The Power of Self-Love: The story behind our Exclusive Malika piece.
Love is in the air as February 14th arrives, but you might be wondering why launch a new look on Valentine’s Day instead of before for the night? We are redefining the rules at Moustadaam, this launch is more than just about fashion, it is a reminder that true love starts with self-love.
Before any relationship status, there is you looking in the mirror and embracing yourself, dressing up for yourself and celebrating who you are no matter the occasion. This new look is not necessary for just Valentine’s Day, it’s for any moment when you want to feel confident, radiant, and empowered. What better day to release it than on the day of love?
But there is more to this story. Our founder shares her personal journey, one that led her to this very belief.
Assil’s story
For years, Skaiky carried a silent pain and images of love that was not love at all. Assil’s first experience with love at a young age turned into something toxic, something that trapped her in fear and isolation. She didn't know who to turn to, how to escape or even how to put her pain into words. The weight of it all followed her for years, taking a toll on her mental health, making her question her worth, her future, and whether she would ever feel truly free.
But one day she made a choice, a choice to speak up, to break the silence and to fight for herself.
She showed to herself and women in similar situations that there is always a way out even when it feels impossible. But for Assil, while that moment and decision were powerful, her journey did not end there and her ‘happily-ever-after’ still did not unfold the way she had hoped.
Later in life, she took herself back into the world of love only to find disappointment waiting for her again. The games, the mixed signals, the lack of effort, the broken promises, things so many women know too well. With every painful experience, the belief settled deeper, all men are the same, true love doesn’t exist, she told herself maybe ‘I am not meant to find it’.
After 15 years, when she least expected it, love found her, through friendship, through something real. The kind of love that heals, that feels safe, that reminds you why you never gave up on yourself. The kind you do not chase. It simply finds you when the time is right.
In a world where modern dating often feels fleeting, this love was different. It arrived like a gentle surprise, filling her life with warmth and certainty. She met someone kind and genuine, someone who made her world feel unbelievably special just as every woman deserves.
This love did not just fill her heart, it healed the parts of her that once doubted. It proved to her that love does exist, and when it’s right, it is the most beautiful thing of all.
This time, love feels more real than ever, yet it has come with its own set of complexities and sadly it’s a relationship some people don’t approve of.
Love in the spotlight
So now shall we talk about a happily ever after or not for Assil?
Through this challenge, Assil learnt to see the beauty in the complications rather than dwelling on the negatives. She realises how lucky she is to be experiencing this moment, choosing to embrace the present instead of worrying about the future.
It took more than a decade to find something this special and while she knows nothing is ever guaranteed, she has learnt to shift her mindset. Rather than letting doubt consume her she pours that energy into herself. She understands that even if this love story were to end one day, she has already gained something invaluable and the ability to love herself, just as he showed her. Without her wonderful partner, she would never have believed it. She will carry this love with her forever.
Today, we share this story as it highlights the importance of self love something many of us were never taught in school or at home. It is through stories like these that we realise just how essential it is to truly love ourselves and most important believe in ourselves. It took someone else to make Assil realise this. She now calls him the love of her life.
Our founder’s journey inspired her to create something that embodies this love. This exclusive piece represents the love that makes you feel beautiful, safe and cherished. For Assil, finding that love has been a blessing, and she feels incredibly grateful for it.
Beyond romance, this piece also symbolises freedom in love, the joy of discovering peace within yourself and with a partner who values you.
At the heart of our brand is a mission to raise awareness about the dangers of abusive relationships and to support women seeking help. Skaiky says, ‘You can walk away from an ugly past and build a beautiful future’ She considers herself incredibly fortunate to share her story and if it helps even one woman find the strength to leave a harmful relationship behind, she will be beyond proud.
Assil Skaiky, Founder
“You are not alone, there is help available. Your past does not define you. You can rebuild your peace and move forward. One day you will meet someone who loves you and will never hurt you.”
Every woman deserves to feel radiant in her own skin, whether or not she has a partner by her side. Love is never guaranteed but self-love is a foundation we can always build upon. When we prioritise ourselves, relationships become an added source of joy rather than our sole focus. This Valentine’s day and every day women everywhere should feel empowered, beautiful and confident.
Our exclusive piece is designed to enhance your natural beauty, allowing your happiness to shine from within. Assil has never felt more empowered and she hopes that when you wear this piece you feel that same strength, beauty, and confidence you truly deserve. Most importantly, you deserve freedom because no one should ever have the power to diminish or take that feeling away from you.here
Lastly she shares a message to her partner: ‘Thank you for loving me as I am, I am forever grateful to you’.
See here for The Reef Dress and full Malika range.