Behind F&F


Senegal, located in West Africa, is known to nationals and expats alike as a vibrant hub for art, fashion, dance, and local creative talent. 

It’s also a place where trash along the roadside may not be considered an eyesore by many, where women carry a baby on their back with a tub full of water on their heads, and still manage to look beautiful and bright. This is Senegalese fashion – a diamond in the rough, a beam of light, and a reflection of triumph in a life burdened with struggle. 

Senegalese take great pride in their appearance and, despite the heavy load of their daily routines, believe it is important to look beautiful in every occasion. In Senegal, you’ll often see a woman on her way to the market dressed head to toe in matching fabric, headscarf, and the perfect accessories. On special occasions and holidays, both men and women will be lined up at the tailor’s with their fabric, anxious to sew new outfits and find the latest accessories.

If you ever find yourself on the vibrant streets of Dakar, you’ll surely be inspired by all of the color, expression, and originality. Our mission is to bring this experience to people around the world so that they, too, can live more colorfully.


We are El Hadj and Natalie Diongue, a Senegalese and an American, a married couple with a vision to bring beautiful handcrafted design into everyday lifestyle. Natalie served three years as a Peace Corps volunteer in Senegal - where she met her husband, learning about and loving the people and customs of a vibrant country. El Hadj is a friend of the arts who did American studies and has a desire to build bridges between his country and the US. Our items are designed by us and handmade by talented Senegalese artisans. Together, we believe in the value of small business and creating unique and lasting products that will be a bright yet functional part of your life.


"Fulla” means to be bold, have good character, and be strong-willed and high spirited. “Fayda” means to have respect, be humble, and polite. These are values that are prominent in Senegal, and we hope they are values that our products inspire you to live by as well.