Woven Narratives
Eyqa Sulaiman, visionary founder of Sugarscarf, talks about how scarves aren’t just scarves, but are stories of style, community, and empowerment
Dressing up is a daily ritual in self-confidence—it’s something we actively do for ourselves. For Eyqa Sulaiman, the founder of the renowned modest lifestyle brand Sugarscarf, this act of individuality has been a key driver behind her 13-year-old business.
“Fashion isn’t just about what we wear. It’s about expression, individuality, and the art of storytelling,” Eyqa says. “The thing about scarves is that they’re more than a symbol; they are a manifestation of a community that values love, dreamy aesthetics, and togetherness. Our goal is not just to sell you a product but to connect like-minded individuals who share the same values.”
Eyqa, a fashion entrepreneur with a background in IT, attributes creating Sugarscarf to her mother. While Eyqa was studying at Multimedia University in Melaka, her mother brought the young IT student to Kuala Lumpur to buy ready-made scarves. It was while observing the colourful prints and fabrics that the idea to merge her budding love for style and technology took root.
“It was a steep learning curve for me at first, as I hadn’t the slightest idea of starting a business,” Eyqa admits. “But I really loved the printed fabrics I came across and thought I’d share that with my friends first. Prior to Sugarscarf ’s actualisation, I went door-to-door with my scarves, and then I created my own website. This was a time before e-commerce really took off.”
Despite the uphill climb, however, Eyqa says the challenges of transitioning from being an IT major to business owner invigorated her—a trait instilled in her by her parents. Growing up in a middle-income household, her mother a police station clerk and her father a former bank officer turned businessman, Eyqa witnessed firsthand the “value of resilience, the importance of passion, and the power of dreams”. She has since made these lessons her ethos, and after officially launching Sugarscarf in 2008, Eyqa has overseen the brand’s transformation from fashion business to a platform that inspires positive impact.
Sugarscarf ’s corporate responsibility programme, Hope, is dedicated to making a tangible impact on underserved communities worldwide. It allocates a portion of sales to fund innovative water systems and enhance accessibility. Additionally, Sugarscarf sponsors students from low-income households, providing them with educational opportunities. While Eyqa acknowledges that the CSR programme is still in its early stages and isn’t necessarily public yet, she intends to expand the scope of Hope in the near future. One of her biggest visions is to see Sugarscarf evolve into a holistic brand that not only nurtures its community but also leaves a smaller environmental footprint.
Emphasising the stories behind every individual and aiming to cater to varying personalities, Eyqa is particular about the range of styles Sugarscarf provides. She collaborates with textile designers worldwide, infusing their print collections with fresh and exciting designs. A firm believer that one shouldn’t have to choose between practicality and aesthetics in modest fashion, Eyqa aims to create designs that enable the wearer to both feel good and look good.
“Our Pleats Collection is the embodiment of sensibility meets style. Each piece is designed to be hassle-free, helping modern women to get ready in the morning without the need for ironing. This ensures they can still look stylish while on-the-go,” says Eyqa. “I want to debunk the misconception that modern modest fashion is restricting or lacking in variety. Many people assume that it can only be loose and shapeless, but modest fashion is just as versatile, dynamic, and creatively expressive!
“Modest fashion is a personal choice, irrespective of religious or cultural factors. It’s adaptable to contemporary trends, just like any other fashion genre. That’s why we created the Sugaredit: a curated selection of pieces that resonate with the wearer’s personality, allowing them to stand out in their own terms. We recognise that modest fashion wearers come from diverse backgrounds and lifestyles. Therefore, our aim is to cater to these differences. When I hear stories about how some of our customers have formed new friendships because of a simple ‘where did you get that scarf ?’, I feel so gratified! After all, Sugarscarf is more than just a fashion statement; it’s a movement.”