Today we’d like to introduce you to Noor and Ammar Saadeh.
Thanks for sharing your story with us Noor and Ammar. So, let’s start at the beginning and we can move on from there.
We launched an online multimedia Islamic educational platform in the mid 90’s. This was a time when Islamic media in the US and honestly worldwide was just getting started. I was a former professional classical musician and turned my abilities to writing songs and stories for children when I embraced Islam. Noorart launched with our audio cassette of Islamic nursery rhyme songs ‘We Are Muslims’ (the Muslim Barney!) that went a bit viral. My husband had an entrepreneurial spirit and became the administrator and business mind behind my creative expressions. It was the right time and place. We joined a small group of other like-minded online competitors and created a company that distributed and produced the best Islamic multimedia that was in line with western production standards for Muslim families in the Americas. Everything in English, approved by scholars, only the best products. Our goal to develop pride and self-esteem in Muslim children growing up in America.
A few years later, we discovered that production and media distribution might not pay the bills so with a look for a new niche, we discovered a growing number of Islamic schools, centers, and mosques needing educational materials. We then morphed into curriculum distribution and development, providing American Islamic schools with religious and Arabic studies. Once again we were at the right time and place.
After 20 years we are now one of the largest distributors of education materials for Islamic weekend and full-time schools in North America, with thousands of other supplemental titles and products in both English and Arabic language.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Being one step ahead of the competition in a relatively small market is tough. Some of our largest competitors closed their doors some years ago so we are fortunate to have found a way to keep going. Also many Muslims from overseas simply want to do business with and support their own countrymen no matter the price, the service, etc.
Muslims are unique customers. The diversity alone is mind boggling. Add to that the varying cultural practice of religious beliefs and it can make life pretty challenging! One thing we strive for is exemplary customer service – something far different in the US than overseas. We wanted to run our business as a Muslim American company but our customers were accustomed to haggling over prices and looking for or expecting favors and discounts. Its taken patience on our part to ‘educate’ our customers but it’s paid off with outstanding ratings for our service.
We have a large online presence but are in reality a small, family owned and run business. Keeping up with the rapidly changing technology is no doubt an issue for any small sized company.
So, as you know, we’re impressed with Noorart – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
Customer service definitely sets us apart. We also pride ourselves on a great selection of supplemental products. My husband’s family resides in Jordan and we visit frequently. This gives us the advantage to incorporate a large line of Arabic language curriculum and other products. Every Muslim needs to learn some basic Arabic language in order to read our Holy Scripture, the Qur’an, which is read and recited in Arabic to this day. So we have another niche in providing many Arabic language and learning materials.
So, what’s next? Any big plans?
We have always wanted to continue developing an Islamic toy line. We were the first to produce a Muslim-type Barbie Doll named Razanne. Razanne made headlines around the world when her story was picked up by an AP reporter out of Detroit, MI. She caught the attention of many writers who were intrigued by our mission to create a doll for Muslim girls that resembled the women around them and also stressed that girls were in no way limited by their modest attire. The supportive testimonials from the public amazed us! Although our production of Razanne is no longer operational, other production companies followed our lead, notably Fulla, which was widely popular particularly in the Middle East.
We are currently in the process of developing an elementary school curriculum that is more suited to the Muslim American experience.
In addition to Noorart, we also operate two other sister companies: East West Souk also online, providing as the name suggests, products and items for Muslims that are difficult to acquire in the US,, and Wafid Institute, an immersion Arabic learning program tailored to fit individual and group needs based in Amman, Jordan.
Contact Info:
- Website: www.noorart.com ; https://ewsouk.com/ ; https://www.wafid.co/
- Phone: 972-234-9108
- Email: info@noorart.com
- Facebook: https://www.facebook.com/Noorart/; https://www.facebook.com/WafidInstitute/
https://www.facebook.com/ewsouk/
Image Credit:
All our images from our company.
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