A leap of faith, that is what Fatema Kathiria called it. Fatema left her corporate career to start an apparel decoration and branding business. This is her first business.
She started Alfa Embroidery and Screenprinting as owner and operator. They specialise in different apparel embroidery and screenprinting including workwear, corporate wear, hospitality/medical uniforms and even on plush toys and keepsakes. Their services are versatile and flexible, allowing much room for customisation according to the client’s needs.
“Not only is it important to research your market, but equally important is to research your competition. Know how or what your pricing strategy needs to be. These things that you’d obviously do, are the ones that most likely get overlooked or forgotten.”
Her favourite entrepreneur is her Dad. She says that growing up, she saw how her father grew through many struggles when he went into business. She knows that faith can only take you so far and that success requires resilience, honesty and a lot of hard work.
Skills that Fatema recommends new business owners get acquainted with quickly:
- Networking
- Find out who your target market is and how you can reach them.
Three pieces of advice Fatema wishes she’d been given when she started:
- Learn how to price your product/service.
- Have more confidence in speaking.
- Know how to create a customer base.
About being a HerBusiness premium member, Fatema has this to say:
“HerBusiness has become my resource centre. I’m learning about a range of topics from marketing, getting a system for doing things, brainstorming, sharing tips and advice.”
