webinar Series. The initiative also offers a tiered membership program (Friends of The Zay) and maintains a Directory connecting users with heritage specialists. Products like the Sofa Series provide limited edition prints, creating an integrated ecosystem supporting cultural preservation and global cross-cultural dialogue.

Differentiator

Problem solved

Functional benefit

Products and services

• Sultani: Traditions Renewed A museum-quality two-volume coffee table book documenting changes in Emirati women's traditional dress from 1966-2004 during the reign of Sheikh Zayed Bin Sultan Al Nahyan, featuring over 170 examples of dress and exceptional photography. Priced at AED 1,500 plus 5% VAT.
• Sadaqah A book published by Dr. Reem Tariq el Mutwalli documenting heritage and cultural artifacts.
• Qasr Al Husn An architectural survey book documenting forts and fortifications in Abu Dhabi, published by Dr. Reem Tariq el Mutwalli.
• Reemiyat Children's Book Series A children's book series published by Dr. Reem Tariq el Mutwalli, designed to educate young readers about Arab heritage and culture.
• Sofa Series Limited Edition Prints Limited edition photograph prints from The Zay Collection X Issa Al Kindy collaboration.
• Friends of The Zay Membership Program A tiered membership program offering benefits including free webinar access, recordings library, discounts on event tickets and prints, private partner invitations, and recognition. Tiers include Khus ($20/month or $225/year), Telli ($65/month or $540/year), Zari ($250/month or $2,160/year), and Student (£3/month or £32.40/year).

Quantifiable outcome

• Over 170 documented examples of Emirati dress in the Sultani publication
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

20 partnerships are on record, tiered core, minor and flagship.

• University of Texas at Arlington Department of Art + Art HistorycoreStrategic or Co-development PartnerAcademic partner offering courses on the Arab World and Islamic cultures. Students can earn BA in Art History with Museum Studies minor or studio art, graphic design, or MFA degrees from internationally recognized faculty. Located in Dallas/Fort Worth metroplex with diverse student body.
• ChameleoncoreImplementation/ SI/ Consulting PartnerEmma Farmer serves as Strategic Advisor and most recently has been given the title of COO. Over the last 18 months through her passion, Emma has helped the Zay Initiative navigate through the pandemic, launching a very successful Webinar Series.
• Orchard Point LimitedminorImplementation/ SI/ Consulting PartnerCatherine (Cat) Bibby serves as Events and Marketing Manager, bringing over 10 years of experience managing projects and events in corporate and art worlds. Founder and Director providing Event & Project Management services to creative businesses.
• Bedouin Silver (Sigrid van Roode)coreStrategic or Co-development PartnerJewellery historian specializing in traditional jewellery from North Africa and Southwest Asia. Provides services including jewellery identification and attribution, collection research, exhibition conceptualizing and guest curatorship, and outreach through publications, lectures and teaching.
• Blushed FlowersminorStrategic or Co-development PartnerFlowers and Events consultant involved in events industry in Dubai for more than 17 years, specialized with luxury events including floral, setups and management. Finder and manager of Mesopotamia Flower LLC and Blushed Flowers.
• EYHO Tours (Textile Tour Operator)minorChannel Partner/ Reseller/ DistributorTextile tour operator offering tours related to textile heritage and cultural tourism experiences.
• Expo 2020 DubaiflagshipStrategic or Co-development PartnerMajor supporting partner and venue collaborator for events and exhibitions during Expo 2020 Dubai.
• Dubai Culture and Arts AuthorityflagshipStrategic or Co-development PartnerGovernment cultural entity supporting heritage preservation initiatives in Dubai.
• Ministry of Foreign Affairs UAEcoreStrategic or Co-development PartnerGovernment supporting partner for international cultural diplomacy initiatives.
• OPCDminorStrategic or Co-development PartnerSupporting partner organization in the cultural heritage sector.
• Gumash StudiominorStrategic or Co-development PartnerSupporting partner and creative collaborator in heritage crafts.
• Silvia FurmanovichminorStrategic or Co-development PartnerDesigner partner collaborating on heritage-inspired collections.
• BokjaminorStrategic or Co-development PartnerHeritage design brand and supporting partner.
• IFDC (International Fashion Design Council)minorStrategic or Co-development PartnerInternational fashion design council supporting fashion heritage initiatives.
• TRC LeidencoreStrategic or Co-development PartnerTextile Research Centre in Leiden supporting academic research and heritage preservation.
• TirazcoreStrategic or Co-development PartnerJordanian heritage organization focused on traditional costume preservation.
• Janet Rady Fine ArtminorChannel Partner/ Reseller/ DistributorFine art gallery and partner for heritage art exhibitions.
• AzzaminorStrategic or Co-development PartnerFashion brand and creative partner.
• Charlotte Leslie (CMEC)minorOthersManaging Director of CMEC (Conservative Middle East Council). Former UK MP from 2010-2017. Uses her networks to help The Zay Initiative achieve its goals.
• H.E. Sheikh Nahayan Mabarak Al NahayanflagshipOthersMinister of Tolerance and Coexistence. Previously served as Minister of Higher Education and Scientific Research, Minister of Education, and Minister of Culture and Knowledge Development. Chancellor of UAE University from 1983-2013 and President of Zayed University from 1998-2013.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Others

• Kerry Taylor Auctions: London auction house specializing in historic fashion and textiles. Creative Advisor to The Zay Initiative and a primary commercial channel for consigning and valuing Arab historic dress comparable to the Initiative's collection.
• Bedouin Silver (Sigrid van Roode): Specialist practice in traditional jewellery from North Africa and Southwest Asia offering identification, collection research, exhibitions, and publications. A Core Strategic Partner of The Zay Initiative and the most directly adjacent specialist in MENA material culture.

Direct peers

• The Khalili Collections: Private collection of art from the Islamic world assembled by Nasser David Khalili, encompassing textiles, dress, and decorative arts. Direct peer in the niche of curated, publicly accessible Islamic material culture with scholarly publications.
• Mansoojat Foundation: Saudi foundation documenting and preserving traditional Saudi Arabian costume and textiles, including the foundational Traditional Costumes of Saudi Arabia publication. Operates in the same Arab heritage preservation niche with comparable curatorial and educational programming.
• Museum of Islamic Art (Doha): Qatar Foundation-operated museum dedicated to Islamic art and material culture, including historic dress and textiles. Comparable in curatorial focus on Islamic dress heritage, scale of collection, and Gulf-based institutional positioning.
• Tiraz: The Widad Kawar Centre for Jordanian Heritage: Jordanian heritage organization dedicated to collecting and preserving traditional Arab costume and textile heritage. Already a Core partner of The Zay Initiative and a direct peer in regional Arab dress preservation.
• TRC Leiden (Textile Research Centre): Independent academic center in the Netherlands dedicated to textile and dress research, with a comparable collection, digital catalog, and educational programming. Already a Core partner of The Zay Initiative and the most direct functional peer.

Emerging players

• Textile Arts Center: Brooklyn-based nonprofit focused on textile education, exhibitions, and community programming. Comparable in scale and mission to The Zay Initiative as a small cultural-heritage nonprofit, though primarily focused on contemporary practice rather than historical preservation.

Broad incumbents

• Metropolitan Museum of Art: Major New York museum with one of the world's foremost collections of Islamic art and historic dress (including the Antonio Ratti Textile Center). Broad incumbent in the heritage/Islamic-art space with comparable scholarly publications and exhibitions.
• Victoria and Albert Museum (V&A): Major London museum with globally significant holdings of historic dress, textiles, and Middle Eastern material culture. Operates in the same space as a much larger incumbent; Catherine Bibby previously worked in the V&A's collections department, evidencing direct adjacency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/zayinitiative
• YouTubeyoutube.com/channel/UCLCAFdikEc4OgS8DuU6PDkw
• Facebookfacebook.com/TheZayInitiative
• LinkedInlinkedin.com/company/the-zay-initiative
• Instagraminstagram.com/thezayinitiative

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Zay Initiative