After studying in Los Angeles for six years, Dina Sammakieh returned home to Jeddah in 2006 to a bit of a surprise. She was amazed to find that it was easier wearing the hijab in the US than in Saudi Arabia. “I find it much easier to practice wearing my hijab in the US. People are always shocked to hear that,” says Sammakieh.

The lack of interesting and stimulating hijab clothes upset her — especially, she says, given that Saudi Arabia is a Muslim country. “When I came back I was angry at the lack of hijab clothes. We’re in an Islamic country where Makkah and Madinah are and I couldn’t find anything to wear,” explains Sammakieh.

She says that due to the local culture, those who truly practice wearing the hijab are usually conservative. Whereas in America, she says, people are more outgoing and would not mind wearing colorful modern scarves.

“I just wanted something trendy, a bit classy and accessible. That is what I was looking for,” she says. “I like to call it a revolution. I wanted to open up the idea that it’s possible to wear colors, even bathing suits. You don’t have to go swimming in your abaya.”

Because Sammakieh’s mother had been in the fashion business for 14 years, the 27-year-old daughter was inspired to follow in her mother’s steps and open her own boutique.

She started her “I Love Hishma” store at the end of 2007. It carries a variety of international brands as well as some by new local designers. It has everything; black and colored abayas, bathing suits, beaded bandanas, suits, scarves — and more. “We also have evening wear, shoes and accessories.” she says.

There is a dynamic in the thinking behind the “I Love Hishma” brand, Sammakieh says. “To celebrate and explore the clothing of our women forbears, we deconstruct tradition to reconstruct cultures.”

The initial process of setting up was not easy, she says. “I realize that one needs to investigate all aspects of the business, but it was way too much,” she explains. One of the main problems was the name. “I Love Hishma” was not her original choice. She had to change it several times; she was not allowed to use the ones she wanted. “The name had to have no Allah and no hijab. That could be seen as a terrorist movement and they (the authorities) might have to go and search our company,” she says.

Another hurdle was the rule that women have to hire a male manager to run their businesses.

By law when a woman establishes a business aimed at both men and women (open for the public), she can own the establishment but has to hire a male (to manage the business — and he has to be a Saudi. “It was hard. The stress of business is bad enough. In addition, you have to work out what this manager is going to do, what’s he in charge of and what I need him for.” She is not particularly impressed by the requirement. As far as she is concerned, the man’s job is “irrelevant”. “He’s just there on paper,” she says.

In April, “I Love Hishma” opened in a new location — “Ana Ghair” (or I’m Special) Mall on Prince Sultan Street in Jeddah.

Sammakieh says that the owner of the mall, Princess Amal bint Majid, is very supportive of women and has smoothed the path for businesswomen to open their shops there. “I’m very proud. 90 percent of the mall shops are owned by women entrepreneurs,” she explains.

Her vision for the future for her business is breathtaking. It will be enormous, she says. “I’m trying to get people from all around the world involved because I want to expand,” she declares. “We’re about the collision of influences, the collision of different intentional styles. We take clothes from different time zones, different cultures, different places, different seasons and put them together simultaneously.”

By the sound of it, her shops will contain an even more eclectic mix than they already do.