It’s online fashion from Luton mum

Treedolls - from left Aysha Chapti, Noreen Abbasi and Nazia Hasan

Treedolls - from left Aysha Chapti, Noreen Abbasi and Nazia Hasan

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She may be a mother of two boisterous boys but Luton mum Noreen Abbasi hasn’t let ther family stand in the way of starting an online fashion business.

She, her cousin Naza Hasan and their good friend Aysha Chapti are the trend-setting trio behind Treedolls, which launched in October.

Former investment banker Noreen, 32, of New Bedford Road, said: “We have different strengths and each of us has an individual flair for fashion. A couple of years ago we talked about creating a brand that reflects London diversity. We’re all UK born but we’re not Caucasian and we know there’s nothing fresh that showcases the real diversity of women in the capital.

“So we simply decided to do it ourselves.”
She added: “We learned every step of the way, by taking the initiative and having no fear. We’ve done everything from pattern cutting to designing to choosing fabrics and it’s all manufactured in London.

“We feel our story is a message for all women . . . there is nothing you cannot accomplish. You just need to take the opportunity, and the risk, and follow your dreams.”

> www.treedolls.com