Shama Sikander aka Bhayank pari (BaalVeer) had launched her own fashion label a while back. Today she spoke to Tellychakkar.com about her experiences in the design industry and on her big learnings. “My label Saisha is doing well. We have made a dedicated list of clientele and are regularly supplying them. Over the time I have realized one thing that if you devote too much attention to brand building exercises (fashion shows etc), you end up losing a lot of money, which is not wise.” She goes on, “It is really unfortunate that everybody has got bitten by this page 3 bug, while the people who really make the mega bucks are hardly seen. Agreed, creating hype around your label is important, but that does not necessarily translate into cash sales. All that matters at the end is a good product. A close friend in the fashion scene told me a well kept secret that many big names in the fashion market hardly make any money. The old truth is that any money saved is money earned and this continues to apply here. The logic is simple, if you make clothes for the middle class who constitutes a major chunk of our population; you are bound to sell more rather than restricting yourself to the small elite silver of society. I too had made this same mistake (making clothes for upper middle and rich) and now in hind sight, I feel it is simply better to cut costs and sell at a higher profit. Currently I pay more attention to the product, materials and its costing, as opposed to other marketing ploys. I mass merchandise targeting a larger customer base instead of splurging on fancy high end stores.” In closing, Shama also refused to enter the TV costume business saying, “The money out there is too little. Very few TV personalities dress well, leaving out exceptions like Mouni Roy who stands out in the crowd.” Nice thoughts, Shama...