How This Self-Taught Designer Launched An International Label
Want to know what to expect when starting a clothing brand? Anuja has fashion design in her DNA, and knows a thing or two about getting your brand off the ground and into stores. Read as Anuja walks us through how she launched her label, Anuja, describes her typical week, and shares some advice that every creative needs to hear. This self-made designer ethically creates sustainable pieces that express timeless luxury, here’s how she does it:
What sparked your interest in fashion? When did you realize you wanted to be a fashion designer?
From a very young age I learned to design my own outfits, because my mother has been a tailor for over 35 years now. Whenever we had to go to a party, I would go shopping with her for beautiful fabrics and look through magazines for inspiration. I would stay up all night and keep her company while she sewed beautiful and unique pieces. So, I’ve always been very interested in fashion. There wasn’t really one moment in particular where I thought I wanted to be a designer. It was something that I would do in my free time. Until recently, of course.
Are you self taught or did you study design? How did you go about starting your own label?
I actually didn’t study design, so you could say that I’m self-taught, because it’s something that I grew up with. The process of designing has always been something that fascinates me. Seeing a sketch or an idea come to live is really amazing. It makes you also realize what it takes to make a dress or a blouse for example. That is something the average consumer does not think about. Whenever I would go shopping on my own as a teenager, my mother would tell me to check the workmanship before I buy something. So that would mean that I had to check on the inside if the stitching was done properly or every other detail. If it looked good on the outside, but the quality was poor on the inside, I would usually return it. These habits made me realize that I had the ability to see how a garment is constructed and also to think in terms of solutions if a garment doesn’t come out the way you envisioned it. After I graduated from university, I knew it was time to start something for myself. I want to share my vision with the world and make high quality garments for women who appreciate my eye for detail.
Tell us about your brand? What inspires you the most?
In 2018, I launched Anuja The Label. Anuja The Label stands for quality workmanship and timeless designs. With an eye for detail, and a slight obsession I admit, the designs are made from high-quality fabrics, namely silk. Silk is a sustainable fabric with luxurious properties. I wanted to create something that feels and looks luxurious and is also sustainable at the same time. For me it is important that my designs are timeless and last a long time. My pieces can be worn in multiple ways, for example with or without sleeves. This is a great example of garments that can be worn beyond seasons. Furthermore, each design has unique handmade details, as well as the delivery of it. The designs are delivered on a velvet hanger in a garment bag, so it will last for years (also useful when traveling). My designs are ethically made as well. Meaning that I’m involved in every step in the whole production process, as well as the handmade button details to finish it off. I can get inspired by everything around me, just at home or during traveling. Even an abstract idea of creating something that is wearable during different seasons, can get me inspired to make new designs.
We know no two days are the same, but walk us through a typical week for you.
We all know that Monday feeling, where we have to let go of the weekend and get the week started. In an attempt to avoid this, I try to start my week on Sunday afternoon. If you are a business owner, you never really stop working. I try to manage this by planning my week ahead and also make a day by day planning. So for example, one day I will be busy with emails and phone calls and another day all my times goes in to preparing a photoshoot or meetings. It is really hard to describe a typical week, because there is always something new to work on.
What has been the proudest moment of your career so far?
Since the launch of my label there have been several moments that I’ve been proud of what I’ve achieved so far. With this I mean, the little steps along the journey. For example, the production of a collection on its own was an adventure. Dealing with manufacturers, suppliers, ateliers, finding the right people to work with, had been a rollercoaster. At the end of it, I was happy that I had done it and I’ve also learned a lot from it. After that a whole other chapter starts of course, meaning the launch of the collection and actually starting to sell my designs. My first sale was something that made me very proud. Five months after my launch, my collection was available in a multi-brand store in New York City. Coming from a small country like the Netherlands, that made me proud as well. My brand is still new and I have a lot of goals to achieve with it. In the meantime, I like to celebrate the little things that happen from day to day. And I’m still waiting for Rihanna to order my ‘Darcy Jacket’, that would make me so proud as well, haha ;).
What is the biggest lesson you've learned since starting your own company?
I think when you start your own company, you are also forced to do a lot of self-reflection. Because a hundred things can and will go wrong and how you handle it, really is important. Almost every company is started with a solid business plan, but along the way it comes down to your ability to adjust to circumstances if things don’t work out as you planned.
What role do you think social media plays in your business today?
Social media is a great way to reach potential customers. For example, I’m based in the Netherlands, Europe. From the beginning, I knew that I wanted to see my designs on women all over the world. The best way to do that is build an international social media audience. I’m very active on social media, because it is a great way for me to showcase my designs on different models in different settings. I like to post daily to show the endless possibilities of how you can wear my designs and inspire my audience with this content.
There’s so much pressure for designers to come out with their greatest collection season after season. What advice would you give to young designers just starting out and hoping to make it in the industry?
I’m not sure if I’m really in the position to advise on this matter. Simply because I don’t intent to launch a whole new collection every season myself. I think it is not really possible when you first start out. There is so much that goes in to the process of producing a collection, not only financially but also your time, energy and creativity. So, if I want my brand to be sustainable, timeless and wearable beyond seasons, it doesn’t make sense to launch a new collection that quickly. But to answer your question, I would say to have a clear vision of what you want to achieve and don’t be pressured by what big companies are doing.