Charini fashions novelty with local touch

Sanjeevi Jayasuriya

Passion takes one on a long journey in life while ensuring success and fulfillment in reaching the end goals. Charini Suriyage has excelled in her chosen field and her passion has bought her international acclaim and placed Sri Lankan talent on a high pedestal in the fashion world. Making a mark with her own name, her creativity speaks volumes of her inborn talents which she has put to good use today. Charini’s achievements in the fashion industry are remarkable and she has already carved a name for herself in the international arena.

During a short span of time she has come a long way and is hopeful of a bright future ahead both in business sphere and personal life. She has many plans in store and the fashion industry is sure to benefit from them in time to come.

She was interviewed by Daily News Business.

Excerpts of the interview.

Q: How do you describe your line of business

A: I am the founder and creative director of ‘charini’, a luxury ethical lingerie brand launched in UK and Europe.

The philosophy behind the brand is pivoted around Sri Lanka. We work with garment factories to upcycle waste fabric and give them a second life and we work with craftsmen and craft communities in upgrading traditional crafts to compete in the contemporary fashion world. Sri Lankan crafts like ‘beeralu’ or crochet are the source for delicate trims for these lingerie.

Another industry that the brand works with is the handloom industry, and on how we can experiment and also encourage the handloom industry to be in a better position to produce products of better quality and novelty. The lingerie line is innovative, stylish and timeless with minimum impact on the environment.

Q: How do you manage time to handle your personal life?

A. I am very involved in the business and simultaneously completing my Master’s degree in Design Management with the London College of Fashion.

I live in London at the moment as my husband Eraj’s work brought us here. I try my best to find a balance between succeeding in my passion for designing and running a profitable business while managing my personal life. It is about balancing your daily workload and prioritizing what is important to you both from a personal perspective and from a business and professional angle. Unlike in Sri Lanka there is a limited support network in London, hence its fairly challenging. I’m not wrong if I say that Eraj is the ‘wind beneath my wings’.

Q: What motivated you to enter into business?

A. I was always an entrepreneurial personality and since I started my design education my aim was to have my own international fashion brand.

My work experience in the industry has been a tremendous motivation. I have worked with MAS Holdings for eight years and currently working in the capacity of a design manager. The exposure and experience that I got while working for MAS and across USA, UK and Sri Lanka has widened my knowledge horizons on the product and process. While studying at the Moratuwa University I got the opportunity to explore and experience the traditional arts and crafts, which made me want to work with craft communities and help these people sustain.

Reading for my Master’s in Design Management gave me that edge in launching the brand in the UK.

Q. What are your goals?

A: I see the potential Sri Lanka has in the fashion field and want to work with manufacturers and craftspeople and design talent to bring them together in producing competent products that are fashionable.

Finding innovative ways of meeting these ends together will be the way that Sri Lanka can mark our name in the international fashion arena rather than being manufacturing destination. As for the brand, we will be launching in the US next year, and plan to expand more in the international fashion platforms.

Q: How do you face the challenge of competition?

A. We have to educate ourselves, in whichever field we are in. And fashion is no different. We have to keep on being innovative and upgrading as a brand as well as always being true to our brand philosophy to be ahead of the competition.

Q. What examples do you provide others?

A: Believe in what you do and be true to what you do. You can achieve anything you want if you set your mind and work hard no matter where you are living.

Q: What is your specialty?

A. Personally speaking my strongest personal trail is my design talent. And the specialty is that I have always been able to balance the creative side of me and the managerial or practical side of things which you slip out on sometimes when you are a creative personality.

Q: What are your achievements in business?

A. Launching my brand at London fashion week and being a part of Estethica, the platform for ethical brands at the London fashion week as the first lingerie brand at the show was probably the single most important achievement in my business to-date. However, as an entry brand to have obtained orders with ASOS, one of the largest online retailers in the UK and YOOX, another high end retailer in Europe and the US can also be considered a significant achievement for a fledging brand.

Q: What is your message to society?

A. Be proud to be a Sri Lankan. Always support and encourage each other because that will make individuals to reach higher levels and collectively. This will also drive the country to greater heights. As the country is at a rapid development phase contribution by all people is important. We need to be part of this development process in making Sri Lanka a resourceful country with diverse talented people.

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