Our customers are our greatest source of motivation

Kusum and Karishma Luharuwala, founders of Indian fashion label Faabiiana, blend craftsmanship and modern trends to create alluring collections. Their attention to fabric, embellishments, and embroidery lends an eye-catching appeal to every produced piece. In a chat with Fibre2Fashion, they discuss their creative process and what sets Faabiiana apart from other brands in the market.

Fibre2Fashion: What inspired you to create the brand Faabiiana?

Karishma & Kusum Luharuwala:

Our journey began with a profound appreciation for cultural diversity and a passion for celebrating traditional craftsmanship. Inspired by the richness of global cultures, we set out to create a brand that beautifully weaves together heritage and contemporary elegance. Each design reflects the essence of timeless traditions while embracing modern aesthetics.

F2F: How would you define the core values and personality of your brand?

K&KL:

At Faabiiana, our core values are the heart and soul of our brand, shaping our personality and defining everything we do. We believe in:

F2F: How do you brainstorm and gather inspiration for your designs?

K&KL:

At Faabiiana, the process of creating designs is a passionate journey fuelled by creativity and inspired exploration. We believe in embracing various sources of inspiration to craft collections that captivate hearts and minds.

F2F: What differentiates Faabiiana from other similar brands in the market?

K&KL:

In a crowded fashion landscape, Faabiiana stands apart as a brand that redefines elegance and embraces cultural diversity with a contemporary twist. What sets us apart from other similar brands is our unique blend of:

F2F: What considerations do you take into account when selecting materials for your products?

K&KL:

At Faabiiana, the selection of materials for our products is a thoughtful and conscientious process. We believe that choosing the right materials is not only crucial for creating stunning designs but also for upholding our commitment to sustainability and ethical practices.

F2F: Have there been any challenges faced during the brand development process, and how did you overcome them?

K&KL:

Our brand development journey faced challenges in establishing a unique identity, sourcing sustainably, and staying relevant. We overcame obstacles by defining our values, forming strong partnerships, and embracing fearless innovation. Digital marketing, customer-centricity, and collaboration helped in building brand awareness. Our team’s passion and commitment fuelled growth, while learning from feedback honed our designs. Grateful for your support, we continue celebrating culture, sustainability, and artisan empowerment, striving to redefine elegance in the fashion world.

F2F: How do you strike a balance between staying current with industry trends and preserving your brand’s distinct design identity?

K&KL:

Faabiiana strikes a balance by infusing contemporary trends with cultural elements, preserving our signature design identity. Mindful trend selection, customer engagement, and collaborative creativity guide us. We adapt gracefully, staying relevant while remaining true to our commitment to culture, sustainability, and elegance.

F2F: What marketing and promotional strategies have you utilised to create brand awareness and attract customers?

K&KL:

At Faabiiana, our brand’s awareness and customer attraction journey thrive on innovative marketing and promotions. We adopt a comprehensive approach, utilising digital marketing, influencer collaborations, exquisite visuals, fashion events, content marketing, and influential media.

F2F: What advice would you like to share with the young designers planning to enter the ethnic wear market?

K&KL:

I would say stay calm, focused, and do not do anything just for the sake of more interesting dinner table conversations. Do things that you actually believe in and are good at. And follow your gut because your gut works before anything else.

F2F: Suggest five style trends to follow for the year 2023-24.

K&KL:

I have never really believed in trends, especially when it comes to India, because the country really operates on its own. But when it comes to weddings, I believe that in the coming season vintage will be the new modern. I think that embodying practicality and innovation, futuristic utility combines sleek silhouettes with functional elements like pockets, zippers, and adjustable features.

F2F: How do you plan to continue expanding and developing the brand in the future?

K&KL:

The future of Faabiiana is filled with global expansion, sustainable innovation, and customer-centricity. Collaborations with like-minded brands and artisans, diversified collections, and thought leadership will elevate our brand’s influence. Embracing technology and agility, we adapt to market dynamics. Our commitment to celebrating culture and empowering elegance remains unwavering.