About the Brand

A Little Potent was born alongside its muse—baby Serene. Founder, Heba Dajani, a former luxury publicist and contributing fashion editor, brings years of industry expertise to the brand. With a degree from New York’s Fashion Institute of Technology and continued studies in fashion law at Fordham University’s Fashion Law Institute, Heba has worked with powerhouse brands like Carolina Herrera New York, KENZO. She’s helped launch KARL LAGERFELD into the MENA region in 2015 and has served as a Contributing Fashion Editor for Dubai-based magazines under Pinpoint Media Group. Now, as a stay-at-home mom with a passion for both fashion and her little one, Heba is channeling her expertise into babywear that is as stylish as it is fun. Heba Dajani speaks on the conception of the brand, “When we were eagerly awaiting the arrival of our first-born, I was planning for a chic and glamorous wardrobe - even if she is expected to grow five sizes in one year! Without breaking the bank, I endeavored to shop responsibly but I found nothing that truly excited me. So, for our gender reveal, I took matters into my own hands. I came up with fashion puns, my husband, Joseph Deepak, brought them to life, and we printed them on unisex onesies. We hung them on display for our guests, and in front of friends and family we played a game of tic-tac-toe to reveal that we were expecting a baby girl! The onesies were an instant hit, met with laughter and requests from friends so we decided to offer A Little Potent to all, and create a babywear line to dress the next generation in style, wit, and just the right amount of mischief.”