Conversations with Alaa Abuadas

Today we’d like to introduce you to Alaa Abuadas.

Hi Alaa, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My name is Alaa Abuadas, and I’m the founder of Rimalee Sand Art. This journey began with a personal mission, I wanted my niece and nephew to experience sand art, just as I had when I was a kid growing up back home. The first time I saw the vibrant colors come to life, I was mesmerized. It left such an impact that, decades later, I wanted to recreate that magic for them. But when I searched for kits online, I was disappointed; they were poor quality, from the flimsy paper to the dull designs and grainy sand. I knew there had to be something better, and when I couldn’t find it, I decided to create it myself. That’s how Rimalee Sand Art was born.

“Rimalee” means “my sand” in Arabic, because that’s exactly what it is, your sand, your masterpiece. Whether you’re a child or an adult, sand art is an experience that is calming, creative and engaging. It’s a captivating sensory activity that allows you to unplug, focus, and express yourself in a way that is both mindful and rewarding. As you layer the vibrant sand onto your design, you’re not just coloring—you’re making artistic choices, thinking through colors and composition, and watching something beautiful unfold before your eyes.

In August 2024, Rimalee officially launched as a birthday party service for kids. But to no one’s surprise, adults wanted in on the fun too! That’s why we’re expanding beyond children’s parties. We’ll be launching team-building workshops for adults looking for an alternative to painting nights. This will be a time to unwind, connect, and tap into creativity in a whole new way.

We have much more in development that we can’t wait to share. I hope you’ll be part of this journey with us. If you’d like to stay updated follow us on Instagram and Facebook @rimaleeart. Thank you for your support, we can’t wait to continue growing, creating, and inspiring together.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Has it been a smooth road? Honestly, does anyone who starts a business ever describe the journey that way? I don’t believe it is meant to be an easy road. Once I decided to pursue this venture, my first major obstacle was finding a manufacturer that could meet the level of quality I envisioned. That process alone took nearly a year before I was able to get things moving. In 2023, just as I was preparing to launch, my manufacturer suddenly stopped responding to emails, which forced me back to square one. It was unexpected and discouraging, but like most challenges in entrepreneurship, it required resilience and persistence to push forward.

Now, a year in, my biggest challenge has shifted to marketing. Sand art is still a relatively unfamiliar activity in the United States, particularly as a birthday party or team-building experience, so educating people on what we offer has taken time. Without a formal business background, every step, from branding to outreach, has required extensive research before implementation. While this has slowed the process, it has also been incredibly rewarding. Overall, it’s been a fun and meaningful journey, and I’m excited to continue growing organically while building genuine connections with our customers.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’m someone who naturally wears many hats, a bit of a jack of all trades. I’ve always been drawn to learning, experimenting, and exploring different crafts and art forms. At my core, I’m a storyteller. My background and passion is in Film and Television, specializing in directing and writing. Before 2020, I worked as a Production Coordinator with independent production companies and various film festivals.

When the pandemic disrupted the industry, I had to pivot quickly. With a long history in tutoring, I returned to education and soon found myself working as a K–12 substitute teacher. Spending so much time with children—both professionally and personally—naturally led me to create Rimalee Sand Art. It became the perfect intersection of my love for art and working with kids.

What I’m most proud of is my adaptability. Life rarely follows a straight path, and none of my answers to the classic “Where do you see yourself in five or ten years?” question unfolded the way I once imagined. Instead, I learned to respond to change with curiosity rather than resistance. That flexibility has shaped both my creative work and my business.

What sets me apart is this blend of creative storytelling, hands-on production experience, and genuine connection with children and families. Rimalee Sand Art isn’t just an activity, it’s an experience shaped by someone who understands creativity as both an artistic practice and a way of engaging others. No matter what form it takes, creativity will always be at the center of what I do, whether through my career, my hobbies, or the ideas that compel me to keep learning.

How can people work with you, collaborate with you or support you?
I truly love collaborating with other businesses, creatives, and community organizations. Partnerships are one of the most exciting parts of what I do. Rimalee Sand Art is especially well-suited for collaborations with schools, PTA organizations, libraries, museums, and cities hosting annual or seasonal events, as well as festivals and community celebrations. We offer themed sand art picture card designs for holidays and cultural celebrations such as Christmas, Halloween, Día de los Muertos, Ramadan and Eid.

Anyone interested in collaborating or supporting my work can reach out directly by email at rimaleeart@gmail.com or by messaging me on Instagram @rimaleeart.

Contact Info:

• Website: https://www.rimalee.com/
• Instagram: https://www.instagram.com/rimaleeart/?hl=en
• Facebook: https://www.facebook.com/profile.php?id=61567537657537
• Yelp: https://www.yelp.com/biz/rimalee-sand-art-placentia

Image Credits
Two photos were taken by Monica Franco @monicafrancophoto. The rest of the photos were taken by Alaa Abuadas.