Meet Farida Raafat, the Founder and CEO of DALYA, a female-founded custom women’s clothing brand based in New York City.
DALYA was inspired by Farida’s frustration with the limited options for high-quality women’s clothing and the realization that custom clothing catered predominantly to men. Drawing from her rich background—sewing in her family’s factories in Egypt, studying at Parsons in NYC, and years of brand-building—Farida launched DALYA to fill these gaps. Since its inception in SoHo, DALYA has evolved into more than a clothing brand. It’s turned into a movement celebrating women who confidently defy the status quo.
During our conversation, Farida shared her journey of building DALYA, the lessons she’s learned as a founder, and how she prioritizes empowering women through mentorship and giving back.
Tell us the story behind your company’s founding. How and why did you start working on DALYA?
DALYA was born out of my frustration with the lack of well-fitting, high-quality clothing options for women. As someone who values how clothing can empower and reflect identity, I saw a significant gap in the market. Most brands didn’t cater to the diversity of women’s bodies or the individuality of their styles. With a background in fashion and manufacturing rooted in Egypt, I felt driven to bridge that gap by creating a brand that celebrates women through custom, timeless designs.
I chose to launch DALYA in NYC’s SoHo, a hub for innovation and style, to provide women with a serene, empowering space where they can co-create bespoke pieces that reflect their authentic selves. Today, DALYA represents more than clothing; it’s about empowering women to feel confident and connected through what they wear.
What is the underlying mission of DALYA? How does your work make a difference in people’s lives?
The mission behind DALYA is to empower women through custom clothing that celebrates their individuality and builds their confidence. I believe that what we wear is deeply connected to how we feel and how we present ourselves to the world. By offering bespoke designs tailored to each woman’s body and style, DALYA provides more than clothing. It offers a tool for self-expression and empowerment.
Our work makes a difference by giving women the opportunity to feel seen, valued, and comfortable in their own skin. We aim to help women step into their power and show up authentically in all aspects of their lives. It’s not just about making clothes; it’s about creating confidence and connections through thoughtful design.
How have you navigated the growth of DALYA while staying true to your core values?
It has been all about maintaining a focus on human connection and empowerment. Every decision we make reflects our mission to help women find and celebrate their inner confidence. Hosting styling consultations and workshops allows us to create a sense of community while staying aligned with our values.
We’ve prioritized quality and craftsmanship over shortcuts, ensuring that every piece we create feels personal and meaningful. Regularly revisiting our mission helps us stay grounded and intentional as we scale. I’ve learned the importance of deliberate pacing to ensure sustainable growth. Ultimately, DALYA’s growth isn’t just about expanding. It’s about deepening our impact by creating spaces where women feel seen, celebrated, and empowered.
“It’s not just about making clothes; it’s about creating confidence and connections through thoughtful design.”
Can you share a time when you struggled with burnout or stress? What steps or practices helped you regain your balance and well-being?
As a founder, I’ve definitely faced moments of burnout, especially in the early days of building DALYA when everything felt urgent and personal. One turning point came when I realized I wasn’t taking the time to celebrate my wins. Instead, I was constantly chasing the next milestone. To regain balance, I began surrounding myself with other founders who understood the unique challenges of entrepreneurship. Their support and shared experiences reminded me I wasn’t alone.
I also started scheduling time for myself as if it were a meeting—whether it’s a morning walk, journaling, working out, or even just pausing for a deep breath. These small, intentional practices keep me grounded and focused. Most importantly, I’ve learned to keep things in perspective. These intense, busy days are part of the dream I’m building. They’re what I’ll look back on most fondly.
How do you actively give back to your community or industry? How does this commitment to giving back reflect your values as a leader?
Giving back is at the heart of DALYA’s mission. I actively create spaces for women to connect, learn, and grow, whether through in-store events, workshops, or collaborations. I also prioritize mentorship and sharing my journey to help other women who are starting or growing their own businesses.
Additionally, our commitment to giving back is reflected in our business model. A percentage of every sale goes to charitable initiatives that support women around the world. Most recently, we contributed to Dress for Success. We have now partnered with E4E to provide opportunities for youth in Egypt. By integrating philanthropy, we’re able to support causes that empower women and help create opportunities for the next generation.
What is the most important lesson you’ve learned in your entrepreneurial journey so far?
To trust my gut. Whether it’s a loud reaction or a quiet whisper, my intuition has always been right. When faced with tough decisions or challenges, I remind myself that there’s always tomorrow and that listening to my gut will guide me in the right direction. Trusting myself has been essential to navigating the ups and downs of entrepreneurship.
What advice would you give to other women wanting to start or grow businesses in an intentional way?
Always start with a clear sense of your “why.” Understanding the deeper purpose behind your work will guide every decision, helping you stay aligned with your values as you grow. Don’t be afraid to take your time—building a business is a journey, not a race. It’s important to nurture your vision while staying true to what matters most to you.
Surround yourself with a supportive community of other women founders who understand the challenges and joys of entrepreneurship. Their experiences and wisdom can help you navigate difficult moments and remind you that you’re not alone. Also, don’t forget to celebrate the small wins along the way. Entrepreneurship is hard, but it’s also incredibly rewarding. Acknowledging your progress—no matter how small—will help you stay motivated and balanced throughout the process.
Farida is a member of Dreamers & Doers, an award-winning community that amplifies extraordinary women entrepreneurs, investors, and leaders by securing PR, forging authentic connections, and curating high-impact resources. Learn more about Dreamers & Doers and get involved here.