Aya’s Munira Al Kadi On Trend-Driven Modest Fashion

Launching and scaling a tech startup is a prominent endeavor, particularly in the competitive realm of e-commerce. Amid this fast-paced environment, a new player has emerged with a fresh perspective on fashion and technology.

Meet KSA-based Aya, co-founded by Munira Al Kadi and Abdulrahman Al Ammar, a startup that is redefining how modest fashion is discovered, produced, and sold. The company has set out to revolutionize the modest fashion industry by unifying its fragmented landscape into a single, trend-driven discovery platform.

But what sets Aya apart from other modest fashion marketplaces? Al Kadi starts by pointing to how the platform is leveraging artificial intelligence (AI) to identify emerging trends and respond to them. “Aya is the first trend-driven marketplace for modest fashion,” Al Kadi tells Inc. Arabia.

“We bring together a constantly evolving selection of modest wear in one place. What makes this possible is our AI-driven trend prediction and on-demand production model. Our technology analyzes cultural modesty trends, identifies what’s gaining momentum, and matches these insights with the best manufacturers to produce only what’s in demand. By combining on-demand production, direct factory partnerships, and tech-enabled discovery, Aya delivers a fast, affordable, and trend-first shopping experience that no other modest fashion player has achieved.”

It’s safe to say that it is this ethos that allowed Aya to secure US$1.6 million in seed funding this March, in a round led by Saudi Arabia-based Khwarizmi Ventures, with participation from other KSA-based investors including Raed Ventures, Joa Capital, FENA Holdings, Turki Alrajhi, and several angels. Now, for other regional entrepreneurs seeking to build e-commerce platforms with unique selling propositions like that of Aya’s, Al Kadi had the following three pointers to share with her fellow founders:

1. Leverage Technology For Scale

“Whether it’s AI, automation, or data analytics, integrating technology into your operations makes your business more scalable, efficient, and defensible. Investors are drawn to companies that use tech not just as a tool, but as a core differentiator.”

2. Show Measurable Traction

“Even with a great idea, you need solid metrics to prove demand. Focus on demonstrating strong customer retention, high conversion rates, and operational efficiency. If you can show that your model is working— and improving over time—you’ll gain investor confidence.”

3. Be Selective About Your Investors

“Investors are everywhere, but not all capital is good capital. Who you bring on board will shape your company’s future. Look for investors who understand your vision, add strategic value, and align with your long-term goals.”

Pictured in the lead image is Aya's co-founder Munira Al Kadi. Image courtesy Aya.