New CEO & Areej Fashions Takes Over ROTR

[Nahda Designs]

Salamu alaikum wr wb everyone,

Inshallah this message reaches you all in a state of peace and calm. Many of you have reached out to us in the last 24-48 hours asking for updates regarding the events. Thank you all for your patience while we transition new management, one of which is an executive who has been consulting us since April of 2014. 

Some of you have already been contacted by our interim CEO with the latest updates, I would like to formally introduce you all to Mr. Ashar Shah. He has over 10 years of extensive experience in event organization, marketing, fundraising and branding for 7 non-profit organizations including CAIR and Islamic Relief USA. He has training and experience in strategic management, digital marketing, business ethics and direct sales. He also has experience in retail fashion from Hugo Boss to NIKE. In 2006, Mr. Shah received congressional recognition for community involvement by Congresswoman Loretta Sanchez. 

I would also love to introduce you to two beloved sisters who are stepping in to fully take over Relief on the Runway, the founders of Areej Fashions! Sisters Nisa Muhammad & Baqiyyah are well known in the modest fashion industry for being the first Muslim fashion brand to host the only showcase for Muslim and modest fashion designers at DC Fashion Week. Every show they have organized since Sept 2013 has been a huge success mashallah and their brand is extremely well received! They have graciously offered to rebrand ROTR under the Areej Fashions brand and will be producing and managing our New York Fashion Week show alhamdulilah!

Kindly welcome these wonderful individuals who have stepped forward to offer assistance to all of you, so that you can continue to show without worrying about bad publicity as none surrounds the Areej Fashions brand mashallah. 

The LA show will continue as planned as well! Let us know if you have any further questions, again thank you for your patience as we work hard to move forward.

--

Suraya Mahumed
Executive Director,

Relief on the Runway
www.reliefontherunway.com 

[Nahda Designs]

[Ashar Shah]

Assalamalaikum,

Bismillah I am humbled by this introduction and very excited to be taking on the responsibility of a project with such potential and energy. I will be bringing outside experience and some very fresh ideas. I am also excited to hear your ideas. As I've been learning more and more about the modest fashion industry, I see growth and acceptance. In the next couple of years it will be undeniably popular across the nation and the world. For those CCed on this email, it means that even a small sliver of this pie can mean incredible brand awareness and profit inshallah. As in any concept of social growth, we are stronger as a collective team to grow than we are as individuals. Being from the Los Angeles area, I see the exponential expansion of the Muslim community and subsequent appreciation for modest clothing in the overall society. We are in a strong position to capitalize and I pray we can keep positive energy flowing between us. The potential is great and it would be an unfortunate loss if we allow ourselves to be held back, or to hold each other back from massive success as brothers and sisters in Islam. I am not a scholar by any token, but have had the immense good fortune of learning from some of the brightest minds of our Ummah over the past 12 years. The consensus of the fard of unity and brother/sisterhood is weighed heavily in comparison to the majority of the reasons to divide ourselves. 

With that being said, I am here to serve you all with humility. Because of my active nature, I am more available at certain times than at others. I ask for your patience because servitude is my honor and I will do my best to address your concerns and build relationships with each of you.

Sincerely,

Ashar Shah

Interim CEO 

Relief on the Runway 

[Sadeel Allam]

Walaykom Salam, Thank you Nahda for setting yourself aside and make the best decision for your brand and thank you further for your decision to step away. I am conscious it is extremely hard to set oneself aside and claim self responsibility. You could have continue on the same path but you make a well conscious decision not to and aside from this start rectifying your actions. I look forward to hearing good news from people and perhaps to a new Suraya soon.

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Best Regards, M. Sadeel Allam Owner/Executive Editor sweetmodesty.com    E-MAIL CONFIDENTIALITY NOTE: The contents of this e-mail message and any attachments are confidential and are intended solely for addressee. The information may also be legally privileged. This transmission is sent in trust, for the sole purpose of delivery to the intended recipient. If you have received this transmission in error, any use, reproduction or dissemination of this transmission is strictly prohibited. If you are not the intended recipient, please immediately notify the sender by reply e-mail or phone and delete this message and its attachments, if any.

[Sadeel Allam]

Wasalam,

Thank you to all who have put the best of their efforts in the situation that surrounds ROTR. Due to Suraya and Nahda Designs stepping down from ROTR, my evaluation, the time-off and re-branding Sweet Modesty is about to embark on, along with a family medical situation I must attend to, I can't offer the proper blog/media coverage needed for the new re-branded fashion show under Areej Fashions. Sweet Modesty will be off line from June 28th - August 15th(estimated--could be more or less). So, I would like to take this opportunity to say unfortunately, I will not be able to offer media sponsorship for the new show, but I can definitely offer my support in attendance and perhaps doing a write-up(if Sweet Modesty is up) on the day of the event, if I am in New York and I am available. 

I wish the new entity taking over ROTR the best of success and luck! 

On Fri, Jun 20, 2014 at 7:31 AM, <ni...@areejfashions.com> wrote:

As salaam alaikum,

 

I pray this reaches you in the best of Iman and health.  Some of you I know and others I look forward to meeting.  We are excited to accept the responsibility of bringing an incredible modest fashion show to New York Fashion Week.  I want to speak with each of you individually to confirm your participation in sha Allah.  Dian we can do Skype. I'm sure you have lots of questions and soon I should have more answers.  I handle the logistics and production of the show.  My sister Baqiyah handles the designers.  We are also welcoming Hakeemah who was our stylist for the February DC Fashion Week Haute and Modesty Show.  Please send me the best number, day and time to reach you.  We are preparing new marketing material and need to know who wants to move forward with Areej.  This is not a ROTR project just under the name of Areej.  That's not how we work.  This will be an Areej Fashion Show so some things maybe a little different than what you were expecting from ROTR.  We will talk about all of that when we speak.  The sooner we get your information, the sooner we can get started.  The show will be incredible and we look forward to your participation, in sha Allah.  Tuesday is the deadline to get back to me about your participation.  If I don't hear from you I will assume you are not interested in working with us.   If so may Allah be with you in all of your endeavors. Amin.  If you are, lets get busy and stun the world with modesty.

 

Your sisters,

 

Nisa