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Bahraini sisters Homa, Leena and Fayqa Janahi grew up washing fabrics, sewing their own clothes and learning the tricks of the tailoring trade from their late father Abdulrahim Nedham.
And, after years of working in the corporate world and government sector, the talented trio, who live in Mahooz, came together to feed their souls and create their own brand of abayas and ready-to-wear-items … just in time for the holy month.
LEENAZ is named after Leena, core designer of the label, and because the sisters believe her name is the easiest to pronounce.
The brand was founded in January 2010 with a shop located in Riffa and nine years on they have moved operations to Seef Mall. Leena said: “The start of LEENAZ was an organic one and came when we noticed a gap for creative cover-ups, or shall we say abayas. Our style aesthetic was always out there to be very creative and different.”
They believe the learning experience over the years has been vitally important. “We had to learn on our own – from hiring the right manpower, sourcing the right material, having the right team and launching in a market with zero customers at the start,” said Fayqa.
“We had to grow a customer base so everything was a learning curve and, looking back, now we’re grateful for every difficulty, as it made us stronger.”
They were never truly alone as they always carried the memory of their late father with them. They all recall running around and playing in his tiny tailoring shop in Manama Souq as he created pieces for his clientele.
Fayqa added: “Our father Abdulrahim Nedham opened his own store in Manama in 1961 and it still stands today. We grew up living this profession and also practicing it.”
As children they helped him alongside their mother, Jalila Ahmed Mohammed, sometimes washing the raw fabrics before use, cutting button holes on new thobes or sewing on buttons. “Our family was all into tailoring,” she said.
The creative family also includes siblings, Mariam and Fatima, who currently manage their late father’s shop, alongside the trio, Mohamed, a well-known Bahraini singer, Yousif who also sings in a band, with Ahmed, Ali and Nedham boasting successful careers in the corporate world.
Homa, added: “My mother used to sew from home as well and my father had a sewing machine in almost every room.”
The ladies each had a distinctive style and used to design their own looks growing up and during their university days. “We used to sew our own clothes for occasions such as Eid and for family weddings,” said Leena. “We also altered and made things just to look different. This gave us a sense of individuality.
“It also made us appreciate the craftsmanship and work ethic needed to become a successful tailor. What we love most is the creative side from designing to seeing an idea become a reality.”
Fayqa’s personal style is all about standing out while still boasting a classic touch. Leena is more eclectic and likes Japanese fashion label Issey Miyake’s architectural pieces, combined with the sharp tailoring from Victoria Beckham’s lines. She also likes to mix and match. Homa is more of a classical, conservative designer.
Leena said: “Our dream is to be a local brand with a global vision.”
Their mall outlet opened with razzmatazz last Thursday evening featuring an aerial acrobat, musicians, models and VIP attendees. The ribbon-cutting ceremony was performed by Shaikh Isa bin Ali Al Khalifa, Social Programmes and Society Affairs Director. On show were a variety of ‘cover-ups’ in solid shades in cool patterned designs, pretty colours and fabulous fabrics. “Fashion is an interpretation of your character,” said Leena. “It speaks without you saying a word. Fashion is self-expression. We would like to thank everyone who supported us physically, intellectually and emotionally throughout the hard and good times.”
