It takes two

New Straits Times - - Fashion - Kas­

THEY may not share the same in­ter­est but two sis­ters have a sim­i­lar ap­proach to launch­ing their on­line busi­nesses. Both want brands that re­flect their per­son­al­i­ties.

Zairin Zainul Az­man’s love for fash­ion leads to the launch of Umma. Younger sis­ter Aznita, who is pas­sion­ate about beauty, is the founder of cos­met­ics line Nita.

Umma was set up in 2015 af­ter Zairin could not find Mus­limah cloth­ing that fits her style — min­i­mal and ba­sic yet stylish and fash­ion­able.

“I am not a fash­ion de­signer but I love fash­ion. I want col­lec- tions based on my ideas and not to fol­low what is in the mar­ket. It is not just about sales, it is about Umma semi-in­stant scarves in pas­tel colours. cre­at­ing some­thing I like and, hope­fully, oth­ers will too. It is im­por­tant to me that peo­ple are com­fort­able wear­ing my cre­ations,” said Zairin.

“As it is my first foray into fash­ion, I am in­volved in the cre­ation process in­clud­ing look­ing for the fab­rics lo­cally and try­ing a lot of sam­ples.”

Zairin, 34, says Umma is mod­ern mod­est wear that re­flects a woman’s strength, beauty, courage, free­dom and in­de­pen­dence.

It is a style that says dress­ing mod­estly does not mean hi­jab-wear­ing women can­not be fash­ion­able and be bold to ex­plore new styles.

Umma sets it­self apart from other Mus­limah fash­ion brands with its af­ford­able prices and dif­fer­ent cut­ting mi­nus the elab­o­rate ac­ces­sories.

It has launched ba­sic and semi­in­stant scarves, in­ner caps and volum­nis­ers. The scarves are priced from RM69 to RM79, in­ner caps are be­tween RM49 and RM59, and volum­nis­ers at RM49.

“The brand has a min­i­mal­ist ap­peal. Our de­signs are sim­ple yet pretty and af­ford­able.

“It is a com­pet­i­tive mar­ket be­cause there are peo­ple with years of ex­pe­ri­ence in the in­dus­try and celebri­ties have also launched Umma volum­niser to wear over a bun to cre­ate fuller ef­fect un­der the hi­jab. their brands. But if you have your own iden­tity and style, you will at­tract cus­tomers who like your brand. From the re­sponse to our ini­tial prod­ucts on Fash­ion Valet and Lazada, con­sumers like Umma.”

The first col­lec­tion, com­pris­ing jubah, mod­ern dresses, tops, pants, long skirts and a three-piece out­fit, is al­ready out.Her Raya col­lec­tion for men and women is also avail­able on­line.


For Aznita, the cos­met­ics line is a re­flec­tion of young women who want zest and colour in their lives and live ev­ery day to the fullest. It is the 26-year-old’s way of telling her story through Nita.

“When I was young, I used to put on my mum’s make-up and wore my own at 18. I’m a dreamer and have al­ways wanted to cre­ate some­thing fun and quirky and that is the aim of Nita. It is a brand for women who love to ex­plore the world and love all things ex­cit­ing, fun and new.”

The cos­met­ics line in­cor­po­rates lo­cal The in­ner cap is made of ly­cra. cus­toms, tra­di­tions and even cui­sine into the names and pack­ag­ing of the prod­ucts.

The first prod­uct is a mat­teliq­uid lip­stick based on her Malaysian roots. There is a choice of four named af­ter tra­di­tional at­tire — ku­rung, cheongsam, songket, ke­baya and sari.

“Women love to wear lip­stick. It in­stantly changes her looks, trans­forms her mood and gives her en­ergy.” Aznita (left) and Zairin are the driv­ing force be­hind Umma.

If you have your own iden­tity and style, you will at­tract cus­tomers who like your brand.

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