With over 17 years of experience in the fashion industry working with renowned global brands such as Reiss, River Island, New Look, Primark, Dorothy Perkins, and Marks and Spencer.  I have had the privilege of establishing a robust network of industry professionals and launching my very own modest fashion brand that has attained commercial success and winning multiple start-up awards.

However, the path to this achievement was not straightforward. Even established fashion brand owners were often reluctant to offer genuine advice and insights on how to begin. I was aware that the journey to entrepreneurship would be challenging, but I was unprepared for the obstacles that lay ahead. Ultimately, I was introduced to a business mentor in Dubai on a tech incubator, who shockingly appropriated my ideas to advance her own modest fashion brand. This experience left me both astonished and disheartened. It raised the question: why would a successful business mentor resort to stealing a start-up’s concept? Moreover, how can one claim to be a business mentor while lacking the willingness to support aspiring entrepreneurs? I came to understand a crucial lesson: some women in business may not be inclined to assist the next generation of start-ups, instead choosing to compete against them. One might expect that in an era where discussions about female entrepreneurship, women’s empowerment, and the so-called “boss babe movement” are prevalent, there would be abundant resources and support for launching a fashion brand. While there is some truth to this, the reality often tells a different story. 

I made a conscious decision to never become that type of woman who withholds valuable insights that could assist other women in achieving success. I refuse to engage in gatekeeping information that has the potential to empower and inspire others to establish their own businesses. There is ample opportunity and resources available for everyone to thrive. We should not undermine one another or feel insecure when someone embarks on launching a fashion brand or boutique. Consequently, I took a bold step, embarking on an 11-hour flight to Guangzhou at the age of 19, to educate myself on manufacturing, supply chain management, and the essentials of launching a fashion brand. Throughout this journey, I encountered remarkable individuals who offered me invaluable guidance and connections to help me get started. I also met an extraordinary person who introduced me to Turkey’s textile industry. At age 20, I eagerly boarded a plane and spent the next couple of years travelling back and forth to Istanbul, becoming well-versed in wholesale, manufacturing, and logistics, and cultivating an extensive network of industry experts associated with some of the world’s leading fashion brands. Fast forward to the present, I now operate several companies, including a thriving modest fashion brand that I sold in 2023, a wholesaler in Turkey, and a production hub and export company.

• Modestwist has been recognized as one of the “Top 36 Global Start-ups” by the Alibaba Entrepreneur’s Fund.
• Modestwist was honored as one of “London’s 101 Fastest Growing Retail Technology Start-ups.”
• We achieved featured in numerous bylines as Forbes and experienced a complete sell-out within the first week of our launch.
• We emerged victorious in the META X NatWest and won the #shemeansbusiness competition.
• In 2023, we collaborated with Indeed to produce our very own television commercial.
• Modestwist contributed to the Global Islamic Economy Report for our significant impact and contributions to the modest fashion industry.
• I could go on with this list.. but I dont want to sound like am bragging haha!

This ultimately gave rise to the concept of NBG. I can only envision the countless individuals who encountered the identical obstacles I confronted while establishing my brand.