Siti Sarah binti Sukeran

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Siti Sarah binti Sukeran
Siti sarah.JPG
Siti Sarah

(1991-12-31) December 31, 1991 (age 32)
Kampung Laut, Skudai, Johor
Alma materUniversiti Teknologi Mara
OccupationDirector of Sarah Asyraf Holdings Sdn. Bhd.
Height161 cm (5 ft 3 in)
Spouse(s)Muhammad Asyraf bin Dahalan
  • Arif Syahmi bin
  • Muhammad Asyraf
  • Alisa Syaurah bin
  • Muhammad Asyraf
  • Sukeran bin Nasiman
  • Siti Hadijah binti Omar

Siti Sarah Binti Sukeran is a Malaysian entrepreneur and the director of Sarah Asyraf Holdings. She is best known for providing premium handbags through her fashion brand Legacy Fashionista, which has emerged as Malaysia’s largest online ecommerce store for handbags.[1]

Siti Sarah also runs an e-commerce platform called Lorena Hijab that offers premium cotton voile hijabs for women.

Early life and education

Siti Sarah was born in Kampung Laut, Skudai, Johor to Sukeran bin Nasiman, father, and Siti Hadijah binti Omar, mother. She began her educational journey with Sekolah Kebangsaan Batu 10 Skudai Johor. Sarah attended Sekolah Menengah Skudai Johor and pursued her further studies at Universiti Teknologi Mara, passing out in 2014.

Siti Sarah met her husband on social media while she was still attending college. After getting into a good equation with him, Sarah decided to apply for a fast track Diploma to Degree course, for which her application was approved after 6 months. Later, she continued her degree in Shah Alam, which was close to her husband's place of study. She scored well in all her exams and passed out with flying colors.

In the event, Siti Sarah’s husband got a job in Kuala Lumpur, and they decided to get married in 2014. After working in the company for a few years, her husband decided to quit and start a business of his own. Unfortunately, he got cheated by his business partner, resulting in a loss of about RM500,000. Thereafter, Sarah had to go through a difficult phase when her husband was declared bankrupt in April 2015. Gradually, things started coming back on track, and her husband got a job as a Senior Customer Care Executive at a company in Melaka. But Siti Sarah failed to crack any interviews and remained unemployed.

In June 2015, Siti Sarah was confirmed to be 6 months pregnant. At that time, her husband’s health started deteriorating and he was asked to be operated on. During those tough times, Sarah took good care of her husband while delivering a baby the next day. Later, she found out that her husband was suffering from cancer. After undergoing chemotherapy for a few months, her husband could no longer continue the medical treatment due to expensive treatment costs.


After undergoing health issues and a financial crunch, the couple was invited by one of their friends to open a wholesale goods business. They accepted the offer and were taught to buy goods from outside at cheap prices. Gradually, Siti Sarah and her husband learned to manage logistics and store inventory. Realizing her interest in handbags in particular, Sarah convinced her husband to focus on building a handbag business.

The idea proved to be a turning point in their lives, giving birth to their personal brand, The Legacy Fashionista. Thereafter, Siti Sarah borrowed RM5000 from her sister to kick start her entrepreneurial journey. She used RM3000 as capital and the rest of it to pay off the outstanding debts. In the beginning, Sarah and her husband bought 300 bags, which sold out in just a week. Siti Sarah gradually repaid the loan amount to her sister. Her brother-in-law and father-in-law also helped the couple financially, and today they have reached a turnover of RM6K in their business. Thereafter, both Sarah and her husband became the official directors of Legacy Fashionista.

Besides her handbag business, Sarah is also the founder of Lorena Hijab, an online platform that offers premium cotton voile hijabs available in different colors.


Siti Sarah bagged the Dean's Award for Bachelor of Sports Management for two years in 2011 and 2013.

Personal life

Siti Sarah is married to Muhammad Asyraf bin Dahalan. She has four children: Arif Syahmi bin, Muhammad Asyraf, Alisa Syaurah bin, and Muhammad Asyraf.

Siti Sarah is fluent in Malay and English.



  1. "Edit your biogpraphy -". Retrieved 15 June 2022.

External links