ON —Saida Ali— Salam Fashion

A Note on Keeping Modesty Fashionable

Forsome, the path to entrepreneurship is a firm resolve from an early age. For others, business ownership is an eventual landing pad after thoroughly exploring numerous career options. Although Saida Ali participated in her high school entrepreneurship academy, she did not know that it would play such a big part in her life. Graduating from the University of Toronto with majors in sociology and English, her work history included stints with the Government and in the finance industry. Shaped by her mixed Somali-Kenyan heritage and Islamic faith, her interest in ‘modest fashion’ followed throughout her life. As a consumer, her struggle to find affordable, accessible, and fashionable modest clothing, spurred the birth of Salam Fashion.

Operating an online-business front, Saida took the feedback of her community and other Hijabi women. She worked directly with designers to deliver this niche aesthetic. This strategy helped eliminate the need to alter clothing from mainstream retailers to meet her modesty bar while remaining trendy. “The number one misconception is that if you are Hijabi, everything you wear has to be boring. You’re expected to fade into the background, and there is the idea that there is nothing fashionable about covering up. There is a misconception that any modest fashion is a form of oppression and we did not have a choice,” says Saida. Her brand experiments with vibrant colours, prints, and fabrics with varying levels of breathability to give Hijabi women fashionable options.

Developing the right business acumen is necessary for success. Crafting the right marketing strategy for Salam Fashion has consumed much of Saida’s energy. “Being the face of my brand has developed my public speaking skills.” shares Saida. She admits that in the earlier stages of her business, she would shy away from interview opportunities, feeling more comfortable working in the background. “People want to know the person behind the brand; I believe so much in the brand, so I have to back up what I am selling.” Saida explains further that for many small businesses, if no one knows about you, then you’re non-existent; having a strong marketing plan is essential. It may be humbling to admit that you don’t know everything; however, Saida encourages entrepreneurs to tap into the talents of others who are professionally trained/educated in business skills that they may lack. Even when outsourcing work, Saida says, “You have to remain engaged every step of the way. You can’t delegate and walk away from it.”

Business ownership is often complicated by the demands of family life, particularly for mothers. Saida, however, creates balance by folding her daughters into her work. Her eldest daughter is hands-on; however she cautiously carves time on weekends only for her family. “There are sacrifices to be made, but you realize it is a long-term investment. You must know when to pull back but understand that the business needs your attention to flourish.” This is where legacy building begins - Saida hopes to pass this business to her daughters. More importantly, she hopes her efforts as a young Black Muslim woman set a firm example of resilience for her daughters. She hopes her tenacity and willingness to push through without complaint will encourage her girls to pursue their passions fervently.

“It’s only a failure if you don’t get back up,” Saida shares. To the young woman contemplating taking an entrepreneurial leap, she adds, “If you really want it, it is possible. Knowledge is at our fingertips, so whatever roadblocks you think there are, there are support and resources out there. There is nothing like being your own boss as a Black person - to know this is mine, I have worked hard for it, and I have something to pass to my children.”