May 2020 Featured Interview
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Interview with
Aysha Saeed
CEO & Creative Director of AYSHA NY
Photo Credit: Julien McRoberts
About Aysha:
Aysha Saeed is the CEO and creative director of the luxury fashion brand AYSHA NY. For ten years, Aysha worked for various financial service institutions in New York City, but her first love has always been fashion. When she finally took the time to discover her ‘WHY,’ she knew that she was finally ready to take a risk and pursue her fashion dream.
Prior to launching her brand, Aysha created a design and production consulting business. She worked with various European luxury fashion houses, including Dior in Paris, under John Galliano, and Dolce & Gabbana in Milan. Today, she runs her successful fashion business out of a studio in Manhattan, and she now considers Monday her favorite day of the week.
Aysha is also dedicated to helping women in her community. She supports the nonprofit Her Justice and connects women in business by hosting networking and educational events.
Aysha Saeed is the CEO and creative director of the luxury fashion brand AYSHA NY. For ten years, Aysha worked for various financial service institutions in New York City, but her first love has always been fashion. When she finally took the time to discover her ‘WHY,’ she knew that she was finally ready to take a risk and pursue her fashion dream.
Prior to launching her brand, Aysha created a design and production consulting business. She worked with various European luxury fashion houses, including Dior in Paris, under John Galliano, and Dolce & Gabbana in Milan. Today, she runs her successful fashion business out of a studio in Manhattan, and she now considers Monday her favorite day of the week.
Aysha is also dedicated to helping women in her community. She supports the nonprofit Her Justice and connects women in business by hosting networking and educational events.
About AYSHA NY:
AYSHA NY is a direct-to-customer fashion lifestyle brand focusing on professional women and their individual needs with unique "Membership" and "StyleMe" packages allowing a shopping experience that exceeds customer expectations. Giving back to local communities and organizations has been part of the brand's mission from day one. AYSHA NY incorporates strong ethical fashion values that benefit underserved communities in the cities it does business in.
AYSHA NY is a direct-to-customer fashion lifestyle brand focusing on professional women and their individual needs with unique "Membership" and "StyleMe" packages allowing a shopping experience that exceeds customer expectations. Giving back to local communities and organizations has been part of the brand's mission from day one. AYSHA NY incorporates strong ethical fashion values that benefit underserved communities in the cities it does business in.
Myrna Beth Haskell, managing editor, spoke with Aysha about her career journey, the inspiration for her designs, and how she helps women in her community.
You started out in the financial sector. How did you get to where you are today? It seems like quite a leap – financial guru to creative designer.
You started out in the financial sector. How did you get to where you are today? It seems like quite a leap – financial guru to creative designer.
I’m a big believer in pursuing your passion. You spend so much time at work, so you absolutely HAVE to love what you’re doing. Every hour matters when you’re trying to make an impact.
When I was working in finance, I received really good pay and job security, but my soul wasn’t happy. So I asked myself, ‘Do I want to be doing this? What will I think when I look back at my life at the age of 80?’ So…I started to think about what I truly wanted to do, and something that had always been near and dear to my heart was fashion. I’m a hard-working person, and I gave [my career in finance] my all. It was very difficult to let my boss know that this career I had built was just not for me. I had developed a good reputation, and people were counting on me. But I took the plunge and quit finance. I had been buying high-end clothing from Italian designers for quite some time, so I decided to move to Europe and [immerse] myself in the industry there. I didn’t have anything else…just my work…so I was completely focused. I knew that going back to school wasn’t going to work for me. It was through experience that I started to make my way. I began showing these embroidery patterns (embroidery styles from Pakistan and India). [Before launching her own fashion brand, Aysha learned the ins and outs of the fashion industry while building a design consulting company and soaking up tips and know-hows from industry giants.] I made a lot of ‘cold’ calls, and I was running around like crazy, trying to learn as much as I could. My education: learning from others in the industry. Working with luxury fashion houses, such as Dolce & Gabbana, helped me to learn a lot about design. |
Aysha Wearing Tiffany Dress - White & Blue (AYSHA NY)
Photo Credit: Anne Blumrich |
Aysha has been called upon by Fortune 500 companies as well as national media outlets to help increase employee engagement.
Photo Courtesy: AYSHA NY |
What did you learn from working on Wall Street that helped you in your current business?
I didn’t realize at first that I was really good at building relationships with people. However, I was given bigger and bigger accounts to manage because of this, so I was dealing with senior level management on a regular basis. I could explain a situation well. I could calm things down when a situation got heated. I use these same skills with my own business. Did you ever feel like a fish out of water when you first entered the fashion industry? Any mistakes along the way that you’d like to share? Ha! What mistake didn’t I make? Early on, I truly was a fish out of water. I would show samples of my design ideas…then a paper design would come back in Italian, and I wouldn’t know which was right-side-up. I [resorted] to using an Italian-English dictionary – there was no ‘Google’ back then. |
At first, I hired individuals who were supposed ‘experts’ in the field. I was focused on how little I knew. These experts were extremely expensive! I started to think, ‘If I’m paying them all of this money, I should be able to deliver those results.’ But that’s not how it worked. I wasn’t getting what I needed in return. I realized that I was too trustworthy. Looking back, I would negotiate it differently.
You were born in Pakistan and moved to the U.S. at the age of 12. Does your cultural heritage come through in your designs?
You were born in Pakistan and moved to the U.S. at the age of 12. Does your cultural heritage come through in your designs?
My collections lean more toward an American market, but the hand embroidery speaks to my heritage – a celebration of incredible ‘Old World Artisan’ designs. My jewelry, though, definitely has a more Eastern style – it’s handmade and incorporates exotic stones.
However, I would say that, overall, my cultural heritage comes out in a philosophical way. I believe in conservative clothing – no plunging necklines, for instance. I create fashion that’s intriguing. I think this is sexier than a miniskirt – it’s feminine in its elegant and regal style. The fashion industry is extremely competitive. What do women tell you they appreciate about your designs? I’m humbled when I receive emails from grateful clients or when women tell me in person that they feel good wearing my designs. Other designers have failed to dress a ‘real’ woman with a ‘real’ woman’s needs. You see these rare, perfect creatures in magazines. They do not represent me or my friends – women with real issues. Maybe someone is older and her body is shifting, or she has kids and doesn’t look like she used to. The industry hasn’t really addressed this fully. They’re not committed to it…they might just do something to check the box. |
Photo Credits: Out of New York Studio
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I make fashion that addresses a woman’s lifestyle. If she’s working ten hours, her clothing needs to stretch. It needs to be comfortable and practical. We offer customized, in-house alterations that are done by the people who actually create the clothing. We know just where to take in a garment. This is our secret sauce.
You support Her Justice, a nonprofit that provides women living in poverty with free legal help. Could you explain how this came about?
You support Her Justice, a nonprofit that provides women living in poverty with free legal help. Could you explain how this came about?
Aysha with Myrna Haskell (December 2019)
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In 2018 and 2019, I felt that things really had started to fall into place. The company was resonating with the community. So, I started to think about what else I could do with the brand. I wanted to get involved with a community nonprofit – this was very important to me. I came from a poor country, so I understand how charities can contribute and help to change people’s lives. My mom always said that you can do something good for your community, no matter what stage your finances are in – you don’t have to be rich to make a difference.
I wanted to be mindful about the charity I chose to help. Her Justice really touched me. They help women who don't have the resources to help themselves. This 25-year-old nonprofit offers free legal services to underserved women.* When I came to this country, my family members became citizens fairly easily. This wasn’t the case for me. There was a typo in my paperwork…which turned into a nightmare. It was a processing error in the system, and I had to go back to Pakistan until it was fixed. I couldn’t help but think that if I had access to an attorney back then, it would have made my life so much easier because I would have had help navigating the judicial system. A portion of the proceeds for our best-selling blazer goes to this nonprofit. |
*Her Justice stands with women living in poverty in New York City by recruiting and mentoring volunteer lawyers to provide free legal help to address individual and systemic legal barriers.
You hold networking and educational events and workshops for women in business. The event that I attended in December included women from many different industries, business backgrounds and experiences – entrepreneurs and executives. What inspires you to hold these events and bring women together…and how important is it for women to support one another?
You hold networking and educational events and workshops for women in business. The event that I attended in December included women from many different industries, business backgrounds and experiences – entrepreneurs and executives. What inspires you to hold these events and bring women together…and how important is it for women to support one another?
Honestly, I love hosting parties! Laughing. I’ve been hosting since I was five years old with my imaginary friends and imaginary food. When you’re feeding people and cooking for them, it’s an authentic way to build relationships. It’s a cozy and personal experience for our customers. My dinner series [Aysha’s Table] is now available in several cities because it became so popular. I also facilitate workshops that feature clients and what they have to offer – their particular expertise. In addition, we host corporate workshops called ‘Discover Your Why.’ Businesswomen need to have clarity with their ‘why.’ When I discovered mine, that’s when things took off. Ask yourself: Where is your North Star? What are you looking toward for your direction?
Women crave human connection. Our platforms give women a voice and an ability to connect. The common denominator is that they are all go-getters. We encourage everyone to reach out to others they’ve met at our events. We tell them to ‘take the call’ because that’s when the real magic happens - in the follow-up. We also stress that it’s important to share – what value can you bring to the table? That’s when the real business takes place. |
AYSHA NY "Girl Gang" - Holiday Party at NYC Studio - December 2019
Photo Courtesy: AYSHA NY |
Designed for Stylish Comfort: Aysha Wearing her Red Suit
(Grand Central Station) Photo Credit: Julien McRoberts |
Do you think women feed off of each other’s energy?
Absolutely! But you need to set a positive tone. Women can also feed off of each other’s negative energy. We offer something unique – an opportunity for individuals to share their experiences in an intimate setting. A lot of busy women struggle with work-life balance. As an extremely busy entrepreneur and community advocate, do you have any advice you’d like to share with our readers on this topic? My thing is: Don’t be so hard on yourself, and don’t let judgment from others make you feel bad. You also need to know what truly makes you happy. For me, work is my passion. I love working hard – this is my joy. But if that means burnout for you, then you need to find a way to alleviate that. If spending time with your children is important to you, then you need to carve out space for that. It’s also important to readjust and be flexible. It’s okay if you don’t get to something. Where do you find sanctuary? I love to read – to completely get lost in a book. I also love to spend time with a small group of friends and really let my hair down. These are the moments when I don’t have to ‘play a part’ – as a business CEO or face of my brand. I can be honest and talk about my troubles. I’m just being me – the good, the bad and the ugly. That’s also a sanctuary for me. |
Blush Fringe Jacket & Flowy Skirt - Navy
Photo Credit: Julien McRoberts |