Soaad Patel is the owner of Ayesha’s Attire, an independent boutique providing high-quality clothing that helps busy women dress well to feel good. Here she shares her story about how her business started, and how The Growing Club has helped her gain confidence and create solid business foundations. Soaad took part in the 12-month Roots and Shoots course – The Growing Club’s start-up course.
I’m Soaad, and my business is called Ayesha’s Attire. It’s named after my five-year-old daughter. As a single mum, she is my inspiration. What drives me is to give us both a better life. Before having her, I was very into fashion and loved buying clothes. But when I became a single parent I had to rethink my finances.
So I thought of the concept of buying pieces that I can wear over and over again, which are versatile and can be worn at home, or out with friends and so on. I also heard a lot of other women saying the same thing, so that’s why I started my business to help women buy affordable pieces which will go a long way. My pieces are modern, stylish and require minimal effort, you can dress them up with a belt or a scarf, but you don’t have to. Whether you’re a mum or a busy woman, these pieces help you look good. And when you look good, you feel good, and you have the confidence to tackle the day’s challenges.
Obviously, in this pandemic we’re spending a lot of time at home and want to be comfortable, but if you’re on a Zoom call you also have to be presentable. And this is what my business is all about, providing what women need in their new lifestyle, with high quality pieces you can keep for a long time, which are also comfortable.
I started my business last year before my daughter started school, but as she’s a child with a lot of energy, like most children that age, it was hard to concentrate on the business until she started in reception full time.
One of the reasons I started my own business was because I’ve always been a career-oriented person. I used to have five or six jobs at once, working in schools with children, and I loved it. When I became a mum, I felt like I’d lost that part of me, and I missed working, so I worked in retail for a while, but it didn’t have that problem-solving element which I enjoyed, so when a friend suggested I should start my own business, I started looking for suppliers, and it all went from there.
Obviously, I didn’t know how to run a business and I knew I needed support so that’s when I found out about The Growing Club. I had a chat with Jane Binnion and found out about all their courses and really liked the community feel of it. I also liked the fact that there are women at all stages in their business involved in The Growing Club, so whatever stage you’re at, people will relate to you and can help you.
My business is still fairly new, but I know a lot more than I did. For example, I didn’t know about getting the foundations of your business in place, and I went 10 steps ahead. But now thanks to The Growing Club, I know how important it is to do the right steps in order to be successful and to have a concrete business.
In 2021 I would like to continue to build up my customer base and grow my mailing list. When we’re allowed, I want to do pop-up shops as well, as they’re a great way to connect with people.
I’d recommend to other women that they get to know the ethos of The Growing Club, because they’re not like other organisations. It’s a community where women often go through the courses and then become involved in delivering them to others. I’m helping to facilitate the Sowing Club, for example, and I know other women have been through courses and gone on to volunteer and work with The Growing Club too, which is fantastic.
Overall, I’d say the main way that The Growing Club has helped me is with my confidence. I’m much more confident now than I was before I met Jane, and I’m really excited about the future of my business.