Our Story
Tager El-Sa3ada: The Happiness Merchant (formerly known as Dew) journey began in 2016 with a small store in Alexandria. Our goal has always been to provide the best products and the latest gift-giving techniques. By offering our customers a variety of unique gifts, we have become a leader in the gift and flower industry in Egypt. We opened our second branch in Cairo in 2023, and, believing in the importance of development and keeping up with the times, we established our online store in 2024.
Our Approach
We strive to create products that meet our customers’ expectations. As an integral part of your celebrations and special occasions, we strive to live up to your expectations by ensuring timely delivery and providing a luxurious gift that will bring a smile to your face.
Mohammed El-Gendy
Founder
Our story began in 2016… we were just a small shop selling silver, but deep down, we had a passion for something more than just sales.
Then Ramadan season came around, and I had a feeling we could do something different. I brought a Ramadan lantern, and Ahmed had a brilliant idea: he placed a ring inside it and presented it as a gift… we ran a sponsored ad for it, and that’s when the magic happened!
People reacted in an incredible way, and it was then we realized—sometimes the real value of a gift isn’t in what it is, but in how it’s presented.
From that moment on, we weren’t just selling gifts—we were creating moments. We kept improving, experimenting, and learning until we became who we are today: the merchants of happiness, the ones everyone turns to when they want to bring true joy to someone’s heart.
Our Clients
“I wanted to propose in a way she’d never forget. Tager helped me turn a simple ring into an unforgettable memory. It wasn’t just about the gift—it was how it was presented. Her eyes lit up the moment she opened it. Thank you, Tager, for making that moment magical.
Restaurant Green Garden
Restaurant Secret Horizon
Restaurant Green Wine
Ahmed El-Gendy
Co-Founder
With more than a decade’s experience at the forefront of floral design, Fiola Johnson is one of London’s most respected florists. Having trained under the iconic Jane Packer, she later worked for some of London most prestigious florists on luxury events and celebrity weddings. In 2008 she founded Fiore to reflect her own intimate and artistic approach. Born and raised in London, Marianne has always loved the city’s relentless pace and creativity, something that’s an endless source of inspiration to her. Yet she also craves the peace and natural beauty of the great outdoors. It’s this balance, between the vibrancy of the city and the beauty of the natural world that defines Fiola’s own individual style.
Drawing on her love of colour and texture, she combines romance and wildness in rich, generous compositions that are both thoughtful and unexpected. Her studio and shops are havens from the urban jungle; like calm oases in the midst of the metropolis. They are bursting with full blooms, hanging plants and potted trees. It’s in these green and peaceful spaces that Marianne and her team create their designs, inspired by the city just outside.
