Dubai Holding unveils 3rd edition of 'Gift it Forward' Ramadan initiative

Keeping with the spirit of the holy month of Ramadan, Dubai Holding has launched the third edition of the 'Gift It Forward' initiative that repurposes thousands of new items and products into distinctive, one-of-a-kind gifts for those in need.

It champions the circular economy by repurposing items donated by Dubai Holding and leading UAE businesses into gifts. 

Organised in collaboration with the Community Development Authority (CDA), it will bring together more than 55 partners, collecting over 500,000 brand-new items to inspire positive change and support circularity for the collective good. 

This year, Gift It Forward carries added significance as it aligns with the Season of Wulfa, an initiative launched by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence, to celebrate Emirati culture and community. Rooted in Emirati and Islamic values, Season of Wulfa centres on connection, generosity and togetherness through shared traditions, rituals and moments. 

Gift It Forward is set to transform brand-new surplus items into meaningful gifts, such as clothes, accessories, stationery, furniture and more, representing a 59 per cent increase in donation items from 2025.

The initiative will support more than 20,000 low-income beneficiaries, through 27 marketplace events across the UAE this Ramadan. The beneficiaries include blue-collar workers, People of Determination, orphans, students, taxi drivers and families in need.

“Gift It Forward reflects Dubai Holding’s commitment to philanthropy that delivers long-term value,” said Huda Buhumaid, Group Chief Impact Officer, Dubai Holding. “We drive tangible impact across communities while supporting a shift towards circularity.” 

The past two editions of Gift It Forward diverted more than 115 tonnes of material from potentially ending up in landfills and avoided 56,000kgs of CO2e emissions, supporting strategic national agendas such as the UAE Circular Economy Policy 2021-2031 and the Dubai Integrated Waste Management Strategy 2041. 

Shaikha Aljarman, CEO of the Social Development Sector at the Community Development Authority said: “This year the initiative will distribute more than 125,000 new items and products to CDA beneficiaries, demonstrating the strength of public–private sector collaboration and reinforcing the spirit of generosity and solidarity that defines the Holy Month of Ramadan.”

A purpose-driven philanthropy platform

Gift It Forward unites businesses across the UAE, including Dubai Holding brands Jumeirah and Dubai Retail, with Azadea Group, L’Occitane en Provence, Apparel Group, THE GIVING MOVEMENT, Alshaya Group, Centrepoint, Brands For Less (BFL) Group, Homes r Us, brands4u, Max Fashion, Al Gurg Group, Modhesh, Napco National and many more.

Employees from across Dubai Holding and participating businesses volunteer at the marketplaces, where they can directly interact and engage with their communities. Volunteers also attend training on the circular economy, gaining vital insights to make lifestyle changes that can contribute to protecting resources and the planet.