Chapter 01
Arun & Ivy — the head and the heart behind Saēd
We’re Arun and Ivy — husband and wife, parents in progress, and the head and heart behind Saēd.
Arun is the “head” of Saēd: a lifelong numbers guy with a background in corporate finance, strategy, and building things that actually work in the real world. He lives in spreadsheets, supply chains, and long-term plans — asking, “How do we make this sustainable so it can serve families for years?”
Ivy is the “heart” of Saēd: a licensed therapist and mom who has sat across from countless clients carrying the weight of childhood words. She listens for the stories underneath the behavior, the emotions behind the meltdown, and the quiet beliefs kids begin to form about who they are and whether they matter.
Together, we’re not perfect parents with all the answers. We’re exactly what we call ourselves: “parents in progress.” We’ve lost our temper. We’ve said words we wish we could take back. We’ve ended days thinking, “I want to do that better next time.” Saēd was born right there — in that gap between the parents we are and the parents we long to be.
Chapter 02
Why we started Saēd
As a therapist, Ivy kept seeing the same thing in the counseling room: adults sitting with anxiety, shame, or deep insecurity — and when we gently went back to the beginning, so many of their stories were shaped by early messages like:
“You’re too much.”
“Why can’t you ever get it right?”
“You’re the difficult one.”
Those words didn’t stay in the past. They became an inner voice.
At the same time, as parents ourselves, we were learning in real time how hard it is to stay calm and intentional when you’re exhausted, rushed, and pulled in a thousand directions. We didn’t need more pressure. We needed simple ways to bring our values into the tiny moments we already have with our kids.
That’s what Saēd is: a parent-led affirmation brand built at the intersection of Arun’s practical, financial mind and Ivy’s therapeutic, relational lens — helping moms and dads speak life over their children in the everyday moments: getting dressed, bedtime, diaper changes, school runs.
Our products are one piece. The deeper work is in the words you say and repeat, until they slowly become your child’s inner voice.
Chapter 03
Our faith, woven into everything
Our Christian faith is not a separate “add-on” to this business; it’s the quiet thread running through who we are and everything we build.
It begins first with our own lives — how we handle conflict in our marriage, how we apologize to our kids, how we make decisions in this company. We believe every child is “fearfully and wonderfully made” and created in the image of God. That means there is already glory, dignity, and “gold” placed inside them before they ever achieve, earn, or perform.
As parents, we see ourselves as stewards of that story. We don’t create their worth — God already did that. But we do help name it, nurture it, and protect it through the words we speak and the environment we cultivate around them.
Saēd exists to support that calling. Every affirmation we choose, every ritual we design, every detail we obsess over is rooted in this core belief: your child carries God-given value and potential. Our job, together, is to call out the gold already placed within them.
Chapter 04
Parents in progress, building with you
We’re not here as experts looking down from a distance. We’re here as fellow parents — still learning, still repenting, still growing.
Arun brings the structure so this vision can stand. Ivy brings softness so this work can truly heal. And our faith holds the center, shaping how we show up as founders, spouses, and parents.
Saēd is our way of putting all of that into your hands: soft little footies, simple parent-led rituals, and intentional words that land gently on your child’s heart — again and again, like seeds.
Thank you for letting us be part of your story, as you steward the story being written in your child.
