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  • Writer's pictureSusan Sabet


For their Valentine’s campaign,, the leading online shopping platform for Egyptian brands, teamed up with the Magdi Yacoub Heart Foundation and Egyptian actresses Salma Abu Deif and Heidy Karam. The campaign that kicked off on February 1st, invites shoppers to be part of a  meaningful and impactful Valentine’s Day celebration. Until February 14th, 30% of the total sales revenues from will be donated to the Magdi Yacoub Heart Foundation within the campaign called ‘Save a Heart.’ Giving has become super easy! Just add to your cart and save a heart.

Egyptian designers and brands Rafik Zaki, Saqhoute, Sorrelle Skirts, Cece Chic, Sally Antar, Dina Kamel, Venus, Maison Zein, Noha Abbassi and DNA Jewelry created exclusive pieces for the Valentine’s Day-themed photoshoot in Ardi Dahshour, photographed by Amina Zaher. Make up by Diana Harbi .


“I’ve always had a dream to create a good charity program that is linked to MITCHA,” said Hilda Louca, the CEO and founder of MITCHA, “To be even a little part of [The Magdi Yacoub Heart Foundation’s] cause is an honor for myself and for MITCHA.”

Founded by Sir Magdi Yacoub, the Aswan Heart Centre is an NGO that delivers free-of-charge cardiovascular medical care to underprivileged Egyptian and African children suffering from heart disease. Aswan Heart Centre is also a training hub for young doctors and nurses and houses an advanced research center which contributes to global cardiovascular medicine. The Aswan Heart Centre was founded with the aspiration to give every human the medical treatment they deserve. It is built on hope and strives to deliver it to patients every day. Contribution helps them save lives.

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