MWP SPOTLIGHT: AYA SHILLEH
Aya Shilleh, Founder of Diamante Scarves
I didn’t get to tune into MWP’s Instagram Live with Aya Shilleh, Founder of Diamante Scarves, as I had a Zoom meeting for work, but as soon as I got off my call I had dozens of messages in our MWP group chat praising Aya’s interview.. My colleagues praised her for being articulate and business savvy despite being only 23 and starting Diamante Scarves at 18. Reading the words of praise, I was really excited to speak to her for our newsletter.
Excerpts from our interview -
FOR MORE INFORMATION ON DIAMANTE SCARVES, CLICK HERE.
May 26, 2020
Tell us about yourself and your journey in starting Diamante.
My name is Aya Shilleh, I am 23 years old and I am the owner of Diamante Scarves. I started the brand in July 2015. I was fresh out of high school and I had just begun wearing hijab 6 months prior. I had such a hard time finding scarves that were cute, good quality, and affordable. I felt as if it was so inconvenient and hard to find scarves. At the time I felt like there must be other women going through the same struggles as me. Since I was 14, I’ve always enjoyed making stuff at home and selling it online and I’ve always wanted to have my own business. My now fiancé suggested that I start an online hijab store, [but] I didn’t put much thought behind it and didn’t really envision it being a long term venture. I thought it would be something I did for a few weeks and forget about, just like all the previous things I wanted to pursue. A week after our official launch, I realized that this was something I can see myself doing for a long time.
With so many scarves brands out there, what sets Diamante apart?
What makes us different is that we try to provide every-day scarves meant for daily use rather than occasion-based use. We keep our prices affordable while also delivering quality products. Our goal is not only to sell, but to empower women through hijab. We do our best to know our customers and all of our followers and engage with them as much as we can.
Your motto is By Women, For Women — why was it integral to you to keep Muslim women and your customer as the focus for your brand?
Our motto is By Women, For Women because even though my entire family and many of my friends help me keep my business running, it is primarily run by women. We sell a product made to not only satisfy a need in our community, but also to empower women and we want to make those who wear our scarves feel confident.
What are some of your favorite Muslimah owned businesses?
There’s so many businesses that I want to recognize here! Here’s a few local & Muslimah-owned business that I love:
Khadija Shilleh (my mother!) designs and produces dresses, abayas, capes, and other articles of clothing inspired by traditional Moroccan style. She puts her heart & soul into all of her designs and I’ve witnessed it first-hand. Her vision as a designer is unmatched and inspiring to see.
Palete Events is run by one of my close-friends and a well-known member of the Orange County community, Ayah Shehadeh. Palete Events organizes and plans all kinds of events, from birthday parties to wedding receptions. Decor, invitations, props, and even cheese plates — Ayah can do it all and for very reasonable prices.
Ethereal Thread is a hijab company similar to my own, run by a younger lady much like myself, Anusha. Anusha works hard to deliver a great product. Ethereal threads have a great offering with many creative designs that Anusha has put a lot of effort to bring to her customer-base.
Vela Scarves run by Marwa Atik has some of the most creative and well-designed pieces I’ve seen. I love the creativity and talent she brings to life in her designs. Marwa has put so much time into building her brand and bringing it to where it is now and I have the utmost respect for her and what she’s built.
Hilweyati is an amazing dessert place run by Laila Shehadeh, another extremely hard-working and talented Muslimah. I am so happy to have discovered them. I’ve tried their Tiramisu cups and Knafeh Cupcakes and they are absolutely amazing. Although they are a new company, I can see major growth for them on the horizon.
Mahn Jaan Decorates is a Muslimah cake decorator and makes all types of different desserts. She is super talented when it comes to decorating and has truly made some of the most creative desserts I’ve ever seen. Mahnoor Ahmed started out a few months ago and is already growing so quickly.
I wish all these Muslimahs growth and success in their businesses, InshAllah!
Your business has been around for 5 years.Where do you hope to take it in the next 5 years?
As the new generation of Muslims in America gain more buying power and increase in size, I see many opportunities arising in the Muslim communities of America. With this opportunity, I see growth for Diamante as well as all other businesses that are run by Muslims and businesses that accommodate Muslims in America. I hope that large department stores will start carrying hijabs supplied from companies like Diamante & other brands owned and operated by Muslimahs. Our goal is to empower Muslim women as well as all other women on a larger scale as our communities and influence grow larger. Let’s see what Allah (SWT) has in store for us all!
What is your message to budding Muslimah entrepreneurs?
For those looking to start a business, do research and create a proper business plan! Understand your market and how you can bring value to them. Once you figure that out, be confident and stay committed and consistent. Keep your vision with you at all times. Set your priorities and stick to them. Running a business is not easy and you will face challenges, but it will be worth it if you put in the work and have good intentions. Set goals and give 100% every single day. I’ll say it again, consistency is key. Give your 100% and leave the rest to Allah (SWT).
