Catering to fashion needs through digital store

Rifat Mohidin

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Tribune News Service

Srinagar, March 16

As the graph of unemployment continues to rise in Kashmir, Ahra Syed (23) has paved her way by opening a digital boutique to cater to the fashion needs of the people of her generation.

Ahra, pursuing graduation in law from University of Kashmir, said the aim behind starting her online fashion store ‘Thestylestreet’ on Instagram was to cater to the fashion needs of young people and the start up carried zero investment.

“I did research for almost nine months. I found that in Kashmir, we are not able to find good quality stuff and young people are more into online shopping. So I started my digital boutique on Instagram and I am amazed by the responses here,” Ahra said, who lives in Civil Lines in the summer capital.

“As there is no physical store, there is no investment, everything is done virtually and the rates are also less as compared to the real stores because I am trying to keep minimum profit to build my network,” Ahra stated.

“Earlier, it was restricted to my friend circle but it is expanding now. I am getting good orders and I don’t even think I need a physical store. The online boutiques work in their own way,” she said.

Ahra deals in stylish accessories keeping the social structure of Kashmir in mind as well. There is everything from branded sneakers, heels, bags, clutches to trendy watches.

“I have only taken a clue from the famous online stores but I am dealing with the things that are in demand in Kashmir, including stylish hijabs and abayas (long cloak),” she boasts.

Starting the online business was difficult for her as her family was not supportive, but she has made a mark in just four months.

“They laughed at it and said how will you talk to boys if they call you for order, how will you manage everything. I was confident and knew I have to initiate something. But it’s going good,” she said. Her father is more supportive now, Ahra confides.