Faisa Sh Mohamed
Faisa Sh Mohamed is the Co-Founder and CEO of Nuura Collection, a modest fashion brand she launched in 2021 to address the lack of stylish, affordable options for Muslim women in the United States. Inspired by her own experience navigating limited and often expensive modest clothing choices, she set out to create a brand that offers on-trend abayas, dresses, and hijabs without compromising accessibility. What began as a passion project during college quickly evolved into a growing business, and in 2024, she transitioned to leading Nuura Collection full-time, driving its expansion and impact.
With a background in English Literature from the University of Washington, Faisa brings a strong foundation in storytelling and consumer insight to her work. She approaches branding with intention, positioning Nuura Collection as a relatable and empowering presence—like a “big sister” to her audience. By deeply understanding her customers and building authentic connections, she has cultivated a loyal and engaged community. Her brand’s growing influence has been recognized through features on Hulu’s Ramy and in The Zoe Report, highlighting its relevance at the intersection of fashion, culture, and identity.
Beyond business growth, Faisa is committed to representation, community, and giving back. She actively supports charitable initiatives, including providing Eid clothing to underserved communities, and is passionate about creating space for women of color in the fashion industry. As a young entrepreneur, she oversees every aspect of her brand—from product development to marketing and customer experience—while staying grounded in her mission: to empower women through accessible fashion and meaningful connection.
• University of Washington
Bachelor of English Literature | Minor in Education, Learning & Society
• Bellevue College
• Regular donations to Haro Somalia for orphans
What do you attribute your success to?
I attribute my success to my community and seeing the real need that exists. There just weren't many options in mainstream fashion and retail stores for women like me, so that was a huge motivation to start something and bring all the on-trend abayas from the Middle East and London, along with modest dresses in different styles. My personal experiences as a woman who dresses modestly really drove me. Just hearing people express the need, and experiencing it myself, kept me going. Having meaningful reasons beyond just sales and followers is what really keeps me motivated and consistent.
What advice would you give to young women entering your industry?
I would tell them to just start and be consistent. You can plan and plan and plan, but you only really learn as you go, because I learned as I went. I never got a degree in business or really thought of going into business until I actually just started. That first big step of getting your feet in there is so important. Being consistent is crucial too, because I've been doing this for 5 years and there have been moments where I just wanted to stop or got frustrated. But having a reason why you're doing it besides the sales and following, having meaningful reasons, is what keeps me going.
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges is the lack of accessible and affordable modest fashion options in the U.S., especially for women of color. At the same time, that gap presents a major opportunity. There is a real need for brands that prioritize representation while offering on-trend, affordable pieces, and I see a lot of potential in continuing to meet that demand in a meaningful way.
What values are most important to you in your work and personal life?
The values that guide me are representation, empowerment, and accessibility. I believe in creating spaces and products that make people feel seen and valued, while also staying connected to the community I serve. Listening, understanding, and showing up for others are at the core of everything I do.
Locations
Nuura Collection
Tukwila, WA 98168