Meet The Founder & CEO
Meet the Founder
Nur Farhana Rosli
Founder & CEO of NOUR.CO FZE LLC | nourbyfarhana
✧ From the Stage to the Skies
Born and raised in Singapore, Nur Farhana Rosli—affectionately known as Hana Rosli—is a woman of many journeys. From the spotlight of the stage to the skies of international travel, and now into the world of entrepreneurship, her story is one of passion, reinvention, and purpose.
Before founding her own brand, Hana carved out a dynamic career in the arts. A graduate of LASALLE College of the Arts Singapore with a Bachelor’s Degree in Musical Theatre (Second Class Honours), she became a familiar face in Singapore’s entertainment scene—appearing in various television productions, winning a national hosting competition, and releasing two original music singles.
When the COVID-19 pandemic hit, Hana quickly adapted, wearing multiple hats—including that of an educator, teaching Drama and Communications to children aged 5 to 12—all while continuing her involvement in TV and media projects.
✧ A Shift Toward Stability
As the pandemic reshaped the creative industry, Hana made the courageous decision to pivot toward financial stability. She embarked on a new chapter in aviation, first with Singapore Airlines and later with Emirates, following her move to the UAE after marriage.
While grateful for the opportunity to travel and grow, her heart never stopped yearning for creative expression—a desire that would eventually blossom into the founding of NOUR.CO, where purpose and passion meet in the elegance of modest fashion.
✧ Wrestling with Identity
Beyond her professional transformations, Hana has also been on an inward journey—one of identity, faith, and self-acceptance. Like many modern Muslim women, she wrestled with finding harmony between her desire to embrace her religion and her naturally liberal, stylish way of life.
The transition into modest dressing wasn’t easy. It wasn’t instinctive. But rather than viewing it as a restriction, Hana began to see it as an evolution—a way to honour both her spirituality and individuality. She found beauty and power in the abaya—how it could be styled to reflect confidence, grace, and personality.
Her personal experience shaped a new calling:
To empower women navigating similar paths—those who are seeking to live fully, faithfully, and fashionably on their own terms.
✧ The Birth of NOUR
“Boldly Modest. Unapologetically You.”
This balance between faith and fashion led to the creation of NOUR.CO, the parent company behind her personal brand, nourbyfarhana.
At nourbyfarhana, we design and tailor customised, handmade-artisanal outerwear—from everyday abayas to pieces adorned with intricate embroidery. The brand champions the belief that modesty can be bold, stylish, and unapologetically expressive.
✧ A Mission Rooted in Meaning
For Hana, this is more than fashion—it’s a personal mission to empower women navigating the intersection of identity, faith, and self-expression. She believes women don’t have to choose between style and spirituality, or between being seen and staying grounded.
Through NOUR, she invites women to embrace their complexities, honour their growth, and step into every season of life—authentically, beautifully, and boldly modest.