THE SHE FACTOR: Creating fashion for the real woman

Dubai - Natasha Variava serves unmet demand for affordable luxury

With an unbridled passion for fashion design, Natasha Variava started her label to create something for the real woman. For a woman who has a job, is a wife and a mother, she still loves to travel and experience life fully.
"NatashaV was born with the desire to make glamour accessible. With an unmet demand for authenticity and affordable luxury in the fashion space, the label aims to bridge the gap with luxe pieces that add value to one's wardrobe," Natasha, founder of fashion label NatashaV, explains.
Based in Dubai, the label comes with a global approach. The diversity can be seen in the designer's fashion background.
After graduating from Raffles Design International in 2011, the designer has assisted in styling several A-list celebrities in Bollywood films, as well as global internships with Stella McCartney and Versace India.
Always looking to expand her horizons, Natasha has attended trade shows and fashion weeks in some of the world's most-loved fashion destinations like Italy, Istanbul, Florence, Rome and Paris. The source of inspiration for the label's designs stems from her many travels around the world.
Natasha believes in a sustainable growth and advocate budget-friendly pricing for great quality of work.
"Many upcoming labels are taking it up to have their brand's agenda to hit hard at women who are keen to explore and yet have everything in a budget. NatashaV is no different. While we explore trends too and love being fashion-focused, we do realise how very important and fast everything around us has become and hence as a label we advocate budget-friendly pricing for great quality of work," she says.
Natasha says online retailing is really the way forward in today's tech-savvy environment.
"We are currently exclusively available online, and our delivery is extremely friendly. So are our payment options, with those being cash on delivery or then swiping your card on delivery [we carry our card machine along]," she says.
Natasha started her venture with her personal savings.
"My previous jobs helped me a great deal. Right from interning at Versace to working for a textile company, these allowed me to save up a great deal for my little dream," she says.
Natasha runs her business with a small but dedicated staff consisting of her back-end, social media and tailoring departments, while she takes care of the finances herself.
"Running a label online can really be advantageous considering there is probably a little less to dedicate manpower to," she points out.
"Considering we only started a year back, I'd truly call this one a baby still."
Natasha says that the vibrant market of the UAE helps her label to stand on sound footing.
"Currently, I think we are in a great [startup] situation, since we are accessible to legal funding options [bank loans, etc] and very many other things that are startup friendly," she says. "The UAE is seen as a preferred investment destination according to a survey by the Mena Private Equity Association," she adds.
"Dubai and Abu Dhabi are financial hubs according to the Global Financial Centre Index, due to which the UAE has a large source of Venture Capital funding. According to the Mena Private Equity Association, the UAE attracted 41 per cent of all regional venture capital investment."
She says the low taxes in the UAE is the biggest plus point, as well as large number of training programmes and incubators, along with events and networking opportunities. Natasha says that starting a label takes up a lot of grit and determination. Expanding it to become a full-fledge brand, requires tons more work.
"While I'd love to throw in various different streams to have a full look available for women, I think I would start off with simple accessories and fine pieces of costume jewellery," she says.
Natasha advises young entrepreneurs to be persistent and don't be too hard on themselves.
"Setting up any business requires lots of hard work, dedication and above all an attitude that doesn't baffle you each time you fail. Failure is winning, because it is only then that you pick up your weakest self to prove your strongest points," she advises.
Attributing her success she says: While I'm only still taking baby steps in this large industry, I'd love to remember my beloved grandfather's word - 'Hold on, stay strong! As well as my beautiful grandmother, who has forever been my inspiration," she says.
Technology will take you to the next level
Natasha also believes in exploring the full potential to grow her business.
"Technology is massive. We live in a very tech-savvy region. I think the UAE has been very quick to embrace the potential of technology to improve the lives of the country's inhabitants. Social media is a melting pot of ideas for all kinds, it can aid you in shaping the base of your visibility," she says.
"Facebook, YouTube and Instagram are the highest used ones in the UAE. As a label, we aim at fully using the platforms available to our greatest of strengths," Natasha says.
- riaz@khaleejtimes.com