This week we chat with Suzanna Karslian, Founder of TRY ON DRESS now also based in the UAE. Known for their exclusive knitwear pieces, the styles are crafted to perfection for any occasion.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
The pieces are a combination of femininity and comfort. That’s why even the evening collection is made of soft knitwear. TRY ON DRESS was created to show women that they don’t have to reveal too much, choose complicated designs, bright details or uncomfortable cuts to be free and real. The brand selects the best yarn and the most suitable blend for each model, and also carry out fittings until the product fits perfectly on different body types.
To delve into this, Emirates Woman spoke to Karslian, to see how it all began.
What was your favorite subject at school?
At school I loved the Russian language. I participated and won competitions. It was always interesting and easy for me to study it. I also liked biology as it gave me an insight into nature.
What was your first job?
That’s an interesting fact because I’ve never been a paid employee. My first full-time job was my brand TRY ON DRESS. So maybe this is my destiny.
What brought you to Dubai?
I fell in love with this place from my first trip to the United Arab Emirates. The Middle East, with its philosophy and way of life, revealed itself to me as a mysterious, sacred, yet very modern place. This vivid impression became the foundation of the brand’s style because I always loved various attributes of the East — from music to fragrances.
What inspired you to enter the space and your brand?
I’ve always appreciated beauty and aesthetics. I knew it was my mission to make the women around me beautiful. I always listened to my intuition, so when opportunities began to appear around me, I always took advantage of them.
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Talk us through the concept?
The brand’s success stems from its unique niche — catering to both Muslim and European women by combining modesty with aesthetics, and restraint with fashion trends. The main part of the brand’s collection is knitwear. The collections are designed as capsules, allowing customers to mix and match pieces to express their individual style. TRY ON DRESS capsules include dresses and various sets to create complete looks.
What are the key elements of your role?
The entire brand is a reflection of my values and my vision. My key role is art director. I am involved in the creation of models, designs and collections. I also take an active part in marketing, because it is important for me to translate what I put into the brand.
Talk us through your daily routine.
Interestingly, I’m not a morning person, although many people believe that successful entrepreneurs always get up early. Many ideas and inspiration come to me at night. I try not to start my mornings with my phone and work phones. I try not to start my mornings with my phone and work phones. A glass of water, collagen, and my main attribute – hot coffee and chocolate. Since I am the owner of the brand, of course, I stay in touch all the time. But I always leave time for my favorite activities – sports and meeting with family and friends. Also a must-have routine to conserve energy is self-care. I love massages, spas and beauty treatments.
What advice do you have for anyone looking to follow in the same footsteps?
The main advice is to always listen to your heart. It is your intuition that will always tell you where you need to go. Yes, we are always analyzing metrics, tracking trends and studying competitors. But I always listen to myself first. Always choose yourself, because then you will have energy to channel. As you can say now, it is important to stay in the resource.
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Tell us more about the products/services?
New collections are released regularly throughout the year, covering both summer and winter seasons. Premium materials, exclusive weaves, and techniques are used in production. Lighter fabrics, such as silk, viscose, and linen, are also incorporated, making many products suitable for countries with hot climates.
What is the best piece of advice you have ever received?
Write down your thoughts, ideas, and desires. Insights that come to you at an important moment should be recorded so you can always come back to them.
And what is the worst?
I’m a sensible person and always rely only on my feelings. I can ask for advice, but I always put it through the prism of my own perception.
What’s the biggest challenge you have had to overcome?
We always have a smooth path step by step, I try to anticipate everything. But in 2021 there was a terrible situation – our Instagram, which had more than 300,000 followers, was hacked. We were very worried because we had put a lot of effort into its development. Also, the scammers who hacked it were scamming our customers, so the problem was big. But everything ended well. We managed to find a reliable person from IT who helped us restore access to the account.
What’s lies ahead for the brand?
TRY ON DRESS is planning to open its first offline store in Dubai by 2025. We also plan to collaborate with celebrities and start working with major marketplaces in the Middle East.
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Images: Supplied & Feature Image: Instagram @try.on.dress.uae
