Durban designer Ruwaida Sheik is on a mission to make every girl’s dream come true through her enchanting collection of gowns.
At the heart of her brand, Ru Couture and Image Consulting, lies a deep belief that everyone deserves a fairy tale, particularly on those special occasions like proms and weddings.
Born into a family of musicians, with parents Fatima and Omar Sheik lighting up stages across the country, Ruwaida grew up surrounded by beauty and fashion.
“I grew up watching my mother wear the most beautiful gowns. She would make her own, and that just inspired me from a very young age,” she recalls.
Ruwaida says: “I would give my mom all my designs of what I wanted, and my friends would like what I had. They would start asking my mom to make them garments. This was when I knew that this was my passion, this was what I loved doing. Beauty and fashion, that was my thing.”
Growing up in a community where many struggled with the cost of wedding gowns, Ruwaida saw her mother offer payment terms to help families afford such dreams. The spirit of kindness and understanding continues to influence her work today.
“I looked at an option of doing stunning, yet affordable gowns, but also offering Eastern gowns for hire,” she explains.
Ruwaida crafts gowns that are both beautiful and accessible, ensuring that no parent has to disappoint their child on their special day.
Her journey began at just five years old, helping her mother design gowns for various shows.
“She was known for her elegant way of dressing, inspiring lots of young ladies to maintain their etiquette in a beautiful way.”
That upbringing set the foundation for Ruwaida’s passion for beauty and fashion, solidifying her belief that everyone deserves to feel like royalty when they dress up.
“I believe in fairytales. My fairytale never materialised, but I still believe in love and I want to be part of that environment,” she says.
Recently, she showcased her creations at the Food and Fashion Heritage Runway during Heritage Month and at The Chatsworth Diwali Expo in October.
“I got such a heart-warming response. The ladies were amazed at the type of gowns on offer. It was a feast for their eyes. The models said they felt like princesses,” she recalls.
Now, she is preparing for her upcoming show, Heeramandi Fashion Expo, scheduled for November 22 at the Musgrave Hall and Conference Centre.
Her collection aims to highlight the strength and beauty in women.
“We took the theme from the movie, which stems back to women’s empowerment. So we are featuring the gowns, and it is very deep-rooted in letting people see the power in women and how, despite circumstances, we’re still able to rise and stand up for what we believe in.”
Ruwaida’s work beautifully merges Indian and African styles, aiming to keep modesty at the forefront while still embracing extravagance.
“I prefer to keep my garments very modest, in keeping with the way I would dress … Indian culture is all about being beautiful and extravagant.”
Alongside her exclusive Indian wear, she also has an elegant casual range, perfect for any occasion.
“I also do an elegant casual range. When you’re walking into a meeting or dinner, you must feel totally dressed,” she adds.
Coming from a background filled with challenges, Ruwaida believes in resilience.
“So many people are going through so much. But when you get up in the morning, dust yourself off and do not let anything get the better of you, that’s essential. Put on that outfit and go about your day, you will feel so much better,” she shares.
As a former model and manager of a sari contest, Ruwaida is steeped in the fashion and beauty industry, committed to showcasing elegance respectfully.
“You don’t need to flaunt yourself to get attention. Your attention should come from your deep roots and respect, and the way you carry yourself. You do not need to exploit or expose yourself, or put yourself out there in a way that you are dropping your respect.
“You will still gain respect and attention if you carry yourself in the right way,” she advises.
To aspiring designers, she says, “Reach for your dreams. Yes, there are academics, but not everybody is cut out for that. Some people have a sense of creativity, and a lot of the time, that creativity is shot down.
“Some parents shoot down creative careers because they want their kids to do academics, but they might not find their calling there, so if you feel that you need to work in an environment that brings out your creative side, you can be an entrepreneur.”
