P R O F I L E
What makes your brand different from the ones out there?
Aura products are manufactured and packaged in our own facility
in Pakistan. Not only that, all the ingredients are mentioned on
the packaging because even natural ingredients can cause allergies
sometimes.
Aura products are genuinely 100% natural so far, except for our
scrubs that are 99.8% natural (0.2% is a safe preservative that
prevents the product from spoiling).
Another thing that sets Aura apart is that it does not sell or
promote whitening products because we, at Aura believe in
celebrating ALL shades of beauty.
Were there any challenges that you had to face during the initial
stages of your business? How did you manage to overcome the
obstacles (if any)?
There are always obstacles! We had a limited staff for the first 3
years, so handling marketing, research, production and retail with
just three people (me, my mom and my dad) was very hectic.
Also, trying to sell natural skin care products in Pakistan has been
more than challenging, because of the lack of awareness about the
natural skin care in the market.
It's a very niche and a small-sized market here, but it has grown in
the last two years so fingers crossed for the future!
The biggest obstacle we're facing at the moment is not having
my dad around to overlook production and create the products
(something he almost single-handedly managed with incredible
perfection and grace). There's been a large void in the Aura family
ever since he left - emotionally and physically. But, thankfully,
we've got a great team, and we look forward to making Aura a
household name in every home, nationally and internationally.
No one seems to take you seriously and things don't get done on
time.
Also, I personally feel like the rents and commission requirements
are getting out of hand in Pakistan. 99% of products sold in retail
stores are imported items by big international brands. Those
international brands aren't affected by the shelf rents/commission,
but they heavily impact local brands like Aura.
Local brands are not protected or promoted in the retail industry
here, but I hope that changes.
Tell us about your work relationship with your mother. Who's
bossier?
Definitely Mommy. She's fierce, ambitious and a do-er. I'm
passive, a bit lazy and prefer to work behind the scenes.
Do you have any female role models that you
look up to for inspiration? Or a success story that
moved you?
I look up to my parents. I think Aura's initial years
have been a success story in itself. I was attending
university in Canada and then moved to Dubai
when Aura was established as a business.
I could only help with the social media and research at
that time, but the way my parents managed to produce
a high - quality product ranges with limited facilities and
take Aura into the retail market is beyond my understanding.
Bravo to them!
What advice would you give to other women intending to
launch their businesses independently?
Stay focused, don't slack and be patient. You can't become
successful overnight (unless you're a YouTube sensation)
What was your motivation for starting a new business from
scratch and what were your strategies to help it grow?
We, as a family have always been inclined towards holistic lifestyles, What's next in line for your brand?
clean eating and healthy environments, so starting a natural skin- Lots of exciting stuff, including the
care business only seemed fitting.
international market. At this very moment,
we are launching 18 essential oils! Should be
We want to promote alternative, healthier ways of living, which available for purchase soon.
include using toxin-free products on one's body, because 60% of
what you put on your skin, absorbs into it!
The best strategies have proven to be good communication
amongst team members, progressive work environments, a super
organized production plan and smart marketing!
In your expert opinion, is it still difficult for women
entrepreneurs to attain success? Please elaborate.
In the fashion and skin-care industry, not at all. It's
been a beautiful journey, to be honest. The problem
lies in the retail industry. It's almost like a male-
dominated mafia. It's impossible, especially for me
as a 27-year-old who looks 14, to get my products
placed in retail stores hassle-free.