This case study examines the entrepreneurial journey of Noor Neelofa binti Mohd Noor, a prominent Malaysian entrepreneur known for her brand, Naelofar Hijab. The study delves into her background, business ventures, and the establishment of NH Prima International Sdn. Bhd. It explores the evolution of her business from an online scarf retailer to an international player, highlighting her leadership style, personal entrepreneurial competencies, and strategic partnerships with major brands like AirAsia, Swarovski, and Starbucks. The case study analyzes her success factors, including identifying market gaps, leveraging celebrity status, and adapting to market demands. It also covers her expansion into various product lines and her impact on the modest fashion industry, providing a comprehensive overview of her entrepreneurial achievements and strategies.
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