– How the young entrepreneur is making his ‘nervous idea’ work
By Akola Thompson
There aren’t many persons who can boast about making a successful business out of something they had very little experience or eye for, particularly the fashion industry. Often, such ventures can end disastrously.
Often however, lack of experience does not matter when one is driven and ambitious and sets out with a clear, realistic view of what they want to achieve and how they will do it.
A good example is Dason Anthony, owner of Guyana’s first online clothing store, FIVE92Dresses.
“…I didn’t want my clothing business to be just another boutique, or ‘open barrel’ shop. So, I created an easier, simplified way so that folks in Guyana, can shop through the website (592Dresses.com) and have their product delivered to them without any hassle.”
Despite knowing the challenges that could possibly arise, Dason, with the help of ShaSha Designs owner Keisha Edwards and his first Brand Ambassador Latisha Wilson, beat the odds stacked against him and made a successful business out of an idea he used to occasionally toy with.
He has even partnered with U.S.-based Guyanese Rudiana Bunbury in an effort to create and take advantage of the market abroad.
“I always wanted to become an entrepreneur; I just didn’t know what business I wanted to invest in.
“Since the people I dwell among are mostly females, I decided to venture into the fashion industry, with Keisha Edwards being my main inspiration for fashion. I knew it would be easy to sell anything, since my passion is marketing and sales.
“But I didn’t want my clothing business to be just another boutique, or ‘open barrel’ shop. So, I created an easier, simplified way so that folks in Guyana, can shop through the website (592Dresses.com) and have their product delivered to them without any hassle.”
At the time of launching, due to several reasons, Dason’s only contracted designer was Keisha Edwards, but since then he has been able to add two more designers to the list – Mwanza Glenn and Quinton Pearson – whose talent he said, “has pushed innovative fashion even more.”
“Having folks around you who are passionate to see the same results you’re thriving for, and more, is what helps to create this burning drive to succeed against all the odds.”
Aside from having the only online clothing store “registered” in Guyana, 592Dresses has been able to create its own exclusive brand, through a local factory.
Customers can shop clothing from their local boutique(s) online, and have same delivered to them.
“I can safely say the response has been overwhelming. I’m still in talks with a few more boutiques throughout Guyana, to ease the burden, and simplify the way of business, effectively increasing revenue for all, while making it convenient for consumers in and out of Guyana.”
Despite the success of the business however, it has been fraught with complications. One of most problematic issue which arose was the inability to source quality fabric at an affordable cost. Through the help of garment factories out of Guyana, however, Dason has been able to source exactly what is needed, and will soon recommence local production.
Another hurdle he faced was more personal, but just as difficult as Dason was yet to come to terms with whether or not being an entrepreneur was what he really wanted.
“To overcome this, I prayed. God has a way of showing you what’s really meant for you.”
Adding some advice for young entrepreneurs, Dason said, “Many folks, just like myself, fail to believe in themselves, to believe in their vision for their business. While prayer might have helped me, I believe young entrepreneurs should surround themselves with like-minded “business” people. Even when it doesn’t seem like your plan is working, take sometime to review, create a new idea, run with it, but never quit.”
592Dresses celebrated their one-year anniversary earlier this month with a successful anniversary sale. Despite the business’s success, Dason said that he is nowhere close to achieving all that he wants to as his goal is to add at least 70% of the local boutiques in Guyana to his website and triple the amount of local designers he has by December, 2016.
In addition, Dason said he hopes to increase the clothing line’s production and continue to sell wholesale and retail apparel throughout the world in larger quantities.
