GAME CHANGER

Marie Claire (South Africa) - - @WORK -

JOWHARA IS­MAIL When the 24-year-old Bloem­fontein busi­ness stu­dent no­ticed a gap in the mar­ket for stylish head­scarves and tips on how to wear them, she put to­gether an in­no­va­tive monthly sub­scrip­tion box WHAT PROMPTED YOU TO LAUNCH THE HAYAA BOX? I’ve had the idea of hav­ing my own brand of scarves for a long time, and the idea for a sub­scrip­tion box came to me about year ago when I was look­ing into de­sign­ing scarves. With the help of a good friend, I sourced amaz­ing cot­ton scarves and de­cided to help women build a col­lec­tion of head­scarves. WHAT IS IN EACH HAYAA BOX? ach month, sub­scribers re­ceive a di er­ent scarf, with match­ing ac­ces­sories like a head­band and scarf pins. I also in­clude make-up or life­style prod­uct sam­ples from in­ter­na­tional brands like Bene t Cos­met­ics and lo­cal brands like Vin­tage Beauty Skin­care. HOW DID YOU LAUNCH THE CON­CEPT? My hus­band was my big­gest help – he en­cour­aged me to take the leap and helped me with nanc­ing. I re­searched sub­scrip­tion boxes here and over­seas, and con­tacted in uen­tial blog­gers to help me in­tro­duce the brand. In­sta­gram is my best mar­ket­ing tool – I posted images of my street-style shoot with Lau­ren Set­ter­berg to show o my scarves and how to style them. WHAT ARE YOUR PLANS FOR THE HAYAA BOX? I’ve al­ways wanted to start my own busi­ness, and I hope to ex­pand The Hayaa Box to in­clude more prod­ucts and per­haps even open a stand-alone shop. The next step is set­ting up a proper on­line store, and even­tu­ally de­sign­ing my own line of scarves and clothing. WHAT IN­SPIRES YOU? Women who are tak­ing the leap and start­ing their own busi­nesses. Even though it’s scary, it’s worth the joy of see­ing your ideas brought to life. The­hayaabox.co.za

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