From Spitalfields to Paris
Year 2 (2016) was a whirlwind. After a year of figuring things out—navigating markets, refining my designs, and questioning whether I was on the right path—something huge happened. I won the Future of Fashion program with Not Just A Label, which gave me the opportunity to showcase my collection at Premiere Classe in Paris, one of the biggest trade shows in the industry.
It was my first real step into the world of wholesale, but if I’m being honest? I had no idea what I was doing. How to price my pieces? What buyers expected? How to even approach them? I was completely winging it. But I knew one thing for sure—this was a chance I couldn’t miss.
Paris, Bathroom Tiles & A Horrendous Cold
Mum came with me, and we stayed with a family friend to keep costs down. I also happened to have the worst cold and flu, but there was no time to slow down. We had one mission: get my jewellery to the trade show and make an impression.
The reality? Me and Mum dragging a huge holdall—stuffed with my only samples and my entire display (which, for some reason, included bathroom tiles… heavy ones!)—up and down the Paris metro stairs. No lifts, no escalators, just sheer determination. I can still hear my mum half-laughing, half-frustrated, saying, "Next time, we’re bringing a trolley!"
A Diwali Meeting & A Huge Order
The show itself was overwhelming but exciting. I met buyers, showed my collection, and soaked in everything I could about how wholesale worked. And it paid off—because not long after, I found myself sitting in the offices of the V&A, discussing my first big order.
It was Diwali day, which felt like a sign. We had first met at Premiere Classe, and now here I was, across the table from them, talking about numbers. When they said they wanted 500 pieces, I almost choked.
500?! At that point, I was still working out of my bedroom at my parents’ house, figuring out pricing as I went along. I had no proper production setup, no streamlined system—just me, a dream, and a whole lot of improvisation. But I didn’t hesitate. I said yes and decided I’d figure it out later.
A Living Room Production Line
And so began the wildest DIY production line ever. Vik and I sat on the floor of my parents’ living room, carding up hundreds of studs by hand. Jewellery trays covered every surface, boxes stacked up against the walls. It was chaos, but it was happening.
At the same time, I landed orders with Luisa Via Roma and Yoox—huge names in luxury retail. Seeing my work in these spaces was surreal, but I quickly realised that saying yes was the easy part. What I didn’t have sorted was quality control and pricing in place.
I had jumped at these opportunities, but I hadn’t stopped to think—was I pricing my work sustainably? Was my production process scalable? What was I going to do if a retailer had issues with quality? These were the lessons I had to learn fast.
At the time, I was so focused on saying yes to every opportunity that I didn’t fully consider the logistics of fulfilling large orders or the long-term impact on my business. I remember the late nights, the trial and error, and the moments of panic when things didn’t go to plan. But I also remember the excitement—the thrill of seeing my work in spaces I had only dreamed of. The Anisha then was risk-averse in some ways, but when it came to my business, I just went for it. I trusted that I would learn as I grew, and that mindset shaped so much of the journey that followed.
Looking Back
Year 2 was a turning point. It pushed me out of my comfort zone and forced me to become the business owner I was trying to be. I made mistakes, learned hard lessons, and felt completely out of my depth more times than I can count.
But I also proved to myself that my work had a place. Sitting on the living room floor, assembling my first big wholesale order, was a milestone. It wasn’t glamorous, but it was real—a moment that showed me just how far I’d come from that first £25 sale at Spitalfields Market.
Now, ten years on, I look back and smile. I had no idea what I was doing, but I was doing it anyway. And that’s what mattered.
Next up? Year 3.
The journey continues…
A little disclaimer - I have to admit—I didn’t take nearly enough photos to document the process. Social media was a very different place back then, and it never really occurred to me to capture every step. It was all about one emotive snapshot, heavily filtered of course (shoutout to early Instagram aesthetics! 😂). So, as I look back, I’ll be sharing what I do have—grainy, nostalgic, and a little chaotic, but full of memories that shaped this journey.
