I wanted to create a brand that aligns with my values," says Ruqsana. Embrace is about staying true to who you are — embracing your authentic self and the journey you’re on. That means accepting the good and the bad, overcoming life’s challenges, and trusting in God’s plan. The idea was to express this message through the clothing — to create pieces that represent strength, purpose, and the beauty of embracing every part of your story

Ruqsana Begum is a British world champion in both Muay Thai and Boxing — the first woman to win world titles in both sports. She secured her first world title in Muay Thai in 2016, and in 2025, became a boxing world champion, marking a historic achievement across two combat disciplines. She is also the author of an award-winning book born fighter that shares her personal journey. Alongside her fighting career, Ruqsana worked as a model for global brands including Adidas, Gymshark, Pandora. These experiences gave her an inside look at the industry and planted the early seeds of belief that she could build something of her own — a brand with purpose.

After more than a decade competing at the highest level, Ruqsana began to reflect on what would come next. She had always known that a fighting career couldn’t last forever, and it felt like the right time to channel her energy into something new. With her background in sport and time in front of the camera, building her own brand felt like a natural next step. “After 10 years, I should be building my own brand and legacy,” she thought. The idea became more than just a thought during a casual conversation with her niece. When Ruqsana shared her vision, her niece responded simply: “Auntie, that’s the best idea you’ve ever had.” That moment gave Ruqsana the clarity and encouragement she needed — and from it, Embrace was born.