Al-Amal was first incorporated in Kuala Lumpur where they specialised in Middle Eastern goods. Eventually, Al Amal expanded internationally and currently has outlets across Dubai, Malaysia and Singapore.
The Middle Eastern goods imported varies amongst apparels and perfumeries, where the designs are most exclusive and at affordable prices. The shop also carries products for religious purposes, such as prayer mats and head-dress.
Al-Amal’s marketing efforts are mostly done on social networking platforms such as Facebook and Instagram, and is exploring other digitalisation platforms such as online marketplaces, while in the midst of developing their own e-commerce website.
During the circuit breaker period, Al-Amal Creations leveraged on the situation by hosting online webinars to promote their brand with new and existing customers, as a way to compensate for the reduction in footfall to their brick-and-mortar in Kampong Gelam.
Read more at Berita Harian (in malay) at https://www.beritaharian.sg/ekoniaga/pandemik-percepat-langkah-wujudkan-platform-dalam-talian