Online retail store Fabbitt launched with a bang, so we caught up with CEO Anush Ammar to chat about her latest venture, a collective love for fashion and her fabulous team. Talk about a star studded cast if there ever was one!
WHAT INSPIRED YOU TO START YOUR OWN FASHION RETAIL WEBSITE:
ANUSH:Well, I believe that fashion is an external reflection of a person, their moods and their own beliefs about themselves, but what really inspired me was my complete childhood obsession with tech. Tech has the ability to change lives and this online fashion portal is hopefully going to be the first step for me.
WHERE DID THE NAME COME FROM?
ANUSH:My husband and I were just goofing around and honestly he came up with the name.
PERKS OF OWNING YOUR OWN BUSINESS:
ANUSH:No one can tell me what to do, and I love that.
BEING A BOSS LADY CAN BEâ€¦?
ANUSH:Terrifying, refreshing, soothing and at times, greatly rewarding.
HOW IT FEELS TO BE A WOMAN IN CHARGE
ANUSH:Like anything in life it has its own challenges and plus points. I love being in control, but that usually means that I am the one who mostly is losing her sanity at all hours of the day. Also, being a woman especially in this country, means that you have to work twice as hard to prove that youâ€™re just as good as any man in your place.
HOW DID YOU PICK THIS TEAM? WHAT ARE EVERYONE’S INDIVIDUAL ROLES?
ANUSH: Well, I try to make Fabbitt into a well- oiled machine with everyone taking care of their specific roles and assignments. That’s why I chose people who are specialized at what they do, and a team that respects each others opinions and individual styles. Sumrina is our Beauty Editor, and has blogger Anna Jawaad working with her. Alina is our Fashion Editor, with Jza Malik assisting with content. Haiya is our stylist and Shanzay helps us with our PR and Marketing.
MEET THE TEAM
HOW YOU GOT INTO THE WORLD OF FASHION:
ANUSH:I like to think fashion is a part of who I am and that I am not just constricted to it per say. I donâ€™t like labels, as people, like the lives they live, are constantly in flux.
SUMRINA: Hailing from a fashion background, I was always keen on getting into the industry. My sisters Salina and Wardah Â were one of youngest designers to join the industry in Pakistan at the time, so through them I got my first taste of the fashion world and loved it.
ALINA: My first ever fashion experience was as an intern at Karma Atelier with both the designers; Maheen Kardar Ali and Kamiar Rokni.
WHEN DO YOU GET INSPIRED:
ANUSH:I always find the most inspiration when Iâ€™m upset or challenged. I donâ€™t give in to pressure, I let it make me stronger.
SUMRINA:There’s nothing more inspirational to me than watching everyday street style. Individuality is key to me, so watching people take risks is the ultimate inspiration.
ALINA:I take inspiration from international fashion bloggers and online influencers. Style is very preferential for everyone, and it is a good idea to follow someone that focuses on the style that you identify with the most.
MOST MEMORABLE EXPERIENCE FROM YOUR CAREER?
ANUSH: Working on numerous projects with my dad, who is my mentor and role model.
SUMRINA:Working with Elizabeth Emanuel during London Fashion Week 2012. She was the designer of the iconic wedding dress for Princess Diana, so it was such an honour to be working amongst her.
PROUDEST WORK MOMENT:
ALINA: Setting up a trend locally with my instablog, The Style Journal. I was the first to introduce several magazine type features like #ShoppingWithTSJ, Splurge vs. Steal and Inspiration/Replication on Instagram.
HOW WOULD YOU DESCRIBE YOUR PERSONAL STYLE AESTHETIC:
ANUSH:My personal style is really moody; it can usually be glamorous, to sometimes experimental and even occasionally hippy chic. It really varies depending on how I want to channel what Iâ€™m feeling.
SUMRINA:In a nutshell, I’d like to think edgy with a hint of tomboy! I love to experiment with different styles and trends, but I’m most comfortable in a pair of jeans with bold high tops and anything black. Saying that, I have those rare moments when all I want to do is be in a 3 piece Shalwar kameez!
ALINA: Comfortable and relaxed.
THREE MUST HAVE ITEMS IN EVERY CLOSET:
ANUSH:Really? 3 is too hard of a number to pick from! I would say that you need a nice pair of black pants, thatcan be worn to both the office and a dinner, a white button down is a must, and definitely a pair of black heels.
SUMRINA: Black jeans, a leather jacket and nude heels.
ALINA: A classic button down white shirt, tailored trousers and black heels.
WHEN IT COMES TO WORK, WE CAN MOSTLY FIND YOU WEARING:
ANUSH:Heels! I feel they make you look more professional.
SUMRINA: Jeans and a shirt usually. During those unbearable summer days however I love a baggy kurta and leggings.
ALINA:These days in this blazing heat, you’ll only find me in lawn kurtas.
ANUSH:Low pony tail with a middle part.
SUMRINA: Tousled messy waves.
ALINA: Top bun.
YOUR FAV. ACCESSORIES THESE DAYS:
ANUSH: My tom ford neckpiece, that Iâ€™ve somehow broken five times already
SUMRINA:Bangle mania! Stacking wrist wear on both hands, combining both high end designer pieces and market bought pieces together.
WHEN ALL ELSE FAILS, YOU THROW ON:
SUMRINA:Black trousers with a black shirt. People who wear black lead colourful lives!
ALINA: A plain tee with jeans.
WORK QUALITY YOUR ARE MOST ADMIRED FOR:
ANUSH:I am very damant
SUMRINA: My passion towards whatever the task at hand is.
ALINA:I am very responsive.
WORK QUALITY YOU ARE MOST HATED FOR:Â
ANUSH:Cold and unrelenting at times
ALINA:I’m too blunt with my reviews, so a lot of people don’t approve my style of blogging.
FOR BREAKFAST, YOU EAT:
ANUSH:I cannot live without my vanilla latte right after by eggs and toast.
SUMRINA:I can’t function without that perfect cup of “kadak chai”! Usually with a handful of almonds or an egg white omelet.
COOLEST PART ABOUT YOUR JOB:
ANUSH:I get to do what I love and I get to make a lot of people happy while Iâ€™m at it.
SUMRINA:Getting to see all the latest designer collections for sure! And, as a beauty editor, I love experimenting with new makeup that’s produced from our local brands, which makes me so proud!
ALINA:There are no set office timing and I can report to my boss at any time of the day.
WORST PART ABOUT YOUR JOB:Â
ANUSH: The amount of work I give myself.
SUMRINA: Those endless product shoots!
ALINA: Honestly, none. I love my job.
MOST DIFFICULT EXPERIENCE IN STARTING UP FABBITT?
ANUSH:Everything about starting up Fabbitt was challenging, from the designers to customer care to every little minute detail on the website. Honestly, the website is like having a baby! Every day some little issue or the other can pop up and you have to be vigilant to take care of the little tweaks.
SUMRINA: I suppose the initial stages were the most difficult when everything was just a big cloud of ideas floating around, and we didn’t really know what the job at hand would be.
ALINA:Thankfully there weren’t any difficulties in launching the website except for some minor technical glitches that are now being improved.
ADVICE FOR A YOUNGER YOU:
ANUSH:Good job! Donâ€™t ever give up, even if sometimes you think the whole world is against you.
SUMRINA:Don’t let people tell you what you can’t do. Oh and also get into fitness earlier idiot!
ALINA:Humility is important. Stay humble and you will prosper.
SOMETHING THAT SURPRISES YOU ABOUT THE INDUSTRY:
ANUSH:How unfeeling people can sometimes be.
SUMRINA:People are actually nice sometimes! Haha!
ALINA:There’s too much disloyalty in this industry and most friendships are formed on pretentious behaviour.
WORST CLIENT EXPERIENCE:
ANUSH: Sometimes people on social media just forget that because the person canâ€™t see them physically, it doesnâ€™t mean it is ok to demean them in any way.
FAVOURITE TRENDS THIS SEASON?
ANUSH:Even though itâ€™s getting too â€˜popularâ€™, I love the cold shoulder.
SUMRINA:I’m a sucker for those exposed collar bones.
TRENDS YOU ARE READY TO SEE DIE?
ANUSH:The â€˜beltedâ€™ look. It only looks good with formals, but that too has reached a saturation point.
SUMRINA:Tulip shalwars. Sorry, I just didn’t feel them.
UP NEXT AT WORK, YOU AM MOST LOOKING FORWARD TO:
ANUSH:Â New features we are introducing to make Fabbitt more personal and to make our clients have a truly wonderful online experience.