Selangor Domestic Trade, Cooperatives and Consumerism enforcement chief Abdul Rosik Yakub with his officers and Neelofa showing the original and fake Naelofar Hijab headscarves during a press conference today. Pix by Mohd Asri Saifuddin Mamat

SHAH ALAM: For a brand that was launched just a year ago, Naelofar Hijab by celebrity Neelofa has become so popular to the point where it is now the target of unscrupulous traders who are making fake reproductions of it.

Of course, the 27-year-old artiste behind the brand is certainly not happy with it.

No longer wanting to her fans and supporters to be duped into buying fake Naelofar Hijab headscarves, Neelofa lodged a report with the Selangor Domestic Trade, Cooperatives and Consumerism branch which led to a raid in late March.

In the March 29 raid, 79 pieces of fake Naelofar Hijab headscarves worth RM7,102 were confiscated from two premises in Gombak and Kajang respectively, said Selangor Domestic Trade, Cooperatives and Consumerism enforcement chief Abdul Rosik Yakub.

He said Neelofa's case was the first of its kind where the director of the label had lodged a report on fake reproduction of the collection.

"Investigations are still on-going under the Trade Descriptions Act 2011. The investigation paper will be handed over to the deputy public prosecutor for further action. One can be fined RM500,000 or face a jail term of 3 years if found guilty," said Rosik during a press conference at the headquarters today.

Meanwhile, Neelofa said she had resorted to lodging the matter to the authority after two legal letters served to the owner of a shop chain and kiosks against selling the fake goods were not responded to.

A verbal warning was also ignored.

"I am not running at a loss because of these imitation goods but the interest of buyers who want to own a genuine piece of Naelofar Hijab must be protected and the same goes for the 500 genuine active distributors that I have now," she said.

The discovery of fake Naelofar Hijab being sold in nine shops and kiosks in areas such as Klang Valley, Terengganu, Johor and Pahang were detected last year.

The fake headscarves which are sold at least 20 to 30 per cent cheaper than the original ones can be differentiated by the inferior quality of fabric as well as the Swaroski stones.