If you’re looking to update your wardrobe for Ramadan, look no further than Bahrain based fashion label Deema Ajlani, who has created a unique and luxurious collection to represent her depiction of the modern Middle Eastern woman. This stunning collection fuses colourful fabrics and cultural embellishments to bring both beauty and luxury to your Ramadan wardrobes.
We were excited to find out more about this stunning collection from the designer herself, see our interview with Deema Ajlani below:
How would you describe the Deema Ajlani woman?
She is feminine, confident and appreciates attention to detail as well as pieces that transition from day to night.
What inspired you to create the brand?
It was from a personal shopping experience. I used to struggle finding exactly what I wanted and I just decided to take the plunge and create my own clothes. This gave me a rare insight into what the market was missing. Through my brand Deema Ajlani, I hope to fulfil this gap especially for consumers like me who find it extremely difficult to find the right size, cut, fabric or design. Other than this, I was also personally always amused by fashion and would keep myself abreast of all the latest trends and happenings. At the back of my mind, I knew that I wanted to create my own brand someday.
Where did you find inspiration when designing the Ramadan collection?
The collection is a perfect union of two cultures that are extremely close to my heart- my country Saudi Arabia and my adopted homeland Bahrain. The kaftans are designed keeping in mind the aesthetic of an Arab woman with added details like embroidered motifs, hand-made borders and a very minimalist approach. There are flashes of bright colours too as I believe they add the spark to your wardrobe and colours simply help to uplift your mood.
With such uncertainty with Covid-19, how do you predict will this affect business for you and similar businesses?
COVID-19 has affected businesses in a number of ways. Most notably is supply chain disruptions, which affects stocks levels, especially if your production is outsourced, as is the case with my line. Product delays and inventory that is not moving is a reality and a problem that a lot of retailers are trying to deal with. Mid-season sales are one way in which retailers are hoping to try to clear stock and is the best approach in the meantime, as the future is still very uncertain. Having an online platform and point of sale should help businesses in these difficult times.
Any plans of expansion/opening shops in the GCC? Has coronavirus affected potential plans?
I have no plans of expanding. The plan is to focus on online e-commerce retail for the time being and being stocked with online retailers hopefully as I believe the future is in e-commerce especially in our region.
Any tips for other e-commerce companies in this time?
- Find back up or local alternative suppliers for your products if possible
- Reduce order sizes where possible
- Make sure website is running and functional
- Discount promotions to get rid of existing stock
Do you have a favourite piece from the Ramadan collection, and why?
It is difficult to pick one but I would like to mention two looks that stand out in this collection. I was really fascinated by the story of Mattar Jewellers in Bahrain and their diverse and exquisite history of developing natural pearl concepts. For those who don’t know, the pearl has remained part of Bahrain’s legacy and history through the ages. A design by Mattar Jewellers caught my eye at an exhibition and I contacted one of the family members of the jewellery house to ask if I could replicate and have this embroidered motif feature in my collection. It is a very special creation and resembles a fan with intricate pearls. Another favourite is a full silk-cotton kaftan pieced together by hand that took hours to complete.
Any tips for those partaking in Ramadan? Or any fond memories from one (if you do it yourself)?
Ramadan is a period in the Muslim calendar of fasting, prayer, reflection and community so this time of the year will be deeply affected by the current situation; I believe we will see a Ramadan like no other this year. Social gatherings will not be possible most probably and neither will prayer in mosques due to the COVID-19 situation. This is a time where the retail and food industry in our region normally sees a boom, it is sad to say that this will be deeply impacted this year. The whole landscape of Ramadan will change this year no question about it, but the hope is that we emerge from this global crisis united and work towards finding a balance in our lives and taking better care of each other as well as our planet. I believe humanity as a whole will have to be united and work together once this crisis passes hopefully so one must always look at the silver lining.
Favourite ways to spend a luxurious weekend in Bahrain?
My number one favourite thing to do on the weekend is spend time with my family at the beach relaxing.
To find out more about this Deema Ajlani and their offerings, go to: https://deemaajlani.com/
