Showcase of modest fashion

Fakru Radzi (left) and Jedan at Jameela Street in SACC Mall, Shah Alam. The ‘fashion circle’ is located at Level 2 and 3 of the mall.

JAMEELA Street in SACC Mall, Shah Alam, a one-stop shopping destination for Muslim clothing, is currently making waves with much fanfare.

In fact, since its soft launch last year, the mall has opened a new dimension in Muslim fashion.

Elegant upscale Muslimah boutiques offer numerous items – stylish abaya from Dubai, long coats, cardigans, denim jackets, hijab, shawls, tulle skirts, exquisitely designed garments by local designers and accessories.

The idea of creating Jameela Street was mooted by PKNS Real Estate Sdn Bhd chief executive officer Fakru Radzi Ab Ghani who envisioned a “fashion circle” to enhance the image of the mall’s Levels 2 and 3.

The “shopping in the garden” theme gives Jameela Street a touch of grandeur as it is like taking a walk in the park while browsing through the shopping arcade.

“Jameela Street is our pilot project, an initiative by PKNS to showcase the diversity of Muslims through fashion.

“We made a few makeovers to the building, changed the tenant mix by bringing in Sushi King, Ayamas, Jom Bali and Baskin Robbins.

“This new image has made SACC Mall more appealing to the demographic,” said Fakru Radzi, 41, formerly with CIMB Investment Bank and Real Estate Investment Trust (REIT).

He said, the aim was to elevate the image of local Muslimah fashion vendors in line with Selangor government’s agenda to make Shah Alam, a World Muslim Fashion City.

And this is only the first step. It is also part of the company’s corporate social responsibility to support the ecosystem and incubate good retailers.

The concept of small booths and micro retailing has opened up new opportunities for startups.

New vendors do not need huge funds or have renovate to start off their business.

They just have to pay a deposit and follow the programme.

Their monthly progress will be reviewed by fashion consultant/designer Jedan Shahidan who is also Jameela Street founder.

Jedan was appointed to train, coach and monitor the vendors’ progress.

“Jameela means beautiful in Arabic, so everything about the place and products have to be beautiful.

“The vendors have to fulfil certain criteria and their products have to be unique, appealing and set high standards.

“We will monitor and advise them how to excel.

“If they don’t make the mark, we will terminate their service.

“But if their performance is good, we will offer them to take over existing shops in the mall,” said Jedan who has been in the fashion line for more than 20 years.

There are currently 23 Jameela Street vendors including Kamoora, Ziana Zain’s World, Chanting Creation, Jemari Aida, Tina K, Iddyqa, Ziyy Zeeta, Farabelle, Rekka, Casa De Estilista, House of Zaza, Wafa’s Closet, Maryam Signature, Jannah, Bellanorman Adreanarose, Anis Al Idrus, Hijrah Couture, Balqees and Tinta Batik.

The positioning and new facelift of SAAC Mall has attracted many fashion divas to shop at Jameela Street.

The management has also embarked on various projects to promote Jameela Street vendors such as “Pencarian Wajah Jameela” (In Search of Jameela).

Jedan plans to do a grand sale for Jameela Street vendors soon.

“Jameela Street is a great place for designer divas, shoppers or those who are interested in Muslimah fashion.

“It’s a shopping haven and will give you a dose of the Muslimah fashion and what’s latest in store.

“The place is already the talk of town and hopefully will be a household brand soon,” said Jedan.

Since it is a winning concept, Fakru Radzi plans to introduce the same concept in other malls such as Jelatek Mall (Ampang), Evo Mall (Bangi) and Selayang Mall.

“There are big plans to spruce up the area surrounding the mall such as widening the pedestrian walkway, creating a huge space for bike paths for Shah Alam residents, a new facelift of PKNS Complex and the ‘Black Box’ Art Studio which is currently being built on the second floor of SACC Mall.

“We hope to transform the Black Box into a hub for arts, culture, music and other forms of cultural performance.

“You can also rent the Black Box place, which has an F&B and exhibition area, and could take in more than 200 people, for your social activities,” said Fakru Radzi.