Shaking The Stoma Stigma: How One Dubai Family Is Trailblazing For Little Tummies
Founder and mother Firoza Timol shares the inspiring story of how Super Stoma was born to save her little girl, but is now reshaping global healthcare
When we first found out our baby would need a stoma, it felt like a whirlwind of emotions. I remember the doctors explaining that our precious little one needed an operation because of some tummy troubles, and that she would need a stoma afterward. The word “stoma” was completely new to me. I was also a first-time mum, so everything felt like a big adventure into the unknown.
What is a stoma?
A stoma is a special opening that a surgeon creates on the outside of the tummy. Think of it as a detour for the body’s waste. It’s usually made when a part of the digestive or urinary system isn’t working correctly or needs time to heal. A small, discreet bag is then worn over the stoma to safely collect waste. It’s a vital medical procedure that helps people live healthier, more comfortable lives.
Our stoma story
Imagine trying to care for a brand-new baby while also learning all about stomas. Medically, this was just the beginning. Our little one had three major, life-saving surgeries. Our goal was to keep her as healthy as possible for each operation, with no delays. We kept our eyes on the prize: the day her stoma could be reversed. Even though it was hard for us, she was the brave one. That thought gave us the strength to keep going and be her biggest champions.
Our day-to-day life changed overnight. Suddenly, our schedule was filled with visits to surgeons, anaesthetists, and nurses. With little training or guidance available, we learned as we went. Even getting the right supplies and stoma bags was a challenge.
I became the hands-on caregiver, and my husband Zubair took charge of sourcing supplies. It turns out that getting enough stoma bags can be tricky, especially in our region.
The idea for Super Stoma began just a few weeks after our baby’s arrival. Her nursery, which should have been a cosy, playful space, quickly became a mini hospital. We saw a huge gap in support for families like ours. While hospitals teach the basics before discharge, once you’re home, it’s a different story.
That’s when we knew we had to create something to help. We made a promise: once our baby was through her surgeries and healthy again, we’d do something about it.
How Super Stoma was born
Super Stoma has two main parts: a home care kit, and an online platform with easy, step-by-step tutorials.
To make it more engaging, we created Sunny, a character who has a stoma, along with her parents, Sarah and Sami. By building a family around the brand, we hope to make stoma care feel less lonely – and a lot more fun. We believe Super Stoma is the first of its kind because it fills a gap that hasn’t been addressed in such a comprehensive, compassionate way.
We spoke to our daughter’s surgeon Dr. Basem A. Khalil from King’s College Hospital London, Dubai who provided invaluable guidance and her wound care specialist, Cassie Purvey, Clinical Director at Healium. These conversations deepened our drive to help the next stoma baby and their parents. We promised ourselves: if we could help just one person, that would be enough. Having the support of Kings College Hospital London, Dubai, CEO Kimberley Pierce, and Dr. Khalil was crucial. They recognised that our kit, paired with tutorials, fills a vital gap in empowering families to manage stoma care with confidence.
The power of pioneering change The positive response from families means the world to us. It confirms that our mission – to bring comfort, ease, and even fun to the stoma journey- is making a real difference.
It’s also been incredibly heartwarming to see nurses use our tutorials to help patients. While we created these for parents, it’s wonderful they’re now supporting medical professionals too. The more awareness we create, the more people will understand stomas and how to care for them. That leads to better support and outcomes for these brave little ones and their families.
Looking ahead, we have been positively overwhelmed with collaborators, so our goal is to continue dreaming and work innovating with the sole aim of helping others.
What’s next for Super Stoma?
Our vision is global, starting in the UAE, then expanding across the GCC and beyond. For our launch, we’ve partnered with King’s College Hospital London, Dubai; Coloplast, who provide stoma supplies; and Crayola, adding a fun, colourful touch. We’re also working with partners across the healthcare ecosystem.
Our immediate focus is building an online community where families can connect, share, and support one another. An online store is also in the works, and expanding to support adults with stomas is a natural next step. Looking ahead, we dream of offering online medical support to further assist stoma patients and their families.
Our daughter’s legacy
When we think of our child’s legacy, we hope she’ll see how much she changed lives – shaping policies and helping countless other babies and children.
Super Stoma was born from her experience, so above all, we want her to feel incredibly proud of everything she’s been through – and of being a true pioneer.
For more information, visit superstoma.org