A small loan from her mother. The alliance with her older brother, Azad. The chance provided by social media. And a relentless drive to succeed, intertwined with the ambition to overhaul Sri Lanka’s fashion landscape.
To capture a journey that stands as an inspiring narrative and a guiding light for the upcoming wave of female entrepreneurs in South Asia, we turn to the words of Sharifa Moulana, a fashion entrepreneur from Sri Lanka and co-founder of the brand Pintuck.
Pintuck style
“We combined our expertise and love for elegant fashion to give birth to our brand,” whilst taking care of our customers: “As a small business, we ensure that each client receives individual attention, fostering a sense of exclusivity and personalized service,” she reckons.
(Sharifa Moulana co-founded Pintuck with her brother, Azad.)
It is well-repaid attention since “our clients have been crucial in shaping our designs, providing inspiration, and showing immense love and loyalty to our creations.”
“We also received unwavering support from our friends who became fans of the brand and actively promoted it,” not to mention her family: “Family was our biggest critic and greatest supporter from the start,” she acknowledges.
These ingredients have allowed them to raise the bar. Indeed, the brand’s value proposition lies in its commitment to delivering exceptional designs and limited-edition pieces, setting it apart in a market hungry for uniqueness. “Each design we offer is exclusive, with only one single piece or limited-edition pieces per collection,” the co-founder highlighted. “We source our fabrics locally, supporting our talented seamstresses and contributing to local job creation.”
It hasn’t been easy sailing, though. “As with many businesses in Sri Lanka, we had to face several adversities,” the co-founder recalled. “The Easter Sunday attacks, the COVID pandemic, fuel and economic crises, and the impact on the tourism industry significantly affected our sales and operations.”
However, as this dynamic fashion brand continues to thrive, it stands as a testament to the potential of South Asian women entrepreneurs who are leveraging the power of social media to create financial independence while adding significant social and economic value to their communities.
Empowering South Asian women: The new wave of entrepreneurship through social media
Indeed, in recent years, South Asian women have led a transformative wave, facilitated by widespread access to social media platforms like Facebook and Instagram. This, for example, has empowered urban women to pursue financial independence, revolutionizing the business landscape and breaking traditional barriers.
Social media have provided a rich repository of business knowledge, fostering networking opportunities and insights for entrepreneurs. But most importantly, the interactive nature of these platforms has allowed women to build personal brands, getting rid of stereotypes and encouraging others to pursue their dreams.
“We combined our expertise and love for elegant fashion to give birth to our brand, ensuring each client receives personalized service. Our clients shape our designs and show immense love, loyalty, supported by friends and family, our biggest critics and supporters from the start.”
Sharifa Moulana, Co-founder of Pintuck
Platforms like Instagram have redefined product promotion, reaching diverse audiences globally. Social media’s low entry barriers have democratized entrepreneurship, enabling women from diverse backgrounds to participate fostering inclusivity and innovation.
Beyond the economic impact, women-led businesses have prioritized ethical practices, sustainability, and social responsibility, inspiring a shift towards conscious consumerism. This empowering phenomenon has diversified the startup ecosystem and contributed to positive social change, showcasing the potential of South Asian women in entrepreneurship and societal progress. This, indeed, is quite uplifting.
Tanya Vidanagama is TNE QA Lead, Academic Integrity Advisor and Lecturer in Entrepreneurship within the School of Marketing and Management at Coventry University
Image credits: Pintuck
Coventry University School of Marketing and Management Blog 