In an exclusive interview, BLOOM Charity co-founder Amina Shams discusses the organization’s mission to provide holistic aid and mental health support to families in Gaza amidst ongoing humanitarian crises.
At a time when humanitarian aid is often characterized by urgency and scale, BLOOM Charity is charting a different course, one that emphasizes emotional healing, dignity, and long-term transformation. Founded by Amina Shams and Uzma Ahmad, who serve as president and vice president respectively, the organization has evolved from a deeply personal experience into a globally active nonprofit that addresses the often-overlooked psychological needs of vulnerable communities.
From its beginnings in Morocco to its ongoing efforts in Gaza, BLOOM Charity is redefining the concept of aid by placing mental health at the forefront of humanitarian response. In an exclusive interview, Shams shares the story behind BLOOM, the philosophy guiding its work, and the challenges of delivering aid in some of the world’s most complex environments.
The American Bazaar: What moment inspired you to start BLOOM, and how did you want to differentiate it from traditional charity models?
Amina Shams: BLOOM was born from a profoundly personal and life-altering moment for my family. Years ago, while visiting an orphanage in Morocco during the adoption proceedings of my youngest child, I encountered children whose most basic survival needs were being met, yet their emotional and psychological needs were almost entirely neglected.
When I met my son, he was an infant living in an orphanage located on the fifth floor of a hospital in Meknes, Morocco. The children in that orphanage had their basic needs met, but they lacked emotional care, access to the outdoors, or play spaces. They were trained to remain silent for hours on end. The silence in the nursery was the most tragic sound I have ever heard, as it reflected the children’s abandonment and hopelessness.
My son was only a few months old but was already showing signs of developmental delays that concerned me deeply. My husband and I decided to move forward with the adoption, and during the legal process, we rushed to the orphanage whenever we could to provide him with skin-to-skin contact and stimulation. We witnessed him BLOOM.
Children need safety, joy, relationships, and care to truly thrive. They need a childhood. As a mother, it broke my heart to see these children deprived of basic human rights — the right to laugh, learn, and play.
I wanted to create something different from traditional charity models that focus solely on transactions or short-term aid. From the outset, BLOOM was designed to be holistic in its approach, prioritizing mental health in every aspect of care. Our work is community-led, trauma-informed, and rooted in dignity — we partner with local communities, listen first, and invest in long-term healing rather than one-off interventions.
We cleared the rooftop of that orphanage and built our first BLOOM PlayGarden there. It was a vibrant green space filled with enrichment areas and play structures. When the children entered it for the first time, it was like watching birds being released from a cage. That moment defined our mission.
Khalid, our lead in Morocco, captured footage of the children climbing the stairs and entering the rooftop PlayGarden for the first time. He described it as “watching birds be released from a cage.” From that moment on, we recognized a critical unmet need for vulnerable children in crisis and trauma — their right to a childhood. I knew this was a mission I had to pursue.
Why did you choose the name BLOOM, and what does it signify for you?
When I first met my adoptive son, I was worried about the milestones he wasn’t meeting and concerned about his long-term health and outcomes. As we moved forward with the adoption and I showered him with physical touch and love, I witnessed rapid changes.
When people asked how he was doing, I would respond, “He’s blooming.” I view children as flowers; the seeds of love must be planted, nurtured, and cared for so they can blossom to their full potential.
How did BLOOM decide to expand its crisis work in Gaza, and what were the most urgent needs when you began?
BLOOM did not enter Gaza impulsively. In 2023, after gathering substantial evidence of the impact and success of our approach, we scaled our mission to become a globally serving nonprofit organization.
When the crisis in Gaza escalated, we immediately recognized the need to act around mental health. It is often treated as a nonessential need in conflict, but mental and physical health are deeply interconnected.
We listened carefully to trusted local partners already embedded in the community. As the crisis intensified, the urgency became undeniable — pregnant women were lacking nutrition, children were without food or clean water, and families were repeatedly displaced.
The most pressing needs included food, clean water, infant formula, and dignity items. Alongside these essentials, we provided psychosocial support for children experiencing profound trauma, establishing ourselves as a trusted, culturally competent, community-led organization.
How does your aid delivery process work from sourcing to distribution?
We prioritize local sourcing whenever possible to support local economies and ensure swift action. Essentials such as food, water, and clothing are procured through vetted vendors or humanitarian supply chains.
Distributions are planned in collaboration with community leaders and implemented by our trusted local team of Hayat Washington journalists who understand the needs on the ground. Each distribution is documented through photos, videos, beneficiary counts, and written reports, which are reviewed internally and shared transparently with donors.
How do you select local partners and verify that distributions are fair and accurate?
Trust and accountability are paramount. We work with partners who are deeply rooted in their communities — local experts, educators, and aid workers.
We verify distributions through multiple layers: advance planning, clear beneficiary criteria, on-site documentation, and post-distribution reporting. Whenever possible, we cross-check with community leaders and families.
What does psychosocial support for children look like on the ground?
In practice, it involves creating moments of safety and normalcy amid chaos. Our psychosocial activities include structured play, art, storytelling, and group activities facilitated by trained local teams.
These sessions help children regulate their emotions, express fear and grief, build community, and reconnect with a sense of childhood. Mental health is not an add-on for us — it is foundational to recovery.
How do you track impact when conditions are unstable and access is limited?
We track impact through a combination of quantitative data — such as the number of families served, meals distributed, and liters of water delivered — alongside qualitative insights from our local teams.
We gather footage, photographs, and video testimonials that allow us to understand the impact of our work and the lived experiences of Gazans. All this footage is uploaded to a Google Drive accessible to anyone via our website. While we cannot measure everything perfectly, we prioritize consistency, transparency, and honest reporting. We prefer to share incomplete data with integrity rather than overstate our impact.
What has been the hardest decision you’ve had to make in Gaza?
The hardest decisions involve recognizing that we cannot meet every need. Choosing where to allocate limited resources — between food, water, or psychosocial support — carries significant moral weight. There are moments when every option feels inadequate, and we must make choices guided by urgency, equity, and our partners’ on-the-ground judgment.
How do you handle consent, privacy, and dignity when sharing stories?
We are extremely careful. Consent is obtained whenever possible, and we never share images that compromise dignity or safety. We avoid sensationalism and focus on humanity and hope rather than suffering. Our goal is to honor individuals, tell their truths and experiences, while not reducing them to symbols of despair.
What is a common misconception about delivering aid in Gaza?
Many assume that aid delivery is linear or predictable — it is not. Access can change overnight, and supply chains are constantly shifting. Aid work requires adaptability, trust in local leadership, and humility. Despite these challenges, BLOOM has been able to support displaced people every single day for over two years without interruption, reflecting the resilience and innovation of local teams.
What does BLOOM’s next phase in Gaza look like?
It will encompass a combination of relief, recovery, and long-term programs. While immediate aid remains critical, we are also laying the groundwork for long-term healing.
By standing with Gazans during these challenging times, we have established a strong foundation of trust and a deep understanding of their needs and cultural context. This foundation will enable us to engage successfully in the long-term mental health work required.
Our vision includes sustained psychosocial support, maternal and child health programs, and community-based healing spaces. BLOOM is committed to remaining in Gaza — not just responding to crises but walking alongside communities for the long term.
To donate, visit BLOOM Charity’s donation page.
The information in this article was sourced from an interview with Amina Shams, co-founder of BLOOM Charity.