Alkadi and Alammar cofounded Aya in 2024, a modest fashion e-commerce platform. The Saudi-based startup has raised $8.9 million to date, backed by investors including Raed Ventures, Nuwa Capital, Sanabil, Khwarizmi Ventures, and Joa Capital. The platform has served over 100,000 customers across Saudi Arabia and the GCC. Alkadi previously cofounded Mamba Academy, while Alammar founded BakersDough and TechFleck before launching Aya.