Building A Brand in A Third World Country
I AM AFRICAN & I CAN is a women’s empowerment blog highlighting stories of Black Muslim women’s struggles and successes.
By Hadiatou Wann | 09/05/2025
Born in Guinea, Conakry to a father who was an Iman and mother a businesswoman, Nomou Baillo Diallo grew up in a home where everyone was welcome and modesty was prioritized. From the age of nine, she had an interest in hijab but fully committed to it at the age of 14.
At the time, the options for modest fashion in Guinea were limited. She had to travel outside of the country or give other travelers money to purchase modest clothing and then bring it to her. This gap in the market would later emerge as a business opportunity for her.
She attended Hamdallaye Primaire and Secondaire School and then Institue Superieure de Commerce et D’Administration from 2014 to 2018, earning a bachelor’s degree in business management and then a master’s. After completing her studies, she took on jobs as an accountant and administrative manager at different firms in Guinea.
In 2020, amid the COVID pandemic, using her own savings Noumou co-founded Hijab House By N&O online and later in 2022 a physical store in Lambanyi. After running a successful store in Lambanyi, in 2024 Noumou opened a second branch in Madina. “Hijab is not the end, it’s an opportunity. When you’re covered, you’re respected. You can be covered and still be well dressed,” Noumou expressed.
One challenge she had in the beginning of operating her modest fashion brand was sourcing the right suppliers. Although she had difficulty finding high-quality textiles that were affordable, her goal was always to provide quality clothing and avoid short-changing her customers. If suppliers shipped goods that were poor quality, she either sold them cheap or didn’t sell them at all.
To ensure that her customers would be able to afford her prices, Noumou relocated her store to a smaller space. This strategic move to lower rent costs gave her room to lower the cost of dresses. Now at over 10K social media followers and loyal customers in Guinea, Belgium, France, and the United States, she also ensures that before selling to customers purchases made from suppliers meet her standards.
Another challenge she faced was finding shipping services to reach international customers. DHL had an ecommerce--with 400,000 GNF businessowners could ship anywhere in the world. Noumou took advantage of this service early on. But when DHL ended this service, she reverted to GP, where someone traveling by plane receives payment and agrees to deliver to the recipient upon landing. Shipping to countries like Belgium through GP can take up to two weeks, but two days if customers choose an expedited option.
In the early stages of launching her modest fashion business, customers found Noumou’s merchandise pricey. Now, prices are more reasonable; from 300,000 to 600,000 GNF (Guinean Francs). Even though she doesn’t make a big profit, she is pleased that her customers walk away happy and have a good impression of her brand.
Although her business is based in a third world country--where power outage is frequent, she makes sure that the store operates while the sun is out (8:30 a.m. to 6 p.m., at the latest 7 p.m. during Ramadan). In the worst-case scenario, if the sun sets and there’s a power outage while the store is open, they rely on a torch.
Noumou continues to build her brand even though taxes are over the roof and the state doesn’t support entrepreneurs. “If you have a business idea, never abandon it. Go for it and fight for it,” she advised. She encourages more people to invest in underdeveloped countries because “there’s a lot to create!”
Married at the age of 16 to an understanding and supportive husband, Noumou fulfills her duties as a wife, nurtures her four children, works full-time as an accountant, regularly attends family social events, and built a successful business while living in a third world country.
So far, she has hired reliable staff with the help of family and a recruitment agency. When the mompreneur is not at her nine-to-five job during the weekdays, on the weekends she heads over to the store to ensure the store manager keeps operations intact. To deliver orders locally, Hijab House By N&O has collaborated with a Motar, someone with a motorcycle who provides transportation services.
Fatoumata Bintou Diallo, Noumou's sister says, “Noumou is a courageous and inspiring woman whose determination and passion have led her to turn her childhood dream into reality. Despite the lack of opportunities in her country, she never gave up her desire to become a fashion designer.”
“With the support of her family and strong spirit, she launched an online business in 2020, which eventually blossomed into her clothing shop. Her positivity is contagious; she lights up every room like sunshine on a rainy day, always smiling, lifting others with her kindness and generosity,” she added.
In the coming years, Noumou hopes to branch out and open more physical stores across Guinea. Her success story teaches that we can merge our religion and talent(s). No matter where we are in the world, if we are dedicated and toss away excuses, we can create a sustainable business that fulfills us and empowers others.
Inside the Mind of An Entrepreneur
“Hijab is not the end, it’s an opportunity. When you’re covered, you’re respected. You can be covered and still be well dressed.”
“They think you don’t know anything if you wear the hijab. We veil our hair, not our brains!”
“A strong woman is confident in herself. She impacts others and can juggle being a woman, wife, mom, and entrepreneurship.”
Noumou’s assistant at the Hijab House Boutique
“What makes me happy in business is when I receive my packages and find them all magnificent, doing photoshoots, and getting good customer feedback. What makes me happy in my personal life is traveling, eating, and sleeping.”
“Don’t listen to what others have to say. Avoid pessimistic people. Give it your all and put in your head that you will succeed.”
“Success is not about what people think about you. It’s about how you feel about yourself, being proud of yourself, and if you’re able to inspire one or many people.”
“A businesswoman first has to be confident in herself. She has to have total confidence in what she’s doing, be VERY resilient, because in business you’ll find ups and downs. If you fall 50 times, you have to get back up 100 times. Know what you want, be determined, and never give up!”
Connect with Noumou:
Personal Facebook: Noumou Diallo
Business Facebook: Hijab House By N&O
Instagram: @hijab_house_by_no
Read other success stories here: www.iamafricanandican.info/blog
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