Rave: The beauty of hard-earned success

BUSINESSWOMEN OF GUJARAT/ Jigna Shah

Rave boutique stands true to the fashion ethos of the designer behind the brand, Jigna Shah. From starting as a small boutique in Ahmedabad six years ago, Shah has plans to set up shops in London and Dubai in the next few months.

Belonging to a traditional Gujarati family, it was not easy for Shah to create an enterprise with a turnover exceeding Rs 60 lakh. After losing her father 10 years ago, Shah completed her fashion designing course from the National Institute of Fashion Technology (NIFT) and incorporated Rave in 1999. Since then there was no looking back for this successful women entrepreneur.

"It was a difficult decision to venture out on my own, unlike my batchmates who accepted high-paying jobs after passing out of the institute," said Shah, who is in her mid-thirty's.

She is also a guest faculty at NIFT and is president of the NIFT Alumni Association. She assists students in various national and international NIFT projects. She starts her day at seven every morning and manages to find time to work out in the gym between her busy schedule.

"Work is very demanding and leaves no time for personal life. Last 10 years have been very hectic in establishing the brand Rave. I had to sacrifice all my social life in meeting the deadlines of my clients," Shah said.

Rave, which supplies to leading domestic and international designing houses in the country, is planning to open its own shops in Mumbai and Surat.

Shah is also planning to incorporate Rave as a company by the end of the current financial year and aims to garner a turnover exceeding Rs one crore by the end of the current fiscal.

During office hours Shah is busy dealing with her employess and clients, chalking out growth plans and strategy for her business.

"It is equally difficult dealing with illiterate craftsmen and designers. One needs to strike a balance between the both, understand clients' requirements and get them delivered by those craftsmen."

At present Rave supplies to leading designer houses like Hindi actor Suniel Shetty's 'Mischief', the outlets international chain stores Ogaan in India, Candy at Breach Candy in Mumbai and Eternia at Premsons in Mumbai among others.

Rave also supplies to Pantaloon and Westside in Ahmedabad. It also participates in fashion expos and have won several prizes for designing.

Shah said, "We will focus on exports and will be exporting to countries like Brazil, the US and Middle East among others. We are also planning to participate in the Lakme India Fashion Week next year. We have joined hands with Maneka Gandhi's People for Animals, creators of Ahimsa Peace Silk, through an exclusive stocking and distribution agreement."