It has already been a year since we started the eco-store online. It seems like just yesterday when I was working hard towards opening the online store and rebranding the company, and what a journey it has been!  This is a story I love to tell.

Flamingo Middle East started in 2014 as a Recruitment Consultancy in Dubai, UAE. The name ‘Flamingo’ was chosen to highlight the transient nature of the people in the city, just like the migratory flamingoes of the mangroves. A seated flamingo was chosen as the initial logo to emphasise the stability required in a new venture. 

We started a completely different, yet a very relevant offering to the corporates and individuals, with the Yoga and Lifestyle division in 2016. The aim was to encourage and support a healthy lifestyle through yoga programs in corporates and the community as a whole. 

2019 saw a new wing of Flamingo take flight – an online eco-store for natural and handmade yoga accessories, to testify our commitment to the environment. 

With this branch, our aim is to spread awareness about, and introduce environmentally friendly yoga mats and props, while supporting the weavers in India.

In 2020, a decision was made to completely focus on the Yoga and eco-store, and we bid goodbye to the recruitment division. 

Flamingo handwoven yoga mats

The Story of our Logo

A new logo was created in 2019 to better represent Flamingo Middle East in its totality, incorporate the newer aspects and all the elements we stand for.

The new logo, with the spread wings, continues to emphasise the transient nature of the people, and life, in general. The shades of pink exude hope and inspiration, a must for the recruitment industry.

From a yoga and lifestyle perspective, the open wings represent freedom, expansion, positive energy and contentment gained through yoga and healthy lifestyle changes.

The bird itself remains an embodiment of balance and strength. The firm strokes of the logo are an affirmation of that strength, while the curves of the strokes represent grace and elegance. This truly represents the balancing nature of yoga – the balance of the sun and moon energy within us. The different shades of pink also represent compassion, spirituality, passion and commitment towards the goal.

 Throughout this freedom, expansion and vibrancy represented through the colours, it remains grounded with the gaze down, peacefully, in inner reflection.

Looking Back

Prior to starting Flamingo, I worked as a Senior Consultant with an Australian Company in Dubai. In 2014, they closed the branch I was working for, and all employees including myself were made redundant. I remember the inner struggle for a decision between looking for a new job and setting up a consultancy. I am glad I went with the decision to start on my own. Each stage of setting up came with challenges and I was learning everything on the go. At that point, I never imagined that two more wings of the company would open in future. Amidst the challenges is the satisfaction of creating something new, adding value to individuals and organizations, and sustaining and taking the company forward through tough times.

 The Yoga and the e-commerce branch has truly presented me with a possibility to make a difference in individual’s lives and at the same time, spread awareness about the immediate need to switch to natural and eco-friendly products. I am truly grateful for these opportunities that life has presented me.

What will the future hold? I cannot say, but I plan to sincerely commit myself to these causes and enjoy every moment of the journey.


Written By:

Hema Laxman, Owner

Flamingo Yoga & Wellness


Flamingo Kapok bolsters

“We don't have to engage in grand, heroic actions to participate in the process of change. Small acts, when multiplied by millions of people, can transform the world.” Howard Zinn

Let us all be part of that change in making Mother Earth a better place.

Categories: Storieswellness


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