Interview with Ayesha Mustafa, founder of Everyday Phenomenal
Discover how Ayesha Mustafa launched Everyday Phenomenal, a sustainable clothing brand on a mission to help women feel incredible – inside and out.
What’s your career background?
I have a varied career background, from working in PR to FMCG, I then started my first sustainable fashion retailer Fashion ComPassion in 2011, Everyday Phenomenal is my second business venture.
Where did the idea for your business/venture come from?
EP was created as I saw a gap in the market for affordable sustainable wardrobe staples for modern women who are wearing various hats. Moms at the schools gates were always looking for a comfortable sustainable brand that is fashion led and can be worn throughout the day and can make them look good. I did numerous surveys and another thing that came out of how women feel, stretched and stressed. I decided to create EP as a mindful wear brand that makes women feel and look good inside and out.
How did you move from idea to actual business/venture/product?
It was a long journey and almost took 18 months, from finding manufacturers, designers, material and various partners to help me with creating a new brand. I researched, did surveys, hired a marketing company and just focused on creating this brand.
What’s your brand’s USP? Affordable, buttery soft and the mindfulness support it provides through Circle of Feeling Good
Who’s your target audience? Women 25-45 years, professional, who care about the environment, are fashion forward but don’t follow trends. I am also now focusing on the B2B space, partnering with nurseries, schools, sports clubs, and hospitality as I believe to make sustainable fashion mainstream it has to be available to everyone around us.
How do you spread the word about what you do?
Mainly through digital marketing, PR, newsletters, Instagram, some strategic partnerships and local businesses and networks.
What’s been your most successful marketing strategy?
Our newsletters have given us exposure and generated sales. The Circle of Feeling Good has had a lot of traction and got people interested in the brand.
What’s been the biggest obstacle you’ve had to overcome?
Finding manufacturing partners.
And your proudest moment so far?
The work I do with young people and schools. And getting B2B partners.
Why is work so important to you?
I believe in leaving a legacy and doing something that makes an impact. EP for me is more than work, it’s a mission and a way of life that brings a positive change to people and our planet.
Who inspires you?
I am continually inspired by other female entrepreneurs. I am also part of the Buy Women Built movement, https://www.buywomenbuilt.com/ a network of inspirational women running their own businesses. Growing up I was truly inspired by Pakistan’s first female Prime Minister Benazir Bhutto, she is someone I looked up to as a child.
How do you balance your business/venture/career with your family?
Life is a juggling act and I try to be present and give my best wherever I am, when I am working I focus on it and then on my mom and family duties. I believe it’s not always about how much time but the quality of time we give to things that make them bloom.
What are your three top pieces of advice for someone wanting to do something similar?
- Do your research extensively
- Understand the Why and what problem you are solving
- Self belief and never giving up (resilience and hard work)
Find out more about Everyday Phenomenal.
