Mariam Nihal

Saudi Gazette

JEDDAH – It’s eccentric, yet solitary, it’s the sui generis generation of abayas. Orange Blossom is a young fashion brand formed by two sisters Zeina and Yusra Adra. The genetics help, but their passion transcends the incontestable bond to develop and bridge their diverse backgrounds of design and finance to form the fashion brand.



The abayas add a twist to the modern age fashionista, who is foremost a leader and a most competent blossomed soul. Styled in their Orange Blossom abaya, Zeina exudes confidence in an electric blue abaya claiming there is only one right thing to do and that is to step ahead in the right direction. She has combined her efforts with Yusra who manages to anticipate the trending mechanism.



Yusra wears soft pastels and composed pink shades that reveal her charming sanctity and says every abaya deciphers the personality of its buyer. “We usually recommend what color and style best suits our customers. We are honest enough to tell them if they are making the wrong choice,” Zeina said.



She said the name came from the Aphrodisiac Orange Blossoms in her backyard in Lebanon. The sisters told Saudi Gazette they formed the brand after stumbling upon an opportunity to recreate the ordinary abaya to fit a generation that is attracted to life, love, expression, sentiment, comfort, independence and most of all a customized experience.



“Today, Rabya Agriculture & Trading, the current owners of Orange Blossom, turned our hobby into a business opportunity that entered the bustling fashion world. Our vision is to blossom every woman’s closet in the Kingdom with at least one of our fruits (abayas). Our target market is to cater to women of different ages, status and preferences,” Yusra said.



She said that in the Kingdom and Gulf countries, wearing an abaya is a custom, a norm and a consistent staple in our daily outfits. “At Orange Blossom we maintain those traditions but create choices on how comfortable, stylish and colorful an abaya can be to also reflect ones’ individuality.”



Zeina said she envisions the brand to become a staple name and their abayas to become a must accessory or daily wear option for all working women.



“Our USP is that we liberate the abaya choices for women at affordable prices. In the past three years the rate of women in Jeddah entering the workforce witnessed radical growth. We were part of this phase and so in parallel, to portray a professional, comfortable and lively image to our daily routine we created the Blossom abaya,” Yusra added.



The design was inspired by the Westernized image of professional businesswoman; it took the form of a pleated shirt tucked into a long pleated skirt. After the attention it received from friends and their work colleagues the business flourished. The sisters created 5 more categories and 11 subcategories all at affordable prices to encourage the commitment to build and purchase according to women’s expression of daily comfort and routine. They also have huge plans for Umrah and Haj guests. The idea is brilliant. Wait till you see it on the shelves.

The sisters admit this is their first interview but proceed like the uninterrupted blossoming of their striking brand name. Their vision for the brand is for them to become the leading abaya retailers in the region with the image of a homegrown business that caters on a one to one basis with a client to ensure her satisfaction with the product.



You can now customize your Orange Blossom at The Homegrown Market at The Store on Tahliya Street in Jeddah. You can walk in to The Store and find the blueprint to your favorite abaya. You kind of know what you are capable of loving especially when it comes to Orange Blossom. Their brand loyalty springs from their relentless passion to achieve.



“To keep achieving that, we need to drive a few miles. First hire a friendly and professional sales team that will enable us to serve more than one client at a given time. We created a loyalty program that after the fifth abaya purchased within a year you can get the sixth one for free. Also, we collect a sizes database that allows returning clients to place new orders over the phone.”



They told Saudi Gazette, their dream is to create a sustainable business that will be a leading example for the current and forthcoming generation. “When you dream big, don’t expect to fail; ambition, hard work and perseverance will always pay off.”



They disclose the brands they like and seem to have fondness for the local fashion scene including brands like Paraphernalia, Sotra Boutique, Mohammed Ashi, Razan Al Azzouni, Sarahs bag, and all things by Mochi and Kage. Decoding the fashion scene, the sisters said the Middle East is quickly catching up. “We are not trying to brag, Saudis are one of the most fashionable icons in the Gulf and Middle East.”



Their reason explains that most of the current generation is exposed to the West through travel and social media that creates better understanding of current and future needs for fashion. “Some local fashion designers have created products that meet both the West and East and some have mastered it to even penetrate the saturated Western market. Orange Blossom is still an upcoming concept; so far it has received the far more than the expected attention. The concept of building your own abaya fit to your environment has changed the perspective of it being a consistent and resistant outfit to a dynamic one that expresses style, color and individuality.”



Describing the Saudi fashion scene, they named popular socialites like Hala Al Harithy, Dana Malhas, Nouri Kelani, the Abduls sisters, Sama and Haya Abu Khadra. “Not only do they take our fashion attention to the West but brought the West’s attention to our fashion scene. We see an exponential growth in the development of Saudi’s fashion and art scene. A majority of Saudi women have recently entered the business world and social media (Instagram, Facebook, Twitter) has been the main virtual platform to expose their new businesses, professions, skills and fashion without the restrictions that a physical platform might inflict; such as culture, cost and licensing.”



The duo said there are many restrictions that may restrict the fashion scene in Saudi Arabia and strike its difference from the Western scene. “Saudi models are rare in the fashion scene, so that impacts the true image we try to portray. Also Saudi “fashionistas” are then subject to a lot of public criticism if their image conflicts with the culture and expectations of the society. There isn’t a striking difference; both cultures have graduated from the same schools but it is just that they are subject to different rules.”



The sisters believe the fashion scene in Jeddah is truly dynamic. “We have so many fashion designers yet we still have so many opportunities that haven’t been tapped into yet. This is because we are a followers market.”



They quickly realize the stigma attached with trends. “If a designer has made it in a certain style then the market has to follow and imitate or worse, sabotage the success of the designer by pointing out the flaws (if any) rather than support it. We as a society should encourage, embrace and flaunt talents (any kind of talent) and shouldn’t take it as a threat but rather as a drive to create and recreate our individual talent. Yes, we are overflowing with designers but the Middle East and Gulf have different cultures and customs. We should use that as a USP to create and recreate our traditions such that it revives and complements both our (Arab) and their (Western) vision.



Fall in love and lust with their new Greek inspired collection with alluring kogos and electrifying beach wear. Orange Blossom has arrived and it is here to stay. So put aside your differences and give love a chance to blossom.



Orange Blossom’s list of must-haves.



1. Mid Knee skirts, yes the mini skirt is out and finally the classic mid knee skirt is back in. Wear it with a plain white or black t-shirt and you will feel like Carrie Bradshaw.



2. Lace, not only in black and white but also in pastel colors.



3. Classic Stilettos.



4. Aztec prints we can’t get enough of them .



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Instagram: @orangeblossomksa

Email: orangeblossomksa@gmail.com