BANDAR SERI BEGAWAN – Al Hayaah Enterprise, latest Bruneian Muslimah fashion brand to hit shelves, made its official debut on Thursday.

At a soft launch at its Kiulap store, Al Hayaah, which means “life” in Arabic, debuted its line of silk hijabs, shawls, jewelery and textiles.

“We want our customers to wear items that are effortless and of quality,” said the Maimun Abdullah, founder of the fashion label.

“We are also the second company in the world to develop this soft, breathable and 100 percent silk hijabs into the Brunei market.”

One of Al Hayaah’s hijab collectios: the Habibti collection. Photo: Rafidah Hamit/The Scoop
A shawl from Al Hayaah’s Nur collection. Photo: Rafidah Hamit/The Scoop

Maimum said years of market research and design went into developing the Al Hayaah Hijab collections, which are embellished with glittering Swarovski crystals.

There are currently three collections available: the Signature collection, the Nur collection and the Habibti collection.

Priced at $25, $32 and $35 respectively, customers can have their Al Hayaah hijab customised with different crystals according to their own taste and style, truly making it one of a kind.

Al Hayaah’s three collections: the Signature collection, the Nur collection and the Habibti collection. Photo: Rafidah Hamit/The Scoop
A customer browses the Al Hayaah store in Kiulap while wearing a customised shawl from the Nur collection. Photo: Rafidah Hamit/The Scoop

The brand also unveiled its exclusive collection on Thursday, called the Exclusive Elham 2020 Collection.

This range of hijabs was designed by local designer Sara Khadra Khalidkhan, who used traditional Bruneian motifs such as tenunan with Bunga Simpur and Bunga Pusing. The Elham hijabs are also adorned with Swarovski crystals from the 2020 collection.

“The exclusive piece took six months to complete because of its intricate details, said Maimum. “We want to make sure to produce quality pieces.”

A customer taking a picture of a shawl from Al Hayaah’s Exclusive Elham 2020 collection. Photo: Rafidah Hamit/The Scoop

There are only 100 shawls available in the Exclusive Elham 2020 collection. Customers can choose from 22 colours, including baby blue, black, pastel pink, purple and emerald green.

Maimun added that the Bruneian fashion house plans to expand both domestically and internationally, through e-retailers such as Zalora and weelago.bn.

“We are hoping to reach even more local vendors and platforms in order to reach a wider customer base,” she said.

Al Hayaah Enterprise is located at Block B, first floor, Unit 10 of the Setia Kenangan Complex II. Daily operating hours are from 9am to 9pm.