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Launching your own abaya business online can be both fulfilling and financially rewarding in a world where modest fashion is gaining momentum.
Whether passionate about Islamic fashion or looking to build a niche brand, the abaya industry offers immense growth potential, especially in the digital space.
This guide walks you through every step of starting an abaya business online, from market research to finding suppliers, setting up your store, and promoting your brand. Keep reading to explore how you can launch your dream abaya business with confidence.
The modest fashion industry is booming worldwide. According to a report by Cognitive Market Research, the global modest fashion market is expected to be worth 300 billion dollars in 2025.
Within this market, abayas have carved a strong niche, particularly in regions like the Middle East, South Asia, and growing Muslim communities in the UK, US, and Europe.
Moreover, thanks to the rise of social media and e-commerce, even small businesses can now reach a global audience with minimal upfront investment. So yes! If planned and executed well, the abaya business can be both profitable and scalable.
Before you start designing or sourcing abayas, you need to understand your market. Ask yourself:
a. Who is my target audience? (Teenage girls, working women, mothers, fashion-forward hijabis?)
b. What styles are trending? (Kimono-style abayas, everyday wear, embellished, travel-friendly, etc.)
c. What price range is feasible for my audience?
Use Google Trends, Instagram hashtags, TikTok searches, and modest fashion Facebook groups to understand current buyer behaviours and gaps.
Pro tip: Look into regions where the demand for modest fashion is growing but has limited local supply; these markets are golden opportunities.
Study your competitors. What are the top abaya brands in your target region offering?
Check platforms like Etsy, Instagram shops, and websites like Modanisa, Annah Hariri, and Aab Collection.
Look into their bestsellers, pricing models, design aesthetics, and customer reviews (what people love and complain about). Gain valuable insights into the strengths and weaknesses of your competitors by conducting a thorough analysis.
Examine their marketing strategies on their websites and social media, and take note of their suppliers and partnerships to identify potential opportunities for your own abaya business.
This will help you identify market gaps. Maybe it’s affordable workwear abayas, plus-size collections, or breathable fabrics for tropical climates.
Your business plan doesn’t need to be complex, just practical. Here's what you can include:
a. Your niche and target audience
b. Business model (made-to-order, bulk inventory)
c. Startup costs and expected monthly budget
d. Revenue goals
e. Marketing strategy
This document will help you stay focused and will also be essential if you seek investors or grants later. You can use different brainstorming tools like Lucidchart and Miro to organise your ideas in one place.
Once done, use free editable & printable business plan templates available on Canva to craft a comprehensive business plan.
Suppliers can make or break your abaya business. Look for manufacturers or wholesalers who offer:
a. Quality fabrics & materials like nidha, chiffon, or crepe
b. Custom embroidery or tailoring options
c. Reasonable minimum order quantities (MOQs)
d. Ethical and sustainable production practices
In the Muslim Business Podcast episode with our seller, Modest Mermaid, CEO Emily shares how she successfully finds reliable suppliers for her modest clothing business without having any contacts.
Further, you can find suppliers on different platforms such as Alibaba, AbayaWholesale, Instagram-based manufacturers in Dubai, Turkey, or Pakistan or local garment hubs (if you want control over quality).
Pro Tip: Before finalising, ask for samples, check delivery timelines, and clarify return policies.
Abayas are more than just clothing - they’re a statement of identity, modesty, and style. Your brand should reflect a clear personality. Think about:
a. Brand name and logo
b. Colour palette and font style
c. Packaging (modest, elegant, reusable)
d. Story: Why did you start this business?
Customers remember brands that resonate emotionally. Let your brand speak to their values.
Your selling method shapes how customers find and interact with your abayas. Consider experimenting with different methods:
a. Wholesale: Sell large quantities to boutiques or other online sellers.
b. Retail: Sell directly to customers via your own website or physical events.
c. Manufacturing: If you have the capacity, offer custom-made abayas under your label.
d. E-commerce: Focus on online platforms like Riwaya, Etsy, or your own store.
Combining these methods ensures you cater to various customer types and revenue streams. For instance, you can retail on your site, wholesale to modest fashion stores, and dropship internationally.
Depending on where you're based, business registration is important for building trust and accessing payment gateways.
In the UK, for example, you can register as a sole trader or limited company through gov.uk. Also consider:
a. Getting a business bank account
b. Registering for taxes
c. Buying business insurance (especially for shipping & returns)
Even if you're starting small, setting up professionally helps you grow smoothly.
You don’t need a big budget to launch an abaya brand. Many successful businesses begin with a lean approach, like taking pre-orders. Once the business gains traction, consider funding options to help scale.
You can explore:
a. Small business grants (check local government or women-led business initiatives)
b. Islamic microfinance or crowdfunding
c. Friends and family support
d. Reinvesting early profits
If you’re on a tight budget, start lean with pre-orders or dropshipping models.
Your website is your digital storefront, so it should be easy to use and visually appealing. Platforms like Riwaya (free to join for the First month), Shopify (from £25/month), and WordPress with WooCommerce (hosting + plugin costs from £10–£30/month) are great options to get started.
You may also need to budget for a domain name (£10–£20/year), a theme or template (free or paid), and basic branding assets like logos or product photos. Your site should include:
a. Clean product images and size guides
b. Clear categories (e.g., casual, occasion wear, new arrivals)
c. Easy checkout and secure payment options
d. About page and contact details
e. Customer reviews/testimonials
If you prefer not to manage everything yourself, e-commerce marketplaces offer a plug-and-play model, letting you skip the tech setup and start selling right away. Choosing the right platform can amplify your brand reach. Let’s look into a few options:
a. Etsy: Great for handmade, customisable abayas. Offers a wide audience but is competitive and fee-heavy.
b. Amazon: Trusted, high-volume platform, but harder to stand out without a big budget.
c. Folksy (UK-only): Niche market, limited audience, but good for artisans.
d. Riwaya: A standout platform that specifically caters to Muslim audiences and Islamic products. Unlike Etsy or Amazon, Riwaya aligns with the values of your target audience, offers a dedicated space for modest fashion, and supports sellers with branding, SEO, and curated collections.
Since its launch in 2021, Riwaya has seen a large increase in sales year on year, helping sellers make thousands of pounds every month.
If you’re launching an abaya brand rooted in Islamic values, Riwaya offers built-in trust, loyal shoppers, no hidden fees, only 5% commission, and a growing Muslim customer base, making it a strategic first Islamic marketplace to join.
Learn more about how Riwaya can help you grow your business here!
This is where many great businesses fail: they don’t invest enough in marketing. To stand out in a competitive modest fashion market, you need to be intentional and consistent with your promotion strategies. Here are the details:
a. Start by utilising visual platforms like Instagram and Pinterest to share styling tips, customer reviews, and behind-the-scenes glimpses of your collection. These platforms thrive on aesthetics, making them perfect for showcasing the elegance of your abayas.
b. On TikTok, focus on short-form content such as how-to-wear videos, fabric closeups, and quick styling transformations to connect with a younger, trend-conscious audience.
c. Don’t underestimate the power of email marketing! Build a list early and engage your subscribers with exclusive discounts, pre-order alerts, and seasonal launches like Eid collections.
d. Collaborating with modest fashion influencers can also help you reach a wider audience; consider partnering with them for product reviews or giveaways to build trust and visibility.
Pro Tip: Use seasonal campaigns (like Ramadan, Eid, or Hajj) to create urgency and boost sales.
Starting an Abaya business online is a rewarding venture, especially with the rising global interest in modest fashion. With the right research, quality products, branding, and consistent marketing, your abaya label can become a household name in the modest fashion world.
Platforms like Riwaya can help you connect with your target audience and present your designs effectively. Embrace the journey of entrepreneurship in the abaya industry and realise your potential in this growing market.
Are you ready to turn your passion for Abayas into a thriving online business? Riwaya is here to support you at every stage of your journey. As a seller on Riwaya, you’ll benefit from a platform that understands the modest fashion market.
With 1000s of monthly visitors and 100s of sellers onboard, you can connect directly with a huge market of Muslim customers. Apart from this, our behind-the-scenes team handles everything from SEO to marketing worth £1000s, so you could focus on what you do best: selling your amazing products!
Still not Sure! Join Riwayafa for the first month free and watch your business grow.
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