One hijab brand steps out of its comfort zone with print designs for Hari Raya, writes Syida Lizta Amirul Ihsan
WHEN Hani Elia Rousli, 34, started her tudung business in 2008 as a weekend project to make extra money, she modelled the tudung herself to save cost. She sold plain shawls and those with lace border on her brand’s blog at RM79 a piece.
Orders came from the country, Singapore and Brunei and after some time, buying tudung in bulk for reselling didn’t work anymore. Supply was unpredictable and quality can sometimes be not up to mark.
“That’s when I decided to produce my own tudung so I can guarantee supply,” she says. The mother of two boys runs her brand, called Alhumaira, with her husband, Humaidi Fadzil, 37.
For most parts, she designs and models, and he deals with the marketing. Humaidi says most of its repeat customers are women who are drawn to Hani’s fashion sense.
“She dresses minimally and simply — often it’s loose blouse and pants with a nicely draped shawl — and her style gains traction among Alhumaira followers. As a brand, customers trust her style, so they understand that when Hani thinks something will work, it will most likely work on them.
“The organic growth of the brand depends on Hani’s style sense. She buys and launches what she will gladly wear and it’s not about hitting certain customer segment.
“We design what we feel is wearable and what she says she will wear. It is that personalised touch to the brand that has made it grow over the years,” he says.
IT’S IN THE DETAILS
Hani says it is the small details that set Alhumaira apart from other labels and she is proud of the brand’s baby seam along the hem of the shawl, the edge that frames the face.
“The hem looks simple but never underestimate its importance when it comes to draping. I have tried many kinds of stitching and hem and only the baby seam shapes and drapes well so the tudung holds and doesn’t slump.
“We’re not a big brand, but we are proud to say that we focus on quality. We put our tailors on stringent quality control and they share our aim.
Each tudung is inspected for its seams and customers appreciate that,” Humaidi says.
FOR THE FESTIVITIES
For its Hari Raya collection, the brand works with a Polish illustrator for two commissioned artworks featuring floral patterns that appear in the brand’s shawl and square scarves.
“It is challenging for me because I love plain designs and that has been the brand’s signature. But now, we are moving a step ahead by creating a printed collection for Hari Raya.
“It is a bit different but still an interesting journey for Alhumaira as a brand. The prints are versatile and they can be worn whichever way,” she says.
Elfira Loy is the new face of the brand for Hari Raya. Hani says the social media star has always shown her genuine support for the brand, when she wears its scarves to events or at media interviews.
“Her chemistry and her signature style complement Alhumaira’s brand DNA. She is simple and minimal but always impeccably put together,” Hani says.
Alhumaira products are priced between RM39 and RM99 at www.alhumaira.com, its boutiques in Shah Alam, Bangi and Alor Star and authorised agents.