It is not quite an easy task to build a business single-handedly. But Reem Abbar, a fashion designer from Saudi Arabia, successfully grew up her own designer brand Amina Atelier for casual wear and abayas in Oman.
Realising that there was a gap in the regional market for casual abayas with a contemporary look and accessible prices, Reem launched Amina Atelier in Jeddah. After studying Fashion Management at the London College of Fashion, Reem pursued a career as a Fashion Buyer. In 2013, Reem began to create her ready-to-wear fashion and abayas and set her mark in the industry. For the past five years, she is based in Oman and she is highly appreciative of the community’s support. Her designs, which evoke a tie and dye painting flowing effortlessly, are a rage among mid-east customers mainly from Saudi Arabia and Oman.
Below, a conversation with Reem Abbar who walks us through how she has grown her fashion business.
How do you design your collections? What inspires your creations?
My inspiration comes from diverse lifestyles and cultures I’ve been familiar with and is designed to serve a wide range of individuals. The designs are created based on what resources are available to me locally.
All your designs have an underlying simplicity. What is your idea behind it?
The simplicity in my designs is purposeful because my goal is to offer practical go-to wardrobe essentials that can be shaped by personal style.
What type of material do you prefer to use?
For Abayas, I tend to lean mostly on synthetic blend materials since they are lightweight and less likely to rub against the clothing during movement. This makes it more comfortable for daily wear. As for kaftans and loungewear, I prefer to use cotton as well as jerseys for a laidback and easy fit.
What were some of the challenges you faced in establishing this brand? How did you overcome it?
Starting a small business comes with many challenges from finance to juggling responsibilities. Since I am working on my own I have to manage my time wisely and fill several hats. I try to educate myself in different areas of the business and grew my skills. I keep my expectations realistic and don’t compare my growth to other businesses. As the proverbial saying goes “slow and steady wins the race”.
Could you provide us with a short overview of your newly launched collection and what makes them special?
The new collection is a tie-dye waterfall abaya. I wanted to experiment with a new silhouette that I haven’t worked with before. It is a cross between a duster coat and an abaya with a waterfall collar. I chose tie-dye because it is a trend that has been and still is popular. Therefore, I wanted to create a balance between safe and experimental.
Which of your designs are most popular?
The most popular style at Amina Atelier has been the kimono-shaped abaya. I have been working with this silhouette since the beginning. Customers tend to like it because it is contemporary and timeless at the same time. The wide sleeves allow the freedom to combine it with all sorts of garments and make it easy to wear.
Is there any interesting story you have in connection with your brand?
Customers tend to call me Amina as they assume it is my name. I chose not to use my name in the brand because I wanted it to have a separate identity from myself. It’s mainly a business strategy to allow flexibility and have potential business partnerships. However, choosing the name Amina Atelier was not a random choice. My father wanted to name me Amina when I was born. Amina is also inspired by and dedicated to an individual from my childhood who was resourcefully creative, resilient, and giving.
Has the current pandemic affected your business? What steps did you take to combat these issues?
The pandemic has of course affected the business. Like most other businesses, Amina Atelier experienced slow sales and because of that, the production output has been decreased to match the demand.
What are the future plans for your brand?
For the future, I plan on launching a website to reach a wider customer base and expand my product offering.
In conclusion, where is the best place for a customer to get hold of your collection?
You can shop Amina Atelier online by sending a message to the Instagram account @aminaatelier. Also, it is available at My Inner Muse boutique at The Waterfront Muscat and Life Store in Jeddah.
The home I grew up in is Jeddah.
When I was a child, I used to ‘work’ with an imaginary laptop before it even existed.
My greatest inspiration is ever-changing.
I dream of having a portfolio of brands.
It’s not fashionable, but I love Fitflops.
You may not know it but I’m no good at sketching.
If I have time to myself, I watch TV and relax.
My house is my hermitage.
My favourite holiday destination, anywhere that has good markets and delicious food.
My favourite weekend spot in Oman, my couch or the desert.