I GOT THE JOB…

After working in finance.  I’d studied law at King’s  College London, but joined Morgan Stanley in 2008. When the market crashed  I went to work at a Dubai bank. After a car accident in 2010 I came to London to launch an investment fund, but, sensing an opportunity, Middle Eastern fashion brands kept asking me about international growth. Inspired by Net-a-Porter, I tested an online marketplace in 2013; it was a huge success and Haute-Elan was launched. We won a $1million investment in June 2016 and have since grown 400%.

MY TYPICAL DAY…

Starts at 8am if I’m not abroad (I’m away a week every month visiting markets in Asia and America). If it’s a Monday, I’ll hold a two-hour meeting with my 12-strong team. We’ll discuss growth targets and projects such as the London Modest Fashion Week (LMFW) I founded; in 2018 Nike will show their Pro Hijab and we’re expecting 6,000 attendees, with 150 brands. Next, I’ll meet potential collaborators such as Dolce & Gabbana, see an investor or meet with Tresemmé, the sponsor for this year’s event. I’ll sign off collections buyers have chosen while grabbing a smoothie and sandwich for lunch. I’ll check the website for any errors or aspects that could be improved and have a one-to-one with a team member – someone always wants a chat – or I’ll reach out to brands we’ve identified as possible partners. I try to leave the office by 6pm.

MY MOST MEMORABLE MOMENT…

Was bringing together 60 designers for the first LMFW in February 2017. We had the BBC and Sky News at the event; I’m so proud of what our team delivered.

What it's really like to run a modest fashion company