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Amna explains through taking a minimalist approach , TRZI allows wearers to access the contemporary through tradition . Through simple designs , customers can dress pieces up or down to suit their modern lives and individual preferences all the while celebrating their heritage .
For Amna , individuality is a central tenet of her brand – and is even seen in its name . With a helping hand from her father , the brand was named after a term meaning ‘ tailoring ’ or ‘ embroidery ’ in many cultures – a feeling that Amna wanted buyers to experience when wearing her pieces .
However , Amna does not take credit for this approach of merging the contemporary and unique with tradition . She speaks fondly of how young people have adapted Qatari traditional dress while being true to their own style , while emphasising her hope that the pride she feels in her culture will continue with the younger generations . She notes that this pride extends “ not only to our clothing or traditional garments , but also to our way of living , having pride in that , and holding on to it .”
Since founding TRZI , Amna has gone from strength to strength , opening a flagship store in Msheireb Downtown Doha , having her designs worn by Qatar ’ s leading female figures , and designing the uniforms for the National Museum of Qatar , taking inspiration from its stunning architecture .
Despite her myriad successes since she draped that first piece of wedding fabric years ago , Amna ’ s regard for her family in these moments is clear . She credits them for her love of culture and tradition which permeates her work – gifts from the past that have changed not only her career but her very self .
She speaks of the discipline that her family passed down to her - it is this same tireless discipline that has propelled Amna from the backroom of her family ’ s home to the world stage . However , looking back on this impressive journey , Amna emphasises the importance of every step on that path . “[ TRZI ] was very small . It was very simple . But I learned so much from these little moments ,” she says , “ I see how they built up my courage to be here today .”