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

Harmanjit , thanks for taking the time to share your stories with us today We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry

The fashion industry is constantly evolving, and there are several major trends that are currently dominating the scene. One of the biggest trends is sustainability and ethical fashion. People are becoming more conscious about the environmental impact of the fashion industry, and there is a growing demand for eco-friendly and socially responsible clothing. Last year at the Indian fashion week, we showcased recycled, refurbished outfits made out of old sarees.

Another trend is the rise of streetwear and athleisure. Casual and comfortable clothing has become popular, and brands are incorporating sportswear elements into their designs. This trend emphasizes comfort and functionality without compromising on style.

In terms of concerns, one major issue is the fast fashion culture. Fast fashion produces a large amount of cheap clothing, resulting in high levels of waste and exploitation of workers. There is a need for more conscious consumerism and a shift towards slow fashion, which focuses on quality over quantity.

The industry also faces challenges in terms of inclusivity and diversity. Many consumers are expressing their desire to see more representation and inclusion of different body types, ethnicities, and genders in fashion marketing and design.

There are also several opportunities in the fashion industry. With the rise of e-commerce and online shopping, brands have the opportunity to reach a larger global audience. Technology advancements, such as augmented reality and virtual try-on, provide innovative ways for consumers to engage with fashion.

Furthermore, customization and personalization are gaining popularity. Brands that offer personalized products and experiences can cater to individual preferences and create a unique connection with customers.

Overall, the fashion industry is evolving towards a more sustainable and inclusive future. Brands that embrace these trends and address the concerns have the opportunity to thrive in this dynamic industry.

Harmanjit , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

In 2001 I got married and moved to the US from India with my husband. The first few years were all about getting acclimatized to the American culture. I always had two passions- teaching and fashion. I chose to pursue teaching and so fashion took a back seat. I never got an opportunity to go to an actual fashion school however I enjoyed designing my own personal outfits. I would look at magazines and celebrities and ask my mom to sew a similar outfit for me. In 2014, my sister suggested that now that I was all settled and my son was independent, we should start thinking about opening our own business. In November 2014 We started our business Sahar Creations from my living room. The name Sahar comes from my sister’s name and my name- SA from Sarbjit (older sister) and HAR from Harmanjit (that’s me). Initially, we wanted to test the waters before we actually invested a bigger amount. we designed a few outfits and the rest we procured from other vendors, we received an amazing response to our designs and decided to stop reselling and solely concentrate on designing and creating our own outfits. I used to participate in a lot of exhibitions and events just to get our name out, but in a short time only solely by word of mouth we created a niche for our brand. My sister takes care of all the backend stuff and I take care of the front end. Clients associate quality and class with SAHAR and we are very happy and proud of that.

What’s been the best source of new clients for you?

The best source of new clients for my boutique of Indian wear has been through word-of-mouth referrals. Satisfied customers who have had a great experience shopping at my store often recommend it to their friends, family, and colleagues. This has not only helped in attracting new clients but also in building a loyal customer base.

In addition to referrals, social media platforms have also played a significant role in expanding my client base. By consistently posting high-quality images of my products, sharing fashion tips, and engaging with my followers, I have been able to reach a larger audience and attract potential customers. Social media marketing has allowed me to showcase the unique designs and quality craftsmanship of my Indian wear collection, which has ultimately led to an increase in new clients.

Furthermore, participating in local fashion events, exhibitions, and trade shows has provided excellent opportunities for networking and gaining exposure. These events have allowed me to connect with fashion influencers, stylists, and potential customers who are interested in Indian wear. The face-to-face interactions and the chance to showcase my collection in person have proven to be effective in attracting new clients and creating brand awareness.

Overall, a combination of word-of-mouth referrals, strategic social media marketing, and active participation in fashion events has been the best source of new clients for my boutique of Indian wear.

How do you keep in touch with clients and foster brand loyalty?

To keep in touch with clients and foster brand loyalty for my boutique I utilize various strategies. Firstly, I ensure that I have a robust online presence through active social media accounts. This allows me to reach out to clients, showcase new designs, and engage with them on a regular basis.

I also make use of marketing campaigns on all of our social media platforms to keep my clients informed about new arrivals, upcoming sales, and exclusive offers.

Another important aspect of fostering brand loyalty is providing exceptional customer service. I make sure that I as the designer is aware of the latest trends and fashion. This allows us to provide personalized recommendations and assistance to our clients, ensuring that they have a positive shopping experience.

Lastly, I actively encourage client feedback and reviews. This helps me understand their needs and preferences better, allowing me to tailor my offerings accordingly. It also shows that I value their opinions and strive to continuously improve my boutique.

Overall, keeping in touch with clients and fostering brand loyalty is a continuous effort. By utilizing various strategies such as maintaining an online presence, providing excellent customer service, and encouraging feedback, I am able to build strong and lasting relationships with my clients.

Contact Info:

• Instagram: sahar_creation
• Facebook: sahar-creations

Image Credits
Seventones photography Visual theories Posing Pixel