Fashion queen has big plans
education, having learnt about art and playing the piano, she regarded being independent as her most valuable lesson.
She put that into practice in her three years at college.
On the dormitory floor she would design, cut and sew dresses by hand at night. In the mornings, appreciative peers would buy her dresses.
Her work was so impressive that the students’ mothers began to order from her.
Krish bought her a Janome sewing machine and she used the money she made to pay for her tertiary education.
“I was not prepared to take money from my parents for college. I wanted to be independent,” she said.
Three years into teaching, she quit and turned to dressmaking.
She already had the first of her two children by then.
Before taking the plunge on her own, she worked for six months with a woman who taught her the finer points of dressmaking and the business aspects.
“I wanted to start from the bottom and learn the ropes.”
The doors to her first Ooh La La store opened in 1980.
On naming her store, Narandas said she wanted something catchy and she was targeting women in the 25 to 35 age bracket.
She bought a few sewing machines on hire purchase and was soon churning out a line of dresses to sell to clothing stores.
“I opened the shop to express my passion for dressmaking. I was doing so well that I couldn’t cope with the response, but I never intended to grow a big business,” she said.
Narandas had to hire extra staff to cope with demand, but even with all the help, she remained hands-on operationally.
“I would make the paper patterns, cut the material, sew, iron and eventually deliver the finished garments in a secondhand Toyota Corolla I drove to customers,” she said.
Booming demand led her to open her own clothing factory in the mid-1980s and establish boutiques around the city.
In the 1990s, Narandas was able to rent space in all of Durban’s main malls, as well as in Pietermaritzburg and her chain of boutiques spread to all of the country’s main cities.
“I can’t remember when I made my first million because money was never my motivator. All I wanted to do was secure my children’s future.
“I never spent money recklessly. I made wise investments,” she said.
As the money poured in, she remained steadfast in her attitude to business. She said she was always committed to her customers. “I was always willing to listen to them and make anything they wanted.”
Narandas said she and her staff could pass on fashion tips to customers over the years. That care, she believes, made many loyal to her brand.
“I feel old when faithful customers introduce their grandchildren to Ooh La La,” she said.
Thrill
She said she stayed in touch with the latest trends. Putting her own spin on fashion was one of the secrets of her success.
Keeping the boutique appeal was also important to her – she never wanted customers to feel like they were walking into a big warehouse or chain store.
“I kept my stores exciting. When a woman walked in, she would be thrilled with the layout, merchandise, music and staff.”
Her staff knew they could rely on her, and Narandas often gave them motherly advice.
However, trust is still a delicate point for her. “No matter who the person is, trust is not enough – you have to be on your guard.”
Narandas said her education was a factor in her business success.
“Education made me confident and helped me to stand up for myself. I was never intimidated by anyone.
“When I started my business it was in the apartheid era. I was able to speak for myself. I was never pushy, but good at getting done what I needed to get done.”
She advises youngsters who have the necessary qualifications and intend to start a business, to first work for someone to gain experience before venturing out on their own.
“Be prepared to learn. Never leave anything for tomorrow. Finish your tasks. If I start something, I always complete it,” she said.