How Romanna went on to open London’s first multi-brand modest-fashion store
Online modest-fashion brand Haute Elan has launched its first bricks-and-mortar store in London’s upmarket Chelsea district. Pitching itself as the capital’s “first multi-brand modest-fashion boutique”, the store displays contemporary collections, traditional abayas, hijabs, scarves, and a range of jewellery.
“When our customers come to us, they know we have put thought into our curation and there is a story behind our garments,” said Romanna Bint-Abubaker, founder and CEO of Haute Elan. “We only stock high-quality goods that have ethical origins.”
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Alicia Buller