OUR JOURNEY

It all began in 2006 when we started selling fabrics and materials, driven by a passion for sourcing the finest textiles that combined longevity, quality, and cost-effectiveness. With a deep understanding of materials, we built a foundation rooted in excellence.

In time, we pivoted to a new venture—selling abayas—at a time when modest fashion was far from mainstream. We were among the pioneers, determined to carve out a space for modesty and elegance in the fashion world. Growing the business was not without its challenges, but we remained committed to our vision.

The lockdown period was perhaps one of the most testing times for us. Our sole source of income was our physical store in Green Street, and the challenges seemed insurmountable. Yet, it was during this period that everything changed. We launched our online platform, introducing our products to a wider audience. To our surprise and gratitude, the platform grew rapidly, marking a significant turning point.

In addition to our online growth, we began supplying wholesale to aspiring businesses entering the abaya market. This gave us an opportunity to support others while expanding our reach. At the same time, we focused on developing new collections and refining our operations. Setting up our factory in Dubai was a key milestone, ensuring that our manufacturing processes ran seamlessly.

We remained hands-on, sourcing fabrics ourselves from various countries. Each visit allowed us to personally select the best materials, enabling us to create cost-effective designs without compromising on quality.

Looking back, this journey has been nothing short of extraordinary. From humble beginnings to becoming a recognized name in the industry, we have faced challenges, embraced opportunities, and grown in ways we never imagined.

As we approach 2025, we are excited for the future and the new ventures that await, Insha’Allah. We are deeply grateful to everyone who has supported us along the way—this success is as much yours as it is ours.