‘Dilshey’ - fashion icon in clothing industry

Sanjeevi Jayasuriya

Pioneers in any industry or a venture get the advantage of the first movers. They become the trend setters and others bench mark to reach similar level to make a positive impact as followers. Clothing is a lucrative business avenue and seems that it is easy going. Once ventured into one realizes that it is not to be so.

This is a business proposition that requires well thought plans and execution with an open mind to constant changing fashion trends. No one can be complacent and relax without having a fair knowledge on continuous changes in trends, designs and taste on ever revolving dress sense.

The Managing Director of Dilshey, a leading fashion chain in the country Draupadi Jayasuriya entered into garment business at a time where wide selection of clothing under one roof was not freely available as in the current context.

Her pioneering efforts were coupled and strengthened by sheer determination and dedication to the task has today made her brand a hallmark in the clothing industry. From a very solid start nearly four decades ago, she progressed in her venture, carving a name and a niche market where all efforts are made to uphold true Sri Lankan identity. Today ‘Dilshey’ brand has emerged as a fashion icon and her hard work had paid rich dividends.

She was interviewed by Daily News Business.

Excerpts of the interview.

Q. How do you describe your line of business?

A. I started my business way back in 1974 as Sunflower Traders mainly offering sarees for bridal wear and going away.

I gradually ventured into garments and in 1990 changed the name and relaunched the business as Dilshey (Pvt) Ltd. The name ‘Dilshey’ is made of both the names of my son and daughter. At the initial stages I made my purchases from Bangkok, Singapore and India. I even exported stock slots. The part of purchasing also involved local small scale factories where we give them materials and designs to turn out garments.

The venture has grown and has four branches at present where the Mount Lavinia store is in our own building.

There is one at Dehiwala Junction at the turn to Station Road on the Galle Road and another at Duplication Road, Kollupitiya. In 2005 I built my biggest outlet in Nugegoda in between Kohuwela and Nugegoda Junction.

Dilshey has turned out to be a family business and my husband looks after the Mount Lavinia store while my son and daughter look after the other branches. I operate from home, and I have total control of the production and management. I am personally involved in both local and foreign purchasing to maintain strict quality control. Nearly 60 percent of the products are our own output as designing and stitching is outsourced to ensure regular supply.

Q. How do you strike a balance between family life and business?

A. My husband Lawrence Joseph Jayasuriya provides vital structural support and is actively engage in business. Our two children Dilshan and Sheynali too made valuable contribution by way of managing branches. As I operate from home I am available for the family. I am used to the routine and it is a pleasure to see business is moving upwards.

By working from home I could dedicate time to my children. By this I was able to meet their needs and always be there for them. I always saw to it that my children took part in every possible activity in school. My son Dilshan, who played cricket for St. Thomas’ College was never found to be wanting in anything as I was around to support both him and my daughter. They were brought up with care and they are the foremost assets in my life. I have five grand children now and they inspire me and give meaning to life.

Q. What motivated you to venture into business on your own?

A. Business runs in my blood. My father had been in business and my brothers and sisters too are in different businesses such as automobile, real estate and hotel trade. Therefore I followed my father’s footsteps and running a business was a natural happening. When the business was growing it needed funds to expand. People’s Bank gave a huge support to me in the long journey and they were always with me in meeting funding requirements.

Q. What are your goals?

A. I have achieved most of my goals and strive to use time meaningfully to do whatever task at hand.

Q. How do you face the challenges of competition?

A. There is a competition in this industry where many fashion stores are scattered in the country. It was not my intention to go high up as I know my limits and where I stand. As my undivided attention is there in the case of purchasing, I decide on the mark up to gain the competitive edge over others. I do not allow others to handle this aspect. My policy is to live and let live.

Q. What example do you provide to others?

A. I have come a long way in my chosen path. This was not an instant success but a slow, steady and gradual climbing. Nothing comes quickly and last for long. The journey to success depends on key factors of courage, determination and commitment. The blend of these qualities assured good results.

Q. What is your specialty?

A. Making the most of my time. I do not waste time. I do not have much leisure time and consider business as an avenue of happiness. I enjoy the Bangkok travel and other business related decision process.

Q. What are your achievements in family life and business?

A. I have a well-established business and expanded network for wider accessibility and customer reach. There will be another branch in Colombo probably in Wellawatte shortly and currently I am evaluating my options. I have bought two to three properties and consider these as investment for children.

We are the pioneers in this business and it has become a force to reckon. This is not an industry where one can survive easily though entry is relatively possible. It is important to be mindful to remain sustainable and I have make my presence felt.

Q. What is your message to society?

A. I value my ethnicity and work towards preserving Sinhala traditions, customs and values. These are the corner stones of our upbringing.

We need to hand these good practices to the next generations. It is necessary to help our community and be a progressive partner to achieve socio-economic prosperity.