The then Universiti Teknologi MARA student was often asked where she bought her fashionable clothing as well as her shawls that she donned at campus.
After entering the corporate world, Sa’adiah focused on her work at an audit firm and subsequently a television provider while selling shawls on a part time basis via various online platforms. Sa’adiah and Saiful, back then, only had each other to run the business which specialises in Muslimah wear such as jubah, baju kurung, tops, pants as well as shawls, that takes inspiration from fashion design and styles from Central Asian countries.
In order to keep up with the fast moving fashion trends and to give their customers the latest designs, Saiful and Sa'adiah fly to Guangzhou in China thrice annually where they source for fabrics such as cotton linen, cotton, polymix as well as nylon.