Sidai collaborate with Maasai women to produce and market unique, hand made, high-end beaded jewellery using traditional techniques. By bringing these products to international markets, they help drive the demand that preserves the beading traditions and helps to economically sustain women and their families. Working with the Maasai women means more to Sidai than just the empowerment and benefit it can bring to the individual, it is also about engaging a community. Their organisation is built on strong ethical principles and guiding values, creating hope and pride among the Maasai community. Utilising traditional craftsmanship empowers the women and builds a foundation for continued development. Not only are social benefits strived for, the brand also uses recycled materials as the backbone for many of their products, reducing the volume of waste created and energy required.