The Story Behind BY AB

For over three decades, our family has dedicated itself to modest fashion.

What began as a small family business eventually grew into Abayas Boutique, welcoming customers from across the UK and around the world. Along the way, we have watched generations of women shop with us. We have seen customers return for Eid year after year, prepare for Umrah, celebrate graduations, attend family gatherings and mark some of life’s most important milestones.

And over time, we noticed something… Many of the women who first came to us looking for an everyday abaya were now searching for something entirely different. They were getting married. Attending weddings. Shopping for engagement parties, nikahs and special occasions. They weren’t looking for a wardrobe staple. They were searching for the piece they would remember years later. The outfit they would wear in photographs they would keep forever. The design that made them feel extraordinary.

It became clear that these moments deserved a dedicated space of their own.

And so, BY AB was born.

BY AB was created to explore a different side of modest fashion. One centred around occasionwear, celebration and statement dressing. A place where we could experiment with more dramatic silhouettes, luxurious fabrics and elevated details whilst remaining true to the modest values that have always shaped our designs.

It was never about abandoning what made Abayas Boutique successful. Quite the opposite. It was about building upon that foundation and creating something that reflected where both our customers and our brand were heading. Where Abayas Boutique became known for timeless modestwear, BY AB allowed us to embrace the excitement of occasion dressing. Bridal pieces. Wedding guest collections. Elevated designs created for life’s most memorable moments.

In many ways, BY AB represents the natural next chapter of a story that began many years ago.

As we continue to grow, our vision remains unchanged. We want to create beautiful modest clothing that women feel genuinely excited to wear. Pieces that become part of their memories. Designs that mark important moments in their lives.

BY AB was created for those moments.

And this is only the beginning.

Bismillah ♥