OUR STORY
Get to know Jawda and the team beyond the stitches and fabrics.
Humble beginnings
When I first started to practice the Hijab, I struggled to find modest attire that was of high quality, made in an ethical manner, and was genuinely modest. Modest to me meant oversized fitting and made of heavy fabric that covers the Awrah perfectly well.
My mother has always been an amazing tailor; she has made me and my sister countless pieces over the years. I decided that with my Mother’s help, I’ll just design and wear my own Abayas instead!
As I wore my new handmade and self-designed Abayas, I had numerous sisters ask me about where I had purchased my Abayas from. To their disappointment, I had to tell them they were unfortunately custom-made by my Mother and not available to purchase.
It was then the idea of Jawda was born!
THE GROWTH OF JAWDA
My Mother had agreed to make a few pieces for the sisters who had asked. I sourced the fabrics and colours myself, and we made our first 5 Batwing Abayas. This was also my Mother’s first source of income ever and I still remember the joy it brought her, Alhamdulillah.
I then decided to officially launch Jawda by designing and making the website myself, and publishing some content on Instagram. It was at this point that my brother, who has a background in startups, joined forces with me to scale and operationalise the business.
Alhamdulillah, upon launching, we were overwhelmed with orders! We teamed up with my Aunties to triple Abaya production but we still couldn’t quite keep up. At one point, we had a backlog of 100+ Abayas, but we were only producing 12 Abayas a day!
Shortly after, we recruited and assembled a lovely team locally. This same team now handmakes all of our Abayas, while my Mother now manages the production and ensures there’s the same love and care in each Abaya when delivered to you.
Quality & fairness first
Jawda has been and always will be true to its original purpose— to produce the highest-quality Abayas that are truly modest by using only the best fabrics.
Our fairness philosophy extends throughout the company, from the way we determine our pricing, to how we compensate our lovely team in London, and to the customer service we provide.
Jawda's mission therefore goes beyond just fashion. We strongly stand by ethical practices and take a huge sense of pride in modest wear.
Thank you for your support so far.
Jazaka’Allah Khair,
Anisah
JUST SOME BACKGROUND TO OUR BEST-SELLERS
The Batwing Abaya holds a special place in our story - it was our first design! Made from a premium double crepe fabric, the Batwing Abaya not only stands out with its unique style but also feels incredibly soft on the skin.
Truly unique, our Jumper Abayas were the first of its kind (just Google Jumper Abayas and see who appears!). It's trendy, very warm, and incredibly convenient. Some sisters have even ditched their jackets!
Tired of Hijabs that roll up or bubble up? Try our Premium Hijabs. Crafted from the highest quality Jersey or Chiffon in the market, you won't fully appreciate its superior quality until you have a feel.
We appreciate that occasions vary, and so should your wardrobe options. As we build our collections, we keep diversity in mind, ensuring that our sisters find the perfect modest attire for every event. Our Stripes Kimonos are ideal for both university and work settings.
A trendsetter and the first of its kind in the UK, our goal was to create a Wrap Abaya that is stylish yet modest, true to Jawda's vision. Its success has inspired us to launch more unique designs in the modest wear market.