Floward, the go-to online flowers and gifts delivery destination in MENA and UK, has announced the launch of a new gift collection in collaboration with the Royal Institute of Traditional Arts (Wrth). The collection has been handcrafted by Saudi artisans, showcasing the richness of the Kingdom’s traditional crafts.
This launch comes in celebration of Saudi National Day and reflects Floward’s ongoing efforts to honour national identity, highlight local talent, and support Saudi artisans.
The partnership also aligns with Floward’s sustainability and social responsibility (ESG) goals, as well as Saudi Vision 2030, by investing in human capital and empowering national talent.
As 2025 has been designated the “Year of Handicrafts” in Saudi Arabia, this special collection serves as a contribution to the national initiative aimed at preserving and promoting traditional crafts and cultural heritage.
As part of this collaboration, an agreement was signed between Floward’s Chief Operating Officer, Mr. Mohammed Al Arifi, and the CEO of the Royal Institute of Traditional Arts (Wrth), Dr. Susan Mohammed Al Yahya, on Tuesday, October 1, during the Cultural Investment Conference organized by the Ministry of Culture at King Fahd Cultural Center in Riyadh.
Commenting on the partnership, Floward’s COO Mr. Mohammed Al Arifi said: “We are proud to partner with the Royal Institute of Traditional Arts to launch this unique collection, which reflects the authenticity of Saudi heritage and the creativity of local artisans. Supporting national talent is not just a social responsibility, it is an investment in the Kingdom’s present and future, in line with Vision 2030 and our commitment to contributing to a thriving and sustainable creative sector.”
Established in 2017, Floward is a full-fledged e-commerce solution that offers prime fresh-cut flowers sourced from the best growers and farmers around the world and arranged locally by a team of florists and designers. Floward also offers cakes, chocolate and perfumes curated by the region’s most exciting designers bundled with its flower arrangements and manages last-mile same-day delivery to ensure the best customer experience.