"Le Voile reflects a contemporary Arab Muslim woman wishing to follow the latest in fashion trends, while at the same time expressing her own individuality without abandoning her traditional roots and personality.”
As a girl growing up in Jeddah, Nihad Bakhrebah had dreams of a career in arts and design. She was fond of painting, designing and was particularly interested in fashion design during her pre-teens. Her design skills for abayas were first noticed during a charity bazaar when she was a university student. Her eccentric designs were well received, prompting her to start a business designing abayas. It was through a close friend that Nihad found the inspiration and motivation, as well as the training and guidance that she needed, to take her designing skills up another level. This was a business after all, and not just a university fashion design course.
Since her first abaya design some years ago, Nihad has never looked back. In fact, she has become one of the Kingdom’s most preferred designers, noted for her flair and elegant work. When asked why she only designs abayas, she answered, “Every person must identify a certain area of business and focus on it. In doing so, one increases opportunities for developing an in-depth knowledge of that business or what is called core competence. Knowing a great deal about your area of business leads to greater opportunities for creative and production excellence. Working in a range of areas, I personally believe leads to misdirected efforts, low quality products and a loss of distinctiveness.”
Nihad chose Le Voile to be the brand name because it gives the products “an international appeal and catches the attention of consumers.”
Le Voile designs provide fashion conscious women the sophisticated, yet trendy look they want for their abayas. Nihad also makes sure that the brand will be perceived by its clients as providing exceptional value for money. “Le Voile reflects a contemporary Arab Muslim woman wishing to follow the latest in fashion trends, whilst at the same time expressing her own individuality, without abandoning her traditional roots and personality. The woman who wears Le Voile makes a statement about her personality and her taste, and at the same time, indicates her acceptance of the modern era in which she lives, while maintaining her originality and traditions,” says the young designer.
Nihad beams when she recalls how her shop has grown from a small one in Jeddah to one that has clients all over the GCC. She attributes this to the quality of work put into the design as well as the value it provides to customers. She says, “I care a great deal about the craftsmanship and the skills of workers and I personally supervise all phases in the manufacturing to ensure that the final product is of superior quality.” The young Saudi designer holds annual fashion shows in order to showcase her collections. She has also organized fashion shows in Dubai and Qatar and she is preparing for her first one in Kuwait. The Ahmed Hasan Fitaihi Company, a jewellery manufacturer and dealer who owns two department stores in the Kingdom, is currently collaborating with Nihad in incorporating gems into her abaya designs. In choosing a partner, Nihad said it was important to be working with someone known for honesty and trustworthiness. “I knew, from my father, that Sheikh Hassan Fitaihi was a person of good character. He was the leader of jewelers in Jeddah. I share many values with his company such as providing products of high quality, distinctive designs and reasonable prices.”
Nihad said the challenge ahead is for her to continue to innovate and to keep pace with modern trends and ensure that her clients will be satisfied with her work. “I take great pleasure and pride in my work, that I will leave no stone unturned to ensure I myself am happy with my product, so I can confidently offer it to my clients,” she explained.