24 May We Are Creative, We Are Shama and Co

For over a year the Fashion-Enter Ltd (FEL) team based at the FC Designer Workspace have been working with Shama and Co, a modesty clothing brand founded by Semira and Maria. Here they talk about being based at the Workspace and how their brand has evolved and has now attracted a well establish selling platform…

“We always knew we wanted our own business but sometimes it’s hard to know where to start and what to do.

“We wanted to become a tenant at the FC Designer Workspace so that we could access the machines and mannequins and we knew that we would always get help from Fashion-Enter Ltd, who are our landlords. 

“We started making garments but they didn’t fit correctly at first so we worked with FEL’s Fashion Studio to make sure all of our patterns were balanced and correct.

“Then we wanted to make sure that the garments fitted well for all sizes so FEL did all of our gradings. 

“When we put together our launch collection they organised a meeting with an independent designer platform called Silk Fred and they were really pleased with our designs. 

“Now Silk Fred have selected us as the first Modesty Brand on their website. We’re so excited about this and it’s a great way to establish our business on a global platform. 

“We have realised it does take time to get your brand right but we know that FEL will do everything they can to support and make our brand successful.” 

CEO Jenny Holloway added: “To make this program work for Shama and Silk Fred an entire team has been created to support Shama on patterns, samples, grading, fabric development and production.  Also help was required on marketing and images.  The team comprises of Claire, Agnes, Dana, Gee,  Beth, Rishita plus all the machinists and quality controllers to make the garments ready and fit for purchase for Silk Fred. 

“To date over 35-hours  has been spent by the team (mainly four people Claire, Agnes, Dana and Gee) and this has provided Silk Fred with the confidence to move forward with Shama to be the first modest wear brand on Silk Fred. In addition to the support FEL always provides a 15% discount on the work undertaken too.” 

Claire, Head of Technical Development said: “At the Shama meeting at the beginning of May we looked at new pattern development for the open abaya (image below). Then small run production began on 16 dresses (3 colours), 4 tops & 4 trousers (2 colours). We are currently making 1 sample of trousers in a new fabric and the brand is due to launch on Silk Fred very soon.”