What is the inspiration behind your designs?
I draw inspirations from moods and colors. I design keeping in mind how the qualities complete ones personality and make one look admirable.
What are the key elements for you when designing a collection for each season?
Color and fabric. I experiment & rely a lot on these elements as I believe a rightly chosen shade combined with the right fabric allows the garment to take a perfect shape. Most elements have a positive feedback about the shades and contrast combinations. Another strong element that I play with is handwork which I like and favor eternally.
What challenges did you face when launching your brand?
First and foremost was choosing the name that goes in sync with my inspiration and in sync with the idea of a modern day women. I zeroed about 5 options which were all very apt, but I also wanted something that would help me to stand out yet connect with my target market. So finally Doiekn and then my favorite part came by choosing the brand colors. Two shades : maroon and beige were chosen. Beige being soft, calm and neutral liked by everyone and wine/ maroon being the royal color.
What are your plans for the future?
My future plan is to make a name, not like all designers but like someone who people remember as being very cost effective. As to my venture expanding, I would want to launch 3 stores in the Top 3 metro cities.
What do you think are the keys to professional and business success for women in India?
As we are moving ahead, the thought processes are changing but to be professional and to have a well settled life I feel one should know what they want in life. If you decide to not settle, you would actually know whats the drill you need to go through so as to get to your requirements. Women are the backbone of a family so we need to have our head strong and hearts even stronger. We can not lose our vision in order to get respect and to get what we deserve in life.
What advice would you give to young women readers who want to follow a similar career path as you?
Do your homework well before you jump in. Have a vision. When you start with it, its like bringing up a baby that requires proper nurturing and you can not afford to be careless.
What sparked your interest in fashion?
Frankly, its my passion to work and to be somewhere. Fashion is just what clicked and I’m loving it!
What is the biggest lesson that you have learned since you started your company?
People are more than just resources and your team plays a vital role in it . Without my team being with me, I wouldn’t have got so far. Each and every member counts. It’s like building a work family, respecting all what they put in.
How would you describe your brand?
Doiekn is for the fierce yet graceful women irrespective of your age color and religion. It is for the classy you!