Visual Arts + Creativity


Welcome to my blog... a platform for all things fashion, creativity and female empowerment. 

Here at Brimah + John I have two main beliefs "No-one can dictate you, to you" and "aspire for progress not perfection". 

“This is a space where voices are heard and it turns out, I’m really good at listening”


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In The Hot Seat With Ferooza of @Parduh

Here at Brimah and John, we have numerous inspirations! One of which are fabulous women, with a passion and a drive to do what they love and what makes them happy. These women are forging a path for themselves in their chosen fields and are an inspiration to us all. So what we like to do, is sit them down in the hot seat, shine a spot light on them... and get to know them a little better.

This summer I had the pleasure of shooting a look for another brand in Dubai. Styled and directed by myself *toots horn*. Ferooza of 'Parduh' was an absolute darling, professional, friendly and always happy to help. Y'know when you already want to buy everything, then the owner is so loveable you want to buy it all again twice... Yup thats Ferooza!

Tell us a bit about Parduh the brand, how it all started and the concept behind it...

Bismillah ir-Rahman ir-Rahim.

I started the Brand in 2014. It was the year I decided it was finally time to leave the world of Retail Management to do what I wanted to do. And that was to design and make clothes which were affordable and modest. I was always at a loss to find long sleeve maxi dresses within an affordable price range. I loved fashion and would always look at things and think if only it had sleeves or if only it was longer, so one day I just decided to quit my day job and start designing. And here I am today!


Where did the name Parduh come from, how did you come up with it?

Well the name Parduh was actual chosen by my older sister. We were all brain storming as to what we should called the brand, Parduh in Urdu means to cover or veil so we chose to go with this name as it fit perfectly in what I was trying to achieve. So Alhamdulillah Parduh was born!


What is your background? What were you doing before Parduh?

I was a Retail Manager for 8.5 years where I learnt a lot about the business and am today able to incorporate all my learning’s into my own business


How has you journey been? Challenges and highlights?

There have been many struggles along the way but Alhamdulillah I got through them. From creating my first design to then getting it out there for people to see and purchase. It has been a tough road but with the help of my loved ones and by the grace of Allah I have got to where I am today.

I have had so many highlights since I started from being part of my first photo-shoot with the wonderful sister Halima from Wwags who advised and guided me, to having my clothes shown in the catwalk shows I’ve been part of. It’s been fantastic year Alhamdulillah.


Looking back is there anything you'd do differently?

I don't think I would do anything differently as I believe I have come a long way in such a short space of time and everything happens for a reason with the grace of Allah. Everything is prewritten.


How would you describe your daily routine?



Typical day at Parduh would be me logging in and checking all customer correspondence. Nothing is more important to me than my customers. A lot of businesses forget nowadays that customers are very important, I aim to build a business with repeat custom not just one time buys so getting 100% customer satisfaction is really important to me. Once they have all been done then all my orders get sent out, I will check social media maybe upload some images on Instagram and work on making new designs….. That’s about it on a typical day.


How do you unwind from a particularly difficult day?

If I’ve had a particular difficult day I will sometimes have a good cry and then turn to Allah and prayer, nothing is more powerful than prayer and In Sha Allah things get made easier. My Husband is my rock and he often helps me through any difficult issues or decisions I have to make.


What's next for Parduh? What would you say are your short-term and long-term goals?

In Sha Allah we will be taking part in the Muslim Lifestlye Expo here in the UK. So we are looking forward to that. In the next five years In Sha Allah we aim to open our Flagship Store but we have a long road to go until then and In Sha Allah it is made easy for us.


Who would you say is/are your biggest motivators?

I am my biggest motivator, I have always wanted a business of my own and it was the right time to start. When you have put your own money and time into something there is no turning back, the investment is too large for me not to be motivated.  And Alhumdollilah I find the strength day in day out to make Parduh a success.


Let's talk a little about the woman behind the brand, share with us a short bio/description of yourself

lol about me? Well I am a simple person I think! Family orientated, I love the small things in life, its important to appreciated everything Allah has bestowed upon us. I tend to take every day as it comes and live in the moment.




How would you describe your personal style?

My own style is quite reserved I think. I like keeping things simple and not to flamboyant. When I was younger I was into my bright colours but now its more neutral tones.


What's your hijab story? How did you start wearing it?

Alhamdulillah I started wearing the hijab when I was 14. A dear uncle passed away and that is when I chose to start wearing it. Initially it was very tough as me and my sister were the only ones in the whole school to wear it but we were strong and got through the jibes. It is a part of me and who I am. As the saying goes hijab is my crown.


if you weren't in fashion, what would you be doing?

I think if I didn't decide to take this step I would of continued in  Retail Management.


If you could only keep three things from your wardrobe what would you pick?

Oooh that's a tough one! I couldn't possibly choose!


Who's your style crush?

To be honest I don't have a style crush, I like bits of outfits but no one in particular.


What's one thing you can't go a day without?

I think its my phone….lol




Tell us about something you've always wanted to do, but haven't yet?

My sisters recently jumped out of a plane to parachute I would love to do it but my hubby is not having it! Haha I have to try and convince him!


Describe your dream getaway?

Maldives or Anywhere with my hubby he is my soul mate, when were together its always a dream getaway


What are your favourite books/films?

I’m not really big on reading but I love my action movies


What's your biggest pet peeve?

I hate it when someone lies, I just can’t stand it.


If you could go shopping in anyone's wardrobe, who's would it be?

Oooh that's a tough one! I don't know


You've gone a week without your phone, laptop, or any other interpersonal contact, what's the first thing you do when you get them back?

Check my phone lol


What's one thing you know now that you wish younger you knew?

That things happen for a reason and Allah has prewritten everything.


Any advice for all the women out there carving their paths in life?

Follow your dreams, I waited a long time to follow mine and I sometimes fear I’m passed it! The older you get the tougher it gets so jump in and if you fail at least you have time to do something else!

And lastly our favourite Brimah and John question,You've got £250 to spend at what pieces do you buy?

Lace Grey Skirt

Grey Brocade Skirt

Assallamu Alaikum

I definitely agree with Ferooza with regards to following your dreams, the longer you wait, the harder it gets! Be sure to have a gander of Ferooza's stuff over at or click here for their instagram! I also by coincidence shot another of Ferooza's pieces a few weeks ago, so look out for those pics! Loved shooting this look, and loved working with Parduh just as much, looking forward to bigger and better from the Parduh team.