“It was a charmed existence,” says the lovely Nadiya Kassam, shoe designer extraordinaire, of her childhood in Karachi. A resident of Dubai now, Nadiya’s footwear collection has taken the market by storm!
Smart and dainty Nadiya Kassam has literally done a 180 in her professional life. After a wonderful and protected childhood in Pakistan, surrounded by family and a close circle of friends, Nadiya headed off to study economics at the prestigious University of Chicago, home to some of the most esteemed economists in history. A stint at Deutsche bank later, Nadiya ventured, head first into designing shoes as she saw that there was a huge dearth in the Pakistani footwear market. The result of her daring dive was a sight for sore eyes and equally sore feet – beautifully embellished shoes replete with intricate craftsmanship and design. She is now a household name in Pakistan and has recently moved to Dubai with her latest collections becoming available at Soire. We catch up with this hard-working lady as she jets between Pakistan and Dubai while juggling a family and her booming career!
Tell us a little bit about your childhood – where did you grow up and what those years were like…
I grew up in Karachi at a time when we took peace and security for granted. We were free to play on the streets and I couldn’t conceive of ever wanting to live anywhere else. I suppose it was a charmed existence.
Where did you go to university?
I went to the University of Chicago where I did my BA in economics.
What made you take up economics?
Economics was a subject I enjoyed and showed a natural aptitude for so it made sense to pursue it at the time.
Did you use you use your economics degree after university?
Yes, I returned to Karachi after graduation and joined Deutsche Bank. I worked there forthree years.
How did you first start designing shoes?
I was frustrated by the dearth of trendy and comfortable shoes and slippers available in the Pakistani market. Fortunately, since I grew up in a home where creativity and designing was encouraged (my mother herself being an apparel and soft furnishing designer), it didn’t take much for me to begin experimenting my ideas with the local craftsmen. I initially hired three men – a sampler, someone who made the upper part and someone who attached it to the sole and finished the shoe. We bought some machines, rented a workshop and it started from there.
Was it difficult learning to make shoes How did you go about mastering the craft?
Well initially I really didn’t know much about the craft at all. I had all these designs I wanted to create and had no clue how to go about it. For the first few months, I would sit with the workers, learn the basics of shoe making and we would improvise on designs and ideas.
When did you move to Dubai?
We moved in October 2010.
What do you like and dislike the most about living here?
I like the sense of security one has here. That is something we long for and miss at home. I don’t think there is anything I really dislike about the city but I do miss the kind of bonds and relationships I have left behind.
How do you manage your business in Karachi while being in Dubai?
I am fortunate to have a great team in Karachi all of whom have been with me for many years. They’ve learnt to understand our work and are adept at ensuring great quality. My sister has also joined me and is helping with the designing. However, I do fly back for about 10 days every month to create new lines and oversee the workshop and shops.
Do your designs differ depending on which market you are selling to?
Is your collection different for Dubai as compared to Pakistan, for example?
We do six collections a year. These are the same for all markets though some styles may be more popular in some places.
Do you have children? How do you juggle your growing business with motherhood?
I have a four-year-old daughter and yes at times it can be quite overwhelming. But nothing is impossible and at the end of the day, if one is able to prioritise, I find I am able to give quality time to both my business as well as family. I am also fortunate to have very loving and supportive in-laws living in Dubai who are very keenly involved in my daughter’s life.
What is your favourite shoe from your present collection?
My favourite shoe from this collection is a slipper we have made using thin chains that are enjoined. It’s a little ornate and loud and I love the way it has turned out.
What do you like to do when you’re not working?
When I’m not working I like to spend time with my family and close friends. I also love to read and to draw. Dubai has some fantastic food options and I am absolutely loving experimenting with all the various culinary options on offer. Discovering new restaurants has become quite the pastime.
Where do you see yourself both professionally and personally in the future?
So far the local response to our shoes has been overwhelming and I could not be more grateful. I would like to concentrate into turning the brand into an internationally recognised name and have it sold in cities across the world. Personally, I would like to strike the perfect balance between family and work and be able to enjoy both without compromising either