Journey of Anzara in saturated market of fashionable clothing

Launching a startup has always been one of the most difficult and taxing jobs that one can do in Bangladesh. In addition to fighting against big brands, attracting customers to your brand, and creating a niche for your own brand, there are several economic, financial, and social challenges that one needs to tackle. However, when that one entrepreneur happens to be a female, the number of obstacles she has to overcome increases significantly. However, today we talk about Naureen Era, who not only conquered these externalities but also propelled her business to succeed in an overly saturated market of fashionable clothing.
From love followed Anzara: "Self-confidence is the most important winning formula behind the success of any brand," shares Era, one of the founders of the exclusive women's wear, Anzara. A casual discussion between two persons was the seed that eventually grew into Anzara. As Era began telling the journey of Anzara, she brought up her friend, now-husband, Abir Rahman. When she told him she wanted to create a store, Abir was supportive of the idea and cooperated with her to help her achieve this dream.
They say, "Don't mix personal life with professional life." Thankfully, the happy couple did not pay attention to this obsolete saying as they decided to take their relationship to the next level by becoming business partners. So, Era and Abir opened a shop as Anzara, a clothing store that reflects Era's genuine enthusiasm for design and Abir's expertise in finance and marketing.
In 2016, Anzara was launched as an online startup. By the year 2019, two of its stores, presenting unique collections, were opened in Banani.
The growth of Anzara: Era's ambition to become a fashion designer didn't emerge out of nowhere; it had been a part of her life since she was a little girl. She frequently found herself tinkering with her pencil to draw something. She began making garments for herself, her friends, and relatives as soon as she was old enough to do so. She even had a boutique page dedicated to her boutique designs.
"A business without risks is unthinkable," says Era. Moreover, Era credits being confident enough about trying out new things and taking risks as the two important factors that helped to grow her business.
"We sought to alter the mentality that outside countries like India are the only destination for fashion aficionados. The mind-mapping of the business was created by keeping the focus on the goal of introducing inclusive fashion- wear. Such as, any bride would want to discover the ideal outfit that would match their budget when it came to shopping for the big day. We have brought exclusive collections that were not bridal so that a bride has shopping options beyond her wedding day," added Era.
Anzara allows customers to reserve dresses in advance and provides several payment options in consideration of everyone's budget. They have it all, including designer clothing, ghagras, lehengas, salwar- kameez, kurtis, and sparkling capes.
Era emphasises how creativity has paved the path for creating custom designs. "We have six designers and I always try to mix-match to invent something new keeping the current trend in mind. This provides a breath of fresh air amidst the conventionally designed clothes and offers a beneficial factor."
She also explains how being a woman entrepreneur in the context of Bangladesh takes a toll. 'Safety issue is the main concern for us. I've to do a lot of late-night shifts for last-minute designs or delivery-related emergencies. In that case, tensions loom over the family. Besides, facing social commentary is another issue that sometimes creates mental pressure"
Era narrates how young entrepreneurs can start early by creating an online page to gain practical knowledge. "We should focus more on selling personalised designs as Indian or Pakistani dresses can be found in every alley of any market. So, selling the bulk of exported clothes doesn't draw the difference which can be disadvantageous for any business. Having room for creativity goes a long way."
The challenges along the way: She reflects how having a supportive family in the journey can be helpful. "There are many obstacles and challenges that can be overcome through the brewing of love and support of family. My parents have allowed me to start my business just after SSC which helped me to know the ground realities of this business better as well as the support of my husband helped my passion to become a reality."
Era's ambition coupled with her passion for designing is what makes Anzara stand out from the crowd. With a view to enriching the fashion industry, Era is on a quest to make fashion more inclusive as well as affordable for everyone.
In a society where women face a lot of sexism and externality from their families regarding opening a business of their own, Era has been fortunate enough to bolster her business with the support of her husband. She is now planning to expand the horizons of Anzara even more.

This writer is a student at the Department of International Relations at Bangladesh University of Professionals.
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