Entrepreneur finds her niche: designing activewear for Muslim women
Like a metamorphic rock, Murray Bridge’s Yasmin Jammoul has endured pressure and come out the other side. Now she hopes to inspire others.
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A Murray Bridge mum’s idea has not only helped her reclaim her fitness after giving birth to her third child – it might end up empowering countless other women, too.
Yasmin Jammoul was keen to get back to the gym after the birth of her third daughter, Sofia, in 2019.
There was just one problem.
She didn’t have anything to wear.
In keeping with her Muslim faith and culture, she hoped to find clothes that would preserve her modesty while still giving her the freedom to work out in comfort – something better than a daggy, over-sized T-shirt.
“After having kids, you’re already insecure about how you look,” she said.
“Going into the gym, being someone who wears the hijab, I felt like I wasn’t dressing cute – it wasn’t the way I wanted to look.”
She searched local shops and the internet, but couldn’t find anything affordable in Australia.
Then came the thought: why not just design something herself?
“I wanted something that was modest, but also fit today’s lifestyle,” she said.
“I was born in Australia, I grew up in Australia, so I feel like I have both worlds, and I wanted to design something that (reflected that).”
She drew a rough sketch of her idea on a notepad, late one night.
So her activewear brand, Metamorfic, was born.
Her inspiration for the name came from the geological term for rocks – like marble – which have been transformed by extreme heat and pressure into things of beauty.
She designed her company’s logo, a butterfly, for the tie-in to the word “metamorphosis”, a change or renewal.
The first two pieces of clothing in her range, both long-sleeved shirts, are called Be Unstoppable and Be Fearless.
The names and imagery flowed from the philosophy she has carried throughout her journey, her recognition of the importance of fitness and wellbeing, and her desire to reach women who might otherwise be discouraged from going to the gym by cultural norms.
“I want women to be bold with their religion,” she said.
“I’ve had so many people come up to me in the gym and say, ‘It’s so good to see a Muslim woman in the gym,’ but it should be normal, you know?
“I want to be an example, and make going to the gym feel accepted and comfortable for (other) women … I want my gym wear to give them the inspiration that they can go.”
Yasmin Jammoul designs "stylish, modest gym tops for every workout". Photos: Metamorfic/Into Jobs.
Ms Jammoul was helped through the process of starting a business by participating in a year-long program with employment agency Into Jobs.
Self-employment business navigator Shaun Harris said he was proud to have played a part in what was already, to him, a success story.
“It’s a really cool business idea, trying to break down those cultural barriers around activewear for Muslim women and making more modest clothing for women who want to go to the gym,” he said.
The self-employment assistance program gives entrepreneurs an understanding of how to run a business, helps them draw up a business plan and guides them through the early stages of their journey.
Having an idea was one thing, Mr Harris said; turning it into an operational business was another.
“Not everyone (achieves viability), but that’s not what the program’s about,” he said.
“It’s about getting people into the entrepreneurial spirit, and sometimes about failing and failing fast and moving forward.
“People stumble along the way, but that’s the process … it’s about trying to set up sustainability for the long term.”
Ms Jammoul ended up sending her original sketch to a range of clothing suppliers, and had them send her material samples for feel, style and durability.
She eventually settled on a Chinese manufacturer, and her first few products are now available on her website.
In time she hopes to introduce more lines, including pants and hijabs, and would love to partner with retailers or distributors to make them available to women everywhere.
She is even looking at gaining qualifications in mental health and personal training so she can be part of other women’s journeys.
Getting this far has been quite the achievement for a woman who was married at 20, and whose ex-husband asked her to give up working so she could raise their children.
Only a few years ago, she perceived the stretch marks pregnancy had left on her body as just one more reminder of her flaws.
Not any more.
“When I found out about this rock and how it changes and marblises, I connected with it – I was like ‘I have those marks on me’,” she said.
“I look at the marble and think it’s so beautiful; why can’t I do the same for myself?
“I’ve changed and I’ve grown under this heat and pressure of life, and instead of letting it break me or destroy me, I came out even better.”
- More information: Visit metamorfic.com.au or follow Metamorfic on Facebook, Instagram or Tiktok. For the self-employment program, visit intojobs.com.au/self-employment-assistance.
