This week we chat with Danara Zhamadilova, the CEO and Founder of Silkylicious, a capsule fashion brand known to create a sophisticate wardrobe.
Rooted in the United Arab Emirates, the brand epitomises elegance with modernity. Our collections seamlessly blend Emirati heritage with contemporary fashion, creating exquisite garments crafted from luxurious fabrics like silk and cotton. Each piece is meticulously made with great care and love, reflecting their commitment to craftsmanship.
From kaftans to kimonos, the label has a myriad of designs crafted from the finest quality silk.
To delve into Zhamadilova’s journey as an entrepreneur, Emirates Woman spoke to her to see how it all began.
What was your favorite subject at school?
My favourite subject in school was Physics.
What was your first job?
My first job started off as an Assistant of a lawyer.
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What brought you to Dubai?
My husbands job brought us to Dubai. After moving here I decided to launch my own brand.
What inspired you to enter the space and your brand?
To create a brand where me and my daughters can create beautiful things and be creative. To make this a successful family business.
Talk us through the concept?
Silkylicious came from the word Silky, Silk, delicious silk. Not only hair can be silky, or skin or the fabric. We chose fabric that feels good on your skin and feels good. The purpose was for every fabric feels silky on your skin.
What are the key elements of your role?
Analyse our clients demand. Chose timeless fabric and designs. Create something that can be worn by 16 year old teenagers and even 60 year old women. We have three main productions. UAE, Uzbekistan and Kazakhstan. Our concept is to create pieces that are timeless, can be worn in a year two or three. We create timeless base designs. Today in our company we have a team of designers, marketers, but the main manager role is run by my eldest daughter, she is also my partner in the company. She is responsible for the operations of the company. I take care of choosing fabrics, brainstorm new designs, and watch the production process.
What advice do you have for anyone looking to follow in the same footsteps?
Overall, the fashion industry isn’t as easy as everyone thinks it is. It seems so at first but the more you expand your operations, team and quantity. The harder you have to work on making more sales which means we need to boost our marketing and PR more. I can’t give any advice based on my experience. You won’t find out if you never try. When you do it yourself. You will find out if it’s for you or not. Do you need it or not?
What’s the biggest challenge you have had to overcome?
Everyday I have some questions to answer, problems to solve. But nothing major. If it’s something unsolvable, I just leave it. I don’t take it close to heart. I look at problems as an obstacle to overcome.
What is the best piece of advice you have ever received?
Most important thing is your mental and physical health. If you have a healthy body and mind, you will have enough energy to work, create and grow everyday. I don’t know what will happen to my brand in the future, but at this very moment I see potential, we like creating beautiful things, we enjoy it. We see the results of our hard work everyday. What will happen next? Time will show.
Talk us through your daily routine.
My day starts with morning kisses and hugs from my family. Getting ready for school. Send them to school. Then some time for my self. My meetings with clients and partners. Some times I am brainstorming the new fabrics, ideas and collections.
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Images: Supplied & Feature Image: Supplied
