DURBAN businesswoman, Avina Jaichun is a force to be reckoned with, thanks to her self-taught skills in fashion design, styling and the sheer determination to create an iconic empire that stands shoulder-to-shoulder with international brands. Avina has identified a gap in the South African Indian market for customised, tailored garments that compliment local women’s silhouettes, while still providing high end quality finishes. With her empowering thought process she has actively selected an all women team to help create her vision. Looking up to women like Victoria Beckham and Kimora Lee Simmons who have successfully created high end brands that are for women and led by an alpha female team, she envisioned the same concept for Ayaana Couture.

It was on one of her many trips to India that Avina saw an opportunity to forge a strategic alliance with her business associate, Indian seamstress Maryam Jana and to help strengthen Indo African relations. She has always dreamt of being part of the fashion industry and hopes to be an inspiration for all women to be able to live out their passion and have a voice in a predominantly male driven world. As a child she would often cut up her grandmother’s and mothers’ old saris and create her own dresses. An activity she has continued to do over the years, for herself and many family members as the resident stylist and designer. “Childhood dreams should not be dismissed and put away like old toys but rather embraced. This embrace brings joy, relieves stress and can lead to fulfilling life and hopefully a career.” Ayaana Couture is the result of a childhood dream being realised and manifested.

Delhite Seamstress, Marayam Jana has been in the fashion industry for more than a decade. She graduated from Banaras Hindu University and did her post-graduate degree in fashion design in New Delhi. Having worked with some of the leading designers and fashion houses such as renowned couturist Ashma Lena and Manv Gangwni, Maryam, is ahead of the couture pack with her seamstress skills, textile design, beading and embroidery work. She specializes in wedding ensembles and is a supplier to many big showrooms across North India. It is with this work experience and knowledge of the fashion industry that she decided on a joint venture with Avina.