What inspires her designs, El Sheikh explains, "S.A.D.A.F.A pays homage to the grandness of the city of Cairo. This collection is a reflection of how majestic this city is. Just like Cairo, S.A.D.A.F.A has a firm skeleton, but if you focus on the details, you will notice how intricate and delicate they are. Although it may seem very eclectic, every detail synchronizes in perfect harmony."  And in keeping with the Egyptian-ness of the brand, El Sheikh says that every part of the crafting process is thought of and made in Egypt. "We take great pride in the fact that every piece in the bag is handmade in Egypt, starting from the mother of pearl cutting and inlay, hinges, lining, chain all the way down to the finishing."

Just like Cairo, S.A.D.A.F.A has a firm skeleton, but if you focus on the details, you will notice how intricate and delicate they are.