Member Article

Newcastle-based entrepreneur flies British fashion flag abroad

Indian-born fashion entrepreneur Nisha Vedhara has been singled out by UK Trade and Investment (UKTI) to fly the flag for Britain’s industry abroad, and is now looking to develop her business in Turkey.

Nisha, who runs her Love Niche boutique from Newcastle’s Clayton Street, recently joined the likes of PwC and DeMontfort university at the GREAT festival of creativity in Istanbul - part of the UK government’s international trade promotion activities.

After seeking support from the government’s Passport to Export service, Nisha was advised by her trade advisor to investigate the Turkish market, and was subsequently selected to join the UK delegation at the event.

Nisha said: “The idea was to take my bespoke collection called ‘Beach to the Bar’ - targeted at people who are yachting around the world. The collection is influenced by Indian and Western culture, because that’s what I’m like as a person.

“I saw a lot of similarity between Indian and Turkish culture, and the collection really ticked Turkish women’s boxes. The city is split between Asia and Europe and that is reflected in their personalities.

“After some promising conversations with potential customers at the GREAT festival, and first-hand experience of the market there - including the gaps and opportunities - I’m now looking to develop my business in the region.”

Following the Istanbul trip Nisha was invited to a reception for British designers and Turkish fashion industry bosses at London’s Mansion House where she made further contacts to kick-start her Middle East expansion.

Nisha added: “50% of Turkey’s population is under 30. The country has so many holiday destinations, and my collection is targeted at Turkish pockets.

“It’s a fun, aspirational market. I’ve been to Istanbul twice now and I know the people there love to party. It’s a similarity with Indian culture. They won’t save their partying until the weekend like Europeans do, but they will do it impromptu.”

She continued: “I’m so excited about Turkey and I’m getting so much great support from the Passport to Export programme. It’s a feel-good factor to be on that international platform and have people come to me who are really behind what I do.

“I do what I do because I’m passionate about it, not because I’m looking to make a huge amount of money. Having that recognition from others overseas is thrilling for me.”

Elsewhere Nisha is planning growth of her business via a pop-up shop franchising model in India, where she has already established a name for herself via her Love Niche London brand.

In October she is due to join the North East Chamber of Commerce on a market visit to India - to seek out potential franchise partners.

Nisha added: “My Indian business started as a convenient means to see family, but it’s really developed a life of its own and my customers demanded more and more pop-up shows.

“My personalised service means I can’t just open a shop and let it run. In the last few years India has got all the big high street brands like Zara and Next, but I’ve found a customer base there who don’t want to wear what everyone else is wearing.

“The demand for Love Niche London is phenomenal, considering it started with me taking a suitcase of clothes over there! Now, I’m going to start training people to do what I do so that I can build a successful franchise model.

“There’s also a plan to launch a Love Niche London website with e-commerce function. Trying to do my concept digitally is challenging because its about advice and bespoke tailoring - but this will be about selling whole outfit looks.”

Love Niche is based at 21, Clayton Street, Newcastle upon Tyne, NE1 5PN.

To get in touch: Telephone: 0191 2611515/07592 925822. Email: info@love niche.com. Facebook: facebook.com/LoveNicheStudio. Twitter: @loveniche. Blog: www.lovenichestyle.com. Instagram: lovenichestudio

This was posted in Bdaily's Members' News section by Tom Keighley .