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 on 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 in the latest style.


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 have self-respect and to act within reason or not “cross the line.” “Fayda” means to be bold, strong-willed, high spirited, and goal-oriented whether you are assisted or not. These are values that are prominent in Senegal, and values that F&F hopes the products inspire customers to live by as well.

The logo is representative of Fulla & Fayda products being handmade. Each line forming the two “Fs” represents a shuttle, such as those used on a flying shuttle. A flying shuttle is an instrument used for weaving by hand, typically for weaving fabrics.