Two Women Entrepreneurs Come Together to Collaborate for Ramadan

By Rana Bacaloni and Jomana Siddiqui

Eid Creations and Modern Eid
10-year Anniversary Collaboration

What happens when two women entrepreneurs and trailblazers for the Islamic holiday party industry celebrate their 10-year anniversary? They collaborate on a product line of course!

In 2011, Eid Creations and Modern Eid, each in an effort to serve the underrepresented communities in the marketplace, revolutionized the celebration of Muslim holidays in the U.S. Ten years later, the creators behind each brand choose to celebrate the strides made independently, by coming together on a collection, highlighting the importance of collaboration over competition.

We asked both women to talk about their professional journey.

1. What made you start your company?

RANA: As an event planner for my children’s Islamic school, I could not find any Ramadan or Eid products in stores. I had to customize everything for all the Islamic functions. In 2011, I decided to create a company in an effort to develop the non-existent Ramadan and Eid niche market. My goal, when starting Eid Creations, was to create elegant products that would be accessible to everyone in the community and to do that I had to mass produce all items. My ultimate goal was to have Islamic party supplies represented in mainstream stores.

JOMANA: As a graphic designer, I spent years designing custom stationery for clients. In 2011 after receiving an Eid present in discounted old Christmas gift wraps, it became obvious to me that there was a need for accessories specific for the Eid holidays. I wanted to create products that served underrepresented American Muslims, that had a modern aesthetic but without falling into cultural stereotypes- hence modernEID was born!

2. How has it changed over these 10 years?

JOMANA: Beginning in 2011 as just decor items for Ramadan and Eid, modernEID has evolved to offer gift-giving products as well as Home textiles and decor expanding to ALL celebrations. Our company philosophy is to be constantly evolving with the trends in the market, to avoid stereotypical imagery often associated with Ramadan & Eid, and to be original and innovative in the products designed.

RANA: Over the years, Eid Creations expanded its product line to all occasions with designs inspired by the Silk Road. We introduced the Marrakesh line in 2019 at the National Stationery Show. In 2020, the Silk Road Collection won best product under the wedding category and Eid Creations was featured in several magazines after that.

3. What are some challenges you faced? Wins?

JOMANA: While every business struggles with getting their products recognized or out to market, we were faced with the additional hurdle of convincing retailers that we not only carried products for underrepresented holidays but there existed an entire customer base (American Muslims) that were being neglected. Lack of understanding and sometimes xenophobia made it an uphill climb with retailers. In addition, we were creating products for an industry that was practically non-existent which means having to also market to an audience that wasn’t used to having such goods before. As the market expanded, we have had to deal with an increase of counterfeit and intellectual property violations from newly formed competing companies. But When we started it was near impossible to find a Ramadan or Eid specific product in a major American retailer, however that has changed since our inception. modernEID was the first to collaborate with a major American retailer, Macy’s, in hosting in-store Ramadan and Eid events. After several collaborations with Macy’s and then later Saks Fifth Avenue, PLUS years of arduous work of pushing for representation, modernEID products were sold in-store at Macy’s and Walmart Canada (online).

RANA: Like Jomana said, when creating a non-existent market, one is faced with many challenges. For us, Islamic stores did not have faith that the product would be viable, the muslim community response was lukewarm with devisions along the designs and colors that they felt represented their community best; and mainstream markets were plainly not interested. I remember meeting with a Party City representative in 2012 to try to pitch Ramadan and Eid products; she did not feel that such a product would do well and turned down our products. Eight years later after they saw the market booming with Ramadan and Eid products, they came out with their own line that fell within the cultural stereotype that both Jomana and I have tried to avoid. Luckily, Oriental Trading reached out to us and is selling our products; this was a win for us given that they are the largest mainstream party supply company in the U.S. We also struggled with copyright issues, with China taking our designs and selling them to clients all over the world and there was nothing we could do about it. But at the end of the day, I think the biggest win, and I am sure Jomana would consent to it, is that our struggles have opened the doors for many muslim businesses to join the market expanding it.

4. How did the collaboration come about?

JOMANA: Rana of Eid Creations initially reached out with the idea for us to talk and discuss a possible collaboration. As we chatted we realized we both have been on a parallel journey and it would be a great message and endeavor to combine forces into a mutual product. As veterans in this space, it also sends a message to other business and hopeful entrepreneurs that it’s possible to create products ethically, that focus on bringing in your own talents and vision and that we are all more powerful when we work together.

RANA: I have always admired the products developed by Jomana at modernEID. I love how she is always on point with trends, sometimes being too avant garde for the community. When I heard her talk about her Journey on Proof to Product podcast I saw a striking resemblance in our struggles and wins, so I contacted her right away to collaborate for our 10 year anniversary.

Our hope, as veterans in this space, is that our collaboration sends a message to other businesses and hopeful entrepreneurs. It is possible to create products ethically that focus on bringing in your own talents and vision and combining with another voice. We are all more powerful & successful when we work together.