Dilrukshi driving ‘Shamas’ with inspiration

Sanjeevi JAYASURIYA

During early childhood, many cherish the dream of emulating their parents and following in their foot steps. However, not many realize this dream and sail beyond the comfort zones of parents seeking greater heights in treading in familiar territories. Dilrukshi Sharmaine Perera had a different idea. She not only followed her mother’s skill based business of bridal dressing, but went beyond to expand the venture in to catering to a different segment of women’s market by offering sarees, blouses and clothing related accessories. Her in- born talents and eye for fashion helped immensely to meet customer demand and exceed expectations where efforts were made to keep phase with evolving fashion trends.

The elegant fashion store “Shamas” run by Dilrukshi in Kadawatha has become a convenient one-stop-shop for many women including prospective brides. Clothing has become a lucrative business in today’s context due to having a fashion conscious society. There is an ever increasing and continuing demand for clothing with bright prospects to reach the zenith by having the right ingredients of design, quality and price. Dilrukshi is satisfied with the progress “Shamas” have made so far and pays tribute to her loyal customers who have become an extended family in a fast growing business. She has plans to expand and venture in to related diversification in near future.

She was interviewed by Daily News Business .

Excerpts of the interview.

Q. How do you describe your line of business?

A. Taking a cue from my mother Mala Ratnayake who was engaged in bridal dressing where her service was in constant demand, I ventured in to bridal dressing ten years ago. My elder sister Sandhya Fernando too is involved in this field and this has been a great support to consolidate the venture.

My first shop was opened in Kadawatha town and after a few years I was compelled to close it as I suffered from an illness. Prior to opening “Shamas” in Kadawatha I continued bridal dressing and realized that it was time to recommence the shop. Hence, Shamas was opened in Kandy Road Kadawatha last year as a retail and wholesale fashion store. It offers a variety of sarees in different shades and colours for any occasion, shalvars, blouses and bridal dressing.

There is a unit to offer jewelry on hire basis and this has attracted a huge demand at present.

I frequently visit India and Bangkok to purchase sarees and blouses and other items including accessories personally selecting on the latest fashion trends in keeping with our cultural values. In addition to the fashion store and bridal dressing, I also accept wedding cake orders, flower arrangement and saree designing.

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

A. My husband Ajantha Perera is doing a separate business and engaging in similar paths has made our life easy. We have three children, two sons and a daughter. The elder son Eranda Harshana, daughter Thilakshi Madurangi and younger son Suchetha Chintaka were brought up in a caring family atmosphere. Our two sons are also involved in different businesses partnering me. This has given me the opportunity to acquire knowledge to run different entities at the same time which in turn has broadened my outlook.

Q. What motivated you to venture in to business?

A. My mother’s inspiration played a huge role in venturing in to the business of bridal dressing. I was fortunate to inherit her talents and with further training gained knowledge to run a successful business.

The diversification in to woman’s clothing and accessories has added value to the venture at present. I firmly believe that mother’s influence coupled with artistic skills motivated me to enter the business world.

Q. What are your goals?

A. I have further plans for related diversification with the intention of opening up a store for baby items extending on the current segment of catering exclusively to women.

I am in the process of selecting a place and hope to set up the store in a prime location in Kiribathgoda. This will give me the opportunity to expand the range and the segment of customers.

Q. How do you face the challenges of competition?

A. With every challenge there is an opportunity. What we lack most is the ability to identify the opportunity at the correct time.

I take an extra efforts when facing challenges to be strong and firm to move forward. Hence, I consider competition to be a direct stimulant that awakes the hidden strength in me. It motivates me to forge ahead improving on product quality and the service delivery.

Q. What is your specialty?

A. With regard to “Shamas” all the items on display are personally selected by me and I take pride in this as it has always been highly appreciated by my customers. There are a large number of fashion stores in Colombo, but when it comes to other parts of the country people have few choices.

The store has made it possible for them to purchase high quality, latest fashion items within their reach.

Q. What are your achievements in business?

A. I started as a bridal dresser and have sharpened my skills over the past decade becoming versatile in the filed where it is highly competitive and a significant number is involved.

I was able to maintain steady business growth despite the ever emerging newcomers to the industry. My long standing customers are testimony for my success and some are there from the inception.

The background where I grew up surrounding my mother’s reputed venture was the key to set up “Shamas”. This business extension could be considered as an achievement due to many reasons including the positive feedback and response.

Q. What is your message to society?

A. Our society is fast becoming commercialized and higher importance is placed on material things. The traditional values and beliefs are fading rapidly and being replaced by modern trends that at times are not compatible with our way of living.

The younger generation should given the taste of our values and inculcated with good practices when reaching the anticipated development trajectory Sri Lanka is aiming at. There should be a society full of compassionate, caring and sharing people to take the country forward.

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