Emirates NBD Egypt and the Egyptian Foundation for Integrated Development (Nidaa) have launched a partnership aimed at reviving pottery and heritage crafts in Upper Egypt, with a focus on women's economic participation. The project is designed to move beyond tradition, offering women in the region a path to real income and more stable livelihoods. It also fits into the UAE's broader push for inclusive growth and sustainable development, as outlined in the Dubai Economic Agenda D33 and UAE Vision 2031.
The program will train fifty women in pottery making, quality improvement, and marketing, preparing them for both local and export markets. Participants receive raw materials, new equipment, and support for maintaining and replacing tools, so they can produce and sell their work at a competitive level. According to Emirates News Agency (WAM), projects like this are increasingly seen as important for building economic resilience and social inclusion in the MENA region.
From heritage to market access
This initiative stands out for its focus on connecting training directly to production and sales. The partnership commits to buying the finished crafts, aiming to avoid the common pitfall of short-term training programs that don't lead to lasting economic change. By combining production, quality control, and marketing, the project aims to make heritage crafts a reliable source of income for women and their families in Upper Egypt, especially in Qena governorate. The Central Bank of the UAE (CBUAE) has also stressed the importance of financial inclusion and women's participation in economic life, supporting the relevance of this kind of cross-border development.
Dr. Amjad Douma, Chief Strategy and Sustainability Officer at Emirates NBD Egypt, said that real social responsibility means creating sustainable economic opportunities. He pointed to the bank's commitment to linking women's skills with actual market access, while also helping to preserve pottery as part of Egyptian identity. Dr. Walid Breqa, Executive Director of Nidaa, described the project as a full model that covers not just training, but also production development and real marketing opportunities, so women can earn steady income from their craft.
Building sustainable income and preserving identity
This partnership is part of Nidaa's wider program to support women's social and economic empowerment in Upper Egypt's villages. By focusing on both skill-building and direct market access, the project aims to improve living standards and help participants and their communities build lasting economic stability. Dina El Beltagy, Nidaa's Marketing and Corporate Communications Manager, noted that developing women's skills in both production and marketing is key to reaching new markets and staying competitive. The ongoing focus on Qena and Upper Egypt is also reflected in recent archaeological and cultural projects in the region, as reported by Ahram Online, which highlight the role of heritage crafts in local identity and economic growth.
This approach-linking heritage preservation with economic empowerment-reflects a broader trend in the region, where organizations are working to connect tradition with today's market realities. As reported earlier, strategic partnerships are being used to modernize traditional sectors and open new economic opportunities. The Dubai Media Office has also pointed to the role of public-private partnerships in driving innovation and sustainable growth in the UAE and neighboring countries.
By embedding training within a full production and sales system, Emirates NBD Egypt and Nidaa are offering a practical model for how heritage crafts can support sustainable development. The real measure of success will be whether these women can turn their new skills into lasting economic security, but the structure of the partnership gives them a real chance to do so.
