We built mumma because we needed it too
mumma was born from a simple observation: being a mum in the UAE can feel isolating. You're far from family, navigating a new country, and wondering if you're doing it right. We created the community we wished existed when we became mothers here.
Our Story
mumma started when our founder, Sofi Sitha, became a mum for the first time in 2020. It was Covid, and she was navigating first-time motherhood far from her own family and the support system she had always known.
After her son was born, a mum living nearby heard she'd had a C-section and came over with snacks and a postpartum kit. A simple gesture, and for Sofi a gamechanger. It taught her that sometimes another mum knows what you need before you do, simply because she's been there before.
Sofi wasn't setting out to build a parenting platform. She was looking for her village, and she soon found a lot of other mums were looking for theirs too. What began as mums helping other mums grew into Dubai Mums Club, a place to ask questions, swap recommendations and connect with other families. Eventually, that idea became mumma.
Today mumma is a proper home for UAE mums that brings together everything we need: trusted recommendations, exclusive deals, family events, honest answers to everyday questions, and most importantly, each other.
Today, we're over 44,000 mums strong across the UAE, with KSA launching soon. We're teachers and doctors, entrepreneurs and stay-at-home mums, new mothers and seasoned parents. We're from everywhere, living here, raising our families together.
What we believe
These aren't just words on a wall. They guide every decision we make.
Mum-first, always
Every decision we make starts with one question: does this help mums? From the content we create to the partners we choose, your wellbeing comes first.
Real community
We're not just another app. We're real connections, genuine support, and friendships that extend beyond the screen. Mums supporting mums.
Trust is everything
We protect our community fiercely. Every recommendation is vetted, every partner is approved, and every piece of advice comes from experience.
Making mum life easier
Motherhood is beautiful and challenging. We exist to make the practical parts simpler: finding events, saving money, getting answers.
Why the UAE?
The UAE is unique. It's a place where families from around the world come together, often far from their support networks. Expat life means starting fresh, building community from scratch, and figuring things out as you go.
We get it because we live it. mumma is built specifically for the UAE experience: the nursery admissions, the summer heat, the multicultural classrooms, the visa considerations, the incredible opportunities, and yes, the challenges too.