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Asturaad Clothing: A Beacon of Modesty and Style in the Digital Age

by Courtney Hawthorne   |   March 05, 2024   |   Share this:  

Entrepreneur Mouna Awale saw a gap in the clothing marketing – she felt there were not enough clothing options for mature women who want to be modest but stylish and comfortable. “Finding the right modest wear for my everyday look was nearly impossible, as I like to dress sporty and comfortable there (were) not a lot of choices”, she shares.” Mouna decided to take matters into her own hands by creating her own business called Asturaad Clothing, which aims to provide pieces for those seeking modest and fashionable clothing. Mouna moved forward intentionally and this year brought her vision to life with her first two products, a dress hoodie and oversized unisex hoodies. With many other clothing ideas in mind, Mouna knew she needed to take the next step with her business and create an online store.  

“As I'm a new business owner I knew going into the online world would attract more traffic and my potential customers would appreciate the easy way to shop for their everyday modest wear”, Mouna says.  

She heard about the ShopHERE powered by Google program through a friend and decided to apply. The ShopHERE powered by Google program provides free 1-1 support for entrepreneurs and artists to help them build an e-commerce site. The program provides training, resources and assistance from a dedicated E-Commerce Coordinator to help business owners set up and launch their online store. Business owners leave the program with a new online store and are empowered to manage their new online store themselves.  

Mouna was paired with an E-Commerce Coordinator who helped her identify her needs for an online store. Together, they built a functional e-commerce site for Asturaad Clothing.  

 “I enjoyed working with my Coordinator as he was very helpful and gave me great information and easy-to-follow directions. The process of getting an online store set up was fast and easy, with help being available just an email away, the lessons and live meetings with my coordinator made it that much easier. With (my E-Commerce Coordinator) being my guide throughout the course I always felt comfortable and excited for the next task.” 

Now Mouna's designs are just a search and click away for anyone looking for modest fashion, and she can continue to grow her business. When asked to reflect on her program experience, Mouna shared the following:  

“When I first came into (the program). I was a bit scared and nervous (did) not know what was ahead of me. With all the help from my Coordinator I left with a beautiful website. I came into this program with no knowledge and left with confidence. I am so excited to start a new chapter in my life with my new Shopify store. Thank you again for helping me bring our new store to life.”

Mouna also shared the following advice for other business owners who are curious about the ShopHERE powered by Google program.  

“The ShopHERE (powered by Google) program is an amazing program and very helpful for people who have no/little knowledge in building an online store. I am very thankful for the help and knowledge I got here and would advise anyone who needs help in opening their own online store to reach out.”


Visit Asturaad Clothing's new website here.

Click here to learn more and apply for the ShopHERE powered by Google program. 

About Digital Main Street

Digital Main Street was created by the Toronto Association of Business Improvement Areas (TABIA) with direct support from the City of Toronto. DMS is also supported by a group of strategic business partners, including Google, Mastercard, Shopify, Meta, Intuit QuickBooks, Square, Lightspeed, Ebay and Canada Post.

Continued investment from the Province of Ontario, through the Ministry of Economic Development, Job Creation and Trade (MEDJCT) has allowed the ongoing expansion the Digital Main Street Platform in order to support more businesses going digital across Ontario.

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