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Tameer Entrepreneurs 2008 |
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HOUSE OF AM
Introduction of the business
The name of the business is HOUSE OF AM. It started in august 2004.Our target market is 16 to 35. We do costume jewellery, bags, shoes and now clothes only made to order. The intent was to unleash a paradigm that the consumer driven market of Pakistan had not yet experienced, a paradigm unique in its focus and technique. In order to reap success in everyway, preliminary efforts to understand the need of the market and the forces that guide the preferences of the target market were essential. Until this critical phase was endeavored upon, the actual visage of the design could not be created. The aim of AM is to have a delectable mixture of superfluities, to entice those who are looking for individuality and originality. Being the first label in Pakistan for accessories makes Amna and Maleeha the pioneers in their field.
Profile of the entrepreneur
Name: Amna Kardar
Age: 27
She completed her graduation from Pakistan School of Fashion design in 2003.
A jewellery course from ST Martin’s college London in 2004 and also a shoe designing course from London College of Fashion in 2004.While in London she interned with Tatler Magazine at the Condenast Publications London. After completing education she worked for Libas for 4 months and Ehsan chappal for 4 months eventually starting her own label.
Name: Maleeha Naipaul
Age: 29
She completed her graduation from Pakistan School of Fashion Design in 2003.A public relations course from London College of Fashion in 2004 also interning at Tatler magazine at Condenast publications London. She worked for Hsy and Karma for 6 months before joining House of AM. Since the age of 18 Maleeha has also been in the modeling scene in Pakistan.
When it took off (start date)
House of AM started in august 2004 as AM accessories and then ventured into bags, shoes and now has expanded into the clothes line.The first accessory line was prepared for Karma’s fashion show in Nov 2003. Their first shop was launched on Sept 11 2005 in Model Town Lahore and the second shop was opened in collaboration with another designer in D H A on the 1st of March 2007.
The results so far (sales/turnover)
Their jewellery became an overnight sensation leading them to hold exhibitions all over Pakistan and also in London and Seattle USA.Sales have been constant during the 2 years of being in business and they are hoping to achieve greater heights.
Future Prospectus
Their first aim is to open a complete House of AM store in Lahore and then have branches all over Pakistan. Eventually they want to get into exports for which they are planning to take part in the Prêt a Porter Exhibition Paris in June 2008.They also want to venture out into interiors.
Current Status
Currently our turnover is 6,00,000 a year. It also depends on the season.
Location/Area & Contacts
Our head office and studio is located in Model Town Lahore.
3-H
Model Town
Lahore
Expansion plans
To have shops all over Pakistan and also export jewellery abroad. Also the house of Am wants to branch out into interiors.
Employment Size
Currently there are 31 employees working for the House of AM.
Their salary structure varies on their job requirements starting from Rs 6000 and going up to Rs 15000 per month.
They have around 5-10 indirect employees also benefiting from this Label.
Any other uniqueness etc.
AM’s main objective has always been to create an exciting shopping experience and to provide a well-priced and quality collection of fashion accessories to their clients. They are characterized by their unfailing commitment to crystal and bling and believe in catering to the glamour girls who crave a touch of shine in their wardrobe.
Amna and Maleeha believe that the women of today are very unfaithful customers, but in a good way. They no longer stop at one fashion house to create their entire look, now they shop everywhere ,building their own style by mixing together what they like. They are attentive to the quality of the idea and the viability of a trend, testing it before they trust it. Approaching fashion this way gives a woman a greater identity. And it offers designers a greater challenge.Amna says ‘To rise to this challenge we provide glamour in a comfortable way so that a woman feels in harmony with a dress, rather than being forced by it.’
AM now stands as a complete fashion house called “House of AM “, being the answer to the queens of the night, whose evenings require a bit of unabashed glitz, might it be in the form of gleaming jewels or lush fabric. The results, when worn a tad ironically by women with strong personal styles, are charming, sexy and even a touch regal.Maleeha adds smiling ‘All that’s required then are glass stilettos and a prince.’
Their design philosophy “To be glamorous without an effort”
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