About Nooraï
At Nooraï, we believe that fashion should never be a compromise between personal style and one's values. Our mission is to redefine the contemporary wardrobe by offering pieces that seamlessly blend sophistication, comfort, and modesty.
Our Story & Vision
Nooraï was founded in Dubai by Ines Ben Hmedou, a Tunisian couture designer with over 30 years of professional experience in the fashion industry. After training with master artisans in Tunis and building expertise in draping, structured tailoring, and luxury textile sourcing, Ines brought her savoir-faire to the UAE — where she identified a clear gap: modest fashion that is both genuinely luxurious and designed for the realities of Gulf life.
The abaya sits at the heart of the Nooraï identity — not as a constraint, but as a canvas. Every collection is a dialogue between two design traditions: the refined, hand-finished tailoring of North African couture and the clean, fluid silhouettes of contemporary Emirati fashion. Pieces are available in sizes S–XL (garment lengths 137–152 cm) and ship free across the UAE within 3–4 business days.
What Defines Us
Every Nooraï garment begins with fabric selection. Ines personally sources each textile, drawing on three decades of hands-on knowledge of how materials behave in the Gulf climate:
- Structured crepe — medium-weight, breathable above 35 °C, holds a clean silhouette without a lining. Used in our core abaya and kimono range.
- Matte nida — lightweight, opaque, and fluid. The most popular choice for everyday abayas in the UAE because it resists heat and recovers its shape after a full day of wear.
- Fluid chiffon — sheer outer layer finished over an opaque lining. Used for layered kimonos and occasion pieces where drape and movement matter more than structure.
- Cotton-linen blend — reserved exclusively for the Hajj & Umrah collection. Chosen for breathability, packability, and comfort across long hours of wear in Mecca's climate.
Our collections stand on three essential pillars:
- Refined Sets: Coordinated two-piece creations in matching nida or crepe — designed for a polished look with no styling effort required.
- The Art of the Abaya & Kimono: Open-front abayas and kimono cardigans in premium crepe and chiffon, cut using Tunisian draping techniques adapted for the contemporary Gulf wardrobe. Priced from AED 350.
- Uncompromising Quality: Every textile is hand-assessed for drape, opacity, and durability before entering production. Embellishments — crystals, pearls, fringe — are individually attached by hand or precision machine-embroidered.
Why Choose Nooraï?
Nooraï offers free standard delivery across the UAE (3–4 business days), with express 1–2 day delivery available. International shipping covers the GCC and worldwide. Every order is returnable within 14 days of delivery, unworn, in original packaging.
Payment is accepted via Visa and Mastercard (Stripe), with buy-now-pay-later available through Tabby (4 interest-free instalments). The full collection — 17 pieces across abayas, kimonos, cardigans, and the Hajj & Umrah range — is priced between AED 150 and AED 480.
“Fashion is an expression of self, and modesty is one of its most elegant forms.”
Meet the Founder
Ines Ben Hmedou
Founder & Creative Director, Nooraï
Ines Ben Hmedou began her fashion career in Tunisia, training alongside master artisans in Tunis where she developed expertise in draping, structured tailoring, and luxury textile sourcing — disciplines that define North African haute couture. Over more than 30 years working in the industry, she built a deep technical knowledge of how fabrics — silk organza, structured crepe, matte nida, fluid chiffon — behave across different climates, occasions, and body types.
After relocating to Dubai, Ines identified a gap in the UAE market: modest fashion that is genuinely luxurious, not merely modest clothing with a premium price tag. She founded Nooraï to bridge that gap — bringing Tunisian couture technique into the contemporary Emirati wardrobe. Every Nooraï abaya and kimono is designed by Ines personally, from initial sketch to final fabric approval.
The brand's Hajj & Umrah collection — cotton-linen garments designed specifically for pilgrimage conditions — reflects the same philosophy: technical knowledge applied to real-world need. Ines supervises each collection to ensure that every piece meets the brand's standard: quiet elegance, fabric integrity, and respect for the women who wear them.