Tellemoi

Tellemoi sells women’s fashion focused on modest, contemporary silhouettes—think midi and maxi dresses, tailored trousers, longline tops and outerwear—priced in the mid-range bracket (£45-£120). The range is completed by small accessories such as belts and hijabs. Orders are taken only through the UK website, with next-day domestic delivery and weekly drops that restock or introduce new styles. The label’s USP is “modern modesty”: every piece is designed in-house to provide full coverage without extra layering, using breathable, crease-resistant jersey and twill that hold shape all day. Signature items include the wrap-look “Ayla” dress with hidden nursing zip and the “Studio” pleated abaya coat, both stocked year-round in core neutrals and limited seasonal colour runs. Core shoppers are British Muslim women aged 20-40 who want work-to-weekend clothing aligned with faith-based dress codes yet indistinguishable from mainstream fashion. They value speed (ready-to-wear, not bespoke), neutral palettes that integrate with existing wardrobes, and inclusive sizing (UK 6-24). Tellemoi competes in the modest-fashion niche against small e-commerce labels and diffusion lines from Islamic-world retailers. It differentiates by operating from the UK with faster shipping, localized sizing and returns, and by avoiding embellishment in favour of minimalist tailoring that also appeals to non-Muslim customers seeking conservative or uniform dressing.