We are based in Leicester, in U.K. This company was set up 5 years ago and was founded by myself, Saheema Ismail. As a working woman I realised there is a shortage of online companies giving you designer, stylish abaya that can be delivered to your door step. I studied the market for a very long time and what fascinated me was the fact that women that wore abaya, that wanted something DIFFERENT and not what the mass market is providing meant that they would need to contact Middle Eastern brands and order them in at high prices. The more I researched the more I discovered that people associated abaya with keywords like black, plain, no colour. I asked women that wore abaya what did they want; majority of the women wanted colour! I started my first line that was 30% colour and 70% black; the first collection was a super success, and I was enlightened by the fact that more than 80% of sales were coloured abaya! So that was it, I went and designed a large variety of colourful yet fashionable abaya. I quickly understood that there’s no limitations today, woman that wear abaya are also busy, they work, they study, yet there is less to cater for their needs. I wanted to provide for these type of women, I find this extremely liberating.

Today, I can proudly say a majority of my customers are happy, we have been growing slowly yet steadily, My brand ships worldwide, my biggest positive factor is that I give the largest variation of sizes, using the slow fashion method, making our company eco-friendly, yet custom made giving it the extra edge of personalisation. So if you’re over 6 foot tall, or even less than 5 foot; yet super slim or even plus size, we can cater for you!

This brand is more of a passion than a business. My biggest priority is customer satisfaction; the biggest aim is to give every single woman a personal shopping experience by making communication key!

Modest Rail

Suad

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