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Salsa Aldabel is the founder of Daus, a hijab and modest fashion label born from a simple but powerful idea: creating what she could not find in the existing market. In this episode, we talk about the story behind Daus, the gap Salsa recognised in modest fashion, and what it has taken to turn that vision into a growing product-based business with a deeply connected customer base.
We explore the products her customers return for, the importance of quality, and Salsa's vision for where she wants to take Daus over the next five years. She also shares what building the business alongside motherhood has taught her about ambition, aligned action and capacity, including the changes she has made to move beyond burnout and create a business that gives her more of her life back.
We also take you behind the scenes of our work together across business consulting and branding, including the strategic shifts that have changed the way Salsa operates day-to-day. From experiencing bigger sales months than she once thought possible to developing a clearer vision for the future of the brand, this is an honest conversation about creating something that was missing, backing your ideas and allowing yourself to expand into what your business could become.
Tune in to hear:
How Salsa turned a gap in the hijab and modest fashion market into Daus.
What building a product-based business has taught her about taking aligned action.
How she has changed the way she works to move beyond burnout and get her weekends back.
The Daus products customers return for and why quality has remained central to the brand.
Find the Complete Show Notes Here → https://sigmawmn.com/podcast
In This Episode, You’ll Learn:
How identifying something genuinely missing from the market can become the foundation for a powerful brand.
Why being willing to take action matters when you have an ambitious business vision.
What Salsa learnt about building a successful business while raising a baby.
How changing the way she operates helped her move away from burnout.
Why customer loyalty, product quality and a clear hero product matter in a product-based business.
How strategic support can change both the external direction of a brand and the way the business operates behind the scenes.
Why bigger sales months often require expanding what you believe is possible first.
Themes & Time Stamps:
0:00 - Introduction
1:38 - Gratitude as a Core Value
3:18 - Being a Doer: Taking Aligned Action
4:59 - Building a Business with a Baby
8:21 - Overcoming Burnout and Getting Weekends Back
10:48 - The Origin of Daus
14:31 - What's Missing in the Modest Fashion Market
15:58 - Wearing Faith Proudly
21:26 - The Vision for Daus's Future
23:58 - Bestselling Products and Quality Hijabs
30:13 - Big Sales Months and Mindset Shift
37:33 - Hero Product and What's Next
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