Our Story | Verona

Our soft, stretchy Premium Jersey is effortless to style and outrageously comfortable to wear. The medium-thick weight is soft, breathable, fully opaque and durable enough to last.

Our Story

Alaa and Lisa met in 2014 — it was the middle of the holy month of Ramadan.

Lisa was living in New Mexico at the time and Alaa was in Dallas, but their paths were meant to cross. Lisa happened to be visiting Dallas to meet a friend. Her friend took her to taraweeh prayer one night, and that’s where Lisa saw a woman running towards her with a beaming smile. This woman began to show Lisa some dresses she designed and was sharing her excitement about a line she was launching. Her name was Alaa.

Lisa had been working in the modest fashion industry for a few years and had worked with various brands around the world. Alaa and Lisa were both working on two very different projects, but they decided to join forces and see what could happen.

Lisa put in the money she had and Alaa put in the money she had, and together they ended up with $7,000. They both started putting together shipments out of Lisa’s closet, and within two weeks, they sold out. Shortly after, they had to start working out of Alaa’s living room due to a lack of space in the closet, but little did they know that just a month later, they would have to get a warehouse due to the surplus of orders.

Two years later, Verona launched in Macy’s. It was the first modest fashion brand to be launched and sold in a U.S department store.

Today, Verona has been featured everywhere, from Vogue to Glamour Magazine, to even the New York Times. But that’s not what is important to Alaa and Lisa. What matters more is that through Verona, women are given the confidence to be proud of who they are. Their mission is to provide women the opportunity to wear their identity with pride.

LISA VOGL

ALAA AMMUSS

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