Every journey has a beginning, and every brand has a story. We caught up with the inspiring founder of Sanadara to uncover the heart and vision behind the brand.
Let’s dive into the story that makes Sanadara more than just a brand.
Can you share the story behind the founding of your company? What inspired you to start an abaya brand?
For a long time, I would joke about starting my own modest fashion brand, but deep down, it was something I really wanted. Yet, I lacked the confidence and knowledge to even entertain the idea seriously. It wasn’t until my teaching contract was ending and colleagues started asking about my next steps that I finally voiced it out loud—though I still expected to end up in another teaching role. Then I met a colleague who, despite having far more responsibilities than I did (she was a mum of 3), chose to leave her career to pursue her passion. That was the turning point for me. I thought, "Why not me?" I had fewer obligations, and I realised this was my moment to take a leap of faith.
I dove into research, drawing inspiration from successful women in the industry like Nada Merrachi and Anosha Anwary (Avyaana). Their achievements made me believe that if they could do it, so could I. Now, a year into launching my brand, Sanadara, I've learned that success is possible when you're willing to work hard for it. I’m not where I want to be but I have faith things will fall into place when they’re supposed to Inshallah, and I just have to keep my head down in the meantime. The journey hasn't been easy, but it’s been incredibly rewarding, alhamdulillah. I’m grateful for taking that step and proving to myself that I could create my own path on my terms.
How do you define the core values of your brand, and how are they reflected in your designs?
I would definitely say as obvious as it sounds, modesty. As I’m on a journey to grow my brand, I am constantly thinking of new ways to challenge the market. There have been a few instances where I’ve loved a particular design but I always dial it back to the modest aspect which can be hard.
Beyond modesty, creativity is deeply woven into the brand’s identity. As someone who thrives on creativity, I use my designs as an outlet to explore new ideas and concepts. It’s exciting to transform a simple idea into a cohesive collection, blending modesty with innovation. While it’s not always an easy process, it’s incredibly rewarding to create designs that not only reflect my values but also allow me to express my artistic vision. My hope is that, in the future, I can build a team of like-mindedcreatives who share this passion and help bring even more bold and imaginative ideas to life – if you love being as extra as me and have crazy artistic visions - don’t be shy!
What is your creative process like when designing a new collection? Where do you draw inspiration from?
Inspiration can come from anywhere, often in the most unexpected places. It could be a particular colour I’m drawn to, the textures in nature, or even the mood of a season. For example, pastel flowers might spark my imagination, leading me to envision a summer collection of abayas that echo their colour palette. Sometimes, my mind gets drawn to more vibrant hues for fall or rich tones for winter—these moments spark an almost automatic flow of ideas, sketching themselves out in my head. I find this initial stage of creativity to be one of the most exciting parts of the process because it feels limitless.
But as exciting as it is, translating those ideas into actual designs can be a challenge. It’s one thing to imagine the perfect collection, and another to bring it to life within the practical constraints of running a business. There are times when a fabric I envisioned isn’t available, or a specific colour is too costly to source or again, isn’t available. I may have to compromise on certain details or tweak a design entirely. These challenges can be frustrating as a creative, especially when a collection doesn’t turn out exactly as I imagined.
Despite those obstacles, I’ve learned to embrace the beauty of refinement. While it's tempting to pursue a million ideas at once, I’ve come to understand that sometimes, focusing on perfecting one concept is more effective than stretching myself thin. Every limitation I encounter forces me to think more creatively, and in doing so, I often end up with a design that’s even better than I originally envisioned. This journey of trial, error, and refinement has become an integral part of my process—and it’s taught me that creativity isn’t just about inspiration, but also about adaptation and growth. Each collection I produce represents not only my vision but also the lessons I’ve learned along the way.
What advice would you give to aspiring designers or entrepreneurs who want to enter the abaya fashion industry?
Just start. The perfect moment or ideal situation rarely presents itself, and the fear of failure or deviating from the norm often holds us back. Launching a brand is undeniably challenging—especially when stepping away from a conventional career that many consider stable. I’ve been there, feeling the weight of uncertainty and the daunting task of navigating a new path alone is difficult.
But here's the truth: the journey may be tough, but it's incredibly worth it. If you have a passion or dream, pursue it despite the obstacles because it’s been planted in your heart for a reason. The hard work and sleepless nights make the eventual success all the more meaningful. It’s not about whether you’ll succeed overnight; it’s about persistence and belief in your vision and that just makes success taste that much sweeter. Nothing worth having comes easy!
You don’t need to have all the answers from the start. I certainly didn’t know how to add products to my website or create a tech pack using certain software when I began. I learned everything from scratch, and you can too. It’s a continuous process of discovery and growth. Embrace the learning curve, and don't get bogged down by the feeling of needing to know everything before you start or even how to start. You’ll gain insights as you go, and that’s part of the beauty of building something from the ground up.
Be open to experimenting, making mistakes, and evolving. If you stumble, let it be a stepping stone rather than a setback. Your creativity and uniqueness are what set you apart, so embrace them. Don’t be afraid to challenge the norms and carve out your own niche in the market. Keep trying until something works, it’s all part of the process whether people like your work or not.
In the end, it’s not about avoiding failure but about daring to follow your dreams and giving it your all. Not a lot of people have the courage to do so! Look back one day and be proud that you took the leap, no matter the outcome. Your ambition and determination will drive you further than you can imagine. So, take that first step, stay resilient, keep working hard, and remember: You are capable of far more than you think. Just start, and don’t look back.
We hope Sanadara’s story inspires you to embrace your own journey with pride and elegance. We thank Sanadara for participating in the interview.
Don't forget to check out the gorgeous Abayas at https://sanadara.co.uk/.