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When it comes to launching your own business, whatever industry that may be in, there’s no concrete roadmap; everyone’s journey is different.
For Sanah Arshad, her path to launching SANAA was shaped by years of experience across merchandising, procurement, and operations – culminating in a ready-to-wear label that reflects everything she couldn’t find on the market.
Just recently launched in the UAE, SANAA offers contemporary womenswear with editorial sensibility and everyday function, designed for women who refuse to choose between style and modesty.
In this latest edition of the GRAZIA career edit, Sanah discusses building from scratch, the entrepreneurial energy of Dubai, and how she went from finance graduate to fashion founder.
My current role is…
SA: Creative Director and Founder of SANAA, a contemporary modest wear brand that blends thoughtful design with everyday functionality.
When I was younger, I wanted to be…
SA: I was always drawn to roles where I could create and organise – initially imagining myself in business or management. I didn’t know then that it would translate into building my own brand, combining creativity with strategy.
My favourite subject at school was…
SA: Business Studies. I loved learning how businesses operate, make decisions, and solve problems. It taught me to think strategically, plan ahead, and approach challenges with a practical mindset – skills I still use today.
My first job was…
SA: A sales associate at a fashion store (a UK denim brand). It was my first taste of independence and responsibility, and an introduction to retail.
My career path so far has been…
SA: I studied Accounting and Finance at university (Heriot-Watt University, Edinburgh) and began my career in this field, but soon realised my passion lay closer to the creative and merchandising side of fashion. I moved to London to work for the Aradia Group HQ in merchandising for bags, purses, and casual jersey – a role I loved, working alongside buyers and understanding products from every angle.
I then transitioned into procurement roles before taking a career break to focus on my family. Once in the UAE, I stepped into operational roles with Aldar Estates and Aldar Education, overseeing finance, marketing, and service providers. These experiences gave me a broader perspective on business operations and inspired me to take the leap of faith in launching SANAA.
The role the UAE has played in my career is…
SA: The UAE has become home, and its entrepreneurial spirit and strong sense of community have been incredibly inspiring. The culture encourages ambition and creativity, making the decision to launch SANAA feel natural and empowering. Being in a space where innovation and initiative are celebrated has shaped both my approach to business and my confidence in leading a brand.
The story of SANAA is…
SA: SANAA envisions a modern, modest wear landscape where design integrity leads. Each piece is carefully crafted with attention to construction, proportion, and fabric behaviour, ensuring durability, comfort, and versatility.
We focus on slow fashion and responsible production, creating garments designed to last and resonate with women who value thoughtful design and sustainability. SANAA bridges editorial sensibility with everyday function, appealing to women who value structure, quality, and longevity.
I was inspired to enter the fashion space because…
SA: I wanted to create a space for women like me – who love fashion but don’t want to compromise on style. Modern modesty deserves thoughtful, contemporary expression.
My daily routine consists of…
SA: My days balance family and SANAA. Mornings are often spent supporting my children with home learning, while I manage emails, designs, and production updates on my laptop. Afternoons include sports, activities, and a few weekly visits to Dubai to oversee production, ensure quality, and meet the team – keeping the creative vision aligned with the final product. I also make time each day to review progress and plan next steps, keeping strategy and creativity in sync. One area I’m working on is carving out more time for myself — to rest, recharge, and take care of all the things mothers tend to neglect.
My role as Founder entails…
SA: Guiding the creative vision, leading product development, overseeing operations, and ensuring every aspect of the brand reflects our commitment to thoughtful design, quality, and longevity. I balance creativity with strategy, from concept sketches to production checks and business growth decisions.
The biggest hurdle I’ve experienced in my career…
SA: Taking the leap to leave a stable career and launch SANAA in uncertain times. Moving from corporate structures to building everything from scratch tested my resilience, creativity and ability to adapt.
The biggest milestone I’ve achieved is…
SA: Bringing SANAA to life and going live despite uncertainty – creating a brand that embodies my vision for modern, modest fashion.
A quote I live by is…
SA: Whatever is meant for us will never pass us – a belief rooted in my faith.
What I hope for 2026 is…
SA: What I hope for in 2026 is good health and balance for my family, a sense of calm in our lives, and continued growth for SANAA – creating pieces that resonate with women globally.
