Online Muslimah fashion boutique opens shop

Dk Hjh Nurul Huslina Pg Matahir, founder of Aura Rich by Ummu Iman Collections, decided to venture beyond the online space as numerous customers wanted to see the products in person before making a purchase.
“The trend has changed. People used to prefer making purchases online when I first started out (in 2013). But now, customers are more careful and want to try out products first,” she said.
The store, located in Kiarong, opened its doors to the public last Sunday.
The boutique sells instant scarves, long dresses and the best selling prayer-ready scarves.
As the Muslimah fashion trend has grown in the recent years, Dk Hjh Nurul has had to deal with increasing competition from online stores and this is also why she decided to establish a physical presence.
“The competition is still there because a lot of locals are also opening up boutiques. But I’m thankful for the loyal customers who have been very supportive,” she said.
Aura Rich carries Malaysian fashion brands and is also Brunei’s sole distributor for Aura Lab – a premium Malaysian brand of health and beauty products which use daun Bidara (lote leaves).
She first decided to bring in Aura Lab as its shower gel helped to heal her eczema.
She said Aura Lab products are priced higher than most mainstream brands, but this has not deterred consumers from buying Aura Lab products.
“Bruneians like to try new stuff and now I notice that people are leaning towards more natural products. Although the local market is quite small, my agents and I are able to sell up to 2,000 bottles per month,” she said.
Dk Hjh Nurul is also planning to come out with her own line of scarves and beauty products. While the shop is doing well selling other brands, she believes it’s important to make in-house labels to sustain the business.
“The goal is to have my own line and that’s the only way to stay (competitive) because more people are also designing their own products, especially Muslimah wear,” she said.