Diya was founded in 2005, when our founding team initially saw a niche in the market for an affordable, off the peg, ready-to-wear Asian fashion​ collection. With a strong understanding and experience in retail, Diya grew its retail brand into the online world. Besides the initial challenges and​ struggles with launching Diya as one of the first Asian fashion online labels, our team was adamant on getting our brand story available to the modern ​fashion forward woman.

Diya’s comprehensive women’s wear edit is inspired by international runways, celebrity looks and on-trend styles. Our team of buyers work constantly ​to bring together a curated edit of ethnic wear, which ensures versatility and style.​

As Diya grew online, so did our product portfolio. We subsequently ventured into our own Men’s, Kids and Accessories labels to fortify our offerings.​ Our commitment to featuring the best value and unique outfits, inspired by western silhouettes, rich fabrics and artisanal embroidery techniques, ​were available to the wider market.​

Today, Diya has an international presence in over 100 countries, throughout the UK and much further afield. We are recognised for our unique identity ​and distinctive designs, inspired by mesmerising colours, patterns, textures and hand-craft techniques from around the world.​