Meet Farida, The Visionary Behind DALYA NYC
Farida isn't just setting up shop in one the most competitive markets in the world -- NYC, she's dominating. Her concept of bespoke women's clothing is unique and is an antedote to the ubiquity of fast fashion. We were fortunate to be able to chat with Farida about her journey.
What Prompted you to Launch a Women's Custom Clothing Brand?
I worked in the men's clothing industry for years as a designer and I really felt there was a massive discrepancy in the market -- no one was doing it for women. When I dug deeper, the rationale was that it was too hard to do it for women -- their bodies are too varied and they are not looking for it. But, I still felt it could be done right. I decided to put the concept to work during Covid and take the time to build it right.
How do you get Women Over the Hurdle of Trying Something New?
There is definitely an educational component -- we need to explain to women why it's better and reprogram their need for instant gratification. I've found that the process scratches this itch -- plus once we have your measurements, you can customize on site. It's really a one time set up and then you're good to go (unless your body goes through massive changes). Fortunately, our customers agree -- we have a return customer rate of 43%.
The World is so Casual These Days, do People Still Buy Power Suits?
It's true, people are more casual, but they still want to look good and look professional. What you put on your body effects how you feel and perform. I've found that people still like to dress up, but not so much to stand out. It's more about statement clothing. Plus, we also do denim and more casual options. The reality is that once you have had custom clothing and see how well it fits, it 's hard to buy anything off the rack anymore. Our clothes are designed to last a really long time and you should love wearing all of them!