Former model, Alia attended George Brown College and worked as an assistant designer at various design houses. A graduate with a degree in Biosystems Engineering from McGill University, Jamil worked as an investment strategist before entering the fashion industry.

Both Alia and Jamil are well traveled and have lived in exotic locales such as Kenya, Congo and Kazakhstan as well as all over North America including Vancouver, Montreal, Dallas, Los Angeles and Atlanta. In their spare time, the siblings have actively volunteered with various charities.

In 2003, the pair set out to create contemporary clothing for men and women. As Design Director, Alia organizes and implements activities related to product design and development. Creative Director Jamil manages the overall image and positioning of the JUMA brand. Together they co-design the collection, with a clear vision of the JUMA look and an instinctive understanding of fashion and design