Swati brings the style
DID YOU KNOW that fashion can help people? We don’t mean in The Devil Wears Prada kind of way. Sure, fashion helps you look, feel, dress better but fashion has the ability to completely enrich an economy, to bring attention to traditional and cultural techniques, elements, rituals, provide sustainable development, teach us about other cultures and create art. Tell us one thing from that list that wouldn’t help the world?
This is why we are interested in Dubai based brand Ahem Asmi. Brand founder Swati Randev-Verma has always been interested in sustainable development and the Indian handicraft industry. Combining those two along with Swati’s love for fashion and boom you have an interesting brand that’s doing something for the community in more ways than one. We’ll let Swati explain the rest.
Tell us about Ahem Asmi. What is it about?
Ahem Asmi is a social enterprise that works exclusively with artisans to bring our, sometimes traditional and sometimes contemporary, products to life. I connect with artisans and NGOs from all across India to showcase their talents and give the world a glimpse into the world of Indian handicrafts.
I actively work towards promoting sustainable development of rural artisans in India through Fairtrade and ethical sourcing practices. I always tell all my clients that every product under Ahem Asmi’s label has a story to tell - I could sit for hours and talk about each one!
What motivated you to start this initiative?
I’ve always had a keen interest in sustainable development and the Indian handicraft industry has been especially close to my heart.
How would you describe starting a small business in Dubai?
It’s...been interesting (laughs) It’s definitely been challenging given that I’m doing this parallel to a full-time job. But I have to say that the kind of exposure one has to clients in Dubai through farmers’ markets, exhibitions, outdoor/ indoor stalls, and other faceto-face channels is fabulous.
More so because a new business has access to such a diverse range of clients and ethnicities. And this is especially helpful for social enterprises like Ahem Asmi, where the core of our operations is to promote sustainable development and fair trade practices, and in the process, change the mindsets of consumers to look at business models that are not only about the bottom line.
What has been the biggest obstacle you’ve faced starting your own brand so far?
Time, time, and time! I think it’s fair to say that I have a next-to-nothing social life. When I’m not at work, I’m working on Ahem Asmi. My weekends usually go in coordinating with my artisans and NGOs, planning markets, reviewing and adding to Ahem Asmi’s online marketplace presence, taking pictures, setting up social media posts for the week - to name a few! But I promise I have a lot of fun doing it.
In the last year since Ahem Asmi’s launch, I’ve learnt to manage my time much better. But I think that comes with experience. You’ve got to allow yourself to make mistakes and learn from them. I know that sounds like a super cheesy line, but it’s the honest truth!
What advice would you give to someone who is thinking of starting up their own brand or business?
Start. Just start. Don’t wait for everything to be perfect. It never will be. Just start. Whatever stage of planning you’re at, it’s ok.
You’ll never know if it’s quite ready to launch till you start believing in yourself enough to give it an honest go. And when you do, be prepared to learn every step of the way.