Letter from the founders —

There are women who hold firm.
They carry it without it being visible.

They orchestrate life, children, projects, emotions.
They think of everything, all the time, for everyone.
They smile.
But often, they forget themselves.

I am Nima, a Parisian woman of Moroccan origin, an entrepreneur between Paris and the soothing light of the French Riviera.
It was there, between two appointments and a Mediterranean breeze, that I relearned how to breathe.
Listening to that inner breath that I had forgotten, stifled by the urgency of reconciling everything.

Selin lived in Istanbul for a long time, where she was a senior executive in a large international group.
Responsible for teams, decisions, deadlines — even at home, the pressure never stopped.
Now living in Dubai, she knows how exhausting this excess is, slowly but surely.
We met by chance in Dubai, in front of our daughters' school.
Two mothers, two tired looks, two full lives.

And very soon, a walk, every morning.
A ritual, unpretentious, but essential.
During these walks, we started to breathe again.

We talked about our mothers, their silences, their simple and powerful gestures.
From this tenderness conveyed through care.
We talked about our childhoods.

Selin, in his father's orange blossom plantations in Adana.
She remembers the light, the warm wind, that heady scent.

Me, in the hammams of Morocco, with the women of my family.
I remember the heat, the slow rituals, the laughter muffled in the steam.

And we understood.
What we were looking for, what so many women are looking for:
a space.
A breath.
A return to oneself.
Sira was born from this obvious truth.
Not a brand.
But it's a ritual.
An offering to all those who never have the time.
A sensory cocoon to slow down, to reconnect, to love oneself.

Because behind every door that we close, there is a woman who finally chooses to think of herself.

With all our hearts,
Nima & Selin
Founders of Sira