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She is a third generation Fiji Indian. Her great grandparents are from India, Punjab and Pakistan. She was born in Fiji, migrated to Auckland (New Zealand) where she did her secondary schooling, and lived there for a period of time. She is now based out of Melbourne (Australia) with her family. She is Asheema Razak, founder and creative director of ASHAALIA — a bold, empowered haute couture label that represents a new era in generational, slow fashion.
Combining the elegance and sophistication of Eastern beading with quality modern European apparel, ASHAALIA represents empowerment, confidence and a love for worldly fashion. Dedicated to the foundations of elegance and sophistication, ASHAALIA handcrafts limited edition, bespoke garments that create a long-lasting, positive impact for the wearer.
Tanja Beljanski: How did you come up with the idea of creating your brand? What is the story behind it?
Asheema Razak: ASHAALIA was born out of frustration of having a closet full of clothes and still having nothing to wear. Alongside wanting to find a way to pay homage to my Indian/muslim heritage that was authentic to me having grown up in a western society with few opportunities to get dressed up in traditional Indian clothing often earmarked for events like weddings, social get togethers/ parties. I wanted clothing to spark joy and have a strong emotional connection with its wearer and I feel we have achieved that with ASHAALIA. We often talk about “that ASHAALIA feeling”. I have experienced it first hand seeing how it lights up a person’s face when they put on our pieces. It makes my heart sing with joy and I know that feeling when you know you look good and feel amazing. This is what I want every ASHAALIA wearer to experience..
I also wanted to create pieces that would stand the test of time and have the ability to be passed down over the generations, for example myself passing coveted pieces to my daughter. This is where the idea of creating Generational Wear was born. ASHAALIA signifies coveted everyday glamour that is designed to be classic styles to support the concept of being able to be reworn over generations due to its design, fabrics and workmanship. The name itself embodies this sentiment as it is a combination of my name ASH (Asheeema) and AALIA (my daughters’ middle name).
One thing I would also like to add is that you are never too old to start doing something new. If you are passionate and driven you will find a way to succeed. If you truly believe in your product and value offering then you will find that market of like minded individuals who are your customer. Despite having a successful career in pharmaceutical sales and marketing, I didn’t want to wake up one day years from now and wonder what could have been. I did not want to have a “what if I had done this where would I have been”, but “when I achieve this then this is what I will do next”.
When you find something you are passionate about you never have to work a day in your life couldn’t be more truer than now, I don’t wake up and see ASHAALIA as a job, I work in my business 24/7 and I love every minute of it, the people I continue to meet, the opportunities I continue to be provided and the learnings I continue to have are all opening up my mind as I am growing. For me if you are in a career where you aren’t growing or learning you need to find something that gives you that outlet. We are human beings designed to grow and if our mind isn’t growing spiritually and mentally, then we have nothing.
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