While working with her father at their company, Sultana Nasreen Shumie realised she wanted to become an entrepreneur. While it took some time, her passion for designing clothes for herself and her family pushed her towards launching her clothing line. Through Azaaraz, Shumie has successfully created a community where people who appreciate her work, visit her boutique and purchase items if they like something she is working on. This sense of community, however small, makes this design experience very rewarding for her because it gives Azaaraz its own life, and own brand identity. In an interview with ICE Today, Sultana Nasreen Shumie the founder and creative head of Azaaraz BY Shumie, explains how working with clothes gives her tranquillity and how much becoming a successful entrepreneur means to her.
What segment of the market does Azaaraz By Shumie cater to? Do you plan on expanding its base in the near future?
Azaaraz caters to all segments. I was never explicitly targeting any specific group. I want my clients to be little girls to people well into their 70s, and in time I will create products for all age groups. But naturally, as Azaaraz is a place for designer wear, I am catering to those interested in what I am offering – something truly unique, crafted with delicate care and thoughtful artistry, and will only be worn in very few numbers. I want my clients to feel comfortable yet stylish, but above all – unique. As they walk into the room wearing a piece by Azaaraz by Shumie, everyone will pause for a moment to take a look. After all, it’s something none of them has ever seen before. Azaaraz also does a lot of bespoke wear for clients, as fit matters just as much as design, if not more.
Would you mind walking us through your creative process? What is the most rewarding part of being a designer?
Fashion has changed a lot with time. The most significant change is how quickly one has to adapt to new and international trends to stay relevant. Being a designer can be challenging. There used to be a lot of differences between fashion in different countries and age groups; while those differences persist to some extent, social media has enabled people everywhere to tap into global trends that rise to the top. I constantly have to keep myself informed because my customers are. The biggest challenge I face is to shorten the time from having a vision in my mind and translating that to a final product while working with the craftsmen in my team – otherwise; it will no longer be relevant. It is doable, of course, but it isn’t easy. The most rewarding part of this job is that I get to create something that doesn’t exist, and without me, my specific designs would never come to life. I get to make this truly unique contribution to the world of fashion in my small way, and it makes me feel a little more validated about the value I bring to my clients when I see their faces light up upon seeing a new piece I’ve just put up on the racks.
Azaaraz By Shumie blew up as a brand when actress Azmeri Haque Badhon wore its dresses at Cannes this year. Can you tell us a bit more about that experience?
First of all, I am extremely grateful to Badhon for taking my designs to the global stage. When I started this brand, I honestly didn’t expect to hit such an important and exciting milestone within six years! Seeing my designs on display next to the most famous designers’ works at Cannes was a dream come true. This experience gave Azaaraz a massive leg up, but at the same time, I could feel the pressure to keep up! As an entrepreneur, my motivation levels have never been higher as I’m really hart on myself. Now I have this incredible opportunity to take Azaaraz to the next level, and that is exactly what I plan to do.
How do you envision the growth of Azaaraz By Shumie in the next five years? As a designer, are there any personal goals you want to achieve?
Azaaraz is my playground; I’ve only gotten started. I have so many ideas that I haven’t tried my hand at yet, such as a children’s and a men’s line, so those would be the immediate next steps. Then maybe someday I will also launch a wedding collection – wouldn’t that be something! Honestly, my aim in the growth of Azaaraz are not primarily sales targets and profit margins are, it is my personal growth as a designer, which is intricately linked to the brand that I have created. My personal goal is to see how far I can go with this, how much I can push my creativity as a designer and entrepreneur, and once I find those limits – I want to push a little further to go beyond!
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