Spring Fashion Talk With Sara Sheikh
Spring is here! While we dislike the bugs and allergies, one thing we can always look forward to is Spring fashion. Seen at runway shows from New York to Tokyo, the trends of spring 2022 embrace vibrancy and joy. One designer is bringing us the most beautiful designs while keeping it modest. The term modest fashion refers to a fashion trend of women wearing less skin-revealing clothing, especially in a way that satisfies their spiritual and stylistic requirements for reasons of faith, religion or personal preference. Sara Sheikh is the founder and designer of the modest fashion line, Covered Bliss. Since 2013 Covered Bliss has created high-end fashion for women around the world. The styles include, but are not limited to, kaftans (elegant embroidered dresses), abayas (kimono style traditional garments), formal wear, and casual wear. We had the opportunity to interview Sara Sheikh and discuss her brand and all things Spring fashion.
Tell us about yourself.
Sara: I was born in Addis Ababa Ethiopia and moved to the US when I was 16. I live in Dallas Texas now. I had a great childhood. I was the only girl with 5 brothers so they really spoiled me.
My mom was a businesswoman who traveled to many countries so I got to travel with her. I was also afforded products from all of the countries she visited. She was my inspiration to start my clothing brand. I’ve been married for 28 years and have 3 amazing kids who I love so much.
Who do you feel is your target audience?
Sara: Women who want to adhere to modest lifestyle but want to look chic. Modesty used to be synonymous with boring but the latest trend shows that it is becoming more fashionable.
What Spring fashion trends are you looking forward to this season?
Sara: More Colors and florals, a mix of solids and prints.
What do you love about being a fashion designer?
Sara: I get to make anything I want for me and my girls. I also get to extend that to my clients. I pour my heart into all my designs. I love the raw materials I use so the finished product is high quality.
In your opinion, what skills are needed to be successful in the fashion industry?
Sara: You must have a fashion sense. Don’t be afraid to try something new. Listen to what your clients say. Provide the best customer service. Getting existing clients to buy more is a lot cheaper than getting new ones. Happy clients not only return but they will refer their friends and family. A lot of my clients come from referrals. If you read the reviews on our website, a lot of people comment on the customer service and the fast delivery.
What do you define as success?
Sara: Financial growth, knowing that you have served your clients in the best way possible with the products you deliver that meet their needs as well as the customer care that you provide. Building raving fans.
How do you differentiate your business from the competition?
Sara: Quality and the best customer service. My products are more expensive because we are a high-end brand. We cater to women who appreciate quality.
What has been your most effective marketing strategy to grow your business?
Sara: Relationship building, social media, and email marketing.
What’s your best piece of advice for aspiring and new entrepreneurs?
Sara: Don’t try to figure it all out by yourself. There are people who have done it before you that can guide you on the right path so you don’t have to fail multiple times in order to succeed.
What do you have planned for the next six months?
Sara: Creating more visibility for my brand. Exploring departments stores to carry some of our collection and curating a new collection for Summer/Fall.