New store to bring ‘authentic Arabic experience’ to Sioux Falls

Dec. 30, 2025

Gisma Ali anticipates such a big response to her new business that she has scheduled at 12-hour opening day.

Bayt al Jamal will open Wednesday, Dec. 31, at 2007 S. Minnesota Ave., a space that most recently was a photography studio.

The name means “House of Beauty” in Arabic.

“It’s a need here,” said Ali, who also serves as president of the Sudanese Community of South Dakota and is the founder of The Culture Link, which focuses on the mental health needs of the African community.

For those in African or Arab cultures who “like to dress modestly,” options are hard to find locally, Ali said.

Her store is stocked with apparel, including abayas, which are long, loose-fitting outer robes worn by some Muslim women; toub, which is a long, rectangular garment worn in Sudan for special occasions; and hijabs, which are headscarves worn by some Muslim women as a symbol of modesty and faith.

There also is a selection of jewelry plus some apparel for men and boys.

“I made sure to get great quality, something for everyone in the family,” Ali said.

“A lot of young teens look online to find things to wear because the clothing in the stores here does not cater to the modest community.”

“And right now, everyone is into the Arabic perfumes and oils,” she added.

“On TikTok, it’s viral, and unfortunately a lot of people keep getting the dupes, or the fakes, and I want to be able to bring the real, authentic Arabic experience to Sioux Falls.”

She will carry perfumes, perfumed oils, incense and colognes, as well as creams and other self-care items.

For those living in Sioux Falls, finding these items requires that “we have to actually know somebody back home, send money, and they have to go shop for us and find a shipping company that can bring products in,” Ali said. “Or if we know someone traveling, we (ask) can you bring us these things.”

She had to travel to Dubai to source her products because “they import from India, China and Africa to Dubai, so most of us business owners go to Dubai and get our products there and ship them and get containers.”

The grand opening Wednesday will run from 11 a.m. to 11 p.m. and include Sudanese chai tea, Arabic coffee and small bites featuring halal meat pies and spices.

“It’s going to be crazy,” Ali predicts. “Everyone is screenshotting and saying, ‘Hold this for me.’ It’s definitely been a need, and people from other states are calling.”

She added that she hopes those born in the United States will give the store a try.

“I know there are a lot of open-minded individuals, and I really want them to come experience something different,” Ali said. “Once they come, I don’t think they will want to leave. There are so many things to learn and absorb.”

Going forward, hours will be 11 a.m. to 9 p.m. daily. Ali also has had an online boutique and is relaunching it to reflect her expanded inventory at Bayt al Jamal.

“The (physical) room right now works for us,” she said. “We put a lot of work into it when we first got it. It’s been three months’ worth of work. We painted, we added an extra wall and put all the shelving. It’s a family effort.”

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