We’re excited to introduce you to the always interesting and insightful Umna Khan. We hope you’ll enjoy our conversation with Umna below.

Umna, thanks for joining us, excited to have you contributing your stories and insights. Day to day the world can seem like a tough place, but there’s also so much kindness in the world and we think talking about that kindness helps spread it and make the world a nicer, kinder place. Can you share a story of a time when someone did something really kind for you?

The kindest thing anyone has ever done for me in my professional journey is go out of their way to uplift me in the beginning stages of building a brand. Of course having so many strangers purchase something during the humble beginnings of my small business means the world, but it was more than that. There were people, with whom I had no personal connection to, that purchased my pieces and promoted it like it was their own. They sent me encouraging messages and voice notes, shared my shop’s link with their networks, and offered invaluable advice as fellow entrepreneurs/creators. All of this was done without a single request on my end, which I find so crazy to believe sometimes.

All of these kind acts really put my name on the map at a time when I lacked the necessary resources, networks, and communities to generate brand awareness. Mind you, when I started, I didn’t have a personal following or much budgeted for influencer marketing, so my initial organic growth was very slow. There is absolutely no way I would have achieved my goals without these big-hearted individuals.

I always feel like I’m at a loss for words when I think about how they uplifted me as a creative and business owner because it can be such a defeating experience. Nobody talks about isolating the process can feel and how meaningful these small gestures are. For me, their willingness to take a chance on a new business and unite for a greater cause without expecting anything in return is the kindest gesture I’ve ever experienced. It makes me want to be a more supportive human who is intentional with making small gestures for people. I think about their generosity daily, and it continues to inspire and motivate me in my journey.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

After working in corporate marketing for 8 years, I finally experienced a layoff from my tech job right before my wedding in 2022. This obviously forced me to take a beat and reflect carefully on what the next chapter was going to look like. I always jumped from one job to another, with zero downtime in between, so I never knew how to be intentional with this. By no means was I in the “right” position to start a business. I just knew I wanted to feel in control, be happy and fill my cup through design. I had been talking about it long enough and figured this was the universe’s way of telling me it’s time. It was a scary decision to let go of a stable 9-5 and enter a world of complete uncertainty, but I had way too many “life is short” moments to let it deter me.

So for the next year, I promised I would give it my all to bring this to fruition. I probably changed my business plan 30 times because there were way too many ideas and too little direction. I decided to start with clothing, but allowed the brand to evolve into whatever made sense at the time. My husband came with me to Pakistan in the beginning of 2023 to create 2 sample pieces, and I used that to market myself for 3-4 months. Later that summer, we traveled abroad to Spain for 3 months where I got to sketch, strategize and create in a space with less distraction and pressure. Then I went to Pakistan in the fall to source and produce my first collection alongside my mom, which was so special.

The brand finally launched online in December of 2023, which was a pretty difficult time. We were witnessing an ongoing genocide in Gaza, which made everything else in the world feel so trivial. It felt selfish to sell my products at first, but I had no other income, and my savings were just about gone in the process of setting up this business. I decided I had to keep going forward and be somewhat helpful in what felt like a hopeless situation. Outside of using my voice, which is always rooted in love, I had to use my work to amplify those same messages. Since our launch, we have pledged to donate a part of our proceeds from all purchases to different organizations helping innocent civilians in Gaza.

Along with our formal wear, which is currently on hold as we evolve, we debuted our best-selling crystal watermelon clutch at the beginning of the year, expanding into the accessories space. Of course, it’s a statement piece as it stands, but what makes it so powerful is the intention behind it. The watermelon symbolizes Palestinian solidarity and, truthfully, the liberation of any and all oppressed people. As I continue to launch new accessories and dresses this year, they’ll all be brought in with the same sense of greater purpose.

Being rooted in integrity is something that sets us apart and I feel really proud to stand by that.

Can you tell us about a time you’ve had to pivot?

A common misconception is having to stick to your original plan. Having a solid, focused plan is grounding, but can box you in and keep out opportunity. Being able to pivot and allow change is difficult, but the most important thing in life. I’m glad I was intentional with this from the get-go, because it changed everything for me. Not only did I allow it in my corporate career and bounce around different industries, but also within my business.

As I previously mentioned, I started out exclusively making made-to-order formal wear. In the beginning, I had a clear plan for how to market and grow UMNA. However, when the world was witnessing chaos and tragedy, particularly the genocide in Gaza, I had to be flexible and adapt. Launching the brand during such a difficult time made me question whether I should proceed. There was not a single part of me that felt okay using my privilege without doing something greater to help those in need.

The timing forced me to adapt my plans and find a way to make my work meaningful. I decided to pledge part of our proceeds to organizations helping innocent civilians in Gaza, aligning my business with a greater cause. This pivot not only gave UMNA a deeper purpose but also connected with customers on a more profound level, showing how adapting to circumstances can enhance my mission and impact. It’s also what drove me to create our best-selling watermelon clutch, which is worn so proudly by hundreds of people worldwide as a symbol of solidarity.

Now looking back, I’m so glad I trusted my gut and let things unfold and pivot the way they needed to. It allowed me to find my white space opportunity, build a brand identity and resonate with consumers in an authentic way. None of that would have happened if I stayed my original course.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

There are two I want to share:

One lesson I am constantly unlearning is that your idea must be completely unique. I spent too much time wanting to be completely unique in a saturated market that I missed out on a lot of opportunities to grow my collection and offerings quicker. It’s rare to have a completely unique idea. What’s more important is executing an idea well and providing value in a way that differentiates you from others in the market. I know for a fact that there are other similar clothing pieces and clutches in the market, but the intention behind my products is what resonates with people in a special way. And I think the support and subsequent buzz around UMNA were more about the quality and appeal of the product, as well as my personal story and dedication, rather than the uniqueness of the idea itself. Lesson learned: don’t focus on the “what” as much as the “why” and “how” of your company.

Another lesson I had to unlearn is that asking for help is a sign of weakness. Whether it was starting a new job or navigating challenges in life, I felt like I had to “figure it out” all on my own. It was almost as if my strength, intelligence and competence were dependent on whether I asked for answers or not. The irony is that it’s the complete opposite. Asking for help shows humility and self-awareness, which means you’re willing to grow. There is not a single person who has all the answers or the ability to do it all. There is strength in numbers and asking for help allows for greater perspective and innovation. Sounds like the more intelligent option to me. Lesson learned: work smart, not hard. Ask for and receive help.

Contact Info:

• Website: https://wearumna.com/
• Instagram: https://www.instagram.com/wearumna/
• Linkedin: https://www.linkedin.com/in/umna-khan

Image Credits

Philip Emerson