Sisters Maryam and Sarah Fizel Accelerate Global Fashion with Muse, Their Bedroom-based Abaya Brand

Dubai, UAE – The Dubai-based label Muse has quickly captured global attention, evolving from humble beginnings in a family home. Founded by sisters Maryam and Sarah Fizel, the brand’s headquarters began as a spare room, whose dining table served as the boardroom, while the sisters’ creative process drew inspiration from their childhood play, using fabric swatches.

The Birth of Muse

Founded in 2021, Muse emerged from a personal desire for modern, elegant abayas that better reflected the sisters’ individual styles. Maryam expressed dissatisfaction with existing modest fashion options, stating, “We were looking for abayas that were modern, elegant, and truly reflected our personal style, but we couldn’t find them.” The sisters embarked on a creative journey, initially crafting pieces for themselves. Their prototypes quickly garnered interest, leading Sarah to note that “the response from friends and family was immediate. They all wanted one. That’s when we knew we were onto something.”

Rapid Success and Global Reach

The sisters’ instinct to share their designs resonated on social media, with Instagram reels highlighting their unique prints reaching a global audience. Sarah recalled a transformational moment: “One day we were packing orders on the living room floor, and the next, our notifications were exploding with orders from the US, the UK, Australia.” Their following surged to over 90,000 in a very short time, and their Dubai home became a bustling hub of activity. Each garment was packed with care, reflecting the sisters’ commitment to quality.

Complementary Strengths

Maryam, the older sister and a mathematician, handles the logistics and operational aspects of the brand. In contrast, Sarah focuses on the creative vision, drawing from her background in psychology. Maryam described their partnership as a balancing act: “We balance each other out – she’s more creative, I’m more logical.” Each sister’s strengths complement the other, creating a dynamic that drives Muse’s success.

Navigating Motherhood and Business

Motherhood has added another layer to the sisters’ partnership. With Maryam caring for her two daughters and Sarah for her one, their professional lives are intertwined with their family responsibilities. Business meetings often take place with toddlers nearby. Sarah noted that “motherhood stripped away the luxury of time,” pushing the sisters to make deliberate, intentional decisions in their business, as the demands of maintaining a viral label became increasingly challenging.

Authenticity in a Digital Age

In an era defined by polished imagery, Muse’s rise has been anchored in authenticity. Sarah adopts a candid approach to social media, opting to showcase not only the polished final products but also the “messy, beautiful reality” of their journey, including late-night work sessions and unexpected challenges. This openness has fostered a strong connection with their audience, who have become more than customers—they are a support network.

A Distinctive Aesthetic

Muse’s collections feature bold prints and thoughtfully coordinated sets, seamlessly blending modern elegance with modesty. The designs resonate with women seeking to express their individuality through fashion without compromising their values. The sisters have turned their Instagram presence into a vibrant platform for women’s fashion discovery.

Commitment to Social Responsibility

The ethos of Muse is deeply rooted in empathy and social responsibility. A portion of the proceeds from every collection is dedicated to supporting orphans and humanitarian efforts. Maryam and Sarah emphasize that this is not merely a marketing tactic but the foundation of their brand. As they expressed, their commitment to giving back fuels their persistence in the face of challenges.

Future Aspirations

Looking forward, the sisters plan to expand their brand to include modest dresses, co-ords, and perfumes. However, the core principles of Muse—slow, thoughtful growth and a commitment to authenticity—will remain unchanged. They aspire to create a brand that exemplifies a different way of building—one that emphasizes community and purpose over fleeting trends.

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