Izaak Azanei is a British brand specialising in contemporary cashmere-blend knitwear with fur detailing. Founded in 2014 by sisters Karishma, Roshni and Deeya Khemlani, the label was established after the London-based trio recognised the need for fur accessories with a versatile aesthetic that suits the modern woman.
Roshni, 28, moved to the UAE a few months ago after marrying Dubai-based Indian magnate Yogesh Mehta’s son, Rohan Mehta. She remains heavily involved in the family business that she shares with her sisters. “We have offices in both cities, so I split my time between the two,” she tells MOJEH. She’s a valuable asset, after at the London School of Economics and Parsons School of Design in New York, she became a certified Chartered Alternative Investment Analyst (CAIA).
“Working within finance and investment banking after I graduated gave me the knowledge and insight I needed to actually start a business within fashion. In finance, my focus was primarily on consumer and luxury goods and so I studied trends, markets and consumer behaviour for many years before I finally decided to take the plunge and launch my own business.”
Many designers rush into setting up a business, but Khemlani knew better. “The principles I learned during this time in my life have helped me immensely when starting my own business, as it’s hard to marry both the creative and business side of a fashion start-up.”
Izaak Azanei’s fur-detailed closet staples, both real and faux, revamps the classic silhouettes found in every woman's wardrobe. Inspired by contemporary culture and the urban flair of London's Soho district, as well as New York's TriBeCa, the sisters design elevated essentials that combine raw elegance with an effortless cool, taking you seamlessly from day to night.
“I had always recognised that there was a gap within the contemporary ready-to-wear market for a luxury but affordable offering that was not only stylish but also easy to wear,” explains Khemlani. “In today’s environment versatility is key, we want clothes to suit a range of moods and styles.”
While it's important to have a strong vision of your brand's identity from the beginning, getting Izaak Azanei off the ground was no easy feat. “When we started the business, I would constantly ask for help from anyone who was willing to offer their insight or experience within the industry,” admits Khemlani. “You don’t fully realise the power of your own network and the strength of it until you start asking for help. All of a sudden, you discover you knew many more people than you thought.”
Two years have passed, but the challenges continue. “There is an endless list of challenges when starting a brand from scratch,” she affirms, including manufacturing, marketing, industry regulations and cash flow constraints. On top of all that, they worked tirelessly to get their then unknown brand internationally recognised, which is extremely difficult because of the oversaturated industry. “It was tough at the beginning, but I fully believe that if you have a unique DNA and vision for your brand, it becomes easier for your customers to understand your product among all the noise.”
For Khemlani, this means sticking to the basics. “One piece of advice I was given from a very successful fashion entrepreneur is that it’s not always about trying to invent the next new thing. Sometimes it’s about understanding what’s already out there and trying to make it better.” This advice paid off when Khemlani saw Izaak Azanei products in one of the UK’s most iconic department stores on New Bond Street, London, for the very first time. “It was a very big moment for me,” she reveals. “Starting a brand means overcoming a series of challenges, and moments like that suddenly make all the pieces in the puzzle fit.”
And there's little chance of Izaak Azanei slowing down. The brand's autumn/winter16 collection has launched in several new markets, including Jordan and Taiwan, as well as New York, and the trio's eyes are now firmly set on Asia. “We have our first mono-brand trunk show launching on Moda Operandi in the coming weeks, where customers can pre-order our spring/summer17 collection. We’re very excited about this and hope that it paves the way for expanding further in the US for 2017."
