Spotlight: Zahra Fashions
Zahra Fashions specializes in importing high-quality apparel, costume jewelry, and accessories from South Asian countries. The diverse collection caters to all seasons, age groups, and occasions. It offers a selection of Abayas and hijabs sourced from the Middle East. The product range extends to include scarves, footwear, and Islamic accessories, providing a comprehensive shopping experience for the customers.
Why did you start your business?
Our state lacked dedicated brick-and-mortar stores offering South Asian clothing. Recognizing this gap, my wife envisioned creating a physical store where people from all backgrounds could explore and appreciate South Asian attire and jewelry. Our goal is to establish a welcoming space that serves two purposes: providing a convenient shopping destination for South Asian customers seeking traditional clothing, while also offering an immersive experience for others to touch the fabrics, learn about the garments, and discover how to wear them properly. This store aims to be a cultural bridge, fostering understanding and appreciation of South Asian fashion among diverse communities.
What is your favorite aspect of owning a business?
The most rewarding aspect of business ownership for me is the opportunity to connect with customers and foster lasting relationships. Our store attracts a diverse clientele, ranging from local downtown residents to those who travel considerable distances. It's particularly gratifying to see familiar faces as some customers have already become loyal patrons, and we always strive to create a welcoming atmosphere for them. To enhance the customer experience, my wife introduced "Henna Saturdays," inviting people to visit and receive traditional henna designs. This initiative not only adds value to our offerings but also creates a unique, interactive experience for our customers.
What has been your biggest success?
It's incredibly rewarding when customers reach out to share their positive experiences with our clothing. Whether they've worn our pieces for everyday occasions or special events, hearing about the compliments they receive is truly gratifying. Recently, we had a customer travel from out of state specifically to purchase attire for an Indian wedding. Her follow-up message after the event was heartwarming; she expressed her joy in wearing our clothes and how it enhanced her participation in the celebration. These testimonials not only validate our efforts but also reinforce the cultural significance and beauty of the garments we offer.
What has been your biggest challenge?
Our primary challenge lies in effective marketing strategies. The costs associated with marketing can be substantial, and identifying the most efficient methods to connect with diverse audiences presents a significant hurdle. Particularly challenging is our efforts to engage with South Asian communities, which stands as our second most pressing concern. We're continuously exploring innovative and cost-effective ways to bridge this communication gap and expand our reach to these vital customer segments.
What advice would you give new businesses?
Downtown Portland businesses benefit from a wealth of support resources. We've collaborated with the Portland Bureau of Transportation (PBOT) for space rental, and Prosper Portland has introduced us to valuable resources like Mercatus. For those embarking on a new business venture, I strongly advise seeking assistance whenever needed. It's crucial to establish both short-term and long-term objectives while maintaining flexibility. When I launched this business, I envisioned various scenarios - both larger and smaller initial locations - and ultimately adapted our plans based on the opportunities available to us. This approach allowed us to create a viable business model that aligned with our resources and market conditions.
