Our Story
Welcome to Jawlah, where education meets adventure!
Founded by Shahd Al-Athel amidst the pandemic in 2020, and launched hand in hand with co-founder Sandi Ismaïl in 2023, Jawlah is more than just a toy shop; it's a cultural and educational haven inspired by the regional child. Our mission is to ignite young minds with engaging, immersive experiences that celebrate our rich heritage and traditions.
At Jawlah, we design and produce a diverse range of toys, books, and learning resources that stimulate cognitive and motor skills development. Our Jawlah Originals are thoughtfully crafted to ensure children see their culture and traditions reflected in their play and learning. We are dedicated to celebrating the Arabic language, making it a central part of our educational resources.
As a Saudi-based brand catering to the GCC region, we are committed to sustainability and safety, using non-toxic and environmentally friendly materials. Our products cater to children aged 0 to 10 years, providing something special for every stage of development.
We believe in the power of education to shape the future. Join us in nurturing curiosity, fostering creativity, and celebrating our cultural identity. At Jawlah, we're not just creating toys; we're building a legacy of learning, love, and pride for the children of our region.
Our Founders
Shahd AlAthel is the founder and in-house toy designer behind Jawlah's Originals. As a loving mom of three sons, Shahd is dedicated to creating high-quality, culturally relevant educational toys for the Arabic market. She holds a degree in early childhood education from the University of Hartford and a master’s degree in educational technology from New York University.
With a rich career that includes working with Sesame Street to create diverse, localized content for children, and gaining business development skills at Saudi ARAMCO, Shahd identified a significant gap in the market for educational Arabic toys. This realization inspired her to establish Jawlah, offering analog experiences designed to stimulate young minds.
Shahd’s passion for education and her deep understanding of cultural relevance drive her mission at Jawlah. She aims to provide children with tools that reflect their heritage and environment, fostering curiosity, creativity, and confidence. Through Jawlah, Shahd is committed to transforming education and celebrating the rich traditions of the region.