To Infin8ti and beyond for duo

Published May 5, 2016

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Cape Town - Establishing an independent fashion label is no walk in the park.

Many have tried but only a few succeed for a number of reasons. These include the cost of renting show space, having a well functioning production system and sourcing quality, affordable fabrics.

Cape Town’s Mishah Effendi, the founder of fashion brands Mishah and Infin8ti – “without end” – is among a handful of those who have remained resilient, building her business from one boutique to include supplying several retailers.

But it has not been an easy road.

“As an independent designer there is not much help out there. Besides dealing with your local CMTs (people who cut, make and trim a garment), good fabrics are hard to get. You need money to get into business and it is not easy to get assistance from financial institutions… There are so many people that want to be in the business,” says Effendi.

Her Mishah brand is sold at her showroom in Woodstock where I meet her and her younger sister Zahra, the assistant designer for Infin8ti sold at YDE stores nationwide.

“If you go to any mall you can count on one hand the number of independent designers there and most usually don’t last long. We have managed to go on because we hang in there and we don’t give up. Many people would say that 2015 wasn’t a good year because the markets were not doing great and people just didn’t have money, but for us it was the best year of our existence,” Effendi says.

A UCT BCom graduate, she quit her corporate job as an investment analyst to follow her passion and love for fashion. Following in the footsteps of her grandparents who were tailors and dressmakers by trade, she opened her first boutique in Claremont in 2007, before opening four others across the city.

“I left my job after 10 years to take on something that is more creative and different, I have always had a flair for fashion. We had five branches in Cape Town and also supplied boutiques around the city. Unfortunately, we had to slowly close them, one by one, as business was very cyclical,” she says.

Effendi takes care of the production, while Zahra handles marketing.

The pair dress a number of local celebrities and TV personalities, such as Afternoon Express’s Bonnie Mbuli and Bonang Matheba , Zuraida Jardine, Shashi Naidoo and radio presenter Tracey Lange.

“When Matheba wears our stuff the phones go crazy… they all want to be like ‘Queen B’,” says Effendi.

She says a Mishah client can be someone who is at varsity or her grandmother who, at 86, still wears her designs.

“A Mishah woman wants something flowy and stylish, whereas with Infin8ti everything has to be sexy, fitted and on trend. I do believe that Mishah can go quite far, but we decided to put most of our energy and emphasis into YDE,” says Effendi, who won YDE’s most promising new designer title last year.

“It is a special award considering there is so much competition out there.

“If you go to YDE there are rails and rails of stuff, and if your garments don’t stand out from the rest they won’t sell.

“What is great is that they create a platform where you don’t have to worry about staff, shop fittings and all the other things that come with running your own boutique. All they want you to focus on is production.”

Effendi says the Mishah range, which sells for between R400 and R700 and is delivered across Africa, is not couture.

“We want every woman to look good and stylish, but also comfortable at a very good price. We also do a lot of custom-made things for those who don’t feel comfortable going into stores because they can’t find their size.

“Our range is stylish, chic and on trend – designed for the sophisticated, modern, independent woman who wants to look elegant and feel beautiful and comfortable without having to spend a fortune,” says Effendi.

Does she have any advice for aspiring fashion designers?

“Have a lot of patience and be prepared to work hard, results are not immediate.

“People mostly see the nicer side of the industry and not the nitty-gritty that goes on behind the scenes.

“It’s not all about the photo shoots. You have to be prepared for a lot of challenges that will come your way.

“I have never had a role model. I believe that whatever you want in life you can achieve if you work towards it.

“When you are looking at what other people are doing, it can be depressing… I always tell Zahra that you can be better and as good as them, but if you keep looking at what the next person is doing you will never get anywhere.”

She adds: “Working for oneself has been an amazing experience. Each day being different from the next gives me freedom to create challenges for myself. I have no dream client… our collection is worn by everyday women, singers, actresses, presenters, DJs and bloggers, giving me the signs of a job well done.”

Autumn/Winter must-haves

* Lots of fringe, lace , sequins and suede fabrics in nude, stone, military, burgundy and cinnamon colours.

* Textures: Bold prints of all sorts, such as animal prints, and chunky knits.

Find Mishah:

* Facebook: https://www.facebook.com/ MishahDesignsCT

* Twitter: https://twitter.com/ Mishah_Clothing

* Instagram:https://instagram.com/mishah_designerwear/

* Website: www.mishah.co.za

INFIN8TI

* Facebook: https://www.facebook.com/ INFIN8TIYDE

* Twitter: https://twitter.com/ INFIN8TI_YDE

* Instagram: http://instagram.com/ infin8tiyde/

* Website: www.yde.co.za

Nontando Mposo, Cape Argus

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