LAUNCHING A BRAND IN THE MIDST OF A PANDEMIC: THE SEVENROSES STORY

I quit my banking job in January 2020, ready to set out on my own as an entrepreneur. I had been working towards it for years and was so certain 2020 was the right year to take that bold step. I had everything planned, right down to the dress I'd wear on the day of my amazing launch party. At first, it all went smoothly and I was so elated: my designs were on point, I had contacted a prestigious garment factory to outsource production, spoken to a professional branding expert to work on my brand, contacted models and fashion photographers as well as videographers for a major fashion shoot. What could possibly go wrong?

The twist came on the 26th of March when the government announced a total lockdown in the country due to the COVID-19 pandemic and suddenly, everything came to a halt. At first it seemed like a joke, I could not believe it. All the vendors I called kept giving me the same reply: "Madam we are sorry we have stopped working, they said we should stay at home o." I was frustrated, because I knew it was already too late to turn back, and that was when the doubts started creeping in: Was it a rash decision to have left my comfort zone at that point in time? Shouldn't I have waited just a little longer? I'd be safe now if I hadn't made that decision too fast. What if the pandemic lasted the next two years and I couldn't get another job? (because that was my last resort, as I didn't have a stable source of income and could only rely on my savings.) Trust me, it was a frightful period. It took a whole lot of mental strength and support from a few close friends to remain positive in that situation. The bills kept piling up and with no inflow of funds, my financial reserve was dwindling at an alarming rate. What was I going to do? I needed a strategy real quick, therefore I went back to my drawing board. I'd invested so much in this that giving up was just not an option.

The first thing I did was drastically cut down in size, thereby reducing expenses. I realised I could no longer afford the big splash launch I had been planning, so I had to work with minimum budget. I set up a mini campaign on social media to create awareness, but continued with the professional branding. I wasn't going to compromise on that as I wanted my brand to exude class and standard, irrespective of the temporary setback. I moved my production unit to my house and employed two workers who were also stranded due to the pandemic. It started out as an anticlimax: the exact opposite of my vision for my brand, but after a few days, I became accustomed to the new reality and things picked up slowly.

It has been said that fashion is a factory that manufactures desire; therefore the question became, "How was I going to sell this 'desire' to people in a time when that was the last thing they needed?" To say the least, I revisited the SWOT analysis page on my brand proposal and reviewed it.

I further realised that I had to quit seeing the pandemic as a death sentence for my business, but as a mere obstacle in its path, and all I had to do was manoeuvre the situation. With this new revelation, I switched from my initial plan to create formal, luxury pieces to everyday essentials which included facemasks, loungewear, sleepwear and casuals for both adults and children in bright, playful and funny colours that could not only cheer its wearers, but also spark their imaginations. This was a period when everyone was confined to closed, solitary spaces, therefore what they needed most was something to brighten their moods and help them remain creative which would in turn, give them hope for the future.

Although this new strategy was a hit, to say it was tough would be an understatement. I had to push myself to learn all the skills I was initially going to outsource, such as Graphics Design, Digital Marketing and Social Media Management, Accounting and Bookkeeping, as well as Photography and Editing; and today, I know I am not anywhere near where I want to be as I am still struggling to break-even but guess what? I am eternally grateful for this period of my life. Beyond the doubts, fears and insecurities, It is clear to me now that I was made for this, and though it seems far and obscure, The promised land is visible and that's exactly where I'm headed for. A big thank you to my small team that weathered (still weathering, though) the storm with me; Remember, the future is ours to take.

In the meantime, you all should watch out for this brand: SEVENROSES.