She designed the first jumpsuit abaya for herself to make her daily activities easier. “With my jumpsuit abaya, I could go jogging everyday, being free and untied. I could run, jump and jog all I want without worrying about my legs being noticeable or visible,” she said. “After a while, people started asking me about my abaya, and that’s when I turned this into a business, designing for different people from conservative, sporty to practical women.”

The brand started in 2008, and so far, Joharji has released three collections. “Every collection reflects a new idea and a new style. I am always inspired by something new, which shows in my designs,” she said. “My last collection was inspired by the Roman and Greek empire. I have always been fascinated by their clothing and styles, so I thought of reproducing them in my collection,” she added. 

Trendy Abayas keeps up with international trends by designing extraordinary abayas with a traditional touch. “I’m not a traditional person, and I always think outside the box. Therefore, my designs are outside the box. I’m also not a follower, so I do things my own way,” said Joharji. “I always try to catch up with the international trends and colors so that I can reflect them in my designs. And, for the fashionistas who like international trends, you will always find the color of the season in my abaya collection.”

Good quality, soft fabrics and extreme designs are what sets Trendy Abayas apart from other Saudi abaya brands. “All my designs are new in the Saudi market, you will always find it unusual when you first see it. It’s something new, trendy and fresh,” said Joharji. “Furthermore, all my designs are flexible, comfortable and presentable for Saudi women. I know that women here are tied up in the abaya, so I thought, why not make her feel happy and jolly wearing it?”

Joharji likes to use natural and breathable fabrics to enable the covered parts of the body to breathe easily. “When I design an abaya, I try, as much as possible, to choose fabrics that suit the designs and that are eco friendly,” she said. “We live in a very hot country, all year around, so I try to work with this weather to design abayas that have cool and breathable fabrics in which women wouldn’t suffocate in.”

“I attend international textile exhibitions to know more about the fabrics and choose the best kinds for my designs. I also import fabrics from Germany and other countries because their materials fit my standards,” said Joharji.

Trendy Abayas offers practical and adaptable abayas for women who walk a lot in their abayas. “My designs are very comfortable for businesswomen, as I design them with pockets to make it easier for them to put their mobiles, wallets and cards in when they need to,” said Joharji. “It’s also easy for mothers to follow their children and carry them when they wear my abayas for they give them flexibility and don’t limit their mobility.”

Joharji seeks perfection in her designs, as she is keen for Saudi women to look presentable both inside and outside the Kingdom. “I like women to look feminine and classy wearing abayas, and that’s why I design abayas that reflect femininity and classiness while still being practical and easy to move in,” she said. “I also designed a collection for women who want to wear abayas when they travel. This look is more like a coat, which I designed to cover the whole body in an elegant style with feminine, soft fabrics.”

Trendy Abayas’ new collection took the designer five months to design, style and tailor. “I offer ten different designs in my new collection, in which I used different colors like gray and navy blue, in addition to black. All my designs are out of the ordinary, and people who have leadership personalities are the ones who will approach them and like them,” she said.