YEDA embodies a connection to the land and sea. The name, derived from the Arabic term for the rope that tethered pearl divers to safety, reflects a deep bond with heritage and the enduring need for sanctuary.
Safety is one of humanity’s most fundamental needs, often linked to physical spaces—be it a homeland or a cherished residence. Scent, as one of the strongest triggers of memory, holds the power to unlock moments long forgotten, evoking emotions tied to places and experiences that feel like home.
The history of pearl diving forms the backbone of cities like Dubai, Abu Dhabi, Dammam, Bahrain, and others across the Gulf. During the golden age of the pearl industry, countless families migrated to coastal towns, forging the foundations of thriving urban centers. The rope, YEDA, symbolized not just safety but the enduring spirit of resilience and connection.
YEDA celebrates this legacy through a culturally fluent collection of fragrances, weaving together the strong connections between scent, emotion, and memory; creating a sanctuary of nostalgia in modern living.
Layering Connection, Nostalgia, and Modernity
YEDA was created to honor the profound interplay of connection, nostalgia, and modernity. It is a brand rooted in the timeless bond between people and places, paying homage to heritage while embracing the rhythms of contemporary life.
Through its thoughtfully crafted fragrances, YEDA bridges the past and the present, evoking a sense of belonging and shared history. By highlighting the emotional ties we have to our surroundings, YEDA transforms homes into sanctuaries, where the essence of tradition and the spirit of modern living coexist in harmony.
