Ruki’s story is one of courage, creativity, and bold decisions. From a young girl who loved drawing fashion sketches to a lawyer turned luxury fashion designer, she has carved a unique path in the world of modest fashion. Today, Ruki is the founder of Hues of Haya, a luxury abaya and couture dress brand that is redefining modest fashion with its elegant, statement-making designs.
A Creative Childhood Sparked a Dream
Creativity was always at the heart of Ruki’s childhood. She loved drawing and sketching outfits, imagining new fashion designs for hours on end. When she was 13, her creativity soared to new heights after receiving a Wacom Cintiq tablet, an expensive digital drawing tool that opened countless doors for her to explore art and fashion design. She remembers those early days fondly. She would design dresses and outfits without really knowing where it would take her. Along with her fashion passion, she was fascinated by making videos, pretending to vlog and share her day on YouTube. Despite her early interest in content creation, becoming an influencer or a fashion designer seemed like far-off dreams.
Choosing Law but Feeling Burnt Out
As she grew older, Ruki’s focus shifted toward academics and a more traditional career. She enrolled in Pre-Law and began working as a legal researcher and writer. She was good at crafting arguments, public speaking, and analyzing cases. The law seemed like the logical path, and for a while, she believed it was her calling. But the long hours and stressful workload took a toll. Working nine hours a day, from eight in the morning to six at night, drained her completely. During this exhausting time, Ruki quietly rekindled her creative spirit by making outfit videos on social media. Slowly but surely, her followers grew to 50,000 by 2023.
Inspiration Strikes in Dubai – A Bold Leap
Everything changed during a trip to Dubai, where Ruki was inspired by the stunning abayas she saw everywhere. A spark ignited. She thought, why not start her own fashion line? Without a clear roadmap but fueled by determination, she made a life-changing decision. She quit her full-time job, dropped out of law school, and dove headfirst into fashion design. Her growing social media following helped pave the way. The more followers she gained, the more her videos went viral. Her audience watched closely as she transitioned from law to fashion entrepreneur, motivating her to push harder and become the best version of herself.
Launching Hues of Haya – The Beginning
With some savings and an empty second bedroom, Ruki launched her luxury fashion brand, Hues of Haya. It wasn’t easy; there were mistakes, late nights, and plenty of stress. But her first collection was a smashing success. She sold out in two weeks. One unforgettable moment was spotting a woman in a coffee shop wearing one of her designs without the woman knowing she was standing next to the creator herself. Ruki recognized every rhinestone and bead on that abaya. This moment affirmed she was on the right path.
Social Media – Building a Community
Ruki’s social media presence blossomed, with her TikTok and Instagram followers climbing past 100,000. On Instagram, where she goes by @ruki.codes, she shares a carefully curated blend of fashion, lifestyle, behind-the-scenes design work, and travel vlogs. Her feed showcases her abaya collections, studio clips, elegant aesthetics, and honest updates about her entrepreneurial journey. Her audience cherishes her authenticity, and their support motivates her every single day.
Growing a Brand While Managing Challenges
Managing a business from Canada while her team is based in Dubai comes with hurdles. Delays in fabric deliveries, production issues, and design changes are constant challenges. But Ruki remains determined and hands-on.
The Toughest Test – Manufacturing Setbacks
The biggest challenge came when she tried to expand her manufacturing. She hired a second manufacturer to speed up production, only to face disappointment. They promised to finish in one month but disappeared for four. When the samples finally arrived, they were full of mistakes and used lower-quality fabrics. Worse, the finished products didn’t match the marketed designs. Ruki was deeply disheartened. She now must fly to Dubai to retrieve the stock and can finally launch soon. This marks the start of a new chapter — one built on hard work, resilience, and a strong comeback.
Creating Fashion That Makes a Statement
For Ruki, Hues of Haya is more than a brand; it is a statement. Her motto is simple but powerful: make a statement at your next event. She designs pieces for women who want to stand out, not blend in. Her luxury couture collection offers innovative, unique designs that break away from trends. Her customers are not meant to look like every other girl in the room. They are the IT girls, the ones everyone notices.
Looking Forward – Ambitions and Advice
Ruki’s dream is to become a popular designer with women worldwide eager to own a piece of Hues of Haya. She is also focused on building her personal brand beyond being just an influencer, aiming to be recognized as a true designer with real talent. To her younger self, and to anyone chasing big dreams, she offers this advice: don’t hesitate. Go for what you want. Deep down, she knew law was not her path; creating was.
Lessons Learned – Patience and Letting Go
Running a fashion business on her own means juggling multiple roles, from designer to CEO, marketer to content creator. She struggled to let go of control because she needed things to be perfect. But she has learned that patience and delegation are key. It is better to trust professionals and not try to do everything herself. This mindset shift has helped her business run more smoothly.
The Impact She Wants to Make
At its core, Ruki wants to change how people see modest fashion. It is not boring. Her designs celebrate modesty and beauty, empowering women to feel confident and elegant. Staying true to this vision is her greatest motivation. She hopes to always remember the original story of Hues of Haya.
Final Thoughts
From a creative child with a tablet to a lawyer turned luxury fashion designer, Ruki’s journey is inspiring proof that it is never too late to follow your passion. With determination, resilience, and a growing community of supporters, she is making her dream come true, one stunning abaya at a time.
Do follow her on Instagram
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