About
I’m Sehrish Sajjad Omer, co-founder of SITR—a brand that began as a shared dream between two friends and sisters in faith, both driven by a desire to live purposefully, stay rooted in deen, and build a meaningful legacy for the akhirah.
SITR was born through countless heartfelt conversations, shared visions, and the encouragement of a dear friend who truly believed in this journey and inspired me to take the first step. While I now continue as the sole owner of SITR, I’ll always be grateful for her role in shaping its beginnings.
THE JOURNEY
It was December 2014 when I made the decision to start wearing the hijab. That same year marked the beginning of a deeper journey—one that broadened my understanding of Islam, and brought me closer to Allah and to His Book.
As I learned more about Islam, my perspective on life began to shift. I started seeing things through a different lens—one guided by purpose and values. Wearing the hijab gave me a sense of confidence I had never experienced before. I came to understand that modesty isn’t just about clothing—it’s about dignity, honor, and self-respect, and that what’s covered is actually protected.
Over time, I fell in love with modest clothing! My wardrobe naturally began to reflect that. I moved away from chasing trends and external validation, and found peace and authenticity in modest fashion. Dressing modestly became more than just a style—it became a part of who I am.
I was born and raised in Pakistan, spent over a decade in the UAE, and in 2019, my family and I moved to Canada. That’s when I began navigating life as a visibly Muslim woman in the Western world for the first time. It brought new challenges, but also a deeper sense of purpose.
MY 'WHY'
Motherhood has always been at the heart of everything I do. For the past 16 years, since becoming a mother, my children have been my greatest motivation. They've continuously inspired me to grow, evolve, and have sparked a desire within me to be the best role model I can be for them.
But along the way, I realized something important: before I could truly guide them, I needed to keep working on myself. To become the best version of who I am—first and foremost for the sake of Allah, and then, naturally, for them.
This desire for growth became even more profound in 2023, when Allah blessed us with a daughter after two sons. Her arrival stirred something deeper in me. I began to reflect: How can I be the kind of role model she needs? How can I help her live her faith confidently in a world filled with noise, distractions, and conflicting values? How can I equip her to stay grounded in her deen while navigating life in the West?
Because the most powerful lessons in life are not just spoken—they’re lived.
That’s when I knew I had to be more intentional, not just inwardly but outwardly too. I wanted my appearance to reflect my values—to be as pleasing to Allah as possible. That’s when I embraced what I call my “abaya era”.
But in doing so, I noticed something was missing. I longed for the elegant, high-quality abayas I had seen in the UAE. I searched for that same standard elsewhere, but couldn’t find it. Ironically, it was only after leaving the UAE that I truly appreciated the beauty and craftsmanship of Emirati abayas. My search for that Emirati quality and style in abayas available here in Canada left me wanting for more, as the options available paled in comparison to that style and luxury every veiled woman deserves.
And that’s when the idea for SITR was born.
ABOUT SITR
SITR was founded with a heartfelt mission: to create abayas for Muslim women that reflect not only modesty, but also elegance, comfort, and versatility—for every woman, in every season of life.
At SITR, we believe modest fashion should serve the real lives of women. As a mother myself, I know how important it is to feel confident, covered, and comfortable—especially during phases like pregnancy, nursing, or the ever-changing rhythm of motherhood. That’s why we’re committed to inclusive sizing, adaptable fits, and purposeful designs that support you wherever life takes you.
Whether you're a student, a professional, a new mom, or embracing a new chapter, SITR is here for you. Our mission is to offer premium modest wear that uplifts your spirit, honors your values, and fits beautifully into your everyday journey.
OUR BRAND ETHOS
The word SITR (ستْر), meaning “covering” in Arabic, is more than just a name—it’s our guiding principle. Every piece we create is rooted in faith, crafted with intention, and designed to honor the beauty of modesty.
Modest by Design: Inspired by Islamic values, our designs offer full coverage without compromising on elegance or ease. We believe modesty can be stylish, graceful, and empowering.
Accessible, Not Exclusive: Modest fashion shouldn’t be a luxury reserved for a few. We’re committed to making beautiful, high-quality clothing that’s both affordable and adorable—for every woman.
For Every Woman: We’re committed to making SITR truly size-inclusive. Our goal is to offer flexible fits and thoughtful designs that support women through every stage of life—whether you’re expecting, postpartum, nursing, or somewhere in between. We’re on this journey with you, always open to feedback and constantly striving to do better.
Crafted with Care: Each piece is made with love—from premium fabric sourcing to expert tailoring in the UAE. Quality, comfort, and craftsmanship are at the heart of everything we do.
Rooted in Purpose: SITR is more than a brand—it’s a movement that celebrates modesty, uplifts women, and centers faith in every step. We believe in giving back: a portion of every purchase supports the local cause, National Zakat Foundation.
Why National Zakat Foundation?
Because our neighbors have rights over us. We rise by helping others rise—and charity begins at home.
National Zakat Foundation is a 100% locally focused Canadian charity.
-Since 2013 they have supported over 81,000 people in Canada.
-Over 27,000 women
-Over 30,000 children under 18
-Over 2,500 single parents, orphans and others.
What sits closest to my heart is that NZF is 100% locally focused right here in Canada and supports people in our own local communities. For more information, please check out their official website:
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I, along with SITR, am here to celebrate YOU. Join me on this venture!