From Dreams on Oxford Street to a Global Brand
Born and raised in London, Aneesa Qureshi‘s passion for fashion ignited at a young age. As an 11-year-old, a simple walk down Oxford Street led her to the doors of the London College of Fashion – University of the Arts London, the institution she would one day attend. This early exposure to the world of fashion set her on a path that would define her career. By the age of 18, Qureshi had not only been accepted into her dream university but had also laid the groundwork for what would become her own lingerie brand.
Choosing a Path of Self-Expression
Qureshi’s love for fashion was not just about the latest trends; it was about a deeper form of expression. For her, lingerie represented a unique form of self-identity. The delicate materials of lace, satin, and silk, along with the intricate silhouettes they formed, spoke to her vision of femininity. It was this understanding that drove her to specialize in bridal nightwear, a niche that resonated with her on a personal level. For Qureshi, designing lingerie for the wedding night, especially within the Islamic tradition, was about more than just aesthetics; it was about making women feel comfortable, confident, and beautiful.
Achievements That Define Success
One of Qureshi’s most significant accomplishments is completing her Master’s degree in Marketing and Brand Management in London. This academic achievement, combined with her bold move to Dubai, marked a pivotal point in her career. The decision to relocate was life-changing, allowing her to take her brand, HASARIA, onto the international stage. Today, Qureshi’s designs are celebrated for their elegance and cultural sensitivity, making a significant impact in the world of bridal lingerie.
Facing Challenges and Finding Resilience
Qureshi’s journey was not without its challenges. Starting her professional path as a Muslim lingerie brand owner, she faced backlash on social media platforms like TikTok, where her videos often went viral. While some criticized her work, those who understood her vision became her most loyal customers. This experience taught Qureshi the importance of staying true to her mission, even in the face of misunderstanding and criticism.
Pursuing New Designs and Goals
Currently, Qureshi is focused on expanding the variety of designs under the HASARIA brand. While her bridal lingerie two-piece sets, including slip dresses and dressing gowns, are popular, she is working on introducing more diverse and beautiful lingerie options. Her goal is to provide women with a range of choices that allow them to feel both elegant and empowered.
Inspiration from Family
Throughout her career, Qureshi’s parents have been her greatest inspiration. Their unwavering support allowed her to explore her creativity and pursue her dreams. Her father, in particular, played a vital role in her journey, from helping deliver orders to funding fashion shows in London and New York. His belief in her vision provided the foundation upon which Qureshi built her brand, making him an integral part of HASARIA’s success.
The Power of Customer Feedback
For Qureshi, motivation comes from the smiles of her customers. The feedback she receives, particularly from brides who feel feminine and confident in her designs, drives her to continue innovating and improving her offerings. This direct connection with her clients keeps her grounded and focused on her mission to empower women through fashion.
Lessons Learned from Early Mistakes
Reflecting on her career, Qureshi acknowledges the mistakes she made, particularly in the early days when she overspent on packaging and materials. It was only after completing her Masters and gaining real-world experience that she understood the critical role of marketing in business success. This lesson taught her the importance of taking time to learn the nuances of running a business, rather than rushing towards the end goal.
Defining Success and Personal Fulfillment
Qureshi’s definition of success has evolved over time. Initially, she viewed success as achieving specific goals. However, she now believes that success lies in following one’s passion. For her, success is not a final destination but a continuous journey of learning and growth. Every small step taken in pursuit of her passion is a victory, making the journey itself a significant achievement.
Advice to the Younger Generation
If Qureshi could offer advice to her younger self, it would be to take risks and create opportunities rather than waiting for the perfect moment. Her career journey has shown her that success is often about seizing the moment and forging ahead with confidence.
A Lasting Legacy of Confidence and Beauty
Looking to the future, Qureshi hopes her legacy will be one of empowerment. She wants women around the world to feel confident and beautiful wearing HASARIA on their special nights. Through her designs, Qureshi aims to redefine how women see themselves, making them feel not just adorned, but cherished and celebrated.
Connect with Aneesa Qureshi
Aneesa continues to inspire through her brand HASARIA. To see more of her journey and designs, follow her on TikTok at @hasaria and check her Instagram.
