STRi Designer label stands true to its name. The brand has been dressing and embellishing demure maidens from every corner of the world. Contemporary ethnic fashion at affordable price is STRi’s commitment to fashion enthusiasts.
With an artistic lineage to boast about, Sushma Khanna is an artiste born with business instincts. Capturing the imagination of contemporary women of India with her brand STRi, her designs sparkle with comfort, ethnic elegance. Delicate prints, an amalgamation of bright & subtle colors stirring the West with concept designs and intricate Indian artisanship.
Being a true artiste at heart, she has taken the initiative to promote artistic instincts of the underprivileged children and discovers the wonders of talent from the interiors of India. She is a part of NGO’s that help empower street kids and uplift them with art.
What are the keys to professional and business success for women?
The key to professional and business success for women really comes down to personality. You have to be fierce, ambitious, independent, confident and determined to succeed. Always aim for the top. What’s stopping you? Confidence is essential to win clients and build a profitable business, confidence will win people’s respect & earn their trust and gain you a solid reputation. Be ambitious, it’s definitely a trait that both successful men and women possess.
What advice do you have for women who want to follow a similar path?
Truly believe in yourself .If you think you can, you can, always strive to push forward. To succeed you have to believe in something with such a passion that it becomes a reality. The creative industries are always changing so you will constantly need to keep up and Innovate. Adopt a confident manner, deal with criticism rationally and be calm, cool and considered. Hard work is the secret to success.
What made you find your passion in fashion?
I love being creative and was very passionate about dressing up and always finding beauty in things. Fashion for me is very important. I have always believed that fashion is not only to make women more beautiful but also to reassure them, give them confidence. With my husband being in textiles, it made it easier for me to design different outfits.
What inspires you?
I was very passionate about fashion, always loved to dress up and loved glamour. It is the gorgeous spreads that drew me in clothes, the models, the makeup – just everything. I am more inspired by the overall aesthetic looks of everything . Make your dreams your mission and they will work for you.
What is the important element for designing the collection?
The important element for designing our collection is deeply connected to staying consistent & authentic to the brands vision. Our garments have the power to connect, inspire and become an important part of people’s lives
What challenges do you face as a brand?
Brands face three relevant challenges. Fewer customers buying what the brand is offering, emerging reasons not to buy and loss of energy. Detecting and responding to each requirement an in depth knowledge of the market, plus a willingness to invest and change. The goal is to apply the brand to new contexts where the brand both adds value and enhances itself. Working hard for something we don’t care is called stress, but working hard for something we love is called passion.
What is the vision for the future?
A brands vision needs to differentiate itself, resonate with customers and inspire employees. It needs to be feasible to implement work over time in a dynamic marketplace and drive the brand by building programs. Visions that work are usually multi dimensional and adaptable to different contexts.