Alright – so today we’ve got the honor of introducing you to Nora Dabas. We think you’ll enjoy our conversation, we’ve shared it below.

Nora, looking forward to hearing all of your stories today. What’s something you believe that most people in your industry (or in general) disagree with?

In fashion, there’s a belief that since modesty requires covering up and using more fabric, there is a perception of dullness or lack of sophistication that comes with it. However, I’ve long held a different view that modesty is not about the quantity of cloth one wears but about how one embodies elegance, femininity and luxury. Formal designs can be extraordinarily chic while also providing ample coverage. The prevailing notion in the Western world is that covering more skin equates to a loss of style and glamour.
For me, the essence of modest fashion lies in selecting fabrics that exude opulence and using styles that celebrate femininity. I’ve always stood apart from conventional thinking because I design with the conviction that modesty should enhance, not diminish, a sense of luxury and confidence.
Each piece in Dear Modesty is meticulously crafted to showcase refined detailing, luxurious materials, and an overall aesthetic that defies traditional boundaries.
Fashion is a powerful form of self-expression—one that can challenge norms and redefine beauty standards. By showcasing designs that prioritize both modesty and opulence, I aim to inspire others to embrace their uniqueness and appreciate the allure of modest fashion.

Nora, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m an Arab-American with Syrian heritage, and my unique identity draws from both cultures. During my childhood, I possessed a deep passion for illustrating storybooks, particularly focusing on princesses and their enchanting attire. Reflecting on my drawings, I was captivated by intricately detailing princess dresses, and my artwork received positive recognition. Within my heart existed a profound and cherished connection to the artistry of clothing.

As I matured into adulthood, my persona evolved into one characterized by timeless elegance and refinement, while modesty became an integral part of my inner and outer being.

As the landscape of diversity continued to broaden within the United States, the availability of formal dresses that adhered to modest standards remained scarce. This struggle, experienced not only by myself but by every modest wearer, was undeniably real.

In my heart, I recognized the need for change. Thus, I embarked on a transformative journey, rebranding my previous casual clothing line and opening a new sketchbook, dedicated to designing formal pieces. I knew that a vast realm of elegance, sophistication, and flair awaited the modest woman in the Western world. It all begins with my new clothing brand, Dear Modesty, which I’m incredibly passionate about, promising a future where style and modesty intertwine harmoniously.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

One significant piece of advice is to start marketing locally; it’s important to engage with your refined and specific target audience within your city, rather than just broadly online. I initially shared my business with my close friends and family, acquaintances such as friends of friends, my sister’s acquaintances, my mother’s network, and even male relatives who shared news of my new business with their friends’ wives and daughters. Whenever I attend gatherings and engage with acquaintances or new acquaintances, I leverage these opportunities to introduce and discuss my new brand.

Another valuable tip, contrary to the advice we usually get, is to speak about your brand without dominating conversations. Keep your brand messaging concise and impactful when sharing about it, ensuring it’s recognized without being overwhelming or overly promotional. Keep it short, but strategically worded. You are also your brand image!

Additionally, I strategically launched my brand during my sister’s jewelry brand, Awtani’s, anniversary event, which was great to showcase my new collection to attendees already appreciative of other small businesses’ work.
Although my brand is still in its early stages, I knew I was doing something right when I overheard attendees at an engagement party discussing my brand, having been recommended through a Facebook group. This signifies that my marketing efforts are resonating within the community and among potential customers.

This is the first step to bringing awareness to my brand, which is particularly challenging in today’s saturated online landscape.

Can you share a story from your journey that illustrates your resilience?

Just shortly after launching Dear Modesty, just one month in, I traveled across the country, paid for flights, hotel, extra luggage, box shipping, event planner, 2 premium booths, etc. to showcase my new collection at a prominent Islamic convention (MASCON Chicago).
I believe in committing fully and making a strong impact right from the start. At the same time as the event, I collaborated with two social media influencers and allocated a substantial budget towards online ads. Given the fierce competition in the online space, I believe in a comprehensive approach rather than taking incremental steps. Otherwise, organic growth may be slow if you do ads one month, vendor at an event the next month, contact an influencer the 3rd month, etc. It has to happen all at around the same time to catch some attention online.

This took a lot of time, effort and money to plan and execute, and was pretty scary as the clothing brand had just launched, but it was my motivation and goals that drove me to do what I thought was best for Dear Modesty’s debut.

Contact Info:

• Website: https://dearmodesty.com/
• Instagram: https://www.instagram.com/dearmodestyx/
• Facebook: https://www.facebook.com/dearmodesty
• Other: TikTok: https://www.tiktok.com/@dearmodesty Etsy shop: https://www.etsy.com/shop/dearmodesty/?etsrc=sdt