ABOUT THE DESIGNER
As representing of ELRANIA, Annuur Nadiaa designer and a CEO of the company has been started the fashion business on 2010 and rebranding from RANIA into ELRANIA on 2015. The brand focuses on a modest, stylish yet elegant ready-to-wear. We commit to be creative, innovative, and original. After experiencing the trend and hype of ready-to-wear modest fashion, ELRANIA shifted their focus to creating trends for Syar’i Muslim ready to wear, and came up with variety design of KHIMAR.
Back then Syar’i Muslim wear was a niche and unvaried due to the few selections of brands and styles on the market. As myself as the owner was started to wear Syar’i as my daily wardrobe, we decided that we should try and focus more in designing and producing Muslim wear in this category specializing in KHIMAR.
In Malaysia this kind of niche is quite new to Muslim woman here, it’s quite challenging for us to bring this image and makes it acceptable in the society. After all we think we make it through the whole journey until now our demand is still higher than before and we are trying to penetrate the global marketplace soon. Insha’Allah.
We are continually, consistently designing new Khimar for at least twice a month so our customer will always have a good choice and they will be happy as they got a lot to choose. We also give a privilege to our regulars and they will be on the top list to review our new collection before we sell to the mainstream market.
This is my patience and it’s a legacy of my late grandmother. She was a prayer veil seamstress. I make Khimar is a form of new type of prayer veil which is we can easily perform prayers in everywhere. Our vision and mission is clear enough to be the trendsetter in Malaysia’s sharia design.
Keep on going. Never give up. There’s always a way to achieve what we want. It is not an easy journey but it is worth a try.
