A group picture as Naushaba Brohi says goodbye to her fellow participants. ©

British Council

Winner of YCE Fashion/Design Award 2014: Naushaba Brohi

"I’m thrilled and really looking forward to learn in a highly professionalized environment. The exposure to a globalized industry will create networking opportunities and give me a better understanding of marketing and positioning products that Pakistani craft is endorsed for its skill and finesse and not just patronized for philanthropic reasons.

I hope the understanding acquired in this trip will have a multiplier effect.

I'd like to thank the British council for providing me this fantastic opportunity; my clients for supporting   Inaaya and the amazing artisans for their belief in me."

About Young Creative Entrepreneur- Fashion/Design Award – 2014:

The British Council’s Young Creative Entrepreneur (YCE) programme celebrates, supports and connects the most exciting entrepreneurs who are innovating the creative and cultural industries around the world.

The Young Creative Entrepreneur award provides a fantastic opportunity to make cultural and business contacts and to network with a diverse group of international entrepreneurs. Since 2004, we have had nearly 400 participants from 51 countries across the world come to the UK, and these are just part of an active international network of over 3,000 members (participants, applicants and wider contacts).  

Country winners will participate in a shared tour of the UK’s fashion and design sector. The programme allows the winners to gain unique access to and insights into the UK industry, as well as providing a fantastic opportunity to make a wide range of business contacts that will act as a springboard for future business/collaborations between the UK and internationally. The tour will run from 13 – 20 September 2014 while London plays host to London Fashion week and London Design week.

Naushaba Brohi explores London along with the other participants
Naushaba Brohi with Annegret Affolderbach - founder of luxury brand Choolips ©

British Council

Q1. Tell us a bit about yourself by elaborating on your background in the field/sector.

After graduating from the National College of Arts, Lahore, I started as a television set designer and worked my way up in the field of fashion, style and entertainment. Over a period of nine years, I worked in various senior management positions in media, where I the Pakistan Vice President of the only international fashion channel – FTV and later the editor of the Style pages of Express Tribune. 

I was a single parent, the mother of a beautiful, healthy baby girl and had an extremely supportive family as well as friends. In addition, I was financially independent but I felt defeated. I wanted to embark on a journey to discover myself; to wipe the slate clean. This led me to quit my job, grab my baby and a bag and head to the flood affected areas of Pakistan, with only a vague idea of ‘giving back’. The next 18 months were a whirlwind of road trips, trials, errors, experiments, crashing nerves and rising joy that resulted in the fashion label Inaaya.

Q2. If you were to choose one thing that inspired you on this trip to the UK, what would it be?

Being in London for the London Design Week and London Fashion Week was an incredibly inspiring experience. The general atmosphere was buzzing with, well, design energy! There was a fantastic line-up of events, from huge gala openings to small intimate talks with participating artists and designers. Thanks to the British Council, I had access to all of this. Even the otherwise dreary fall weather obliged us with lots of sunshine and not a drop of rain. 

If I absolutely had to choose the one most inspiring part of the trip then it would have to be the other participants. I met people from all parts of the world who not only shared their successes, but their failures as well, in the hope that others would learn from them. It was heartening to hear how they persevered despite the variety of challenges.

Q3. Annually, the Young Creative Entrepreneur (YCE) programme has connected nearly 500 inspirational business founders from 54 countries with international opportunities. What does it feel like to represent Pakistan and become part of that community?

Initially, it was a little hard to believe that I had won! Though the feeling of disbelief was short-lived, thanks to glitches in the visa process, and for a few days, it seemed like I wouldn’t be able to attend. The cynic in me thought oh well, it did seem too good to be true anyway, especially since I was collaborating with a London-based fashion designer, Omar Mansoor, for his showcase at London fashion week. Also, because I won the award I was actually going to see my work on the ramp! The universe complied and I ended up missing just the first 2 days and was able to make it for the rest of the trip. 

Being a proud Pakistani it gave me immense joy to have the opportunity to represent my country. The YCE community is one of the young achievers who have not just excelled in their respective fields but have managed to bridge gaps globally. I hope that in future I too can connect some links onto that fantastic chain of successful entrepreneurs – being a part of this community has definitely given me a head start.

Q4. How, in your opinion, has this opportunity benefited your work? Mention at least two examples. Could be in terms of exposure, approach, connections you’ve made etc. In light of that, what would be your next step?

Having to present your business to a room full of people is in itself intimidating, but then to have to present to the team at Mary Portas or Stefan Siegal of not just a label is enough to cause a panic attack! After the first round of stuttering and general speechlessness subsided it was heartening to hear the positive feedback that they gave each of us. How it always, always began with the positive, how no question was ignored and each point was explained patiently.

Entrepreneurs in general, and those whose businesses are in retail in specific rarely have time to catch their breath, it’s always about trying to make the next sale. There’s no time to pause and take a step back, to look at how far we’ve come or what the next step ought to be. YCE gave me that pause, with copious amounts of tailor-made guidance. The program doesn’t end when you return to your home country, in fact, they stay in touch via Skype and email to ensure that one doesn’t derail.

 

About Young Creative Entrepreneur- Fashion/Design Award – 2014:

The British Council’s Young Creative Entrepreneur (YCE) programme celebrates, supports and connects the most exciting entrepreneurs who are innovating the creative and cultural industries around the world.

The Young Creative Entrepreneur award provides a fantastic opportunity to make cultural and business contacts and to network with a diverse group of international entrepreneurs. Since 2004, we have had nearly 400 participants from 51 countries across the world come to the UK, and these are just part of an active international network of over 3,000 members (participants, applicants and wider contacts).  

Country winners will participate in a shared tour of the UK’s fashion and design sector. The programme allows the winners to gain unique access to and insights into the UK industry, as well as providing a fantastic opportunity to make a wide range of business contacts that will act as a springboard for future business/collaborations between the UK and internationally. The tour will run from 13 – 20 September 2014 while London plays host to London Fashion week and London Design week.
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