THE WOMAN BEHIND THE BRAND
I didn't set out to build a brand.
I set out to survive a season.
This is the story of a revert Muslimah who figured it out alone — and built something so no other woman would have to.
2010 · AGE 19
I just followed the feeling.
I was 19 when I took my shahada. My stepdad and brothers had followed Islam, and when I heard about it — really heard about it — something clicked. It didn't feel hard or heavy. It felt right. A feeling inside. I just followed it.
A year later, at 20, I wore hijab for the first time. What followed was a rollercoaster — putting it on, taking it off, not yet understanding what modesty really meant for me. It took years to find my footing. Years of learning quietly. Years of figuring it out alone.
"It felt good — not hard, not heavy, nothing weird. I just followed the feeling."
2010 - 2015
I kept a face on
I was a revert with no sisterhood. The local community was cliquey and hard to break into. So I figured it out alone.
I always looked prepared. I never let anyone see that inside I was struggling to hold it all together. I didn't want to look weak — especially as a revert. I didn't want to look like I couldn't handle things. Handle life. Handle being a Muslim.
"I didn't find anyone safe to tell. So I said nothing. And I kept going."
2016 - 2017
Motherhood broke me open.
I married at 25 and became a mum at 26 — the year after my wedding. And motherhood broke me open in a way nothing else had.
I didn't know about my ADHD back then. I was struggling with identity, with the loss of who I was before, with learning how to love being a mother when no one had ever taught me the strength and honour that holds. My lowest moments were struggling to keep my prayers. Struggling to ask for help because I still didn't want to look weak.
I had no accountability partner. No community. No tools. Just me and my love for Allah — trying to hold on.
"I had no accountability partner. No community. No tools. Just me and my love for Allah — trying to hold on."
LATE 2022
So I made myself a journal.
Not because I had a business idea. Because I needed something between me and Allah that didn't require me to explain myself to anyone.
I made it from scratch. And it helped. More than I expected it to.
And then a thought hit me — other women need this. Especially the ones who don't feel safe to speak to someone. Especially the ones keeping a face on. Especially the ones who look prepared on the outside and are holding on by a thread on the inside.
"This is our accountability — between us and Allah."
JANUARY 2023 – NOW
The Deen Diaries is born.
The idea came to me in late November 2022. I launched in January 2023. And since then — women have DM'd me things they've never said out loud to anyone.
Every single time, I know exactly why I built this.
The Deen Diaries isn't a productivity brand. It isn't just pretty stationery. It's a quiet reminder that your whole life is an act of worship — and you don't have to figure it out alone anymore.
"Since then I've had women DM me things they've never said out loud to anyone. And every single time — I know exactly why I built this."
OUR JOURNEY
From shahada to sisterhood.
JUL 2026
Her Sacred Seasons Platform opens
— the sisterhood begins
2010
2011
2016
2017
2022
NOV 2022
JAN 2023
Took shahada at 19
Started experimenting with hijab outside
Married at 25
Became a mother at 26
Made the first Faith Focus Journal — for herself
The Deen Diaries idea is born
The Deen Diaries officially launches