The Story of Abayas Boutique: From Manchester to the World

Among the neon lights, cafés, shisha lounges, and busy takeaways of Manchester’s famous Curry Mile stands a tiny boutique with a remarkably global footprint. Abayas Boutique — now known and loved by modest-fashion customers around the world — sits quietly on a corner of Grandale Street. It may look unassuming from the outside, but inside lives a story that spans decades, continents, and a family’s unwavering dedication to purposeful fashion.

Today, their customers come from Saudi Arabia, New Zealand, South Africa, Australia, and countless other parts of the world. But the heart of the brand — and its extraordinary rise — can be traced back to the mid-1990s, inside the living room of a young couple rediscovering their faith.

Where It All Began: A Need No One Was Solving

The story starts with Shahida.

In the 90s, modest clothing options in the UK were extremely limited. The abayas available were thin, simple, often imported, and not built for the cold, rainy British climate. “There was nowhere to turn for simple, functional yet stylish abayas that could withstand the harsh UK winters,” she explained in her interview with Manchester Evening News.

She needed something warm, practical, beautifully cut — something that combined fashion-house tailoring with modest wear, without compromising her faith. 

And the only person who could bring that vision to life was her husband, Altaf.

Before Abayas Boutique: Altaf’s Career in High Fashion

Long before designing modest wear, Altaf was already an established name in the local fashion scene.

In the early 90s, he ran a boutique called Black and White, famous among performers, musicians, and actors who wanted “something unique” to wear. That reputation led him to create stage pieces for icons like:

• Michael Jackson’s dancers
• Prince
• Lisa Stansfield, who wore one of his outfits on Top of the Pops
• Numerous Manchester performers and TV personalities

Customers came not just for the garments, but for Altaf’s sharp eye, craftsmanship, and ability to design bold, memorable pieces.

Yet, despite this success, something deeper was shifting.

A Turning Point: Faith, Purpose, and a New Direction

By the mid-90s, both Altaf and Shahida were reconnecting with their Islamic faith. Showbiz glamour no longer held the same appeal.

With this renewed purpose, Altaf closed his fashion store — and the couple began working from home. Their sewing machines, fabrics, and creative energy were redirected into designing modern, functional, elegant abayas that Muslim women actually needed.

“At first, it was just a handful of friends placing orders. But word spread,” Shahida said.
Soon, they had waiting lists, growing demand, and a customer base built entirely through trust and word-of-mouth.

What began in a living room had quietly become the blueprint for a future global brand.

2009: Moving Online and Leading the Digital Shift

By 2009, the business had grown so rapidly that the couple took a bold step: they moved online.

At a time when most modest-wear brands had not even considered e-commerce, Abayas Boutique embraced it early, giving them a powerful head start.

Online growth led to wider exposure, new markets, and an influx of international customers. It also solidified their status as a design-led, quality-focused, contemporary modest-fashion house.

Back to the High Street — and Straight Into the Heart of Manchester

As demand continued to rise, Abayas Boutique opened a physical store in Cheetham Hill, near the AO Arena. But when footfall proved too low for the brand’s growing audience, they made another strategic move:

They relocated to Wilmslow Road — Manchester’s busiest, most multicultural high street.

For almost a decade, the Curry Mile location has been a landmark for modest-fashion lovers, offering a home where customers can feel seen, understood, and beautifully dressed.

A Family Legacy: The Next Generation Steps In

Today, while Altaf and Shahida remain deeply involved, the brand has entered its next era under the leadership of their daughter Ammatullah.

She manages the brand’s digital presence, oversees content, engages with the global community, and brings fresh creative energy to the business.

Her efforts across Instagram, TikTok, and digital storytelling have helped Abayas Boutique remain a mainstay in the now-mainstream modest-fashion industry.

“We’ve come a long way,” she said. “But we’re just getting started. Modest fashion isn’t niche anymore — it’s everywhere. We’re leading the charge, creating styles that empower women to feel confident, beautiful, and modest all at once.”

A Philosophy That Has Never Changed

From the 90s until now, Abayas Boutique has stayed true to a few core principles:

Quality First

Pieces designed to last — not fast fashion.

Timeless, Elegant Designs

Styles that honour faith while celebrating individuality.

Practicality and Purpose

Pockets, warm linings, weather-friendly fabrics — all inspired by real women’s needs.

Inclusivity Beyond Religion

“We make beautiful dresses that can be worn by anybody,” Altaf told M.E.N.
And their customers truly reflect that diversity.

From a Living Room Idea to a Global Modest-Fashion Icon

Today, Abayas Boutique stands among the most respected modest-wear brands in the world — not because of size, but because of heart.

• A store on the iconic Curry Mile
• Customers across multiple continents
• A strong digital presence
• A brand heritage rooted in creativity and Islamic values
• A new generation ready to carry it forward

What started with a simple question — “Why is no one making modest clothing for UK women?” — became a brand that inspires women across the world to dress beautifully, confidently, and modestly.

This is the journey of Abayas Boutique. And like the founders’ daughter said — They’re only just getting started.