All for women empowerment


Suri receiving her Outstanding Achievement award for Female Entrepreneur of the year in the up to RM25mil tier. — FAIHAN GHANI/The Star

Hegira’s CEO seeks to inspire more women entrepreneurs

IN the dynamic realm of fashion and lifestyle, few narratives resonate as powerfully as that of Suri Daman and her brainchild, Hegira.

Recently honoured with the Outstanding Achievement award as the Female Entrepreneur of the Year at The Star Outstanding Business Awards (SOBA) in the up to RM25mil tier, Suri’s transition from corporate America to Malaysia’s thriving modest fashion industry stands as a testament to her unwavering passion, entrepreneurial flair and dedication to empowering women.

Her journey began in Boston, Massachusetts, where she embarked on her corporate path after completing her studies in Biology and Economics.

Submerged in the fast-paced world of software and product development during the dot-com boom era, she honed her technological prowess and championed a human-centred design approach.

Suri: ‘Each venture has been a transformative learning experience, shaping my approach, refining my strategies, and fuelling my passion for innovation and growth.’Suri: ‘Each venture has been a transformative learning experience, shaping my approach, refining my strategies, and fuelling my passion for innovation and growth.’

Balancing the diverse demands of global clients, she led a talented team of developers based in Bengaluru (previously, Bangalore), India, delivering innovative solutions that served prestigious educational institutions like Harvard University and the University of Arizona.

But her return to Malaysia after 13 transformative years abroad sparked her entrepreneurial zeal and laid the foundation for innovative ventures.

Recognising the untapped potential of the modest Muslimah fashion industry, Suri shifted her focus and co-founded several successful brands before launching Hegira, her most ambitious and impactful venture to date, a joint-venture with Siti Khadijah.

Inspired by Prophet Muhammad’s historic Hijrah from Mecca to Medina, it encapsulates the essence of transition, transformation for the better and new beginnings.

Rooted in a deep-seated belief in the pivotal role of women in shaping households, communities, and nations, Hegira’s mission extends beyond fashion.

By empowering women with products that simplify and enrich their daily lives, the brand aims to catalyse positive changes at every level of society.

Hegira encapsulates the essence of transition, transformation for the better and new beginnings.Hegira encapsulates the essence of transition, transformation for the better and new beginnings.

Initially carving a niche in the hijab market, Hegira plans to evolve into a comprehensive lifestyle brand, offering a diverse range of products designed to simplify and elevate women’s daily lives.

Committed to research and development, Suri and her dynamic team continually push the boundaries of innovation within the hijab category and beyond. Hegira’s expanding retail footprint is a testament to its growing popularity and consumer appeal.

Since its modest inception in 2019, Hegira has grown exponentially, now boasting five vibrant retail stores across Malaysia including at the IOI City Mall, Sogo KL, Aeon Shah Alam, Aeon Kota Baru and Bandar Baru Uda Johor Baru.

Hegira aims to reach greater heights with plans to open five more stores by end 2024, offering immersive spaces to customers.

It has adeptly leveraged digital platforms, including popular marketplaces and its own e-commerce website, to reach a broader audience and capitalise on the digital transformation reshaping the retail landscape.

The brand’s remarkable growth trajectory, marked by triple-digit growth year after year since its inception in 2018, underscores its strong market position and enduring consumer loyalty across Malaysia, Brunei, Singapore and the Philippines.

The brand exemplifies Suri’s commitment to creating impactful opportunities and effecting positive change at a grassroots level with an all-local workforce comprising over 92% women that includes single mothers and the underserved communities.

For more information, visit http://hegirahijab.com/

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