Fashion is more than just style; it is a reflection of resilience, craftsmanship, and personal transformation. Many brands are born from a desire to create, but some emerge from a deeper purpose—to empower, inspire, and tell a story through every stitch. Asma Darwish, an Emirati entrepreneur, and a visionary leader, has dipped her feet in the world of fashion with the creation of Elif’s UAE.
Elif’s UAE is a brand crafted by a woman for women, offering a collection that seamlessly outshines elegance with a touch of modern versatility.
However, before stepping into the fashion world, Asma built a reputation for her ability to transform spaces into functional environments. As a Co-founder of Koncepts Decor, she leads a team of 15 professionals and three partners, specializing in complete home renovations, swimming pools, and landscaping.
“Sometimes, the smallest gestures spark the biggest transformations. At one of my lowest points, I received a gift—something simple, yet it reignited a fire within me,” she remarked as she recalled her beginnings in the fashion world.
“It reminded me of my love for fashion, for craftsmanship, for the stories woven into every stitch. Rather than letting that moment define me, I chose to turn it into something powerful. That’s how my fashion journey began—not just as a creative pursuit, but as a mission to uplift talented women, the unsung heroes who provide for their families. Fashion, to me, is more than design—it’s resilience, empowerment, and a celebration of the hands that bring beauty to life,” she explained.
While many budding entrepreneurs re-consider their decisions before kicking off projects, Asma recalled, “The government’s support made it easier and more affordable for me to start my journey as an Emirati entrepreneur by providing access to an e-commerce license.”
Adding, “The process was smooth, and even when I faced minor challenges, they went above and beyond to assist me. At the beginning, I didn’t require government funding, but as my business grew and I entered negotiations with a major retailer, I turned to a government entity that actively supports Emirati entrepreneurs, especially women. Now, I am preparing all the necessary documents and a detailed business plan to take my business to the next level.”
Darwish dived deeper into exploring trends that will shape the fashion industry this Ramadan 2025 in the UAE: “For Ramadan, I’ve created a collection that blends tradition with modern elegance. Alongside timeless abayas and kaftans, I’ve designed vibrant dresses and statement jackets—bold, colorful pieces that stand out and celebrate individuality.”
Every design is crafted with high-quality fabrics and thoughtful details, ensuring both style and comfort for the season.
“My brand is more than just fashion; it’s about craftsmanship, creativity, and empowering talented women who support their families. When UAE consumers choose my brand, they’re embracing originality, quality, and a meaningful purpose behind every piece,” she noted.
Do businesses really scale during the festive times? Asma revealed that she has been experiencing exciting growth and that there’s been a strong demand for her abayas and kaftans, which has pushed her and her team to work harder to finalize the rest of the collection.
Lastly, designers are always staying updated with sustainability trends, as the internet suggests, as it is a key factor to consider in any domain.
“For me, sustainability is more than a trend—it’s a commitment. My brand embraces timeless designs, ethical sourcing, and quality craftsmanship to create pieces that last. By supporting skilled female artisans, we’re weaving sustainability into every stitch, empowering both fashion and the women behind it,” Asma concluded.
