Here is what Effa's facebook page says about her and her brand: Effa is a Saudi Arabian national based in Dubai. She grew up in England where she graduated with a Ba (hons) degree in fashion from The Surrey Institute of Art and Design in 1997. Her love of fashion began as a young girl, scrutinizing fashion magazines and sketching, with her first designs made at the age of 11. After completing her studies in Fashion and Business, Effa began her career in 1998 working for companies in the UAE and Saudi Arabia as a brand manager and fashion buyer. Brands she worked with included Christian Lacroix, Emanuel Ungaro, Valentino and John Galliano. Through her work as a professional fashion buyer, Effa was motivated to design a luxury fashion line that would satisfy the demands and tastes of the modern, trendy customer in the Middle East. Her style was greatly influenced by the great designer brands that she worked with, but her Middle Eastern culture and her love of colour was, and continues to be an inspiration for her designs.
Effa's philosophy is that fashion should bring out the femininity and glamour in a woman, and her designs are cut in a way that they aim to show off the best of a woman regardless of her shape or size. Effa launched her first independent collection in 2006 and this is her Spring 2009 collection: 
Simple white column touched up with simple black lace accents at the waist and the neck (which makes this jilbab transition easily into a dress once the chest covering khimar comes off).
I like the green one! Very simple and sweet. Not very mod though.
Yellow.
I WANT the orange one!!!
White and gold. Very Grecian.
Contact Info
Website: http://www.effa.ae
Office: +97150 9108100
Location:Jumeira Dubai, United Arab Emirates
The sleeves on this one are sooooooo fun with the rainbow ribbon, the crochet, and the sweet tassel. I would wear a plain black shayla with it with a pretty hijab pin. Leopard, rainbow, crochet AND tassel are too much for me personally.
Both these sisters have pretty Bisht style abayas with a sinple embellishment on the opening of the sleeve.
I like the way there is a little gather on the sister's hjab that matches the design her bisht/or matching purse??? Love it, gonna make one of those:D Cover your hair ladies!
Pretty purple-lined farasha with just the right ammount of floral embroidery for me.
I really love that these two girls are wearing their shaylas fully on their heads, mashaAllah. Simple floral embroidery is soooooooo my thing and the sister on the left has a cool zebra print hijab (which I am know to sport on occasion).
Green fabric inserts. I like, and I don't even know why cuz I think it'd look bad on me. My sister Jane on the otherhand... It is the type I'd get as a gift for her.
I like how this sister is wearing her floral hijab, and how it picks up the reds in her abaya sleeves, and matches her bracelet.
The one in the pink reminds me of Aalia.
