We caught up with the brilliant and insightful Ash Daredia a few weeks ago and have shared our conversation below.

Ash , appreciate you joining us today. We’d love to hear your thoughts about making remote work effective.

Traditionally, shopping for Pakistani fashion has been enjoyed in person. We like to touch, see and feel the fabrics and textures and try on how certain styles will look on us. In America, I usually sell all of my collection through various exhibitions and shows, but when COVID happened, that obviously was no longer plausible. We immediately resolved to social media lives and it was a huge success! I think people are beginning to acknowledge that most anything can be done remotely.

Ash , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am Ashraf Feerasta Dared, the CEO of Pink Chiffon founded 9 years ago. We are based out of Dallas, TX and cater to the Texas market as well as throughout the US. We host exhibitions and trunk shows throughout but also do consultations by appointment only. In the past 9 years, we have done over 75 trunk globally. We specialize in south Asian wear but have expanded to include a few fusion pieces as well. During COVID, we definitely struggled for a few months but I took advantage of my social media platforms as a means to stay in touch with my loyal customers as well as a means to take the traditional trunk show online. I would find myself selling out within just a few hours! This business is not just dependent on the fashion itself but rather the customer service someone experiences. Our goal is to ensure that our clientele is 100 percent satisfied and if I am unable to deliver, I will refund the payment. Our success today is because of our clients and through ur platform we would like to thank each and every one of them.

Question not found

I was really big on social media since a decade ago I would market the product so much before my trunk shows then I realized I didn’t enough inventory most of the time. I was sold out very quickly. That’s when I started giving more time to my work and my production.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

Patience is truly a virtue. Having grown up impatient, it was hard to take a step back and understand that good things take time and Rome wasn’t built overnight. The journey to get to where I am today took time with many setbacks. There were several conversations I had with my husband and my children saying, “I am done, I am tired, it’s time to quit!” But I am glad I stayed firm and never gave up. Today, I am so deep into the ins and outs and I genuinely enjoy what I do. We manufacture all are products in pakistan do working environment is diff than west we have lot of hurdles electricity shortage and infrastructure issues but once u learn to deal with it u become pro in the field. Even after 9 years every day I am learning new stuff

Contact Info:

• Instagram: @ashdaredia
• Facebook: Ash feerasta daredia
• Other: Email [email protected]

Image Credits
Alia Ghafar beauty dazzled