Meet The Chic Founder Behind This Modest Fashion Brand

Tell us a bit about your background…

In 2013, I was a Global Fellow with Acumen, a non-profit focused on changing the way the world tackles poverty. As part of the fellowship, I spent a year in India working with one of the organisation’s investee companies. That same year, the Rana Plaza garment factory in Bangladesh collapsed, killing more than 1,100 people. It was a wake up call. Here I was leaving everything behind to create a positive impact, while something as simple as the shirt on my back could be linked to exploitation somewhere else in the world. It did not make sense to me. That led me to look more deeply into how clothing is made. The more I learned about supply chains and production, the more I realised how disconnected fashion had become from the people and craftsmanship behind it. I felt there had to be a better way to create, one that respected both people and the environment. 

How and when was Abadia founded?

I didn’t set out to start a fashion brand. I felt a need to create something that didn’t exist at the time: a luxury house that was deeply rooted in our region’s craftsmanship and stories that also spoke to a global audience. That was in 2016. Today, the original vision remains very much the same. Abadia was founded on the belief that our craftsmanship, heritage and perspective deserved a place within the global luxury conversation. Over time, the brand has evolved but the values of intention, longevity and emotional permanence remain at the centre of everything we create. 

Were there any early experiences that gave you the confidence to go out on your own?

It was probably my own curiosity and understanding of what I wanted to create that gave me the confidence I needed. Being exposed to different cultures and ways of thinking made me realise there was a space for a brand like Abadia. An important moment was when I realised how much traditional craftsmanship was at risk of disappearing. These crafts are far more than techniques; they carry stories, knowledge and cultural memory passed down through generations, yet many of them are becoming increasingly difficult to sustain. I felt a responsibility to create a platform that could help preserve and celebrate this craftsmanship in a contemporary way. That became the foundation of Abadia.

How do you balance creativity with the commercial side of things?

I do not see them as opposing forces. A successful brand needs both. The key is ensuring that commercial decisions never dilute the identity of the brand. Everything should still feel true to the world we are creating. 

What’s one mistake you made that taught you something valuable?

Trying to do everything myself in the early days. When you're building something you care deeply about, it's natural to want to have your hands on every detail. But I quickly realised that growth depends on trusting others and bringing talented people into the journey. Learning to build a team wasn't just about delegation, it was about creating a shared vision and empowering others to contribute to it. The business became stronger, more creative, and far more scalable once I stopped trying to do everything alone.

How important has social media been in building the brand?

It has been an important tool in allowing us to tell our story and reach a global audience. For a brand like Abadia, it has created a space to share not only the clothing but the craftsmanship, values and people behind it. It is a visual platform, so it allows us to communicate our aesthetic and world but it is also an important way to build a community and create dialogue with customers around the world.

What do you think customers are really responding to right now?

People are searching for meaning. They are drawn to brands with a clear perspective and a story that feels genuine. In a world of constant consumption, there is a growing appreciation for pieces that have emotional permanence.