Our Story

Our Story:

At Velvet Box, we believe that everyone deserves to be seen, heard, and celebrated - not only on special occasions like birthdays or Valentine’s Day… but when they’re trying, tired, or tender. Whether someone is pushing through a tough day, feeling exhausted, or simply in need of a little care, these everyday experiences are just as worthy of recognition and care. Because emotional wellness isn’t reserved for milestones - it’s woven into the fabric of daily life.

Our founder, Naheed Abidi, is a retired doctor who has spent decades witnessing not just physical ailments, but the deeper emotional struggles many endure silently. Throughout her career, she observed how mental health is often overlooked or stigmatised… even as anxiety, depression, and stress quietly affect millions around the world. For Naheed, healing is not just about treating symptoms - it’s about nurturing the whole person with kindness, compassion, and connection. This vision drives Velvet’s mission: to create moments of softness and support that help heal the heart and soul, one thoughtful gift at a time.

Our co-founder, Jibraan Chotani - Naheed’s 9-year-old grandson and the heart behind ‘Velvet Kids’ brings the wonder and sincerity of childhood to everything he touches. A boy who feels deeply, dreams wildly, and believes every child deserves to be seen and heard. He’s not just the face of our kids’ line - he’s shaping it with stories, softness, and sincerity that only a child can bring.

The ‘Velvet Flower’ collections are carefully curated by Subuhi Safvi, a trauma specialist and mental health practitioner. Her expertise ensures that our flowers, affirmations, and rituals are not only beautiful but emotionally safe, inclusive, and affirming.

Together, this intergenerational team wraps softness around all the hard things. To honour what’s imperfect and to hold space for feelings we don’t always the words for.

Velvet Box is more than gifting.
It’s care.
It’s healing.
It’s softness.