2024 in Review: thowby’s Year of Growth, Connection, and Timeless Elegance
As 2024 comes to a close, we at thowby find ourselves looking back with pride on a year full of meaningful achievements, groundbreaking collaborations, and heartfelt reflections. This past year, our vision of becoming a community-centred business was re-energized once more — with every milestone and moment reminding us of why we started this journey: to create timeless, high-quality abayas that resonate with women from all walks of life.
The journey this year was filled with moments that deepened our connection to our community and expanded our reach in ways we could have only dreamed of. 2024 began on a high note with new aspirations, new goals, new collections — and the sacred month of Ramadan, which set a purposeful tone for the rest of the year with a sense of community, gratitude, and tradition. Our Special Jalabiya Collection captured the essence of the holy month, blending tradition and modernity in a way that resonated deeply with our customers and their celebrations.
This year, we also showed up for love and connection with our ‘Come February’ event that beautifully showcased how abayas can make a powerful personal statement across occasions. From Valentine’s Day celebrations to the festivities of Eid, from formal work settings to summer escapes — our designs proved once again that versatility can seamlessly co-exist with elegance and modesty.
Each collection and event became a celebration of individuality, allowing our customers to express themselves with confidence and grace, no matter the occasion.
One of the biggest highlights of the year was the opening of our new boutique and atelier at Al Hanaa Center in Dubai, marking the fulfillment of a 7-year dream: creating a multi-functional space that unites a showroom, boutique, and atelier under one roof. Located in a prime shopping destination, this launch not only elevated thowby’s presence in the fashion industry but also strengthened our connection with clients. The boutique embodied our commitment to offering an exceptional retail experience, blending online and offline journeys, and providing a personalized touch through dedicated client care and customization services.
2024 was also a year of major collaborations and endless inspiration. thowby graced the global stage during The Studio’s Fashion Show — a collaboration that highlighted our commitment to elevating modest fashion while championing the creativity of local designers.
Beyond the runway, we embarked on meaningful partnerships with renowned discount programs such as Esaad, Fazaa, and Homat Al Watan played a pivotal role in enhancing accessibility, offering exclusive benefits to cardholders that rewarded their loyalty and trust. By aligning with these community-focused initiatives, we ensured that more women could embrace the elegance and versatility of thowby designs while enjoying the rewards of their memberships. In addition to these discount programs, thowby introduced Tabby and Cashew, innovative payment gateway solutions that made the Thowby experience even more attainable.
We also partnered with Dubai Immigration during Eid Al-Adha, celebrating culture and community in a way that truly aligned with our values. Other moments, like our special showcase at the Blue Lounge, Mirdif 35 Mall brought together timeless thowby craftsmanship and contemporary aesthetics, underscoring our ability to evolve while staying true to our roots.
Together, these initiatives symbolized more than just transactions — they reflected our core value of inclusivity. Whether it was a first-time customer discovering the elegance of a thowby abaya or a loyal client expanding her collection, these partnerships and payment solutions made it easier for every woman to access the elegance of our modest fashion designs.
At the heart of our journey stood the Signature Abaya, the design that marked the beginning of thowby 7 years ago. Today, that very abaya continues to shape our vision and inspire every step forward. It is a reminder of how a single, well-crafted concept can thrive when anchored in authenticity and aligned with the evolving needs of our clientele.
This year, we expanded upon the original concept by introducing collections that showcased the versatility and adaptability of our designs. From our high-quality Work Abayas to the thoughtfully curated Travel Lookbook, our offerings reflected the evolving needs of modern women while staying true to the principles of modesty and style. Each collection allowed us to explore new horizons — from creating co-ord sets for everyday functionality to crafting celebratory abayas perfect for weddings and special occasions.
These designs proved that simplicity and versatility are not only fundamental but transformative, redefining modest fashion for the dynamic lifestyles of our clients. With every collection, we remained committed to delivering designs that honor tradition while embracing modernity. From carefully selecting luxurious fabrics to ensuring the finest craftsmanship, each abaya continued to carry the same promise of quality that thowby was built on.
The My First Abaya Series also reinforced our purpose in 2024, as we celebrated the emotional journeys of customers purchasing their first signature abayas. These heartfelt stories reminded us of the deep connections our designs create and the pride we feel in being part of such meaningful moments.
As the year drew to a close, one of thowby’s most cherished milestones was the launch of our UAE National Day Abaya 2024 collection. This final offering of the year was not just a celebration of fashion but a heartfelt tribute to the spirit of unity, pride, and heritage that National Day represents. It felt fitting to end such a momentous year with a collection that honored a deeply significant occasion for the UAE and its people. This collection was more than just a beautiful addition to the thowby journey — it was a meaningful way to wrap up a year full of growth and connection.
Every step of this journey was guided by our unwavering commitment to being a community-centered business. From fulfilling custom orders to empowering our team, we have strived to make thowby a brand that truly cares.
As we look forward to 2025, we are filled with gratitude for the milestones achieved and the community that has been our pillar of strength. With new collections, exciting collaborations, and fresh initiatives on the horizon, we are ready to embrace the future while staying true to the heart of thowby: timeless fashion that connects, inspires, and empowers.
Here’s to another exciting year of growth, creativity, and endless possibilities — and fashion, of course!
