who we are

Saara & Begum is a family-owned brand created and founded by Pennsylvania-based couple, Nabela and Seth. 

With a passion for homemaking and love for family traditions, Nabela dreamt of a way to help families everywhere celebrate their homes with meaningful touches and quality products, while practicing self-love through self-care. 

In addition to running their digital media company, Love & Noor which houses Nabela's self-love brand Zeba as well as her non-profit scholarship program, Noor House, Nabela and Seth love to pour their hearts into home projects and homemaking.

In 2020, Nabela's globally recognized #PocketsOfPeace series inspired the launch of Nabela Noor Home, a community for modern homemaking centered in celebrating the simple moments of goodness in each day.


This growing online family and their shared love for all things home led us to this exciting, small town endeavor...

and we are so happy you're here. 


final S&B logos-02-02.png

Saara & Begum is named in honor of Nabela’s grandmothers Saara Syed and Begum Ayesha Noor.

The family values and traditions Nabela holds close to her heart were instilled by these two matriarchs, who stitched the fabric of love and togetherness for generations to come.


This brand is an homage to their legacies, and we hope we capture their essence in our thoughtful range of products.