We recently connected with Saadia Khan and have shared our conversation below.

Alright, Saadia thanks for taking the time to share your stories and insights with us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

Scaling a business is a journey filled with excitement, challenges, and lessons. In the beginning, everything is hands-on—you’re doing it all. For me, it started with a small operation, managing everything from sourcing to marketing. My initial focus was on perfecting the product and making sure every customer had a great experience. But I quickly realized that to grow, I needed to step back and think bigger.

One of the first big moves was investing in automation and delegation. I hired a small team to handle day-to-day operations, like customer service and order fulfillment, so I could focus on strategy. This freed up my time to work on expanding product lines and building partnerships. It wasn’t easy to let go of the daily details, but trusting others was essential to growing beyond a small operation.

Another key moment came when I shifted my marketing strategy. Initially, I relied heavily on word of mouth and organic social media, which had served me well. But at a certain point, that wasn’t enough. I started running targeted ads and experimenting with influencer marketing, which gave the brand much more exposure. The first few months of paid ads were rocky—I lost money at times, but eventually, I honed in on what worked for my audience.

Looking back, the scaling process was a mix of strategic planning, trial and error, and learning to embrace uncertainty. The biggest takeaway for me is that growth isn’t linear. It comes with unexpected twists and challenges, but each obstacle taught me something crucial about building a sustainable business. Scaling requires flexibility, resilience, and a deep understanding of your audience. And most of all, it takes the courage to take calculated risks, even when the path forward isn’t clear.

Saadia , 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 a tech executive turned fashion entrepreneur who resides in California, USA and is driven by the mission to create a global impact for women. My passion for elevating a woman’s confidence through fashion accessories while empowering global artisans – got me to launch this brand. Indus Threads is a curated one-stop-shop of trendy, elegant, bold and unique statement bags, purses and accessories. My vision for the brand goes beyond fashion; it’s a philosophy that elevates women’s confidence and self-esteem while supporting artisanal craftsmanship from around the world. My belief in the transformative potential of accessories resonates throughout the brand. The notion that style should be accessible to everyone guided me to craft a platform where fashion-conscious individuals could adorn themselves with unique affordable pieces that reflect their identity. The idea of affordable luxury is not just a tagline for this brand; it’s a core principle that fuels my passion to bring top-notch designs to every woman’s wardrobe. Each and every woman deserves to feel on top of the world without worrying about price tags.

Indus Threads prides itself on being an impact driven brand – where each transaction improves lives. A percentage of each sale proudly goes to charities around the world that support women’s causes. Indus Threads is not just a brand but a community of strong women empowering women through their purchase.

Can you open up about how you funded your business?

When I started my business, I didn’t have a big budget or outside investors. I used my personal savings, which wasn’t much, but just enough to cover the basics—initial inventory, a simple website, and some marketing. To stretch every dollar, I did everything myself: from designing the logo to handling shipping.

I kept costs low by running the business from home and negotiated small order quantities with suppliers. Early sales came from word of mouth and pre-orders, which helped fund the business and eventually used a business credit card for larger expenses. It was a slow, steady process of reinvesting every sale back into the business to fuel growth.

How did you build your audience on social media?

When I first started building my social media audience, I focused on creating content that reflected my brand’s personality and connected with potential customers. I posted consistently, sharing behind-the-scenes glimpses of my process, product highlights, and engaging stories that made my audience feel part of the journey.

Engagement was key which helped build a loyal community. Collaborating with micro-influencers was a turning point. They had smaller but engaged followings, and their shout-outs brought in new customers who genuinely connected with my brand.

For anyone just starting, my advice is to be consistent, engage with your audience, and don’t just focus on selling. Share your story, showcase your process, and make your audience feel part of your brand. It takes time, but the genuine connections you build are invaluable.

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