SISTERS IN BUSINESS: Turning childhood dream into trousseau fashion venture

From the eyes of a little girl the world is too big a place, yet too simple. It was just that for little Tuba as she dreamt of following on her daddy’s footsteps to become a businessperson. That’s what she would tell everyone without hesitation when asked what she would do when she grew up—”I want to be a businesswoman.” But when she did grow up, becoming an entrepreneur seemed too far with all its struggles and leashes.

Born in Srinagar and brought up in Delhi is quite a complex identity with a different kind of conservative and modern mix. To overcome that surely takes its time. This is a story of every girl who aspires, has ambitions, but struggles and finally manages to reach there. 

Like in any other middle class Kashmiri family, Tuba Bhatt was expected to take up the science stream and become a doctor and make her ‘family proud’. She did try it but was ‘miserable’ (to put in her own words) after which her family realised that her potential and heart lay elsewhere and that’s where the journey began.

After completing her MBA in Competitive Intelligence & Corporate Warfare from Amity University, Tuba started working in the public relations (PR) industry where she handled consumer durable/technology clients which she enjoyed and got better and better at. But her ambition to become an entrepreneur overtook her and she quit after 4 years to take some time to plan and execute her dream, to become a businesswoman.

Meanwhile, her younger sister Humaira graduated in fashion designing. Little did they realise that their two separate paths would lead them to a common destination. Tuba started with a vision to channelise her comprehension of business and market dynamics in the fashion industry, which, by now, Humaira had the technical know-how of. She used the years behind her to her advantage. Her biggest role model and guide has remained her father. Listening to stories about him from friends and family and watching him grow professionally and personally set a benchmark for her and her siblings who remain a constant support to her in all her professional ventures in addition to the personal. 

After the first dive there was no going back. Tuba started her company under the umbrella name of ‘Winterglow’ in the year 2016 taking inspiration and opportunity in the trousseau preparations for her cousin sisters. Humaira, a hard-to-please fashion enthusiast and aspiring designer augmented her sister’s efforts by matching hers. Novices in the fashion circuit, Tuba Bhatt, 28, and Humaira Bhatt, 27, are determined to make their mark in the rapidly progressive world of Indian fashion. They recognise a demand in the Indian market for quality fusion-wear and strive to deliver the same. 

The impetus to work in the fashion industry came from the vision to dress women in Srinagar, and eventually across India, who come from all walks of life and desire to be a Jaama-Zeb bride. The very first projects were indeed primarily bridal collections for the Srinagar market. As experience increased so did the desire to expand horizons for more experimentation and leaps. Courtesy hard work and familial support, as the clientele grew, the idea of formulating a brand name took shape and culminated in the launch of the label ‘Jaama-Zeb’. Thus, the company that started in a small office room space has now blossomed into an independent factory, the motivation for which came from generating employment opportunities for the handicraftsmen. Something that started from winter stoles has today grown into a manufacturing unit with trained employees who help in the customisation and crafting of designer wear for women of all tastes, for all seasons and every array.

Innovative, inspiring and non-clichéd, Jaama-zeb seeks to channelise the passion of its conception to change the approach towards premium designer apparel and democratise the same for all classes of society. The USP of the brand lies in the finesse and particularity of its designs that is concurrent with its founders. A striking and definitive aesthetic, the collection plays with fabrics, cuts, colours, textures, shapes and forms to match the modern Indian women’s characteristics. The Jaama-Zeb collection aspires to instil confidence and bring out in women their bold, vibrant and graceful traits to capture the strength and essence of the feminine spirit in this ever-changing urban sphere—a spirit of which Tuba and Humaira are embodiments.   

When asked what she sees as her long term vision, Tuba is modest in framing her answer: “I understand that wedding days are very special for brides and if I can help to wave even some of the stress away and allow brides to complete their perfect pictures and bring out their perfect personalities through customisations, even if they’re cumbersome, I would consider that a big achievement. All the women in my life have been an inspiration to me and I want to maximise the potential of the same. I want to give to society in my own special way and I want to spread smiles through my attires wherever they’re spotted and whenever they’re adorned. That is the legacy I intend to create.”

endeavour@greaterkashmir.com