#46 dUCk in Selfridges.

3 March 2026

I’m in class every morning this Ramadhan. And in today’s class, someone asked about manifestation and the law of attraction in Islam – basically, there’s no such thing. You want something, you work hard for it and you make doa that you get it – but God decides.

That’s not the point of my story, though.

That word “manifest” gives me the goosebumps. Because I used it a lot. Manifest, and it will happen – I would tell younger entrepreneurs.

And I have this one story I’d like to share about dUCk.

As you know, dUCk was my baby and I loved it very much. I dedicated 10 years of my life for it. It was owned by Fadza and I for a good few years – it was our profitable goldmine, Alhamdulillah. When a big investor came in, they wanted dUCk to be owned by FV Group, meaning FV will buy dUCk. With the vision that FV would be the mothership, we agreed to sell dUCk to FV – we didn’t take cash for it, it was a share swap so for giving dUCk to FV, Fadza and I got more shares in FV.

Throughout all the above, I didn’t mind a single bit about the ownership. Whether I owned 100% of dUCk or 10% of it, it was secondary to me. It was truly about building amazing brands and the joy of seeing it grow and grow. The true joy of entrepreneurship.

There were many milestones of dUCk, but I’d like to share one that I’ve never shared before. For the very first time, I’m announcing it here.

dUCk was going to be stocked in Selfridges, London.

Selfridges has never sold hijab before, let alone have a Muslim modest fashion brand on their floors. It was always about the west. But dUCk was about to change that. dUCk would’ve been the first hijab brand in the world to be sold in Selfridges, making history. It would’ve changed the perception of Islamic fashion, and it would’ve been such a win for the Malaysian fashion industry.

It took me two years, I think, to pitch my way in, especially hard because of the distance. Online calls could never give the same impact, so I would rush to fly 13 hours to London when they said they could meet me in person…