We had the privilege of interviewing the inspiring founder of Eelahsha, a luxury modestwear brand. What began as a personal journey of healing and remembrance has blossomed into a brand that celebrates modesty.
Let’s dive into the heart of Eelahsha’s journey.
Can you tell us a bit about yourself and what inspired you to start Eelahsha?
I’m the founder of Eelahsha, a luxury modestwear brand that was born from deep love, loss, and purpose. The true inspiration behind Eelahsha is my beloved sister Aneela, who sadly passed away during COVID. She always dreamt of starting her own fashion line, one that celebrated modesty, elegance, and Islamic values. Creating Eelahsha has been my way of honouring her memory and carrying forward her vision with love and intention.
What does the name "Eelahsha" mean, and how does it reflect your brand’s identity?
“Eelahsha” is a name that carries emotional weight—it blends parts of my sister’s name and her essence. While the word itself is unique to our brand, it reflects modesty, grace, and timeless elegance. It symbolizes legacy, faith, and the celebration of women who carry themselves with purpose, dignity, and style.
Have you done exhibitions to showcase and sell your abayas? What has that experience been like?
The London Eid Festival is actually our first-ever event and the official launch of Eelahsha. It marks a really special moment for us, bringing our vision to life and sharing it publicly for the first time. It’s been emotional and exciting preparing everything from the designs to the stall setup. We’re really looking forward to meeting customers in person, hearing their feedback, and seeing their reactions when they experience the abayas up close for the first time. It’s not just a sale, it’s a story we’re inviting people to be part of.
How do you prepare for an exhibition or pop-up event?
Preparation is everything! I start by curating the collection to match the audience and season, then focus on creating a visually appealing and practical stall, especially since I often travel with limited space. I also prepare promotional materials, price signage, and interactive features like spin-the-wheel games to engage customers. Every detail, from packaging to presentation, is planned with care.
What’s been your most memorable customer reaction or interaction during an event?
One woman tried on our “Neela Blue” abaya and stood in front of the mirror in tears. She told me she’d never felt so elegant and spiritually connected to a piece of clothing. That moment reminded me why I started Eelahsha, it’s about more than fashion, it’s about emotion, meaning, and identity.
What’s next for Eelahsha? Any upcoming events or plans you can share?
We’re really excited to be showcasing at the London Eid Festival for the first time! It’s our official sample sale launch, and we’ll also be offering bridal consultations for custom Nikkah abayas. We’re also working on launching new seasonal collections and expanding into international markets inshaAllah.
Do you have any advice for aspiring modest wear designers or small business owners?
Start with purpose, stay consistent, and don’t rush. Your brand should reflect your story and values. There will be challenges—but if you lead with passion and sincerity, people will feel it. Surround yourself with people who uplift you, keep learning, and trust your process.