Refined and elegant

Among domestic brands, it is rare to find a company that combines the beauty and elegance of the created clothes with a competent business strategy. We will talk with Galina Troshina, Director of ARD Trade Group LLC, who owns the brand, about how the Bella Kareema brand managed to conquer the world's podiums in such a short time.

Galina, tell us how it all started, how did the brand appear?

The brand was born in Kazan in 2012, when Dilara Sadrieva founded a design studio-atelier. In her first collections, she presented an innovative approach to the image of a modern Muslim woman. Personally, this idea is very close to me – to show that Muslim clothes can be beautiful and stylish, and for this you absolutely do not need a lot of rhinestones and an unthinkable decor. Among other things, the models took into account the climate and traditions of Russia. The huge demand for our clothes confirmed that we are on the right track.

– How did you come to lead the company?

We are old friends with Dilara, and when she invited me two years after the creation of the brand to join the project as a managing partner, I gladly agreed. I have built a serious business strategy, thanks to which our high-quality clothing with a recognizable style has received international recognition. The collections were presented at shows within the framework of the Moslima in Style ISIFF 2014 project in Malaysia and Saverah Women Expo 2015 in England. We took part in the Global Islamic Economy Summit conference. Roundtable series IV/Modest Fashion 2015.

A new project quickly took up most of my life. After a while, I became the director of the company, which allowed me to manage the brand development even more effectively. We left the framework of online commerce and opened the first store in Kazan.

– And the opening of the store in Moscow was also planned in advance?

– This was originally spelled out in the Concept store Bella Kareema strategy we built and became the most important stage in the development of the brand. After a confident start in Kazan, it was unwise to delay the presentation of products to the Moscow public. In order to keep the height taken, the team threw all its strength into preparing the premiere in Moscow. As a result, the store at the Columbus Mall was opened in a record three months. Fashion experts, popular bloggers and famous beauties, fans of the brand, including actress Olesya Sudzilovskaya and TV presenter Dinara, came to congratulate us on the opening.

Galina, tell us how it all started, how did the brand appear?

– How did you come to lead the company?

– And the opening of the store in Moscow was also planned in advance?

Sadretdinova. And my calculations turned out to be correct - the volume of sales and production tripled.

– What is the special feature of the new Bella Kareema collection?

– It accurately reflects the values of the brand – constant femininity, elegance and comfort. So, the new line combines soft shapes, smooth lines, pleasant textures, expressive colors and prints. Functionality has become an absolute advantage of the collection. After all, most women strive for a rational wardrobe, which gives maximum variability with a minimum of things. All the elements of the new collection are perfectly combined with each other: skirts and trousers with blouses, tunics, jumpers, dresses with cardigans and vests. Without exaggeration, this is the very lucky case when seven things can be made up of images for two weeks so as not to repeat themselves. All models are available in sizes from 42 to 52. Dense and body-pleasing materials are used - blended fabrics, knitwear, jacquard, boucle. A rich color palette allows you to choose an outfit for any type of appearance. The collection can be divided into four capsules: cozy, romantic, graphic and Spanish. The first one presents the most comfortable, straight basic dresses made of high-quality knitwear, warm viscose shirts in calm tones and woolen vests embroidered with lace. In the romantic line, the emphasis is placed on delicate and flowing blouses, dresses and skirts in pastel pink, beige and gray colors. Contrasting black and white prints distinguish maxi-length dresses and skirts, blousons and turtlenecks of graphic capsule. Special attention should be paid to the Spanish capsule, which uses interpretations of some elements of the national costume in everyday and evening clothes. First of all, these are dresses with a stand-up collar, fitted dresses with a printed pattern and magnificent floor-length jacquard skirts. In the new collection, classic and fashionable items are presented in a ratio of 80 to 20%.

– How did the departure of Dilara from the company affect the development of the brand?

It's a pity that after such a rapid start, Dilara decided to leave the brand, but we have formed another team with new ideas both in terms of design and business development. The design bureau – a professional team of designers and stylists is working on the models. We do our best to ensure that our client gets the best product and the best quality – everything he is used to. For example, the accessory group is widely represented in the new collection. The most discerning customers will appreciate the variety of stoles, scarves, hats, bags, clutches, belts and jewelry made of silver and natural stones. And for special occasions, such as New Year's celebrations, designers offer luxurious chiffon floor-length dresses. They have a weightless texture, feminine silhouette, noble color! These outfits are designed to enchant and delight!

– Well, the traditional question – what are the company's plans?

– Today we give priority to expanding our own retail. These will be stores in Moscow and St. Petersburg. We do not forget about the regions, first of all, Tatarstan and the Caucasus are in our area of attention. In addition, we plan to develop a franchise business. Now we are preparing for the opening of the first such project, which will show all the advantages of cooperation with us. The image carried by the Bella Kareema woman is more relevant today than ever. She is full of energy, active, intelligent. At the same time, she is femininity itself with her inherent grace, grace and softness. We try to adhere to the set direction in everything, including in the corporate culture, demonstrating ethical and feminine delicate treatment of partners and customers. We are creating an industry that has not existed before, a halal industry with a soft and wise female component. Today our brand produces one hundred articles per season. However, increasing production and expanding the size range, we do not forget about quality. Not only fans of the brand, but also members of our team are happy to wear many things. And this is not surprising: we create clothes as for ourselves, paying attention to the smallest details. We are sure that it is possible to achieve the best result only with full dedication and dedication.