I’m Aisha, a second-generation British Muslim, and my inspiration for starting Elmas elegance comes from wanting modest clothing to be well represented. The idea started when COVID had taken away our freedom. I was thinking about my own goals and ambitions in life and felt like I was not reaching my own milestones. COVID had changed the way we were shopping and buying clothes online had become the new normal. I was tired of the limited choices that were on offer for modest women, and so the journey began. Just like that, I was busy spending my lockdowns researching potential suppliers and waiting impatiently for travel restrictions to ease, so that I could start the new business. 

I began by deciding on a brand name, and with that came inspiration about the style and platform. At times, I was completely out of my comfort zone and had to learn entirely new skills, like the construction of my own website and building a social media presence. I was lucky enough to use the IT team and mentorship of Save and Co brothers Shiraz and Faraz, who gave me free use and expertise of Naz, Muhammad, and Nuri. I was also lucky enough to have the support of a friend, Hasina, who helped me whenever I needed it. I will be eternally grateful for their kindness towards me. They empowered me to learn new skills for myself. 

I was trying to achieve a combination between faith and fashion, which is in high demand from women in society today. It makes me incredibly proud to see how talented and advanced Muslim women have become, and how we have well and truly broken social norms and glass ceilings. As my way of supporting these women, I wanted to provide better choices in what they wear. Currently, modest clothing on the high street will be worn by the majority of women seeking modest looks, due to limited options. We should not have to compromise or miss out on fashion, just because we like to be covered up. My vision is to provide clothes which are unlike what you see on the high street, and truly provide choice for women to look good and feel good, all whilst remaining modest. 

I’m also passionate about many other pursuits, like travelling which I have been doing since a young age. These different cultures and experiences have all amalgamated in the sourcing of clothes. I use Western and Eastern influences, Islamic art, history, and architecture as inspirations. Food is also something that I enjoy; I love trying out different cuisines and National dishes. 

Muslim women, past and present, also inspire me. The women of my own family influence me in their guidance, support and love towards me. I take great pride in aspiring towards women such as Sayyiduna Khadija (RA), a successful business woman. Other women who inspire me are Nanny of the Maroons, Nana Asma’u, and Sayyiduna Maryam (AS). They were all successful, powerful women who broke stereotypes and paved the way for all women who followed. 

Elmas Elegance is a brand made for women by women, and my mission is to provide new clothes for women in developing countries. I would be extremely grateful if you followed my journey and helped me achieve my goals. 

Thank you,

Aisha