Since launching in 2013, we were originally known as AWRA HIJABS, which then became AWRA in 2019 as part of our major rebrand.
However, when re-naming the company to just AWRA, we experienced a backlash of outrage and hate speech from some online users, which we found increased as the company grew. AWRA was offensive for some and upsetting for us to witness their reactions.
We were named AWRA because we are specialists in large-sized hijabs. Hijabs that are designed to easily cover the 'awrah.' From a business perspective, our brand name worked because customers (and potential customers) knew exactly what our brand stood for, just by our name... and we knew it worked because when our models hijab was not styled properly or exposed the neck area in photography, we would receive comments on our social media accounts like 'How can you be called AWRA and your hijabs are not even covering her properly??'
In the Arabic language, AWRA or awrah (when properly written), translates to English as nakedness or private parts, literally. Whether it is an accurate translation to the English language or not, we're not here to argue it. It was offensive to some and it caught our attention enough to take note.
As a brand, it's never our intention to offend. We're here to to design hijabs that cover properly.
As the founder and designer here at HĀNM, I felt a change was due and I felt that strongly. I knew in my heart it was the right thing to do.
With the new brand name came a new opportunity to introduce my own background and identity to the company I had spent over 10 years nurturing and growing. I am mixed race; Turkish Cypriot and Pakistani. I wanted to take the opportunity to introduce part of my own personal identity when selecting a new brand name, which paved the way to introduce my Turkish-Cypriot heritage after the passing of my beloved grandmother in December, 2023. I wanted it to be in her honour. She loved the term Hanim.
I felt the term 'Hanim' was very fitting, and I had chosen the name with the help of my mother in less than 30 minutes. We batted names back at each other in the hope of finally arriving at a Turkish term I was happy with. As a brand that designs for Muslim women, I felt it suited perfectly. Of course, I wanted it edgy with my creative background, so Hanim became HĀNM. It's beautiful and respectful.
We hate waste here at HĀNM, so you may find our current designs are still tagged with our AWRA label, which will slowly be replaced with our new HĀNM label as we introduce new designs and restocks. Thank you for your patience in advance as our stock slowly merges to our new brand name.
It's the end of an era for AWRA, but myself and the team welcome the new changes. I actually like it a lot better, as I feel it suits the brand it has grown into today. AWRA was the little baby/young girl I had spent 11 years nurturing until she grew into HĀNM - the woman (lady) she has become.
2024. The year of new beginnings for us.
Insha'Allah.
Nurjan X
Founder & CEO