One year ago, Shammima Kola, 22 was running a small business from home, selling fashionable Islamic garments with the help of her two sisters. A year later, Shammima is flying solo with a new retail store.
Having graduated with a degree in business accounting, Shammima took this unprecedented career turn after she saw there was a gap in the market for other shoppers like her who wanted exclusive trendy wear in Islamic clothing.
Shammima said: “A decade ago when Muslim women would attend university or go out shopping, you would rarely see a woman dressed in modern Islamic clothing. However, as Islam is becoming more diverse, Muslim women and fashion are becoming more and more accepted.
“Fashion is about making a statement whether it is religious or cultural. Islamic fashion is expanding and women want to make statement. Modern Islamic clothing challenges the stereotypes that many people have about Muslim women.”
The evolution of Islamic fashion is an imperative one. With a range including abayas and hijaabs, Jumanah Fashion provides garments for the professional woman, the mother, the student, and even a bespoke range for children.
And of course an exclusive haute couture Islamic bridal range, including exquisite glamour to understated tones.
While the British high street struggles in the face of the economic downturn, Jumanah Fashion has seen steady growth since opening in February earlier this year. The trends in Islamic fashion, however, do not change as rapidly as they do on the world’s catwalk.
She said: “My style is catered towards comfortable wear for each season. I want my designs to be special, but also practical.
“People are shopping and buying statement pieces but the reality of the economic climate means customers often wait for sales.
“It’s wedding season at the moment, and the bridal range is so popular. Brides love the full gown which has an Arabic influence. And with Ramadhan coming up, women are already shopping for Eid.”
In an increasingly cut-throat high street, Shammima also uses Facebook as a platform and expects to launch the company’s new website shortly, allowing another route for growth.
She said: “I believe we have massive growth potential. Our exclusivity and authenticity is our selling power. My customers can be assured that their purchase is a unique one.”