Mainly Modest Thrift: Making Sustainable Fashion Stylish, Accessible, and Modest

This story is part of the Immigrant Entrepreneur Canada Retail Incubator Program, presented by RBC and supported by Meridian.

The program provides hands-on retail experience and business training to help immigrant entrepreneurs launch and grow their ventures in the heart of Ottawa.

At the ByWard Market Vendor Village, you will find more than thoughtfully curated clothing. Behind every piece at Mainly Modest Thrift is a story of sustainability, style, and a passion for helping women build wardrobes that reflect both their values and their individuality.

Founded by Ottawa entrepreneur Elham Ismael Ali, Mainly Modest Thrift is a curated pre-loved clothing brand that offers high-quality apparel for women seeking fashionable, modest, and sustainable options.

The idea for Mainly Modest Thrift began with a challenge that Elham knew many women faced.

"Finding clothing that is modern, high quality, sustainable, affordable, and modest is incredibly difficult in mainstream retail. Often, you have to compromise on one or the other," she explains.

Rather than accepting those compromises, Elham saw an opportunity to create something different. She wanted to give beautiful garments a second life while making modest fashion more accessible to women from all backgrounds.

Every item at Mainly Modest Thrift is carefully hand-selected with attention to quality tailoring, beautiful fabrics, and timeless silhouettes. The result is a collection designed to help women create modern capsule wardrobes while making more sustainable fashion choices.

Elham's journey to Canada also played an important role in shaping her business.

Originally from Ethiopia, Elham moved to Canada at the age of 14, where she learned to embrace new beginnings and see opportunities through a fresh perspective. That experience taught her the value of resourcefulness and community, two principles that continue to guide her business today.

"I realized that millions of incredible garments already exist in the world. They just need to be rediscovered, restored, and styled."

For Elham, Mainly Modest Thrift is about more than clothing. It is about encouraging thoughtful consumption while proving that fashion can be both beautiful and responsible.

Like many entrepreneurs, building the business has come with challenges.

One of the biggest has been sourcing inventory that consistently meets her high standards.

"Unlike traditional retail where you order in bulk from a manufacturer, resale requires finding unique, quality items one by one."

Along with sourcing products, she has also navigated the many technical and administrative steps involved in building a business from the ground up.

Despite those challenges, every milestone has made the journey worthwhile.

One of Elham's proudest moments was participating in her very first community pop-up market.

"My proudest moment was having my first pop-up at a local community market. Seeing the brand transition from an idea into a physical space and making my first ever sale was incredible."

That experience confirmed that Mainly Modest Thrift was meeting a real need while connecting with customers who shared her passion for sustainable fashion.

As she continued building her business, Elham found valuable support through the Immigrant Entrepreneur Canada Retail Incubator Program.

"The program helped me bridge the gap between having a creative passion and running a structured, sustainable business."

From registering her business to preparing for her first pop-up, the program provided guidance through every stage of her entrepreneurial journey.

For Elham, one of the greatest lessons has been that entrepreneurs do not have to build their businesses alone.

Her advice to other immigrant entrepreneurs is simple.

"Start small but don't wait for things to be perfect. My only regret is not starting sooner."

She also encourages newcomers to seek out organizations that offer mentorship and support.

"Look for business resources in your community to support you through your journey like the IEC. You don't have to do it all alone."

At Mainly Modest Thrift, every carefully selected garment represents more than fashion. It reflects sustainability, thoughtful choices, and the belief that clothing can have a second life while helping women express themselves with confidence.

Visit Mainly Modest Thrift at the ByWard Market Vendor Village to discover thoughtfully curated pre-loved fashion that combines style, quality, and sustainability.

Explore Mainly Modest Thrift and stay updated on their latest collections and initiatives. Follow them on Instagram @mainlymodestthrift to stay connected as they continue promoting sustainable fashion, making quality clothing more accessible, and inspiring mindful shopping within the community.

This story is part of the Immigrant Entrepreneur Canada Retail Incubator Program, presented by RBC and supported by Meridian.