A string of pearl beads – 99 to be precise – is bound together and adorned with three silk flowers in pastel tones, along with a gold charm reading "mashallah" in Arabic calligraphy. It could pass as a statement necklace, but this design doesn't fall within the category of jewellery, but rather that of prayer accessories – a burgeoning market in the UAE's luxury sector.
This tasbih (prayer beads) is sold by Imaan Lifestyle Co, an e-shop from Dubai that specialises in Islam-themed lifestyle products. The company's tasbihs are available in a variety of coloured beads and decadent pearls, and its Turkish prayer rugs feature floral embroidery.
"I have always been inspired by beautiful and contemporary Islamic items that I could use in my home, that would serve their purpose, but also have a deeper meaning at the same time," says Rabia Karim, who launched Imaan Lifestyle Co in July.
“Whether it is home decor, writing in my journal or even the items used in my personal prayer space, it has always been important for me to use things that are meaningful and serve as a reminder to me of my faith.”
The popularity of pretty prayer products
Prayer may be personal, and some believe that it is best practised with no-frills simplicity. But others prefer or are even inspired by incorporating style into the process – from dedicated, decorative prayer rooms or corners in one's home and office, to special clothing worn during prayer time.
Developing beautiful surroundings and using items we love and enjoy using during our prayers can strengthen our connection with faith
An Instagram poll of 100 Muslim women showed that 61 per cent actively seek out prayer products and accessories that are aesthetically pleasing.
“Minimalism and simplicity are encouraged in Islam; however, this does not mean Islamic accessories can’t also be beautiful. In fact, Islam gives strong emphasis to beauty,” says Karim, citing a hadith that states: “Allah is beautiful and He loves beauty.”
Pretty prayer accessories are also the focus of Al Khomrah, a brand that Emirati sisters Maryam and Shaima M launched a decade ago after observing a gap in the market for customised prayer clothing and accessories. "The brand was founded from the idea of having a stylish prayer mat and storage case that preserved it from being thrown away to the side, and that matched the decoration of the room it was placed in," Maryam tells The National.
Al Khomrah’s decadent cases are made for storing prayer rugs, clothing, Qurans and other prayer-time essentials, and the brand’s robes are crafted from neutral-toned textiles brought to life with floral and geometric panels. The brand also creates prayer clothing and rugs for young girls.
The psychology of prayer accessories
Prayer accessories can have a psychological impact on one’s relationship with faith, believes Maryam. “This is one of our reasons for starting this business – we are trying to complement the spiritual aspect of praying and at the same time attract children to start praying at an early age,” she says.
My favourite prayer mat is the one I bought on my first pilgrimage to Makkah, but I would purchase such products as gifts
Mindfulness and self-care are also elements to take into consideration, say Deena and Nora, founders of UAE start-up Inna Carton, a specialised gift service with cartons for different occasions and themes. Some of its packages – such as the Self-Reflection and Quiet Moment boxes – include iridescent handmade prayer beads with dainty charms and tassels.
Deena says the inspiration behind these boxes was "to remind people of the importance of self-reflection and reconnecting with their inner soul, and to stay mindful in this chaotic life of ours".
The importance of packaging
The social media age we are living in means even products intended for the personal practice of prayer are, undeniably, being presented with Instagram appeal in mind. Luxury prayer products and accessories in the UAE are packaged within high-quality gift-boxes, with scented wrapping paper and thick ribbons tied in perfect bows, making for video-worthy unboxing experiences.
"We believe luxurious packaging is what makes the recipient feel special. It makes opening the package exciting, memorable and worthy to gift to loved ones," says Karim, who uses marble-printed boxes with gold logo lettering for Imaan Lifestyle's beads and rugs.
Deena says even though she started including prayer beads in Inna Carton's gift boxes during Ramadan and Eid in 2018, she realised the demand for these was year-round. Al Khomrah products, for instance, are not only purchased for Ramadan and Hajj, but also for occasions such as house-warmings, says Maryam.
It's little wonder that her brand, which is currently available only in the UAE, was recently acquired by The Arabian Luxury Group. The conglomerate will offer logistical, marketing and operational services, and help Al Khomrah expand to other GCC markets.
Mathilde Loujayne, author of Big Little Steps: A Woman's Guide to Finding a Balanced Lifestyle and a Glowing Heart in Islam, points out that prayer products such as rugs are not a requirement of the religion as such. "Prayer rugs are used to ensure a clean space and environment – nowadays, they have become a norm," says Loujayne, adding that while she wouldn't indulge in decorative prayer beads or mats for herself, they make great gifts.
“My favourite prayer mat is the one I bought on my first pilgrimage to Makkah and for that reason, it’s meaningful to me, but I would purchase such products as Eid gifts,” she says, “because if these aesthetically pleasing prayer beads or mats can be a tool for the younger generation to create a deeper connection with their faith, then why not?”
UAE currency: the story behind the money in your pockets
Timeline
2012-2015
The company offers payments/bribes to win key contracts in the Middle East
May 2017
The UK SFO officially opens investigation into Petrofac’s use of agents, corruption, and potential bribery to secure contracts
September 2021
Petrofac pleads guilty to seven counts of failing to prevent bribery under the UK Bribery Act
October 2021
Court fines Petrofac £77 million for bribery. Former executive receives a two-year suspended sentence
December 2024
Petrofac enters into comprehensive restructuring to strengthen the financial position of the group
May 2025
The High Court of England and Wales approves the company’s restructuring plan
July 2025
The Court of Appeal issues a judgment challenging parts of the restructuring plan
August 2025
Petrofac issues a business update to execute the restructuring and confirms it will appeal the Court of Appeal decision
October 2025
Petrofac loses a major TenneT offshore wind contract worth €13 billion. Holding company files for administration in the UK. Petrofac delisted from the London Stock Exchange
November 2025
180 Petrofac employees laid off in the UAE
Scoreline
Man Utd 2 Pogba 27', Martial 49'
Everton 1 Sigurdsson 77'
Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.
Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.
“Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.
Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.
“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.
Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.
From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.
Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.
BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.
Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.
Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.
“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.
Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.
“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.
“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”
The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”
How it works
A $10 hand-powered LED light and battery bank
Device is operated by hand cranking it at any time during the day or night
The charge is stored inside a battery
The ratio is that for every minute you crank, it provides 10 minutes light on the brightest mode
A full hand wound charge is of 16.5minutes
This gives 1.1 hours of light on high mode or 2.5 hours of light on low mode
When more light is needed, it can be recharged by winding again
The larger version costs between $18-20 and generates more than 15 hours of light with a 45-minute charge
No limit on how many times you can charge
