Our founding story — Lilyroseabaya

Lilyroseabaya was founded by designer Heba Obeidat, an industrial engineer who, despite senior roles in administration, strategy, and quality and excellence, followed her love of fashion to build her own brand—a new seed of success in a journey blessed with grace.

Lilyroseabaya launched on 18 March 2023, a date chosen with care and tied to something deeply personal: my wedding anniversary—so the brand is an extension of a love story and a passion rooted in refined elegance and modest dress with a contemporary spirit.

With family and friends’ support, successive collections of luxury designs followed; closest to her heart are the Jawhar and Layal collections, which embody the brand’s spirit and its vision of luxury and modern femininity.

Support does not stop at family—it extends to our second family: our clients, who have offered honest, encouraging feedback, affirming Lilyroseabaya’s commitment to a unique, refined experience and full satisfaction for everyone who walks with us.

Lilyroseabaya is not just an abaya… it is a journey of passion, elegance, and striving to offer the best in every moment.