About Jonima Apparel

Our Story

Jonima Apparel was created with one purpose:
to empower women to feel beautiful, confident, and comfortable, while living a lifestyle rooted in elegance, intention, and self-respect.

We believe modest fashion should never feel limiting. It should feel luxurious, modern, and effortless—clothing that moves with you, supports your values, and elevates everyday life. Jonima is about loving who you are, how you dress, and how you show up in the world.

What Does Jonima Mean?

Jonima (Jo-nee-ma) is a word of Persian origin that became part of the Judean-Persian dialect spoken by the Bukharian Jewish community of Central Asia.
Much like Mi Corazón or Mon Amour, Jonima translates to “My Love.”

The name reflects warmth, connection, and care—values deeply woven into our brand. Every piece we design is created with love, intention, and respect for the woman who wears it.

How Jonima Apparel Came to Be

Jonima Apparel was founded by Bela Musheyev and her daughter Michelle Hurtin, a mother-daughter duo united by heritage, resilience, and a shared love for fashion.

Bela immigrated from Uzbekistan to Brooklyn, New York at the age of 16, during the final years of the Soviet Union. Her journey was shaped by perseverance and opportunity, eventually leading her to study fashion design at Pratt Institute.

On February 22, 2002, Bela welcomed the greatest blessing of her life—her daughter Michelle, lovingly nicknamed “Jonima.” Raising Michelle as a single mother wasn’t easy, but it fueled Bela’s strength, creativity, and determination.

Michelle grew up immersed in fashion and went on to study advertising, marketing, and communications at the High School of Fashion Industries and the Fashion Institute of Technology (FIT).

Together, combining design, business, and marketing expertise, they brought their vision to life—Jonima Apparel, a brand under B & M Creative Apparel Corp., named for Bela and Michelle.

Our Promise

Jonima Apparel creates high-quality modest womenswear designed for real life—athleisure, casual staples, and dressier pieces made with premium fabrics, thoughtful construction, and flattering fits.

Every collection is produced in small, curated runs, because we believe quality, intention, and love matter more than mass production.

Jonima is not just clothing. It’s a lifestyle—made with love, worn with confidence.