Masoom Minawala is a well-known fashion blogger – CEO of Style Fiesta, a fashion portal. In her childhood, Masoom was a tomboy fussing least about what she wore. Today, her company has become profitable in its first year. It reflects Masoom’s style as she curates the items. Nowadays, the online fashion world is a crowded marketplace. Masoom sells her merchandise on various fashion portals such as Jabong, KOOVS, and Flipkart which are flooded with many such design houses.
She became aware of fashion and developed an interest. Hence, she took up an internship with a cousin, who was a fashion designer. But the experience wasn’t as good as she expected. Masoom enrolled herself for a marketing internship. She worked on many projects including a research project on fashion bloggers. That was the first time she stumbled upon the concept of fashion blogging, and she was enthralled.
Later, she started her blog and began to style her existing wardrobe. She posted pictures online for the others to see. A year into fashion blogging helped her to realize her dreams. Her parents advised her to opt for formal qualifications in fashion. She went to London and earned six diploma courses. After returning to Mumbai, she started working on her e-commerce website and Style Fiesta was running by December 2012. Her website was driving enough traffic through her blog, Thanks to her readers.
Masoom had to change her developers four times before she set up her e-commerce website. It was stressful. The biggest problem that e-commerce in India is facing is technologically inefficient labor. She is still looking for a developer to give her the site in Magento. As of now, Style Fiesta is hosted on Shopify. Her strength has kept her going through all the hiccups she’s faced while setting up this business and running it. According to Masoom, she has never feared failure. Even if she has a bad idea, she kept asking herself, ‘What’s the worst that could come out of it?’
Competition is tough with similar merchandise available on multiple fashion portals. Style Fiesta is about the experience of navigating through a great-looking, style-centric website to choose the product, having a live stylist guide you for your purchase of the product. The speed they’re delivering international trends to India gives Style Fiesta an edge. The portal guarantees the absolute and latest and most fashionable. With each buying decision, they’re placing ourselves in the shoes of the customer and evaluating their choices instead of taking calculated risks, unlike other players who focus on a universal standard approach. She received an initial investment from her father. Though halfway through the first year, she recovered the investment, and since then, they have been churning our profits. Her 7 members – the team works from the warehouse in Lower Parel. With the various offers such as free shipping in India, cash-on-delivery services, free returns, and live stylists to enhance the shopping experience, they have also started selling on third party websites. In the future, she wants to expand the product categories and provide an out and out fashion experience for the people.
Representing India At Milan Fashion Week 2019-11-02
After all the excitement & madness of the fashion month, Masoom had the headspace to share all her experiences at Milan Fashion Week.
There’s something about being at fashion week, surrounded by the very best of the industry, shuffling between events, shows and outfit changes, which truly enhances the excitement. What is the most fun part about attending a fashion week in the biggest fashion capital in the world’?
The process of styling looks, experimenting with the trends, rubbing shoulders with industry peers, letting fashions universe visually stimulate the mind-boggling creativity of pure geniuses and sharing all of these experiences with virtual family was memorable.
She loved the outfit she wore for the Armani Show (Fashion Dollz top, Toga Pulla pants). The minimal-meets-classic vibe of the outfit made her feel put together without going overboard. The puff-sleeved-beige-top with subtle yet dramatic detailing and these comfy taffeta pants is one of her favorite looks from all the events. So chic! So Fresh! Both these pieces can be styled as gorgeous separates too! Keeping in mind the understated-glam vibe of Armani, she accessorized minimally – a classic structured Chanel Bag, a golden cuff/watch and my see-through sandals (Schutz shoes) seemed perfect to accentuate her look and yet keep it subdued.
True to its brand, Armani’s creations were ‘sophisticated simplicity’ reigning in style with their perfectly tailored ready-to-wear collection. His creative play with fabrics in soft-hues and his less-is-more design approach stood out for her. As she was exposed to the sartorial brilliance in the Armani’s glamorous world, all I could think was how much fun ‘Fashion’ can be when it’s experimented with & enjoyed playfully.