Daniyal Bashir never imagined he would have to start over after nearly a decade of working as an accountant in Dubai. But when COVID-19 hit, everything changed. Companies were downsizing, and like many others, Daniyal lost his job. It was a tough time, and moving back home felt like stepping into the unknown. He wasn’t sure what to do next, but he knew he wanted to build something of his own.
Back in Pakistan, Daniyal spent weeks trying to figure out his next move. He had years of experience in finance, but he wanted something different—something that gave him control over his future. He told us that, while scrolling through social media, he came across Daraz Pakistan and discovered what e-commerce platforms were. The idea of selling online intrigued him, so he decided to dig deeper and see if it could be his way forward.
“At first, it was all about learning. I watched tutorials, read articles, and studied how e-commerce worked. Also, I had to observe what people were buying and what sold well. The more I researched, the more I realized that online businesses had real potential,” stated Daniyal. With no prior experience in selling, he took a leap of faith and launched his first product—a body spray in the health and beauty category.
He added, “The response was better than I ever expected. Orders started pouring in and it gave me the confidence to keep going. Encouraged by this small success, I started working on my next product.” He shared that learning the dos and don’ts was a gradual process. “Nothing is ever final from that start; however, I took some time to understand what customers want and how to improve my offerings,” Daniyal added.
Then came an idea that felt right—something closer to his culture and identity. Daniyal noticed that there was a growing demand for modest fashion. That’s when he decided to create his own brand, Bidoon Essma, focusing on modest wear. He and his team started selling Arabic Saudi Niqabs, Stoles, Hijabs, Abayas, Burqas, Prayer Mats, and Namaz Chaddars. The goal was simple: provide high-quality, stylish and comfortable modest wear for those who needed it.
Daniyal highlighted that what started as a small online venture for him, soon began gaining traction. “Customers appreciated the quality of our products and positive word-of-mouth spread. As sales grew, I had to hire a small team of 10 people to help me manage operations,” Daniyal reminisced. “It wasn’t easy—there were challenges in sourcing materials, handling logistics, and dealing with customer queries—but we had to tackle each problem one step at a time.”
With e-commerce evolving rapidly, staying competitive requires more than just listing products. That’s where Daraz steps in. Its in-house team works directly with sellers like Daniyal, providing data-driven insights and tailored strategies to optimize pricing, run effective product ads, offer free shipping, and leverage programs like Choice. By equipping entrepreneurs with the right tools and expertise, Daraz helps them scale their businesses in an increasingly dynamic market.
Reflecting on the past, Daniyal shared that losing his job felt like the worst thing at the time, but in hindsight, it was a blessing in disguise. I got an opportunity to start over, but this time, he built something of his own. “The journey most definitely wasn’t easy, but every challenge taught me something valuable.” said Daniyal.
He exclaimed, “Today, Bidoon Essma is not just a business; it’s my passion, my purpose!” Currently, Bidoon Essma receives 100 to 200 orders daily on Daraz. The business has built a loyal customer base and Daniyal takes pride in the fact that his brand is filling a gap in the market. Seeing Pakistani brands gain recognition in the industry is exciting, and he wants Bidoon Essma to be a part of that movement. His goal is to continue growing the brand and make it one of the top names in modest fashion.
Daniyal’s journey hasn’t been easy, but it has been rewarding. He has learned that setbacks often open doors to new opportunities. Losing his job felt like a major hurdle at the time, but it led him to something even more fulfilling. He now wakes up every day knowing that he is building something meaningful—not just for himself but for the people who rely on his business. The next step? Expanding Bidoon Essma even further. Daniyal plans to introduce new designs and improve customer experience. He wants Bidoon Essma to be recognized not just in Pakistan but around the world as a trusted name for modest fashion.
Daniyal’s story reflects a growing wave of change in Pakistan. At a time when many are searching for opportunities abroad out of despair, he got the opportunity to build something meaningful without having to leave his roots. By embracing technology and leveraging platforms like Daraz Pakistan, he carved his own path toward success. His journey is a powerful reminder that true success often begins from within and that what seems like a detour can be the foundation for something far greater.
