.niki_sham and ritikasham launched Nordstrom's FIRST South Asian fashion line!
When Sani was first founded, Niki was pursuing a career in consulting and venture capital while Ritika was still in high school, making the decision to colead a fashion company unprecedented."Fashion, I think, for both of us, was very much a 180 in terms of the industries we expected to be in," Ritika says.
Luckily, the pair inherited the entrepreneurial spirit from their parents, who've been operating a family business for decades. Between balancing school and work, the sisters also juggled business responsibilities: design, marketing, and production. The experience, they say, has brought them closer together, teaching them how to"productively disagree" and operate in line with each other's working styles — and earn a spot on Forbes's 2023 30 Under 30 list.
In addition to creating functional clothes, Niki and Ritika try to ensure that the workers they partner with have safe working conditions. They also use deadstock materials to create their formalwear, make made-to-order pieces to avoid inventory waste, and produce their casualwear in small batches."At the end of the day, it's about how can we be as responsible a brand as possible," Niki says.
by introducing more casual pieces into their collection, including matching sets, pants, and skirts."It's all about what are the stories we can tell behind each product," Niki says. Beyond fashion, they plan to grow Sani into a 360-degree brand that celebrates South Asian culture through food, music, and"every way culture intersects with society." Ritika adds,"We really want to be a lifestyle brand that's intersecting everywhere that culture intersects.
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