How the AlHajri sisters are reimagining the abaya with Takara

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As co-founders of Takara, sisters Athari, Mariam and Jawaher AlHajri are reshaping perceptions of the abaya. Transforming modest fashion
into a statement of self-expression.

One common misconception is that modest fashion is very limiting and plain,” says Mariam Al Hajri, one of the three sisters behind the Takara brand. “Here, we show that modesty can also be expressive, elegant, and powerful. It’s not about hiding your identity or who you are, it’s about embracing it.”

Founded in 2020 by three sisters; Athari, Mariam and Jawaher AlHajri, Takara was born from a shared vision to reinterpret the abaya, not as a uniform of modesty, but as a statement of individuality and art. Rooted in Emirati culture yet designed for a global audience, their pieces celebrate the beauty of modestwear through refined craftsmanship and timeless luxury.

Takara Abaya

Over time, the abaya has been a symbol of heritage, dignity, and grace and has held deep cultural significance across the Gulf for generations. Traditionally rendered in black, it was once considered a garment of discretion. However, over time, the abaya has developed into a form of fashion in its own right, reflecting the evolution of Arab women as they redefine what it means to dress modestly.

Takara enters this conversation not to rebel against tradition, but to expand its possibilities. “We felt the need to create something that reflected who we are,” says Mariam. “God created the universe with so many shades of colour for us to enjoy, wear, and celebrate, so why should we be confined to one?”

“It’s not about hiding your identity or who you are, it’s about embracing it”

Each of the three sisters embodies a distinct creative energy. Athari, the eldest, is meticulous andstructured, also known as the architect of detail, ensuring that every seam serves both form and function.

Mariam, the stylist, sees beyond the silhouette, focusing on how a woman moves and expresses herself through each piece. Jawaher, the youngest, leads the creative direction and visual storytelling, shaping how Takara is seen and felt in the world.

“We might start with completely different ideas, but we always find a way to meet in the middle,” says Jawaher. “Our differences balance each other, and that harmony is what defines Takara.”

The name itself, Takara, comes from the Japanese word meaning treasure, a word that captures the sisters’ design ethos. Each piece is conceived as something precious, that’s created with purpose. From clean lines and refined tailoring to thoughtful colour palettes, the brand’s aesthetic is modern yet deeply rooted in its cultural sensibility. “Creating something that lasts begins with care and intention,”

Mariam explains. “We want our pieces to stay with women for years, not just in their wardrobes, but in their memories.” For Athari, Mariam and Jawaher, the word treasure also carries a deeply personal meaning, their sisterhood. Mariam adds “ As sisters, our true treasure is our bond, the trust , unity and creativity that connect us. That’s what allows us to create pieces that reflect all of us”

Their design process mirrors this philosophy. Inspiration can come from anywhere. A memory, a fabric’s texture, or even the rhythm of a moment. The sisters sketch, drape, and experiment until the pieces take on a life of their own. Athari’s obsession with detail ensures that every layer, charm, and cut holds meaning.

“Fit matters as much as form,” she affirms. “How it feels is just as important as how it looks.” And while the fashion industry tends to shed its sartorial skin every six months, Takara takes a slower, more deliberate path. Their commitment to timeless design challenges the disposable nature of fast fashion. “We have clients who still wear our pieces from 2020,” says Mariam. “That tells us we’ve created something real, something that lasts not just in fabric, but in emotion.”

Takara Dubai

The brand’s latest collection, Unveiling, perfectly encapsulates this quiet strength. Shot in a Japanese-inspired villa in Bali, the campaign feels like a visual metaphor for the label itself, cross-cultural, contemplative, and beautifully balanced. “The villa reflected our essence,” Jawaher shares. “It was serene, minimalist, and full of intention, just like Takara.” Over time, Takara has cultivated a loyal following of women who see the brand as more than just fashion, it’s an emotional connection. “We love seeing our clients choosing Takara for their meaningful occasions, to be part of those moments and memories is the most rewarding feeling,” says Mariam. Jawaher shares “To us, that’s exactly what we aim for, to create pieces that reflect today’s women – grounded in her heritage, yet confident in the modern world.