About
The story
Thawab was born from a quiet belief that modesty carries its own kind of beauty and strength.
Founded by Dua, a textile designer with a heart for elegance, the brand began as a dream stitched with purpose.
The name Thawab reflects the reward in every sincere intention and graceful step.
Each abaya is designed to wrap a woman not just in fabric, but in dignity, confidence, and identity.
Because true beauty is not loud—it is modest, meaningful, and timeless. ✨
The begining
The concept was elegantly straightforward: to present exquisite clothing within inspirational environments, accompanied by unparalleled service.
Innove Couture marked its inception with the opening of its inaugural boutique at Centrall Centre, a distinguished shopping mall located in New York.
Opening our doors to more and more clients, we go national with Innove Couture boutiques across New York.
Innove Couture around the world — we launch international shipping, opening to markets outside of the United States of America.
Several decades late
Boasting a network of stores spanning North America and a robust global eCommerce platform, Innove remains dedicated to bringing everyday luxury to communities near and far.
