Aysha's Adventures

I like my coffee taupe not beige; you got a problem with that?

2012-01-24T13:31:00.000-08:00

When my segment of the reality TV show, All On The Line, with Joe Zee aired last month, I certainly did not think the producers would open the show with me discussing my preference for the color of my morning coffee with an intern. Yes, I am very particular about how I like my coffee---Aren’t we all? After all, a cup of coffee does serve as my only breakfast nourishment, so I have to get this right.

Last week, I was at a restaurant with friends and the waiter asked me if I would get him fired if he got my coffee color wrong. I laughed so hard I nearly fell off my chair.

Today, a friend forwarded me a link to the Tom & Lorenzo blog post (http://www.tomandlorenzo.com/2011/12/aotl-aysha-saeed.html )in which the shade of my coffee seemed to take second place only to the fight for the Republican nomination.

Tom & Lorenzo felt my taupe coffee preference, among my other “demanding” ways were so over the top that they compared me to Miranda Priestly of The Devil Wears Prada. Should I take that as a compliment? Weisberger didn’t mean it as such; Meryl didn’t play her as such, me? Sure, why not.

Clearly, my coffee preference has gotten people in a tizzy, so I thought it only right I share with you some more of my coffee must-haves…..Yes, taupe the color must be, but I don’t stop there. Oh no! I also sip my morning coffee through a skinny red straw - so my lip gloss doesn’t get messy. And I take three sugar lumps; I’ve tried the fancy, expensive sugars or their substitutes, but can’t tell the difference, so I stick to the ordinary. I know you are shocked, Aysha liking something ordinary?

So if execs from Starbucks or Dunkin Donuts are reading my blog (hey, you never know), call me. Let’s talk business…..clearly I am well suited to be your next spokesperson  

Aysha

Aysha's All on the Line on Sundance Channel Sneak Peek

2011-12-12T09:27:00.001-08:00

Aysha on Sundace Channel

2011-12-11T17:24:00.000-08:00

I am so delighted to share with you that on Friday, Dec 16th at 9:30pm I will be featured on the critically-acclaimed series, All On The Line with Joe Zee. 'Fashion's most approachable ambassador' and creative director of ELLE Magazine, Joe Zee, offered me tough love and essentially put me through a six-week fashion boot camp!

For the final presentation, I created a Spring 2012 capsule collection inspired by my heritage fusing eastern and western cultures to create sexy, flirty silhouettes with couture craftsmanship.

After all was said and done, this was a life changing experience. I don't want to give away the show, so you will just have to tune in!

Aysha

Wearing Aysha Saeed is like taking a trip around the world….

2011-09-07T10:56:00.000-07:00

I can’t remember the last time I was this excited about a trip. I could barely contain myself when I would tell friends that I was spending almost two weeks in South Africa. I could actually see a sense of glee as their faces lit up.

So why did I choose to visit South Africa? That’s a question I was asked both in NYC and in South Africa. Simply put, I came here seeking inspiration for my brand, particularly for the Spring 2011 collection. After all, a fashion designer needs to see and discover new places in order to design; so traveling to exotic locales is a vital part of my job description….tough job, right?

Now returning on my long flight back to New York from Johannesburg, I decided to summarize this trip into a blog post, but am having difficulty doing so because there is so much I want to share with you. But I can say this much: the trip was everything I had imagined and then some. For instance, as we were descending into Cape Town, the landscape took my breath away; the sight of Table Top Mountain was breathtaking in the early morning hours. As the plane touched the tarmac, I found myself saying out loud, ‘This is Africa.’ Crazy as it may sound, I found myself saying this statement quite a few times for the next two weeks because I never thought I would come here.

In a just two short weeks I covered a lot of ground; I had to, I was on a mission. It started with my exploration of Cape Town. My first impression of this costal city was that I’m in a typical European city till I really started to discover it. Like so many other parts of Africa, it was beautiful beyond compare, with a color and serenity I’ve never seen in Europe or Asia, let alone here at home. Our guide drove us to the Cape of Good Hope, the southern most tip of Africa, that mysterious place that the 15th century Portuguese explorers passed at their peril; would they fall off the earth, which was after all flat!?

OK, back to my seeking inspiration…. Well, it was not difficult to discover just how African women inspired me. No, not so much by their sense of fashion, but by their decorum, the way they carried themselves, their zest for life. On my second day in Cape Town, I visited District Six, a village called Lagos, a poverty-stricken area with houses of tin, no running water, dirt roads, outdoor latrines, etc. But instead of sad faces, I saw a vibrant community with hustle and bustle, kids playing their games and singing African chants; or perhaps songs; women busy doing household chorus or working to earn a living, weather be it burning off hair of sheep heads (which seems to be high in demand as people were queuing to buy them), or working at a pottery workshop making cups/plates painted with bright African colors to sell to tourists.

I did get the feeling that women run the show here, which may explain why, every few blocks I saw hair salons (more like a square tin box with windows cut out and spray-painted signs denoting ‘Women’s Salon.’) These women work hard, and, at the same time, want to look good --- my kind of woman. Of course I found them inspirational. All women everywhere want to look their best, regardless of the circumstances.

South African hospitality was both welcoming and touching. It all began from the amazing hotel where I stayed, called appropriately enough, One & Only Hotel, in Cape Town. It may well be the only ‘six star’ hotel in Africa, and yes, it did live up to its reputation. In most things luxury is found in the details, and there were plenty of luxurious details that One & Only offered that made me feel I was definitely residing in a ‘six star hotel. For example, I had a ‘Pillow Menu’ placed on my night stand, and a choice of over a half-dozen different types of pillows! I did not order anything from the Pillow Menu, but it did put a smile on my face---and maybe that was the point of it all. But it did get me thinking that I need to start offering our customers a ‘pillow menu.’ Of course I don’t mean this literally. I want to offer my customers a service and details in my garments that will add a tinge of super luxury into our brand, details that can only surprise and delight because they’re unexpected, and will therefore ‘put a smile’ on their faces, too, and make them feel they’re wearing a six star brand, but at a coach price. And what are these details? Stay tuned, the wheels are churning!

For me, an African safari was thrilling and super fun. As an animal lover, I loved seeing wild animals roaming freely; it was a sight to behold. Although the African landscape was dry and brittle, I found their colors beautiful beyond compare, and those colors have stayed in my mind long after the event itself. I’m thinking of fabrics that would look best in the colors and contrasts of African earth.

The glistening taupe-colored skin of lions napping under a tree set off still more color schemes in my mind. Because it had not rained for a while, the grass was brittle to its core, but yet there were patches where green grass was peaking through with black dust surrounding it. When I asked our guide about the prevalence of black dust, he explained that in order to make new grass grow in dry seasons, old grass must be burned off completely (which explained black dust); and only then could fresh grass poke through…which was in a shade of teal green. Hmmm. Mix black with teal green and experiment until you come up with just the right color scheme. That was worth a mental note.

Well, to sum it up, my South African trip did not inspire me to do a literal Spring 2011 Collection, which should properly consist of safari jackets, animal prints, etc. Many designers have followed their instincts with African-inspired collections. So instead, in my collection, I intend to explore my own personal take of South Africa….a land of people, just like everywhere else, making it in their own way; only they seem happier than people elsewhere. Perhaps that’s because their land is breathtaking, and, after so many years, their land now officially belongs to them.

So upon my return, I quickly adjusted my Spring 2011 Collection mood board to incorporate inspirations I garnered from South Africa. And so here they are, or will be: the collection will reflect the strength of South African women and their balancing acts of survival, and, at the same time, doing what they can to stay beautiful. It’s a balancing act they seem to have perfected. As for the collection’s color pallet, it will reflect the earthy tones of the African plains. And to bring a rich color into the spring styles, I am looking to diamonds from Kimberly. So there will be plenty of color in the shades of yellow, pink, and blue, reflecting these precious stone found in South Africa; and maybe a touch of green to reference the vast South African plains and that valuable stone’s aura of luxury. Simply put, Spring 2011 will be a rich, vibrant, alluring - yet practical - collection. And let’s not forget my version of ‘pillow menu’…be sure to watch for these details.

Well, there you have it; now you need to be a little patient and keep an eye out for our Spring 2011 Collection. I am certain when you wear it, you will say, wearing Aysha Saeed is like taking a trip around the world….

Aysha

….trade in my Gucci heals for a shoe called sneakers?

2010-08-23T14:56:00.000-07:00

With all my crazy travels I sometimes forget how much fun and beauty lay in our own backyard. When I say backyard I am referring to the two- to-three-hour drive (depending on traffic and the time of the week and time of the year) to ‘The Hamptons’, our city’s backyard.

So when a dear friend, Carolyn, invited me for the weekend to her house in the Hamptons, I was happy to go.

Said I to my self, ‘This sure beats hopping across the Atlantic’, which I usually end up doing when I want to get away. And best part of the deal was I didn’t even have to drive. Linda, also a weekend guest, was kind enough to offer me a ride. How could a girl say ‘no’ to all this.

Our girls’ weekend could not have been more perfect, great weather, a short walk to the beach, fun company and plenty of wine, champagne and cheese. And most importantly I left my problems at the office…for a change.

There was one of course, ‘stress full’ aspect to the weekend….working out. I have reached that point in life when I must work out; however, the very thought of it can ruin my perfectly good day –weekend. I’m told that once you fit it into your workout routine, you’ll actually get to enjoy it. Yeah right! In case you’re wondering, I haven’t gained weight or lost height; but I do need to ‘tone up’, as they say. You see in my line of work, I need to fit into a size-two dress; after all, I am my brand’s fit model (the person who tries on dresses to ensure a perfect fit when styles go into production).

So Linda and I set off for a long hike/walk. I must say I did well --- I did not faint, quit or complain the entire time. And to further challenge myself, on Sunday morning I almost went to a Yoga class with Carolyn. For me the operative work is almost, because, in the past, the thought going to Yoga class would have never entered my mind. Unfortunately, I overslept, and Carolyn went without me. She told me she ran into (no, not literally) Zen lovers such as Donna Karan and Russell Simmons. So, from that I concluded that Yoga is good for the mind, body, social scene, and, yes, business.

On the drive home, I also concluded that life right now is somewhat crazy, and can be improved by ‘working out.’ So I’m on a mission to tone up, build stamina, and calm my mind and soul. All this is very important to bring balance to ones life. Otherwise all this crazy can get to you.

Ok, so does that mean I am ready to trade in my Gucci heals for a shoe called sneakers?

Aysha

Not even sure where one ends and the other begins…

2010-07-15T06:37:00.000-07:00

I have just returned from my European holiday, and what a holiday it was!

Not sure where to start. First, you will be happy to know I did NOT over-pack, although, contrary to popular belief,. I wore every outfit I took with me; at times, I had to change two or even three times a day. Yes, my daily schedule was packed with social engagements and business meetings. Even though my London/Paris trip was a much needed holiday, I did end up conducting some business. What can I say? I couldn’t help myself. Of course, I knew that would happen.

One of my business meetings took place at the Clairidges Hotel. I wanted to partake in so-called British Culture, so I scheduled a high tea meeting----so English, don’t you think. My meeting lasted about an hour, and included four associates. The major topic: How to take my business to the next level. After the meeting my very good friend, Damla, and I enjoyed the ambiance and formality of British tea-drinking culture. You know the deal: pastel colored bone china, scones neatly pilled up, tiny tea sandwiches delicately placed on a serving platter. I’m not ashamed to tell you I loved it.

Going in, I knew my entire trip was luxury to the max. But I knew I hit a new level when, dining at Massimo (members only), a waiter brought out an ottoman for my handbag [yes, my Gucci got its own seat, and we both got a kick out of it] Don’t we all-too-often wonder where to put our bag when we sit for dinner? On an ottoman, of course! Where else? When I’m old and gray – assuming I live that long – I will remember that moment, and a smile will cross my face.

Well a lot more happened during this trip, but some things left best unsaid :)

Oh, you know that old trite adage, ‘Never mix business with pleasure’, well clearly this saying was not meant for me. Because in my world business and pleasure go hand in hand; one oils the wheels of progress, the other moves the wheels forward. Actually, I’m not even sure where one ends and the other begins.

Aysha

8 days in 8 pairs of shoes

2010-07-01T09:37:00.000-07:00

The fourth of July is around the corner and I needed to make plans for the long weekend. During past Fourths, I mostly stayed local, spending time with family and friends, usually at a barbecue, enjoying steaks and fireworks. But this year I wanted to leave NY, so last week I made the decision to take an eight-day trip to Europe; nothing too adventurous or new, just visiting some of my favorite stomping grounds, London and Paris. Some stomping grounds, right? I have friends in both cities, and seeing them sounded like a great idea. To get things moving I made calls and sent a few emails to make sure my eight days would be fun-packed. And, yes, this will certainly be a much needed vacation.

Like the true fashion lover that I am, even before I got my flights sorted out, I started to plan my wardrobe for the trip. Below are photos of SOME of the things I will be taking with me.

Luggage: It’s very important that I do not take too many luggage pieces (airline restrictions), yet I want to make sure I have enough room to take everything I need on this trip. Daytime and evening attires, shoes, accessories, bags – all this and still leave room in case I shop while over there. In CASE??

Traveling Attire: I know you might be thinking what in the world is she talking about? Well, one of the most important outfits to decide upon is precisely what to wear on the plane. The outfit, of course, must be comfortable, first and foremost, and, secondly, it must have layers (so you can take off certain articles, depending whether you feel too hot or cold on the plane). And the outfit MUST be stylish and figure-flattering; you never know who you might meet at the airport or on the plane. I think you get my point. J

So upon taking all these requirements into consideration, I set out to design my ideal ‘traveling’ outfit. First comes the traveling Jacket. I wanted to work with denim, so I chose an amazing lightweight cloth (a blend of linen and cotton with 3% stretch) - Italian, of course, what else? As some of you may know, I am not a big fan of denim, so the jacket had to be done just right, so I would love it. After much trial and error, I chose to design this jacket with couture workmanship in mind. If you look closely, you will see all the details, including stitched down pleating, top stitching, and check out eight back panels, all put together to ensure an amazing fit. Once the jacket was completed, I slipped it on - and how could I not love it? It fit like a proverbial glove and felt like….well….soft to the touch. What’s amazing about this jacket is that it looks as good on as it looks just holding it in my hand. In case you are wondering, I will be wearing a silk top under the jacket.

And to compliment the jacket, I designed pants to go along with it…yes, pants!!! Ladies, you will be very happy to know I am starting to add pants in my collection. Sorry no photos to share right now --- the pants are under making as we speak. But my seamstress promised they will be ready for my trip. Thank God !!!

Maria Dress. I LOVE this dress; so much so that I’m taking all three colors with me. The fabric is 100% Italian linen. So easy to wear whether I’m walking through the Louvre, or sipping a bellini at a Paris sidewalk café. One can belt it to show off the waistline, or wear it loose, à la tunic dress.

Shoes, let’s not forget them. Gosh, which ones to bring? With shoes, the minimalist’s ‘less is more’ does not apply. The ‘more the better’ approach is more like it. See below for the pairs I intend to take with me. I think I have covered all the basics, from walking shoes, to sexy dinner heels, to ‘I just might need them’ shoes.

That’s it for now. Be sure to stay tuned to hear more details of the actual trip when I come back.

And keep in mind, if it wasn’t for London and Paris, we would not have 4^th of July celebration. An important coincidence I realized as I am planning my trip.

So whether you plan to stay local or travel far, just be sure to celebrate our nation’s most important holiday in style…as I am with 8 days in 8 pairs of shoes.

Aysha

….on a mission to live life to the fullest and want to own a wardrobe that can keep up

2010-06-23T09:45:00.000-07:00

Sorry readers, it’s been a while since I’ve posted a missive. I am overwhelmed with the on-goings in my company – mostly good things to be sure, so I’m not complaining; we hope to have good news to share very soon.

Speaking of good things, last week I received a call from Joanne, a good friend and client of Aysha Saeed; she owns practically everything from our collection.

Joanne called me in a frantic tone - most unusual for her; asking me to suggest a couple of outfits that she can take to her upcoming weekend trip to London. ‘What’s on the itinerary?’ was my first question. ‘Wimbledon’, she replied, ‘and drinks with an ex-boyfriend, a business dinner, and a casual lunch.’ ‘This is my kind of girl’, was my first thought, jam-packing it all in two-and-one-half days. This is the kind of challenge I like.

What were my suggestions?

← Look 1: Eye Catching Chic: Miro skirt with a Jackson Pollock-inspired print with fuchsia racer back top with exposed metallic zipper to add some edge to this feminine look. Perfect for viewing tennis matches at Wimbledon. Fabric is pre-washed silk…very comfortable and airy, and a splash of fuchsia will standout in a crowd. And with a quick accessory change, it’s also a perfect look to meet an ex-boyfriend for drinks. Of course, one wears flats for a tennis match and then changes into super-sexy heels for a drink date. The outfit is both sexy and colorful without trying too hard. Heels make all the difference when phasing from day into an early evening look. Remember, Joanne is meeting an ex boyfriend, so never look as though you’re trying to look good. Keep it effortless.

Look 2: Sophisticated Glamour: →
An Audrey dress is ideal for a business dinner, yet sports a great sense of grace and style. It’s a fabulous fabric to travel with since it does not wrinkle in a suitcase, and the fit is amazing - it shows off all the feminine curves but is conservative enough for a business dinner. My only suggestion is to add colorful accessories, and of course, heels.

Look 3: Casual Lunch: A fuchsia racer back looks terrific with skinny jeans, which every girl has. And after lunch, Joanne can pick up her bags from the hotel and head directly to the airport without having to change.

When I presented these looks to Joanne she was thrilled. What surprised her the most was how by buying just three new things she could both update her current wardrobe and add great outfits for her London trip. Was I surprised? Let’s just say it’s for women like Joanne that Aysha Saeed exists and prospers. I want to design for women who are on a mission to live life to the fullest and want to own a wardrobe that can keep up

Aysha

Lights, Camera & Action...

2010-05-28T09:19:00.000-07:00

Ernabel, my publicist and good friend, excitedly sent me a text this past Monday to inform me that she had booked a TV interview for me on The PBS Network that would take place that Wednesday. Of course I was excited, but talk about short notice – I had to juggle a couple of meetings and cancel a few appointments for Wednesday’s 2:15 pm taping. The show is called ‘Asian-Americans’ and subject matter, ‘Entrepreneurship’. I was honored to appear, and such an exposure never hurts. When Ernabel told me it was going to be a 27 minute long segment with no commercial, my first concern was , will I have enough interesting things to say to fill up this time? But I did not let this worry me too much! I was excited.

I arrived at the studio at 1:30 pm to give my body and mind time to relax before facing the camera. As soon as I entered the studio, I was surprised to hear the show’s producer, a frantic middle-aged Asian woman, telling me I was late. Late? I was 45 minutes early. What is she talking about? After a brief exchange, I found out that they had emailed me the wrong time slot. The notice should have stated 1:15, not 2:15. Well, the problem now is how to make up for lost time.

I was rushed onto the set, a microphone clipped to my dress and a makeup artist hovering over me and checking my forehead for shinny spots as the producer shouts out instructions for the crew. Along with that, there was this intense heat, not the mental kind preparatory to ‘performing’, but from the three-dozen or so huge light fixtures hanging over me. I tried not to let this bother me and did my best to focus on what I was supposed to discuss on camera. What ever happened to the quiet time I had planned for me to compose my thoughts? ‘Quiet, please, 30-seconds to air-time’, someone shouted. Then came the famed countdown, 5,4,3,2,1. Was I at NASA and a rocket is about to be launched? What happened next was one big blur.

To my surprise, the minute the show started and I began answering questions, I have never felt so natural and comfortable. It was as if cameras were not even there. Quick as a wink went the 27 minutes and I heard someone say “cut, great job everyone…”. Only then I tried to gauge for myself how I did and before I could say anything, Ernabel rushed over to say how fabulous I was on camera. To top it all off, the producer asked me if I had had media training. I have never had media training so I guess you can say I am a natural? Nevertheless, I did not let their compliments get to my head… I was just relieved and happy that the taping went well.

So what’s the lesson learned? Whenever you are going to an important meeting, whether be a sales meeting or PR opportunity, take it seriously and get to the destination not just on time but little ahead of time. Of course don’t become the annoying early bird, rather find an appropriate balance. I took this appearance seriously and got there way early, which saved the day, because when the clock is ticking and time is money, the camera does not wait for anyone!

Oh, one more thing, just remember that you don’t know where your next break may come from, but always be ready. You just may hear, ‘Lights, Camera & ACTION!’

Aysha

Aysha in City Dress from Fall 2010...perfect interview dress

It’s a one big juggling act…

2010-05-13T12:40:00.001-07:00

My cell phone starts lighting up as early as 8am and does not stop till at least 8pm at night----and, can you believe it, this describes a crisis-free day. My daily activities constitute nothing more compelling than putting out small fires and drumming up new business. Since designing is still on hold (till the end of May); I’m more focused on the business end of things. And along with all this, I am trying to have fun; I need to spend time with friends. Sad to say, my social life has been treated like a task which has to be carefully choreographed into my daily calendar.

Managing a healthy and fruitful social life requires a unique skill-set and careful time management. Here’s a major rule, not to be trumped….I will NOT accept any same day requests to meet up. Well, all rules have an exception, if the request is from a good friend, I may break an engagement to fit him / her in. And if inviter is someone I don’t know or barely know, well, forget it! So don’t text me at 5pm to ask me out that very same evening. ‘Your can’t be serious!’, Asking me to anything, especially anything I’m ambivalent toward, is, if not downright insulting, certainly insulting. What am I, just sitting around waiting for you to make my day? I’m no back-up plan for anyone. Mind you, a year ago I didn’t have these rules; hell, my calendar was empty. Oh, how times change and we change with them.

One way to deal with this time crunch is to build an effortless wardrobe. And speaking of effortless, let me describe my favorite spring after work drink dress. I have it in all three colors: fuchsia, grass green and ivory. I love it because it is colorful and can easily go from the office to a night out. And I love my embroidered Gucci heels. Talk about comfortable….I can walk full 10 Manhattan blocks in them, impressive by any standards J

Timing and execution has to be perfect to make a business successful. Being with the right person at the right place is essential to have fun. I am sure you will agree, trying to make all this happen has become a one big juggling act.

Aysha

….check out the source

2010-05-04T10:02:00.001-07:00

It’s easier to criticize than to create --- I have heard this line too often, and now it is really starting to hit home. With my recent TV appearance, and many other public speaking engagements, I am putting myself out there as I talk about my life as a designer and the products I design. Overall, I am getting great feedback and support. But every now and then I do hear negative feedback. I like to think that most negative criticism is given to help me create a better product? But I am now at a point where I need to figure where to draw the line. If I start to listen to every suggestion thrown my way, nothing will get done. I’ll lose myself and be left with zero creativity to work with.

To make a single product that will fit and please every woman is simply not possible.

So how does one discern what to take seriously, what to put on the back burner, and what to simply ignore? To decipher this, I apply a very simple rule my mother taught me. Whenever you receive either a complement or a criticism, consider the source. Of course, she was right.

Here is an example that stands out in my mind. It took place in my second season in the business. A store owner called me, visibly upset with the dresses I sent her. She was not happy with the length of each dress, and told me all my dresses were too short for her customers. Actually, they were not that short, just 3” above the knee. What was the big deal? If a woman has great legs, she wants to show them off, I thought. This store owner went on for 15 minutes, telling me I better start cutting my dresses a little longer if I want to survive in this business because not all women want to show off their legs. She said my design sensibility is sophisticated and many such women do not want to wear short dresses. I immediately corrected this problem, not only because I felt she had a valid point, but because I respected her as a business woman. She had been in the industry for over 15 years, continues to run a great store, and pays her bills on time, and has a loyal clientele. To me, a neophyte, I knew I had to take her advice seriously. From that day on I never heard a complaint about dress lengths.

So my advice to all those who are starting a business, or are taking on new challenges in life: criticism is great, and must be heard. But remember there is good and bad criticism, the trick is to know the difference.

Always check out the source.

Aysha

Death of a Salesman ---- is he really dead?

2010-04-27T14:56:00.000-07:00

You may have read my previous blog wherein I mentioned that I was seeking a killer salesman to join my company. Well, the search is still ongoing. What I can’t understand is how in the fashion industry, people don’t seem to fathom the true concept of selling.

What makes a great salesperson? Showing a collection to a potential buyer and hoping that the buyer will place an order? That’s an order-taker, not a salesperson. Selling requires talent; an order-taker is merely a clerk. A talented salesperson creates business through 1) his/her knowledge of the product and knowing superiority of the product in terms of quality vs price, 2) his/her ability to instill a demand, a desire for the product where none existed previously…this is what I call selling.

After having a full month of sales for Fall 2010 Collection under my belt, I can make the following observations:

1) Yes, our economy is still hurting, and stores are still reluctant to place orders and even more reluctant to buy new brands. However, that doesn’t mean that selling a new brand is now impossible. Sales in this economic climate require a different approach.

I have realized that nothing beats basic door-to-door marketing, or, as we call it in our office, Drive by Bagging (DBB). Actually, it’s a fun marketing tactic that gets a laugh every time we use this term in our office. We have bright yellow bags with our logo, each stocked with a Fall 2010 Look Book and brand press info. Our team drives to targeted stores, drops off a bag at each store and introduces themselves to the store owner and/or manager. We do this because marketing e-mails were not getting the results we wanted. But DBB is paying off. Of every seven bags we drop off, one store asks for further info on the brand. Result: excellent return on investment. The DBB initiative works.

2) Another phenomenon I find more amusing than amazing is simply how many who

want to get into sales/marketing or public relations actually lack a basic selling skill:

cold calling. Annoying, yes, successful, absolutely. It’s one of the most successful sales tools, if done right. Because if cold calling was not a successful marketing tool, it would have died along with rotary phones. Yet so few know how to do it right. This blog isn’t the place for a cold call tutorial. But I will say this much that success in cold calling requires a ‘hook’ of one sentence…no longer. Hook line for my brand is our press accomplishments (both in TV and print media).

I really think colleges should have a course on cold calling….you think I am joking but I am not. Successful cold calling (via phone, e-mail or in person) is as important as any other marketing strategy students learn in college. To be a good at cold calling does require certain level of discipline, stamina and intelligence. Yet so many people think all it takes is a working phone and list of phone numbers. Oh, how wrong they are. One of my goals this season is to make everyone in my office an amazing cold caller…happy to report we are on our way.

So with all these hiccups and challenges our Fall 2010 collection is facing slow sales-- yet I am not worried.

But I sure do get frustrated at times and can’t help and wonder if this is what Author Miller had is mind when he wrote Death of a Salesman----is he really dead?

Aysha

….and you’ll never have to work again.

2010-04-22T13:53:00.000-07:00

Maybe it’s due to recent TV reality shows or general public interest, but can you believe it, fashion has become a topic of conversation among the general populace. Specifically many of the college-aged have become interested in the fashion industry more then ever. I say this out of personal experience. I’m hearing directly from this group, kids seeking advice and guidance about fashion as a career.

Despite my hectic schedule, I believe it is important to help young hopefuls seeking direction. If I can help, I’m happy to oblige. My most important lesson to them is to take the honest approach.

If you’re interested in making a fast buck, go into finance, not fashion. But Fashion, like most creative endeavors, requires real talent; without talent you can’t create, be it art, literature, music, or any other calling. If you think you qualify, go to school and expose yourself to the industry through apprenticeships and internships. You’ll know when you’re ready to take the next step, an entry-level job. You’ll make mistakes, but that’s how you learn. Of course, in the interim, you should be reading and studying your chosen subject. If you haven’t had the urge to read/study this subject matter, it may be because fashion isn’t really in your blood…you merely like it because it looks ‘glamorous’. So if this is the reason, don’t bother pursuing it, you will never succeed. I can’t stress enough, you have to want this for the right reasons and you really need to want it.

But if you’ve honed in on a subject of interest, then consider yourself lucky; you’re one of the chosen few; someone who’s really interested in something. That’s how I got into this business. I knew what I wanted to do at an early age and took the vital ‘second step.’ Too many of us never take that second step. I stopped dreaming and started a business. That’s what I mean by the second step. Stop dreaming and start doing.

Like all vibrant industries, fashion is in a state of flux - like a stream, it’s constantly changing. How can you keep up? Well, start by reading the trade papers and mags. Women’s Wear Daily (WWD) is the best place to start. It’s the so-called bible of fashion; it covers both the creative and business sectors of our industry. Articles I find interesting, I clip and file. My morning starts with coffee and WWD. How to make the best use of your limited amount of time? Make every second count. Read the headlines and the first sentence of an article you deem of interest. A quick, fast read is all that is necessary, unless you think the article is really important; then read it through to the end. Sooner then you think, you’ll know what’s vitally important, what’s important but not vital, and what’s interesting but not that important.

Do you have to subscribe to WWD? I think so. It’s not a free publication, but getting daily e-mail alerts with headlines is free. So if you can’t afford to subscribe to the full publication, get daily headlines alerts.

Just because you love fashion don’t limit your reading to only WWD or Vogue, do stay on top of the rest of the world…the easiest way to do this by reading the New York Times.

For me, fashion is exciting, intoxicating, and all-consuming. But if instead, you find it toxic, then you’re in the wrong business. When that happens, get out immediately. Too many go through life unhappy in their jobs because they meandered into the wrong field and never took the second step.

Find out what you really want to do and you’ll never have to work again.

Aysha

Give me a reason and I will come out to play

2010-03-26T16:49:00.000-07:00

Last weekend I took time off to have fun and catch up with some people who are very important to me. My good friend from Italy, Barbara, came to town. We had spent many enjoyable years together, back when I started my fashion career in Milan...it seems like that was decades ago, but the time has just flown by. Seeing her again after such a long time was a real treat, even if for only a weekend. We packed the weekend with shopping, dining, and, best of all, reminiscing about our time in Milan, which bought back many fond memories. She reminded me of escapades long forgotten but quickly revived, and for her to see how my business has grown from an idle dream into an actual brand was, as you might imagine, mutually rewarding.

Our good times started on the right note. Barbara arrived Friday morning, along with another girlfriend, Elena, at 10 AM sharp to my showroom...to shop, what else? I was really happy she liked my dresses…actually, she bought four in the space of half an hour – she insisted on paying for them, she wouldn’t have it any other way. Oh, did I tell you that Barbara works for Christian Dior in Italy? So her buying the Aysha Saeed label was a huge compliment for me.

Once we got showroom shopping out of the way, the rest of the weekend was all about trying out new restaurants and “re-evaluating” our lives…a topic close friends, especially girlfriends, love doing (right girls?). These chats are better then any phony-baloney therapy session, a real waste of time and money...at least, that’s my personal opinion.

After three days of shopping, chatting, eating, and walking, we ended with a Sunday lunch at Bergdorf’s. And, as a special treat for the girls, I proudly brought along my 2½ year old nephew, Amer. What a delight he was! He behaved like an angle and entertained us all. To reward him for his model behavior I took him to FAO Swartz, and was not at all sure who had more fun, Amer or I. We traipsed from floor to floor, jumping around, and even played on the famous human piano!
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What pleased me most about this weekend was that I didn’t do a click of work. That doesn’t happen often, so I treasure such time well-spent.

So much for those who tell me I’m a workaholic. Don’t get me wrong, I do love my work, but I love my family and friends even more.

Give me a reason and I will come to play.

Aysha

Signette on Sale at BeyondtheRack.com

2010-03-04T19:58:00.001-08:00

I'm excited to announce that tomorrow, March 5th, at 11:00 AM, a number of pieces from Signette, my label before I renamed it Aysha Saeed, will be on sale at BeyondTheRack.com!The sale will run from March 5th through March 8th, and will feature my pieces at up to 60% off - so check it out, and tell your friends!

http://www.beyondtherack.com/member/invite/aysha

The link above is an invitation that will take you to a page where you can (very quickly) sign up for a free account at Beyond the Rack, after which you can view the sale. This is just my first foray into online sales; if it goes well, I hope to soon be featured on other luxury websites like Gilt Groupe, BlueFly, and more.

I know it's not one of my signature cocktail parties, but you'll still be able to snap up some of my more beautiful pieces on sale - so enjoy!

Aysha

Every woman deserves three men

2010-03-04T19:26:00.001-08:00

An entrepreneur’s life is a hectic one – between our business lives and personal dramas, we constantly managing countless little things. Over the years, some well-meaning (if slightly benighted) souls have asked me how I manage to “do it all” and make it look so easy. Simple questions deserve simple answers: ‘Well, there are 24 hours in a day, you know.’ This ambiguous little quip keeps them guessing, but what exactly do I mean, anyway? The real answer is, of course, that I could never do what I do without the help and support of great friends (bet you didn’t see that coming).

Three people come to mind as my piu grande consiglieri. They keep me sane...or, as some say, insane? I have never openly shared what these three men mean to me; just recently I saw one of them at a dinner party and realized, not for the first time, how lucky I am to have him as a trusted friend; I also realized that I have two other such friends who mean the same to me. All three could not be any more different, in terms of age, looks, background, and knowledge, and yet they are equally important to me in the significance of the roles they play in my life.

Marc: AKA ‘My Charlie’ (as in ‘Charlie’s Angels’…no one sees him, yet he calls all the shots by phone). Yes, very few of my friends have met Marc, but they all know what an influence he has had on me. He is my business adviser. I speak to him at least three or four times a week, and each phone session lasts an hour or more. On days when the world of business slams me to the point where I start doubting myself, I only have to call Marc, who has a natural knack at turning my seemingly epic tribulations into mere irritations, and at turning the mountains preventing me from moving forward into mere molehills. After every phone call, I feel recharged - calmer, and ready to take on the fashion world. His advice has meant so much to me that when the MSNBC producers heard about him, they also interviewed him for the segment. So, when the piece finally aired on Feb 14th, I was delighted to see that Marc’s footage did not end up on the cutting room floor!

Pierre: As his name implies, he is a Frenchman, and as all things French, he is big on Love! At least, that’s my take on the French, and I’ve known a Frenchman or two over the years (let’s leave names out - after all, my blog is read by many :)...). As we all learn, sooner or later, love is hard to come by...but not impossible. Of course, when you have a work life that takes up all your time, as I (and most entrepreneurs) do, love is even harder to come by. I’m not worried, though, as I have a loveable Frenchman by my side! You could say that Pierre has voluntarily taken on the responsibility of being my personal cupid, as he scouts out and screens my potential suitors. My past few serious relationships all have been carefully vetted and choreographed by this darling man, and it amazes me how he sometimes knows what I want and need even before I do! Plus, he’s an instant ego boost, because he’s my biggest fan.

Joe: When money and love have been sorted out, every woman needs a cultural attaché; for me, that’s Joe. I have known him for over 15 years, and he has taken on the responsibility of bringing culture into my life, whether it be American or foreign. He is a walking encyclopedia (or, in current parlance, a human Google) who is only a phone call or an e-mail away. Joe’s breadth of knowledge ranges from classical music and opera, to Renaissance and modern art, from architecture to foreign languages, literature, and politics...the list goes on and on. So, before I see any play I may not be familiar with, or before I attend any art opening or any other important cultural event, I give Joe a call to get my 15 minute briefing; that way I am prepared. He is an amazing asset to have, and a great friend.

Calling myself lucky to have these three in my life is an understatement. My only regret, due to my crazy schedule, is that I don’t get to spend enough time with them. Most of our conversations are via phone or e-mail.

Did I say that all three have very little in common, aside from their being my friend? I really mean very little. They are generations apart, ranging from 40 to 74 years-old, come from different socio-economic, educational, and business backgrounds, and yet they do have one common thread: a vibrant sense of humor. So, when I am in their company, not only am I sorting out my business, love, and cultural lives, but I am also laughing the entire time.

So, do I dare call them MY Three Stooges? Sure, why not.

Ladies, my advice for staying sane: if you can, find YOUR Three Stooges. You will never feel lonely again.

Remember, every woman deserves three men.

Aysha

We need each other

2010-02-24T10:01:00.000-08:00

This week's post is a long one, but, I think, a good one....

Over the past week, my team and I have been working on solidifying our sales strategy for the Fall 2010 Collection, and now we’ve finally started to implement the first stages. Even with this year’s strategy in its infancy, I am already thinking five steps ahead. For example, once our dresses hit the stores, then what? Do we leave it up to the store owners to do the selling – in other words, do we leave it up to the retailers to make sure the collection gets into the hands of consumers? Welllll, something about that idea does not sit very well with me. Control freak that I am, I need to be involved in every aspect of the selling process, which includes all the various stages until our dresses reach the end consumer.

Come on, we all know what an important role “shelf space” plays at retail level – where and how a product is placed in a store can make or break its sell-through. In fashion, shelf space is even more important because fashion purchases are emotional purchases. Very few women need another dress; they are, instead, shopping for the experience, and if a dress speaks to them, they will buy it. So, my question is: how do you make a dress speak to a woman when she walks into a store? To find an answer, I went straight to the source…store owners. I made some calls and even dropped by local stores that carry our brand. And to my surprise, the majority of these store owners did not have a clear or concise answer...and some didn’t even fully understand exactly what I was talking about, which made me quite concerned. Of course (and thankfully), there were few stores who did have merchandising skills, and they were eager to share their strategies. It just so happened that these were also among the more successful stores carrying my line...coincidence? I doubt it. With so many stores not understanding the importance of proper merchandising – i.e. creating an emotional appeal to the clothing being sold – I was inspired to write this post. Hey, if I can help retailers sell more (especially in this economy), it’s a win-win, no?

I went through my mental notes and started jotting down what some of the stores that have impressed me were doing well, and, equally important, I jotted down what were some of the practices that did not impress me.

So, here are some of the Do’s and Don’t that many retailers – not just fashion retailers – can follow to improve the emotional appeal of their products.

Do’s

a) Project a clear vision. Make sure your store has a clear vision and point of view. To help with this, know what sort of customers you are looking to attract. Being a jack-of-all-trades is risky, and will hinder you from branding your establishment; I know branding is an over-used marketing term, but it is a very important marketing practice. Women’s fashion retailers (the market I know best) must know their customers. Are you dressing women in their 20s or corporate executives? Girl going dancing or women attending galas? Unemployed college students or “the trust fund brigade”? Identifying the traits of your target customers will allow you to better merchandise the brands you carry, as well as allow you to market yourself better to such a customer base...and it will force you to start thinking like your customers, to better understand their needs. For example, ask yourself: where do these women go at night? If you know the answer to that question, you can tailor your inventory, your displays, and even your sales pitches much more effectively. Do these ladies work, and if so, what sort of jobs do they hold? Are they in suit-wearing positions? What do they do on weekends? Do they live in apartments, penthouses, suburban homes, or country estates? You get the point.

b) Quality vs. Quantity. I can’t stress this enough: with a limited shopping budget, most woman would rather buy one quality item than three pieces of junk. Why? Well first, one item takes less room in a closet than three items…and we all know a woman’s closet space is a great example of a limited resource…there is just never enough. Second, women want value for every dollar spent. Quality vs. quantity does not mean you stock up on expensive brands, though. Quite the contrary, actually – there are plenty of fashion labels that provide great quality for the dollars spent, so be on the look-out for these. Okay, readers be aware – here’s some shameless self-promotion: if you are looking for quality merchandise, check out my Fall 2010 Collection--talk about getting the most for your money J!

c) Hire the best. In any business, especially in small business, we are only as good as the team backing us. So, hire the best talent. Having one great salesperson on the floor will move much more product than two mediocre salespeople – so once again, quality over quantity.

d) Offer incentives. Nothing motivates people more than monetary rewards. Giving your sales staff a mere hourly or weekly salary is not enough to get the best out of them – you need to incentivize good performance. Set sales goals for each week and month, and reward them accordingly…you will see how quickly the cream rises to the top.

e) Offer value-added services: Offer such services as on-premise alterations, and if this is not possible, have the phone number of a good-yet-affordable alteration place handy that you can refer your customers to. It helps to cut a deal with this alterations place...for example, giving special prices to customers you send them. As all we ladies know, if we find a great alterations person, we tend to go back to them over and over...so the promise of references from you should be enough to entice some sort of deal.

f) Create strategic alliances with local businesses. Seek out businesses in the area that have the same customer demographics as you do, such as high-end salons, and work with them on promoting both of your businesses together. For example, run store promotions for holidays and events together – say, on Valentine’s Day give away free manicure coupons if someone buys $200 of merchandise or more in your store, and, on the flip side, have the salon give away discount coupons for your store to customers who get their hair or nails done. Not only do alliances like this generate revenue for both businesses, but they also build good will, increase visibility, and leave lasting impressions on customers.

Don’ts

a) Don’t clutter the store: Too much merchandise in a store gives off a bad vibe. It makes a shopper think no one shops in your store, and it makes it hard to find things. Clutter make it difficult, if not impossible, to create a store vision. Instead of keeping old items, out, put items that aren’t selling on sale. In fashion, the sale rack is VERY important; we are not selling mundane commodities, we are selling images and emotions that are constantly changing, so you always need to bring in fresh merchandise and move out the old. You must reduce the clutter in the store so you and the customer can both see the store vision clearly.

b) Don’t wait for the customer to walk in. Often, you have to draw them in. One way of doing this is by having monthly events in the store. Events can range from designer trunk shows (I have participated in many) to a book reading/signing, or just simply a “girls night out” cocktail hour after work. Regardless of the cause or event, make it into a celebration. For some thoughts on throwing a fun event to attract customers, check out my Feb 12th blog post, “Thank you, Mom”.

c) Keep the window display dynamic. Every two weeks (at least), change your store’s window displays. Studies show that the human mind works in such a way that people almost view a new window display as a new store. So, the same potential customer that walks by every day may pay no attention to your store until the window display changes. Of course, I recommend this with the assumption that you do a great job with creating interesting and engagingwindow displays.

Everyone knows Bergdorf Goodman in NYC is known for its lavish and over-the-top window displays, especially around Christmas time. People come from all over the United States to see BG windows, crazy as it may sound. I have spent quite sometime in front of these windows – what can I say, I appreciate them as works of art. Now, I’m not saying that you should go all crazy and spend a fortune on windows display, as does Bergdorf, but you should look at such incredible displays for inspiration. If you have a creative eye, you can easily find one or two details that can be replicated in your store window on a budget.

d) Don’t leave customers unattended. There is nothing more annoying than when you are trying on clothes and need another size, but your friends aren’t around to help you. If a salesperson is nowhere in sight, you will have to get dressed and get it yourself – or, even worse (for the store), you may not even bother, and just leave without trying on the other size. A good salesperson always hangs around the dressing room if women are trying on clothes, every so often asking if they need help with sizes, etc. Of course, they don’t overdo it; it is equally annoying to be constantly pestered. Find the fine line and walk it.

Well I hope these tips are helpful. As part of my business, I make a promise to all the retailers that carry our brand: if they need my help in any way, shape, or form, I am available to them, as is my team. For me, retailers are not just my vendors, they are my partners.

We need each other.

Aysha

To get you started, here are some of my favorite window displays!

Things are just getting started!

2010-02-15T19:26:00.000-08:00

I feel like a million tons has been lifted off my shoulders…because the Fall 2010 Collection is complete!!!!!!!!!!!! Wow, what a relief. At the risk of sounding overly confident, I think it’s my best work as of yet. I love every piece, and from the reactions I am getting from buyers so far, I think you will too.

Now that the collection is finished, I can take off my designer hat and put on my business hat. Starting next week, I will be working with my team to create and implement a sales and marketing strategy. Actually, after wearing my creative hat for quite some months, I am happy to switch gear. It’s almost like taking on another challenge…and challenges are what I love most. Show me what needs to be done and I will find a way to get it done.

This coming Saturday will be a big day for my team and I; our agenda is below. So much to do, but I’m happy to do all of it – I love my work!

Saturday—Feb 20^th 9am – 3pm Lookbook photo shoot. The lookbook photo shoot is a very simple shoot that will allow us to catalog various looks for each dress, so that marketing materials can be created to send out to buyers and PR people. To make it happen on a small budget, I called up my friends to help out, including but not limited to a photographer, hair and make up artist, model, etc.

The lookbook also serves a 2^nd purpose, in that it gets me thinking about the editorial shoot, which we will do late March or April. While the lookbook photos are simple and to the point, editorial photos are a whole different approach to marketing our brand. It’s like telling the Aysha Saeed Fall 2010 Collection story through pictures. However, if you were to ask me what is my direction for the editorial shoot for Fall 2010, honestly, I don’t know yet. I need to live with this Collection for a while before I have a vision. Believe me, when I know what I want, I will start driving my staff crazy with a million requests and push everyones limits to make it happen. Like I told you, I love challenges – and they do too (that’s why I hired them!).

Saturday—Feb 20^th 4pm – 7pm Sales strategy meeting with my team. I will give a Fall 2010 Collection overview, discuss our company sales target for the season, disseminate sales data collected thus far, and, most importantly, take in everyone’s feedback as to how we can achieve our goal. A very important rule I have in my company is that I alone can’t and don’t do everything - we as a team get the job done.

So, it will be one very long Saturday, but we will be able to reach two major milestones to kick of our Fall 2010 selling season. I must say, this season will be the first season I will be implementing such an organized and strategic approach to sales and marketing. I am very excited and looking forward to getting the ball rolling, and so is everyone else.

Stay tuned for more….things are just getting started!

Aysha

Thank you, Mom.

2010-02-12T00:07:00.000-08:00

Give me an excuse to throw a party and I’m all over it - so with Valentine’s Day approaching, I wanted to do something special for my girlfriends, and what better way to show my appreation for their support than by hosting a pre-Valentines Day party at my showroom? Yes, it was for ladies only, although few guy friends tried to finagle an invite…without any success. Sorry boys, maybe next time.

It’s amazing how quickly we can transform our work space, which is usually filled with fabric, patterns, buttons, and beads, into a romantic setting. With the help of my team, we dressed our mannequins in red, dimmed the lights, and put tons of scented candles everywhere, along with out signature yellow flowers. The air filled with perfumes and, with a Cielo CD playing the background, in few short hours our showroom went from a designer’s workshop to a romantic and inviting hangout. Of course, even if a party is girls-only, creating an atmosphere that touches all your senses is the key to your guests having a great time.

What to serve was the big question for me…mind you, we don’t have a full kitchen in the showroom, so what to serve always presents a bit of a challenge. But I made it work. Drinks are always easy to take care of, as I do have a fully stocked wine bar in our showroom – an antique Horchow mirrored wine cabinet, my favorite piece of furniture. My buyers and guests always comment on how I don’t have a water cooler, yet I do have a fully stocked wine bar…what can I say, I have my priorities straight! J

But, for my pre-Valentine’s Day Party, I opted to serve only champagne, which is more feminine and refreshing, don’t you think?

The main table was covered with gourmet delights, such as Zebar’s famous foie gras served on sesame seed crackers and a fresh French baguette cut into perfect, bite-size pieces. I ordered a selection of cheeses from Citarella downtown….Israeli feta, something to die for. For those who liked a hint of spice, there was a bowl of red pepper and cheese spread that you needed to hover over and have few helpings of in order to figure out it’s ingredients. And, of course, there were the ever-faithful sushi rolls. All the hors d’oeuvres were garnished with fresh fruit and vegetables. However, even in company of these heavenly delights, one dish stole the show: Shami (sp?) kebabs, served with yogurt mint sauce, made by yours truly the night before. The platter was cleared as soon as it was served, and all the ladies wanted to know what was in these mouth-watering creations. Well, it’s my mother’s old recipe, which was way too complicated to explain over cocktails.

Aside from being very tasty, the kebabs prove a point: the exotic always stands out in a crowded room (and even on a crowded dinner table). So, my unsolicited advice to you, regardless of what endeavor you take on, is to always bring a bit of yourself to the table – in other words, something unique and different from the norm, because that is what will attract people to you and your business. For my pre-Valentine Party, it was my mother’s recipe. Thank you, Mom.

Aysha

Love Your Monday Mornings

2010-02-04T07:36:00.000-08:00

Hey Everyone,

I’ve been trying to fill a senior sales position in my company for months now, and after having interviewed over a dozen applicants, I’m no closer to finding my killer sales rep…yes, I did say killer, because that’s what’s needed to do what I’m looking to achieve. I must say, I am not impressed by who I am meeting...or perhaps I am being overly picky? I think not – it’s my business, and I want to hire the best people possible!

Well, after having hired and fired few sales people, I’ve become very jaded when it comes to sales reps. They all like to sell themselves during the interview process…you can’t blame them – after all, it’s their job to sell. Now, however, I know how to read between the lines of their resumes, only paying attention to them if something amazing jumps out (which is rare). Here’s a simple tip: put in some quantifiable data. Put down numbers for how much you sold at your last company, or the size of your bigger deals. Show your potential employer what you have brought and can bring to the table. I mean, really, if you’re in sales, why wouldn’t you back up your claims of success with some quantifiable data? In this digital day and age, where companies are tracking almost everything they do, businesspeople expect to see numbers, not just qualitative claims. I also focus on one-on-one conversations and Q & A sessions. It’s important for me to see a person’s integrity, understand their aspirations and get a feel for their industry knowledge. I ask probing questions and I don’t hold anything back – after all, I’m looking for a killer sales rep who can propel my brand to next level….not an easy task by any means.

I’m sad to say that after months of searching, I still have not found him/her. What I find truly amazing is how unprepared some of these candidates are when they come in for an interview. For example, some of them have not even looked up my company. Right away, I’m turned off by these individuals who did not even take the time to research my brand. How in the world can I expected them to search for new leads?

I’ve also interviewed candidates who, rather than telling me what they bring to the table, would simply give the answers they thought I was looking for. Hey guys, guess what? I’m not looking for “right” answers! I’m looking for honest answers that make sense to me, so I can take the interview further.

The economy is bad, and tons of people are searching for work. Job applicants need to up their game. Simple things make all the difference...for example, come to an interview prepared (duh, right? Apparently not...). Here are some of my tips to all of you seeking jobs; regardless of whether you are starting out in your career or you are an industry veteran, right now, each company has plenty of people applying for that one opening, so be ready for severe competition.

a) Read the ad carefully and make sure you are qualified for the job. Nothing turns an employer more off more than when applications come in and have nothing to do with the job description and/or experience needed….I don’t get it, do people really think that if I see their resume, I may ask them to come in even if they are not qualified? That’s silly.

b) If you do get called for an interview, research, research, research the company. Look at its peer group, to understand the competition. Read up on industry trends, so you can hold an intelligent conversation about the industry as a whole, not just about the job you are seeking.

c) Yes, monetary compensation is very important, but don’t just look at the $$ that is being offered. Remember, if an offer sounds too good to be true, it most likely is, meaning if you don’t perform according to expectations, this high-paying job will come to an end very quickly. These days, there is zero tolerance for under-performing employees, so make sure compensation is in line with what you truly can do for the company...or you won’t last long.

d) Understand the company’s growth potential, as well as your ability to grow with it. Do you feel that there is plenty of room for YOU to grow? What is its corporate culture like? Does it foster new ideas and innovative ways of thinking? However, if you are the type who is not looking for such challenges and just want a simple 9-5 job…well, I don’t know what advice to give you! Perhaps read another blog post (or blog). J

e) Last, but not least, pay attention to how you look when you go for an interview. I know we don’t want to be judged by the way we look, but let me tell you, you are being judged whether you like it or not. You know what they say: if two equally qualified people come in for the same position, the one who is well-groomed and well put together will leave a lasting impression (and most likely will get the job!).

On that note, check out my plaid suit from Fall 2009 below – it’s the perfect interview suit. Take the jacket off, and you’ll be ready to go out for drinks when you land the job.

Whatever you chose to do, do something you love. I can’t stress that enough. In my opinion, the only way you can secure success and fortune is if you love your Monday mornings!

Aysha

Joining Technorati

2010-01-29T07:19:00.000-08:00

Hi Everyone!

I am currently working on getting my blog published on Technorati; part of that is to verify I'm a real person by publishing a post with a code they give me.

Here's my code: HDNNU823MFCU

Now they know I'm real - and, hopefully, so do you!

Aysha

I will call it Scarlett

2010-01-28T14:22:00.000-08:00

Hi Everyone!

Attending star-studded opening nights is not a normal thing to do for me, so when a good friend asked me to attend the opening night of Scarlett Johansson’s Broadway debut in Arthur Miller’s The View From The Bridge, I was thrilled (to put it modestly). I’m a huge fan of Scarlett…I mean, who isn’t? To me, she represents classic Hollywood glamour in the 21^st century.

I was fortunate in that I had a full week to prepare myself for, you know, the usual necessities and concerns: getting my dress ready, picking which shoes to wear, deciding on a hair style, selecting jewelry, etc. One thing I did not prepare myself for was how to behave in front of celebrities and press...but more on that later.

Thanks to my hard-working team, my purple, silk-draped dress was ready literally three hours before the curtains rose. Talk about a close call. I strapped on my 6” metallic python Gucci heels, let down my wavy hair, and off I went! Oh, did I mention that since my dress had bias draping in the front, with a side slit, I had to practice at home how to sit down, walk with small steps, and get in and out of a car properly? Yes, this dress may have looked simple, but way too much construction and engineering took place that was not visible to the eye.

Predictably, in front of the Court Theater, pandemonium broke out. Town cars were bumper to bumper, horns blaring, and photographers were jumping in front of moving cars and people to catch candid shots of the celebs being ushered in. Of the faces I recognized, I saw Hugh Jackman, Zachary Quinto (that guy from Heroes), Ellen Barkin, and Naomi Watts...and I’m sure there were more, but I guess I just don’t have an eye for spotting celebrities.

Once we made our way through the crowd, I loved our seats. Front row mezzanine – a completely unobstructed aerial view of the stage. I took a quick glace at the crowd below and around us to check out the womens’ fashions….unfortunately, I found it quite toned-down and unimpressive. I guess Broadway calls for dowdy looks? Well, not I!

Scarlett’s performance alongside Liev Schreiber was superb. They both gave their all and the audience responded with a standing ovation that lasted over 5 minutes.

Our next stop was the much-awaited afterparty at Espace, on all the way on the Westside. Well, when you have car and driver at your beck and call, east side, west side, it doesn’t matter much (I was having such a blast!). At the party, fashion and faces were on full display, and, again, while the dress code was pretty unimpressive, I must say that, intellectually speaking, the crowd was quite impressive. We sat at play-director Gregory Mosher’s table, and chatted with Gillian Sorensen, Assistant Secretary General at the United Nations - and right next to her was her husband, Ted Sorensen, legendary advisor and speech writer to President Kennedy (some say he even writes Obama’s speeches). Both were very interesting to talk to, but how much politics can people discuss without reaching a point of disagreement…not much, I discovered. So I quickly turned the conversation to how amazing Scarlett’s performance was, which we all agreed upon.

A funny thing happened, which I am still thinking about: out of nowhere, a camera crew turns to me and asked if I could say few words about the opening night performance. Well, I was caught off-guard and kind of gestured that I did not want to speak on camera, but the interviewer insisted I speak for just a few minutes, so I reluctantly did. Honestly, I have no idea what I blurted, but I have the feeling that nothing super-intelligent came out, since I truly was caught off-guard and everyone was staring at me. Once the interview was over, I was glad to move out of the spotlight, and did not even catch which TV station they were from; however, I did keep thinking all night how silly I must have sounded.

This got me thinking: I am really not used to being in the spotlight. This evening would have been a perfect opportunity to network and “work the room”, as some would say. After all, I am looking to grow my brand, and what better way than to mingle with celebrities and the like? But, I’ll have you know, I did none of this, and I now sincerely regret it. It is just not like me to put myself so out there, and I’m afraid this could be a short-coming on my part...entrepreneurs must always be ready to sell themselves and their products, as one never knows when an opportunity might present itself. I made the mistake of not being prepared to brand myself to all these glamorous figures, and so I missed out on what could have been some really useful contacts. Oh well, I will call this night my rehearsal night, and the next time I attend an event like this (or any event, really), I will be sure to bring my PR hat. I’m learning the hard way that it’s a hat I must always keep with me, even if I don’t always need to wear it.

Back to that night...out of nowhere, Scarlett unassumingly whisked into the afterparty - all heads turned. I was standing close enough to see her flawless porcelain skin. Wow, how beautiful she looked with her freshly made-up face, her long-sleeve printed Dolce & Gabbana dress cinched at the waist showing off her characteristic Scarlett curves....

As I watched her greet all her well-wishers, it dawned on me: the purple dress I was wearing would look amazing on her. So, I immediately sent a text to my assistant asking to have another purple dress made, which I will send to Scarlett with a congratulatory note on her amazing performance. And, in my collection, I will name this purple dress Scarlett.

Aysha

If You Don't Believe Me...Try It!

2010-01-19T12:38:00.001-08:00

Hey Everyone,

Once a week, I try to have lunch with a client or a friend, because it’s a great way to break the monotony of the work week. When it’s with a friend that you enjoy spending time with, lunch becomes even more interesting and, actually, quite fun. That was the case last Thursday afternoon, when I had lunch with Michael Fuchs. Those of you who may not know who Mr. Fuchs is, many call him Mr. HBO - and rightfully so. After joining HBO in 1976, he became the company’s Chairman and Chief Executive Officer in 1984. Effectively, he built and ran HBO, making it into the huge success that it is today. As if that wasn’t enough, he then took over as Chairman and Chief Executive Officer for Warner Music Group in 1996. Although these days Michael is watching media world from the sidelines, he is still highly regarded in the industry. I have no doubt he will dabble in it again - how could he not?

I like Michael because I think he is one of the funniest and smartest people I know – he’s always the life of the party. Our two-hour lunch was one big comedy festival. I wanted to ask Michael his advice on some PR ideas I had come up with, but found it difficult to get around to talking about anything relevant because I was laughing too hard. Fortunately, I did run my ideas by him, but unfortunately, Michael did not think they would yield the results I had in mind. He made some good points, which I will definitely take into account, but I am not sure I agree 100% with his views, and odds are I will end up following my instincts. I mean, after all, do you know how many people told me I would never make it as designer because I did not have proper schooling or experience? And yet, look at me now.

People may not always agree with my views/ideas, but I don’t let these thoughts discourage me. However, I always try to run my thoughts by individuals who I respect, and who have experience in a given field and/or are exceptionally intelligent and well-rounded people. I must have at least a dozen friends like this (strangely, enough all men). I have always said, and will continue to say, I could not do what I do if it was not for these friends. They are there for me when I need a little pep talk to get me through a difficult day, they are there attending my events to lend support, and they are there to simply meet me for lunch and make me laugh. For anyone looking to start a business, let me say this: before you write a business plan, first surround yourself with well-accomplished people, regardless of age, sector, or geography. Remember, success breeds success.

I know the burning question on everyone’s mind is what I wore to my lunch with Michael. Or, maybe nobody cares (including Michael), but to me, what to wear is almost as important (if not more so) as the restaurant, or, sometimes even the company (I am, after all, a fashion designer). Well, for those of you who do care, I wore a black sleeveless dress from my Holiday 2008 Collection (picture below). Yes, I wore a holiday dress to lunch, but please take note: it was a simple black dress that can easily go from the day into an evening look…I think that this is the hallmark of my design sensibility. I added a shot of color, as I laced up ruby red velvet YSL heels with suede ankle strings. Did I look good? Well, when you enter a restaurant and three men do an obvious head turn to check you out, I think it is safe to say that you look fine. Don’t get me wrong, I am not seeking such attention to boost my fragile ego but rather to confirm once again my point: when women wear my dresses, heads do turn.

If you don’t believe me…..try it J

Aysha

Get Out of the Office and Be Seen!

2010-01-11T14:39:00.000-08:00

Hey Everyone,

Another one of my New Years Resolutions was to get my social life back on track. One very common trap many entrepreneurs fall into is that they let their business run their social life…that is, if they had one to begin with. I am no different. For me large part of 2009 was all work and little play; it started off very rocky - not only did I have to deal with the economic turmoil, I had also just fired my director of sales (she was lousy) and had to hire new sales team. Plus, I had to revamp the company strategy to incorporate all these changes, so without realizing it, my work become so all-consuming that I found myself with little time to play. As much I love being in my office with my staff, or draping in the studio, after a while it all can be so isolating. Just last month I came to the realization that I live and work in one of the most exciting cities in the world, and yet I am not fully enjoying it. So, I have forced myself to set new goals for 2010.

One of these goals is to leave my studio at least 2 nights a week at decent hour… meaning by 6:30. I will use this time away from the office to catch up with my friends. Well, last week I put this into effect. I must say, at first I felt a bit apprehensive and guilty to think I could leave work at 6:30. I foolishly felt I was abandoning my commitment to my business. I met a few friends for drinks at one my favorite local hangouts, The Monkey Bar at Elysee Hotel in midtown. I like the Monkey Bar because it is relatively close to my office and caters to “grown-ups”…as I like to phrase it, haha. The staff is always courteous and the newly renovated décor is fabulous - the wall murals of monkeys monkeying around will remind you of the old days of New York glamour.

My feelings of guilt went away very quickly, as I realized these outings can be an extension of my work. I was wearing my own designs (as I always do when I go out), which was perfect for a night like this. It was a fitted dress with black and nude lace print…a hint of flirtyness, yet sophisticated, paired with Gucci 5 ½” heals and classic black Chanel bag. You need not worry: a 1” portion of the heel was platform. I must have gotten half a dozen compliments from women and well as men, and the usual exchange of business cards took place once they realized the designs were mine. So, in summary, I got out of my office, caught up with friends and, in a subtle way, promoted my brand – all while having a great time!

So, my advice to all hopeful entrepreneurs ….get out of the office and be seen. You know what they say: more deals are made on the golf course than in boardrooms. So with this in mind, I am making my going-out nights a regular thing. Like anything that is important, I will plan these nights in advance and pencil them in my calendar so there will be no excuses.

Stay tuned for future outing escapades….

Aysha

Fall 2010 Collection...Coming Soon!

2010-01-07T19:44:00.000-08:00

Hey Everyone,

I'm losing sleep over finishing up my Fall 2010 Collection; it has to be completed by January 30^th since it is getting photographed during the first week of February. All the fabrics from Europe are here, all the sketches are completed, all the patterns are in the works, all the seamstresses are working overtime…yet I am still so nervous about the “what ifs”. I know it may sound dramatic, but it almost feels like I’ll be giving birth soon. I mean, it does take at least 8 months to complete a collection, from the concepts in my mind to the actual garments being photographed. The process is exciting, but totally all-consuming. I think, sleep, and dream of the collection until it is fully completed, and once it is done, it is such a relief! I plan on giving myself few days off before I start working on the next season…..my work truly is labor of love.

Take a look at a few of my sketches of what will hopefully be cut, stitched, and ready next month!

Aysha

Happy 2010!

2010-01-06T11:21:00.000-08:00

Hey Everyone!

First off, Happy New Years! I hope all of you had an amazing 2009 (I know I did), and here’s to a fantastic 2010! I’m expecting an amazing one, though I’m a little overwhelmed by all that lies ahead.

Last week, I met with my publicist, Ernabel Demillo, to figure out my strategy for 2010. There’s so much exciting stuff that’s going to happen this year! We’re going to increase the number of TV appearances I make; we already have some show appearances in the works in Los Angeles and Las Vegas, but I don’t want to jinx anything by giving them away, so keep your ears peeled and I’ll let you know when they are finalized. I’m also planning on throwing more events this year - parties, fashion shows, etc. I don’t have too many details about exactly what events we’ll be throwing yet, but I do know that we’ve slated my 3^rd Fashion for Charity fashion show and dinner for June. Since the last two that I held in 2009 were huge successes, this one will need to be bigger and better, which is a little stressful for me. I’m not losing sleep over it yet, though, and my anxiety is tempered with excitement. If I pull it off the way I’m hoping to, it should be an amazing event!

I’m also very very excited about a coffee table book I have in the works. I’ve always wanted to tell the story of how I created my fashion brand, and what better way to do it than through beautiful, glossy photos? My friends have been pushing me to do it for a long time, but my New Years Resolution this year is to actually make it happen. Wish me luck!

Once again, here’s to an amazing 2010!

Aysha

MSNBC Interview Day!

2009-12-31T12:15:00.000-08:00

Hey Everyone!

Last week, we had something very exciting happen: MSNBC paid us a visit to talk to me about my experiences moving from Finance to Fashion! Their team arrived around 9:00 to set up, and they turned my whole showroom into a full-blown TV studio, complete with blinding lights, lapel microphones, a directorial monitor screen, and those big black umbrellas that they put behind the cameras to direct the lighting – I felt like a celebrity! My team turned the showroom upside-down, temporarily putting work on hold, and it took forever to get the sound right (New York City doesn’t quiet down for anyone). I’ve posted a few pictures of the fun below! The interview itself took longer than expected, as it turned more into a conversation – and the interviewer didn’t leave anything out. Still, it was a lot of fun, and I’m thrilled it happened! Keep an eye out for me on MSNBC!

In other news, I’m working on several new designs based on the concept of “feminine power suiting” – they’re meant to help women like you look great while climbing the social and corporate ladder (hopefully while wearing some sexy heels). I’ve included one of my design sketches below. I also just received some gorgeous new fabrics from Italy, and can’t wait to work them into my new designs! And for my fans in Las Vegas and Florida, never fear – my team is currently researching these two markets as our next target destinations. There’s just so much happening, I’m so excited to be doing what I love, designing clothes that you all love!

Until later, here’s an article from the New York Times on the demise of the “damsel”, or girlish woman, in fashion: http://www.nytimes.com/2009/12/24/fashion/24APPEAL.html?_r=1&ref=fashion

Aysha