Q&A with FOUNDER barjis chohan
Barjis Chohan the Founder and Creative Director of BARJIS is celebrating 25 years in business. We wanted to take this opportunity to ask Barjis Chohan about her journey and future goals for the brand.
First of all congratulations on this milestone! How do you feel about celebrating 25 years of BARJIS?
I started my journey in entrepreneurship in 1999 whilst I was pregnant. My daughter has turned 25 and so has the BARJIS brand. It feels like yesterday and I really don’t know where the time has gone! I feel extremely grateful to be doing what I love for 25 years and the opportunities it has given me to grow as a person. It has not been easy and the struggle is real but the rewards outweigh the struggles as I wouldn’t be the person I am today if I did not go through this journey of self discovery.
How do you juggle being an Entrepreneur and Creative?
I think I have days when I lean more on the business side and some days where I am just creative. The best part of my business is that everyday is different, there is no room for complacency. I am quite weird as I enjoy the entrepreneurship side equally as the creative. A lot of Designers love being technical but are clueless on the business side. I love strategy, problem solving, communication hence I have never felt the need to take on a business partner. It’s no point creating if you can’t generate business from your creativity. I think seeing my father being in business has naturally given me the insights into running a business.
How do you balance family and business?
When my girls were younger, I only worked during school times. After 4pm I was a mother and took it very seriously. I was very clear from the start that my family life is more important than my work. I am very passionate about my work but the girls have always come first. Actually, the reason why I set up the business was so that I can choose the hours and work around their needs. Now that they are all grown up I have more time to scale the business internationally. We can’t have it all at the SAME time. I think the biggest lie fed to women is that they can have it all. We can but not at the same time. You either prioritise work or family. Something has to give in. There is no balance as business is always there.. we can’t shut it off but you can CHOOSE to live how you want to. For some people being financially secure early on is a must, while for me I wanted to be present in my girls lives. We had no nannies so we lived with the bare minimum for a long time. I think people forget that children need your presence and connection and not your expensive gifts. No I don’t come from a privileged background but being a multi millionaire was not my goal. It was to find a passion that brings me job and a decent living.
Brands come and go, you have managed to keep the business going without investors? How?
Some businesses are set up for a quick exit strategy. But a Fashion business is always for the long haul. This is why a lot of Designers do not retire. I didn’t want an investor as maintaining the sensibilities of the brand are important to me. I have seen so many well known brands move to a different direction, lost their identity and their ‘whys’. This has bothered me and I really believe that if you have a good product, a clear strategy with strong faith in your God.. in your abilities AND a good support network then you can manage and grow the business organically.
You use the word integrity a lot. Can you tell me why and how it has helped you in maintaining the brand ethos?
My dad always says that the measure of success is the ability to look at your self in the mirror and sleep peacefully at night. I don’t follow the crowd and if something does not sit well with my values then I don’t do it. I remember making a decision in 2017 to stop holding runway shows. I found them dated, costly, polluting the environment and defining women’s beauty based on their size was just not right. I experienced a young model fainting and I did not want to be a part of this problem. Integrity is making sure that you are authentic and transparent to your customers. It’s about being true to your values and beliefs and not selling your soul for building wealth. If this means walking away from people and opportunities then this is perfectly fine with me.
Can you describe BARJIS the brand in 3 words?
Soulful, refined and classy
People know you for your high end modest Fashion but your journey started with rugs and carpets which is a huge contributor in your success. Why has the Fashion side dominated how you are perceived?
I started my journey in rugs and built the business working with Interior Designers. It’s only in 2011 that I launched the Fashion side of the business. I guess it’s because Fashion has more drama and coverage especially modest Fashion which draws attention with the press. However, the carpets are successful in their own right and have fuelled growth for the business.
What is your USP?
A marriage of British aesthetics with South Asian sensibilities. To tell stories of craftsmanship and heritage by working with local artists and crafts people. We are more than a brand.. we are story tellers.
You wear a lot of hats, from being a Business woman, Creative Director, Speaker, and offering consultancy, Business workshops and mentoring through your not for profit? How do you find the time?
I am the type who enjoys discomfort. I don’t like complacency. I am not a trained Public speaker, I just became one through default and realised how much joy I derive from sharing knowledge and wisdom. I am currently represented by 4 speaker agencies and get the opportunity to speak at conferences, universities and corporate events. In terms of my not for profit it’s about giving back and paving the way for new Designers coming from under represented communities and giving them the business knowledge and tools to succeed.
What do you speak about?
Cultural Diversity – and how we can bring people together if we understand each other and ask the right questions.
Sustainability – and how as Designers we need to integrate this at the beginning of the cycle from sourcing fabrics to working with factories that are committed to sustainable materials and processes.
Brand ethos – and how we need to grow without changing WHY you started and continue growing whilst not compromising in your identity and values.
Breaking class barriers in the Design industry – How we need to bridge this gap and what we can do as a Design community to make it easier for disadvantaged communities to access the Arts.
I am fascinated on how you are bridging this gap through your not for profit. Tell me more about your work at TBI?
We collaborate with universities, not for profits and Art colleges to partner with us. We provide support to make that transition from university to work/ start a business. Our aim is to privide disadvantaged creatives the tools, business knowledge and support to make a good start in their career.
What are your future goals for BARJIS?
We want to continue diversifying our products range with jewellery, sunglasses and hand bags. Recently, we have launched jewellery and the feedback has been very encouraging. Our mission is to continue in developing it into a lifestyle brand beyond just products. We are scaling the business in the UAE and GCC countries, as well as setting our eyes on the US market.
There are other projects that we’ll be launching but right now we want to keep them private until we have a clear direction on how and when to launch.
Finally, what advice would you give to new brand owners?
Think big but start small. Don’t take life too seriously and embrace failure as part of your journey. Thank you!
