How I got my job as… founder of hyper-cool fashion label Aya Muse
This week, Emirates Woman speaks with Tina Rodiou, the founder of Aya Muse. Launched in 2018, the Los Angeles-based contemporary label has quickly gained traction among celebrity style icons like Margot Robbie, Kendall Jenner, Bella Hadid, and Dua Lipa and has a stronghold over the international “It Girl” market.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
Here, Rodiou discusses the strategic growth of her brand, which transitioned from a niche focus on biker shorts to a full range of luxurious knitwear and tailored essentials.
Tina Rodiou, founder of Aya Muse
What was your favourite subject at school?
My favourite subject in school was math, which surprises people given that I work in fashion. I have always been drawn to structure, problem-solving, and precision, which actually translates more into design and running a business than you would think.
What was your first job?
My first role was at a marketing firm, which gave me a strong foundation in brand building and consumer behaviour. It taught me how to think strategically about storytelling, positioning, and audience, all of which translate directly into fashion. That experience shaped how I approach Aya Muse today, not just as a product, but as a brand with a clear identity and point of view.
What inspired you to enter the space and launch Aya Muse?
I have always been deeply interested in fashion and design. Over time, that interest evolved into a desire to create something of my own. I wanted to build a brand that felt intentional, refined, and wearable, pieces that women could return to again and again. Aya Muse was born out of that vision, combined with a strong drive to build something lasting.
What are the key elements of your role?
As the founder, I oversee every aspect of the business. From creative direction and design to production, partnerships, and overall brand strategy, I am involved in all of it. It is about maintaining a clear vision while ensuring the business continues to grow and operate efficiently.
Talk us through your daily routine.
No two days look the same. I am also a mother of two, so my mornings start early and move quickly. From there, my day can include reviewing designs, working with production, tracking shipments, communicating with vendors, and staying closely connected to our customers. It is fast-paced and demanding, but that constant movement is what keeps it exciting.
What advice do you have for anyone looking to follow in the same footsteps?
Be prepared to work extremely hard and stay consistent, even when things feel uncertain. Building a brand takes time, resilience, and a lot of patience. It is not always easy, but it is one of the most rewarding things you can do if you truly believe in what you are creating.
What are the design pillars that define your brand?
Aya Muse is defined by a refined approach to modern dressing, grounded in elevated minimalism and a focus on clean, architectural form. The collections explore sculptural silhouettes that balance structure with fluidity, creating pieces that feel both directional and timeless. Each piece is designed with versatility in mind, offering ease of wear while maintaining a strong, confident point of view.
What are the hero styles for SS26?
For SS26, our hero pieces centre around fluidity, femininity, and refined structure. The Kiri Dress in merlot captures this with its draped silhouette and asymmetric finish, creating a sculpted yet effortless feel. The Liora Dress in off-white reflects a softer approach, with airy movement and delicate volume that feels both romantic and modern. Together, these styles embody the balance we focus on for the season, elevated, wearable pieces with a strong point of view.
What is the best piece of advice you ever received?
Trust your instincts and stay close to your vision. There will always be outside opinions, but building something meaningful requires confidence in your own perspective. The more you trust yourself, the stronger your work becomes.
And what is the worst?
To play it safe or follow what everyone else is doing. That mindset can dilute your identity. The most impactful brands come from taking risks and standing firmly in what makes you different.
What has been the biggest challenge you had to overcome?
Balancing growth while maintaining the integrity of the brand. As you scale, there are more moving parts and more pressure, but staying aligned with your original vision is key.
What are your goals for the future?
To continue growing Aya Muse in a thoughtful and intentional way. I want to expand globally while preserving the integrity of the brand, and to keep creating pieces that feel timeless, relevant, and deeply connected to the individuals who wear them.
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Images: Supplied; Instagram @ayamuse
