The atelier
The atelier: Novella in brief
Novella Abayas is a Qatari abaya house led by a Qatari woman founder, offering made-to-measure abayas in Doha.
A short novel,
written for one woman.
Novella means a short novel: few words, great precision, and a story written for a single reader. We make an abaya the same way: few lines, exact tailoring, and a cut made for one woman alone.
Novella is a Qatari abaya house led by a Qatari woman founder. A made-to-measure abaya begins with one woman's numbers, her length, shoulder, sleeve, chest and armhole, and is then tailored to them in Doha.
As she walks, an abaya's lining shows for a moment, then disappears. The idea of The Lining comes from that moment: the outside is black, as an abaya should be, and the story is inside.
The outside is black. The story is in the lining.
An abaya stays black on the outside, as women in Qatar and the Gulf know it. Its character lies in what is not seen at first: the cut, the way the front closes, the buttons, the edges, and what shows from inside as it moves.
That is why this site is designed as a book bound in black crepe, its covers lined with paper marbled in Novella's colours, after the ebru art that lined the inside covers of fine books across the Islamic world. In this story, the lining of the book and the lining of the abaya are one and the same.
Tailored in Doha
A Novella abaya is not only chosen in a standard size; it can be cut to your own numbers. You choose the design, send your measurements on WhatsApp, and the abaya is sewn to them in Doha.
If you prefer a ready size, every design comes in five sizes, XS to XL, and in lengths from 50 to 60.
Novella at a glance
Short facts about the house as it stands today.
- Name
- Novella Abayas (نوفيلا للعبايات)
- What it is
- A Qatari abaya house
- Led by
- A Qatari woman founder
- Tailoring
- Every design comes in a ready size or made to measure in Doha
- Current collection
- 35 designs
- Prices
- From QAR 280 to QAR 700, with one price per design for every size and length
- Sizes and lengths
- XS to XL, in lengths from 50 to 60
- Ordering
- In the online store at novellaabaya.com, or on WhatsApp at +974 7721 8822
- Current location
- Muaither, Al Rayyan, Qatar
- @line.novella
- The name
- Novella means a short novel
- Words on the logo
- MODEST LUXURY FASHION