From a young age, I have had a deep appreciation for beauty and refined craftsmanship. Growing up in a family of stylish and strong-willed women, my mother and Saudi heritage were my earliest inspirations.

My love for art and design led me to study fashion in London, followed by valuable experience with luxury brands in Dubai and Paris. These years shaped my eye for detail and timeless elegance.

Staying true to my roots, I founded Effa in 2007 in a small room in Dubai. My first collection of eight abayas sold out quickly and marked the beginning of a journey built on passion and purpose.

Each collection is created with care, designed to empower women through elegance, confidence and contemporary modesty. Every piece is made to make women feel beautiful, confident and true to themselves, for the love of all things beautiful.