Ever wish you could give up everything to do what really matters—spend time with family and precious loved ones? Jumana did—and now she’s helping others do the same. Instant happiness? Activate!
Would you mind telling us more about yourself and The Happy Box?
My name is Jumana Al Darwish. I am a 34-year-old Jordanian mom of one who has called Dubai home for ten years. I grew up in the U.N. arena, as my father was a diplomat for many years. Because of the nature of his job, I had the opportunity to live in a number of cities, and meet people from an array of cultures and backgrounds. I have always believed in making a difference and changing the world for the better. Though this may sound utopian to some, I feel it has enlightened my path and acted as a guiding force in many of the decisions I’ve made over the course of my life.
I followed in my father’s footsteps and earned my Master of Science degree from the University of Oxford, specializing in evidence-based social intervention. I’ve held numerous governmental and non-profit positions over the past 12 years. Two years ago, seeking greater happiness by making family my top priority, I left a beloved career working for His Highness Sheikh Mohammed Bin Rashid Al Maktoum’s charitable establishment, Dubai Cares, in order to co-found The Happy Box.
I REALIZED THAT JUST TAKING A FEW MOMENTS HERE AND THERE TO COMPLETELY FOCUS ON FAMILY AND CREATE BEAUTIFUL MOMENTS TOGETHER MUST BECOME A PRIORITY. I AM SO THANKFUL I TOOK THE RISK AND WENT FOR IT.
How did The Happy Box come to be?
It was a real lightbulb moment. My husband, daughter, and I were in New York, indulging in delicious French toast with my brother and sister-in-law on New Years Day, 2014. We were talking about happiness and what it meant to us. I confessed that despite feeling incredibly blessed—like I should already be happy with everything I had—I was still unhappy with the lack of quality time I got to spend with my daughter. I knew other families out there felt the same way. Life is so demanding. I realized that just taking a few moments here and there to completely focus on family and create beautiful moments together must become a priority. I am so thankful I took the risk and went for it.
What makes people happy about the The Happy Box?
Families spend quality time with each other by completing meaningful activities together. The activities are really fun, educational, and engaging, and require the help of a parent/sibling or loved one. Each box is customized to suit a child’s gender and age, so it really does make each little one feel super-special.
Why did you expand your offerings to adults?
We wanted to continue to spread the happiness even further. We received so many comments from parents and adults saying they loved the meaning behind the brand. They mentioned that there should be one just for grownups, too! Teaming up exclusively with the London-based brand Lucky Dip Club, we created a box full of surprises to inspire and encourage grownups to celebrate life. They need to be happy, too!
How do you manage to stay relevant and unique every month? Will you ever run out of ideas?
We have an AMAZING creative team at The Happy Box. The best part is that my daughter Ayla gets to try and test every box before it’s released to the public. We love to get her feedback about what she finds exciting and fun.
EVERYONE WHO BUYS OUR HAPPY BOXES BECOMES A LIFELONG PROMOTER OF HAPPINESS, AND IS INSTANTLY VIEWED AS A MEMBER OF OUR HAPPY FAMILY.
What has worked for you in terms of marketing in today’s economic climate?
Social media is a great tool. We have our own Instagram, Facebook, Twitter, and Snapchat channels where we post new themes, news, and peeks behind-the-scenes. The press has also been incredible, providing us with opportunities to keep everyone up-to-date on all of our exciting news.
How did you acquire customers?
We really don’t have customers—we have advocates of happiness. Everyone who buys our Happy Boxes becomes a lifelong promoter of happiness, and is instantly viewed as a member of our happy family. At The Happy Box, we aspire to be sustainable, but money is not our main focus. Our goal is to create a global happy movement!
What was funding this business like?
The Happy Box was a personal investment (goodbye life savings), and although we’ve received numerous offers from external investors, we’ve opted to keep the finances within the family. This could change in the future, but for the time being, it is a family venture.
Can you tell us more about your collaboration with Joelle Mardinian?
The Happy Hearts Giving Program was launched as the social-responsibility arm of The Happy Box in August 2015. We felt we needed to integrate social giving into the core structure of the The Happy Box. For each box purchased, we donate another to a child in need. We truly believe that happiness should be universal. We teamed up with the gorgeous Joelle Mardinian, a wonderful mother herself, for a special charity project to spread happiness among disadvantaged Jordanian and Syrian refugee children living in the Zaatari Camp in Jordan.