Aakriti is a fashion enthusiast and an entrepreneur. She had started her venture About D’Fit out of sheer passion for fashion and clothing. After drawing inspiration from her mother who owns a business and is a jewellery designer, Aakriti wanted to follow her mother’s footsteps and start something on the similar lines. After bagging her first order, Aakriti knew she has a long way to go from there on. She chose a path different from herself and went on to create remarkable clothing for women from her very own imagination and creativity with her mother. About D’fit is a mother–daughter clothing brand that believes in celebrating women at every step of their lives.
“I want people to fall in love with themselves while they wear the clothes I make”, says Aakriti in an interview with Storiyaan. With a very supportive family that had her back Aakriti was raised in a very open and motivating environment, which enabled her to become the wonderful and independent woman she is today. Read this feature to know more about Aakriti and About D’fit.
Questions and answers
Can you tell us a little bit about your brand, its story and how did you create the shape of it?
My mother happens to be a jewellery and a fashion designer, and hers is a home-grown brand. There was this one time when a client visited mom and she had wanted a jumpsuit. I offered to make it for her and that’s how the idea of the brand thrived. I was elated to see her wear something I made and we came up with About D’Fit. It has been a stupendous journey since then and today we have a team of 15 people working and our own production team. I met a lot of different people who joined me and contributed in my journey.
Could you tell us a bit about the process of the making of a product and the work that goes into it?
For me the design always comes first. If I have a particular design that needs to be made, I think for a while and the idea pops in my mind; according to it, I work on the fabric. Sometimes I use prints but most of my designs have plain bold colour, with minimalistic print. I like to give them a contemporary look on a flowing fabric. I love working with plain fabrics.
Every time I explore the market, there is always something new that catches my attention and I incorporate it in my designs.
What are your future plans for the brand and do you plan to expand your boutique in the near future?
For some time, I have been working in a small store at the back of my mother’s store but now I’m moving to a new place. My future plan consists to have multiple stores all over India along with that I also desire to get into online sales. I want my brand to become a household name; I want people to embrace and love themselves when they wear the clothes I make.
You mentioned that you are currently venturing into luxury home décor. Could you provide us with some insight on this and what got you interested in home-décor in the first place?
I have always been a creative person and I like getting creative; that is the reason I ventured into luxury home décor.
I had decorated my mother’s home. I believe dressing up your house should be equally important and so I stepped into this space. We’re on the verge of launching it.
If you ask me, I would say that a house is a reflection of your personality moreover your house shows how you are as a person. It all sums up to how fictive and imaginative you can get.
As a woman building her own business and venturing into different fields of it gradually, what are some of the biggest challenges that have come your way and how did you overcome them?
As a woman, there have been a lot of challenges, but as an entrepreneur, I think those problems are faced by everyone, despite their gender. You get to learn something from every challenge that you face.
Let me tell you, being a woman, I could never be where I am now if it was not for my extremely supportive family. Nevertheless, my message to every woman is, to never lose that self-confidence at any point in life. Belief and hope are all what you need. It all boils down to how passionate and strong-headed you are!
Would you like to share some of the setbacks you have had in this journey, the crest, and pitfalls?
It has been a fantabulous journey. I’ve had my share of good and bad days with a pinch of failures and setbacks. With every failure, you learn something and the most important thing is to take it sportingly. Obstacles are bound to come you need to have that ‘never say die’ attitude so that you keep going and do not lose hope.
So, with your brand growing at this pace, where do you see yourself in the next five years?
My visions for the brand include becoming a household name. I also want to open multiple chain stores across the country and reach out to as many cities as possible. I want women to know that there’s a brand that wants women to celebrate and love themselves at every point in their lives.