WHAT WAS THE DRIVING FORCE BEHIND ESTABLISHING HOUSE OF AHMED, AND HOW HAS THE EXPERIENCE BEEN SO FAR?
Tanzila Elma: The inspiration behind starting House of Ahmed is deeply rooted in my business background and genuine passion for design. After completing my Bachelor’s in Marketing and Human Resource Management from North South University in 2014, I spent several years in the corporate sector. However, my love for design remained constant. During my maternity leave, I reflected on my career path, seeking to combine my business experience with my passion for design. Drawing on my background working with global brands, I envisioned House of Ahmed as a space that would reflect a global perspective while incorporating my creative flair. Our journey has been marked by continuous learning and improvement. House of Ahmed’s evolution is rooted in our dedication to crafting sustainable, ethical, and captivating wearable art. We are proud of our commitment to creating pieces that are both visually stunning and environmentally responsible. As we look to the future, House of Ahmed embodies the next generation of fashion, and we are thrilled to lead the way.
Ahmed Tuhin Reza: With over a decade of experience in the corporate sector, I have established myself as a respected marketer. My leadership roles at Banglalink and Telenor Health involved strategic management, including the development of a B2B unit that contributed significantly to the company’s annual revenue. My strategic approach, honed since completing my BBA at BRAC University, has been demonstrated through managing Bangladesh’s largest 360 digital healthcare partnerships, involving over 250 partners.
Apart from my corporate work, I am a passionate painter with a keen eye for detail in clothing, often designing my own garments. Recognising a gap in the market for luxury ethnic wear, I combined my professional experience and creative vision to establish House of Ahmed. Our goal was to create the premier designer studio in Bangladesh, and we have successfully achieved that, setting a new benchmark in the industry.
HOW DOES THE COLLABORATION BETWEEN HOUSE OF AHMED AND LOCAL ARTISANS CONTRIBUTE TO THE PRESERVATION OF TRADITIONAL EMBROIDERY TECHNIQUES?
Ahmed Tuhin Reza: Although Bangladesh is flourishing, the fashion scene continues to favour Pakistani and Indian designs, granting them a more significant market share. In light of this trend, we undertook expeditions to learn about various traditional wear techniques, with zardousi emerging as one of the most creative and expensive. We diligently studied these techniques, bringing the secrets back to Bangladesh. Upon our return, we combined the newly acquired knowledge with our existing methods, leading to the creation of a unique House of Ahmed trademark that is both innovative and deeply rooted in history.
Tanzila Elma: During House of Ahmed’s founding in 2019, we identified a troubling trend within the local artisan landscape: a significant number of artisans were transitioning to alternative employment due to marginal income levels. Concurrently, there was a decline in newer generations learning traditional embroidery techniques. In response to these challenges, House of Ahmed had a strategic approach. We acknowledged the economic hardships faced by local artisans and established a compensation standard considerably above the prevailing market rate. Our dual objectives were to improve the livelihoods of the current generation of artisans and to motivate future generations to continue the heritage of cultural craftsmanship and traditional embroidery techniques.
WHAT DO YOU THINK ATTRACTS CUSTOMERS TO HOUSE OF AHMED?
Tanzila Elma: At House of Ahmed, our unique selling point is our relentless commitment to customer satisfaction. We take customer feedback to heart and integrate it into our designs, as demonstrated by our co-designing space, which symbolises our commitment to surpassing customer expectations. By providing customers with the opportunity to co-create custom experiences for their special occasions, we infuse a personal touch that renders each event unforgettable. The combination of our customer-focused approach, personalised experiences, and the curation of exceptional artistry is what truly draws customers to our brand.
Ahmed Tuhin Reza: House of Ahmed identified the need to capture the local market share, which was gravitating towards Pakistani and Indian designs. To address this preference gap, we strategically embarked on research trips to these neighbouring countries. Our aim was to study their traditional wear techniques and learn from their market success. During our expeditions, we studied these techniques and uncovered the secrets behind their craftsmanship. Upon our return, we skillfully merged the newly acquired techniques with our own, creating a unique House of Ahmed signature style. This fusion of old and new allows us to offer something truly distinctive to our clientele.
HOW DO YOU INCORPORATE SUSTAINABILITY AND ETHICAL PRACTICES INTO YOUR BRAND’S OPERATIONS?
Ahmed Tuhin Reza: We recognise our role in shaping a sustainable future. Consequently, we have implemented extensive measures to align our operations with environmental and ethical principles. Our dedication to sustainability and ethical practices is manifested through our zero-waste policies at our factories, focusing on efficient resource utilisation and energy consumption. Moreover, we prioritise ethical considerations throughout our supply chain, engaging in responsible sourcing and ensuring adherence to fair labour practices and ethical standards.
Tanzila Elma: We have introduced technology to boost artisan productivity, harmoniously blending traditional craftsmanship with contemporary efficiency. Artisans are the backbone of House of Ahmed’s operations, and we appreciate their invaluable craftsmanship. We prioritise positively impacting their lifestyle and well-being, embodying a dual approach to sustainability – focusing on both measurable outcomes and the individuals behind them. By embracing a planned approach, we strive to enhance Bangladesh’s cultural legacy and make a tangible difference in our community. House of Ahmed is on course to establish itself as a sustainable, global brand proudly representing Bangladesh.
WHAT EXCITES YOU THE MOST ABOUT THE FUTURE OF HOUSE OF AHMED?
Ahmed Tuhin Reza: Our vision for House of Ahmed is to thrive both domestically and internationally. We aim to retain our position as the top ethnic wear brand in Bangladesh while extending our reach to markets in the Middle East and Europe.
Our commitment also encompasses empowering our local artisans. We strive to provide them with a global platform to showcase their craft, fostering international recognition and appreciation. By 2030, House of Ahmed aspires to become a 100 crore company, positively impacting the lives of 1,000 individual artisan families.
Tanzila Elma: Our steadfast vision is to solidify our presence on the global stage. We are taking deliberate steps toward this objective through strategic exports and careful planning. The future of House of Ahmed is unfolding now, so we invite you to join us on this exciting journey as we unveil upcoming innovations!
Photograph: Courtesy of House of Ahmed