Rivaaz Collections: Success in
a Niche Market
by Christine Toner

At school Kiran Mehnaz was a shy, quiet girl, lacking in self-confidence. The oldest of three children, she never had any aspirations to go into business, despite helping out at her mother's salon. Instead she chose to study childcare at Burnley College, hoping to go on to become a nurse. However, severe migraine headaches meant she had to abandon her plans.

After leaving college, 19-year-old Kiran was at a bit of a loss. Should she wallow in self pity and wait for another opportunity to come along? Or should she go out and make her own opportunity? Kiran chose the latter option.

Today Kiran is the owner of the successful fashion boutique Rivaaz Collections with an annual turnover of £50,000 and she credits it all to determination, drive and having a great support network.

Selling Fashion in a Niche Market
Kiran had always been a fan of fashion, but had never thought about opening a clothes shop until she noticed a unique niche in the market nobody else seemed to be serving. "I'd always liked fashion magazines and loved clothes, but I realised that all of the Asian clothes shops near me were too Asian," explains Kiran. "I wanted Asian clothes with a Western slant and I knew other Asian girls my age wanted the same."

That's how Kiran came up with idea of opening a clothes shop in Burnley to sell Westernised Asian clothes that would appeal to everyone. "I didn't know a lot about business but I did a lot of research. I looked at all the clothes shops in the area and decided on my target market, which was basically girls like me," she says.

Although there were other Asian clothes shops in the area, she knew she wanted to bring something different to the community. She says, "I'd definitely advise young entrepreneurs to always try and do something different — something nobody else is doing. Develop on existing ideas so that what you're offering is something totally unique."

Determination to Succeed
The next obstacle Kiran had to overcome was to sort out funding. Determined to make it, she used £6,000 of her own savings, borrowed £4,000 from her mother and successfully applied for a £1,400 grant from Business Enterprise.

But even once Rivaaz Collections was up and running, things didn't always run smoothly. According to Kiran though, the first rule of business is "if at first you don't succeed try and try again."

Kiran remembers, "There were hard times and of course I was a little scared I might fail, but I just kept myself busy. We tried some ideas that didn't work, so we got rid of them and tried new ones. That's all you can do. If something doesn't work, try something else — don't give up." During this time she learned that customers didn't buy materials (fabrics), but they loved to buy shoes.

A Thriving Business
Kiran's unique take on Eastern fashions has caused her clientele to expand hugely. Rather than just selling to young Asian girls, Kiran says her fashions are a big hit with women of all ethnic origins and ages. "We have ladies who go the opera coming in to buy shawls and English girls love the shoes we sell. They're very bling!"

A good support network is essential in starting up a business, according to Kiran. "My family and friends were always there for me, motivating me and willing me to do well. That's definitely important — having that network of people around you who are on your side and will help you all the way."

In 2004, Kiran was invited to Downing Street for an awards ceremony where she received a Natwest Every Woman Award in the "Artemis Category" for up-and-coming businesswomen aged 21 or younger. Later that year, she was honoured to be asked to speak at the Burnley Enterprise Women Into Business Conference.

Future Plans
Kiran's current goal is expand her business by developing a website so people can buy her products online. She has also bought the shop next door to hers and opened a bridal studio.

Most importantly, health problems have not kept Kiran from achieving her dreams. Her determination and ambition have brought her a long way since those shy, school days. As Kiran says, "There have been hard times along the way, but you have to keep believing and have hope — and eventually success happens."