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Crafting change, one piece at a time
Our World Matters
At AbraCadabra, we're on a relentless mission to make our world better. It's not just about creating beautiful stoneware; it's about being a force for positive change. We're committed to being climate-positive, constantly working to reduce our environmental footprint. But we don't stop there. We're enhancing safety standards across our entire operation and focusing on our team's mental health and growth. Through education and professional development, we're nurturing a satisfied, empowered workforce. Our goal? To bring a modern, global perspective to our local setting, proving that small businesses can lead the way in creating a more sustainable, equitable world. Every piece we craft is a step towards this vision.
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Where ancient meets avant-garde
Our Concept
At AbraCadabra, we dance on the edge between harmony and provocation. We're not content with simply mimicking nature; we challenge it, reinterpret it, and bring it to life in new ways. Our secret? We blend time-honored art forms with cutting-edge practices and audacious design. Think of it as tradition getting a modern makeover. Our designs, methods, and vision are in constant flux, evolving to capture the essence of nature in each unique piece. Every collection we create is a fresh take on the natural world, bringing you something that's both familiar and refreshingly new.
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We're Committed to Better, Every Single Day
Our Everyday Vision
At AbraCadabra, exceptional isn't just a goal - it's our standard. We're laser-focused on perfecting every stage of our product's journey. From the moment we conceive a design to the instant it reaches your hands, we're working to make it better. We obsess over quality and safety, ensuring each piece is not just beautiful, but built to last. But our vision goes beyond our products. We're equally committed to our team's growth and enrichment, because we believe happy, skilled artisans create superior work. And of course, you - our customer - are at the heart of everything we do. Your satisfaction and trust drive us to continually raise the bar. At AbraCadabra, every day is an opportunity to improve, innovate, and exceed expectations.
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Our Process
At AbraCadabra, we're not just making pottery - we're bringing a piece of nature's soul into your space. We want you to feel the same joy and connection when you use our pieces as you do when you bring home a new plant. Each item is designed to be more than just functional; it's a living piece of art that adds life and character to your surroundings. We deliberately steer clear of fleeting trends. Instead, we craft pieces that stand the test of time, both in durability and style. Our creations mirror nature's timeless beauty, but with a distinct AbraCadabra twist. The result? Pieces that are always interesting, that age gracefully, and that you'll treasure for years to come. When you choose AbraCadabra, you're not just buying a bowl or a platter - you're inviting a piece of living, evolving art into your home.
Founder's Story
As a creative director in the advertising field, I spent 10 years searching for my true purpose. I knew I had the ability to create, but I needed to find a way to channel that creativity into something that fulfilled me. That’s when I decided to explore my passion for creating, growing, inspiring, and being inspired.
It started with my desire to connect with my roots and explore the materials of my homeland, Egypt. I wanted to create shapes and designs that spoke to me, and that’s when the magic happened.
In that magical moment, AbraCadabra was born. The name itself holds special meaning, as it is the magical word that magicians have used for centuries to turn something into another. For me, it represents the idea that “I create as I speak,” and that through my own self-expression, I have the power to create the world I want to see. With the support of my husband, Omar Marei, and my godfather and mentor, Dr. Mohsen Nour, I brought AbraCadabra to life. Our vision is to use this brand as a platform to scout, inspire, incubate, and accelerate the creations of others.
We hope to inspire others to find their own creative voice and use it to bring beauty and magic into the world.
- Yassmin Nader CEO, Founder