Rosedale Center Works with Muslim Community Members to Welcome Shoppers in Advance of Eid
Posted May 12, 2021
Ramadan is a month of fasting, prayer, reflection and community for Muslims worldwide, but when that month-long fast comes to an end tomorrow, the celebration (Eid) begins. Much like other religious holidays, the celebration includes food, wearing something new and giving gifts, which means many Muslims are out shopping in preparation for the festivities.
To create a welcoming space for its Muslim shoppers, Rosedale has opened a prayer space. It is also dedicating a private restroom to Wuḍūʾ ablution, a type of ritual purification.
To launch this in a culturally relevant way, Rosedale worked with Muslim community members to consult on the campaign and star in social media content highlighting outfits they chose for Eid selected from stores at Rosedale. These community members include Sumaya Keynan (Instagram: @sumayakeynan), Sahra Bashir (Instagram: @iskufilan), Huseen Osman (TikTok: @hussenosman8), and Rammy Mohammed (Instagram: @ramadhan_designs).
In addition to the prayer room, which opened on Friday, the mall also is featuring an Eid-inspired photo backdrop, which will remain up for five days after the celebration begins on Wednesday.
“Rosedale Center continues to authentically connect to our customers and intentionally create experiences that celebrate our increasingly diverse market,” said Sarah Fossen, director of marketing and experience at Rosedale Center. “Not only does this help the community build social equity, but it is also important to our retailers—many of whom report sales numbers second only to Black Friday during Ramadan and leading up to Eid.”