When Sarah Gulfraz went looking for party supplies for Ramadan, Eid, Umrah, and more, the options were limited. Millions of UK households mark these holidays each year, yet themed decorations and tableware were hard to find
In 2013, she launched Peacock Supplies to meet this demand. Her catalogue now runs to nearly 1,000 products, from Eid Moon Trees to handmade wooden Ramadan calendars that light up, with orange and mint chocolates or sweets made in their on-site kitchen for Mehndi (weddings) or Dulhan (baby showers).
Sarah and her team of six in the UK research every product before it goes into production. The details matter: tableware is designed to handle heavy curries and comes in packs of 10 rather than the standard 8, reflecting the larger gatherings typical of many family celebrations.
Rapid growth then competition came
Over the years, Peacock Supplies grew steadily, landing products on the shelves at Morrisons and TK Maxx, both in the UK and across Europe.
Then the big brands came. Over the past 12 months, leading party and gift companies began selling Ramadan and Eid decorations, approaching Sarah’s retail partners and competing directly for shelf space.
Despite Peacock Supplies’ product range and specialist knowledge, Gulfraz said she couldn’t match their marketing muscle.
“I don’t mind competition. It’s healthy,” she said. “But spending years building up demand, showing supermarkets and department stores that there is a market for these products and then getting beaten by the big guys on price. It’s frustrating.”
Expanding with Temu
In late-2025, Sarah joined Temu, the relative e-commerce newcomer to the UK market, to reach more end-customers. She uploaded 300 of her nearly 1,000 products and started getting five orders a day coming in. Her first order came within 24 hours of listing, she added.
This traffic is invaluable for a small business like Peacock Supplies. Many shoppers on Temu say they try a new product because of the platform’s affordable pricing and return policy. A 2025 Ipsos survey found that 80% of respondents consider Temu good value for money, citing pricing, free shipping and product range as the main reasons for first-time purchases.
Next stop, America
Sarah is expanding into the U.S. with a new warehouse and pushing further into confectionery, her fastest-growing category. The company is adding pouches and shareable bags alongside its signature hampers. She’s optimistic about the brand’s prospects.
“We’re becoming part of people’s family traditions,” she said.
