Since I can remember, I’ve had an appreciation for beauty and refined craftsmanship. I grew up in a family of stylish and strong-willed women where my mother was an inspiration as was my Saudi heritage. My first real project was designing the brides maid dresses for my older sister’s wedding when I was just 11 years old. Even then as a young girl, if faced with the choice, I would chose one beautifully made designer piece over having several less interesting pieces. But mostly I wanted to create my own unique designs, and I looked up to the successful business women of the 80’s and 90’s and knew that I wanted to be an entrepreneur.

This, combined with my love of drawing and painting led me to pursue my degree in fashion in London. My studies and the first few years working with some of the finest luxury brands between Dubai and Paris fine-tuned my eye for beauty, detail and craftsmanship preparing me for my next big step.

Still keeping true to my culture, I was motivated to design a contemporary collection of gowns and abayas for the independent modern woman.

In 2007, working in a little spare room in Dubai‎, I made my first collection of 8 styles. we produced 40 pieces, and they sold out!

Since then as the business grew, I never looked back. We had our challenges and set backs on the way, but my passion and our team spirit kept us moving forward and learning.. and the learning never stops.

Each season my team and I work endlessly to produce a more beautiful, luxurious and elegant collection for you. The overwhelming majority of pieces are handmade in our atelier. If we do outsource, it is with like minded suppliers that meet our standards to the highest quality.

Every piece is created with the intention of making a woman, not only look good, but feel beautiful and radiate confidence. I really feel that this is what makes my brand unique.

My joy is to create beauty, and our goal as a team is to give you a better and more beautiful collection season upon season.

If you have an appreciation for quality, elegance and heritage please visit our Effa boutique in Jumeirah, Dubai, or our online store, and treat yourself to something beautiful that you know is made with love.