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What do you look for in terms of hiring your own team? Being a<br />
fast-growing successful start-up, which values their employees’<br />
voice and contribution, we are looking for super ambiguous,<br />
amazingly talented people. BY FAR is like our child, and<br />
every new team member becomes part of our family. So, most<br />
of all, we’re looking for passion, dedication and loyalty.<br />
How has this year impacted the industry both positively and negatively?<br />
Fashion needed to change, and this was the wake-up call<br />
the industry needed. We are optimistic about the future of fashion<br />
and that it will continue to change for the better. The pandemic<br />
showed us that with hard work, you can still achieve great<br />
results no matter where you are based. We are eternally grateful<br />
that we managed to create a virtual showroom not once but<br />
twice already and stay in touch with our clients. It was definitely<br />
an amazing experience, thanks to which we learned a lot and<br />
grew as a brand. We strongly believe that digital is a huge part<br />
of the future of fashion, and it is something that we will surely<br />
continue to develop and implement into the BY FAR experience.<br />
How do you approach scaling the business and what works in<br />
terms of client retention? We wanted to create vintage-inspired<br />
designs which compliment any wardrobe, whilst combining<br />
comfort with an addictive contemporary edge. BY FAR has become<br />
the ‘It’ shoulder bag brand. Our nostalgic baguette bags<br />
and minimalist, barely-there sandals are the core of any effortlessly<br />
chic outfit. We felt like the industry needed accessories that<br />
are desirable, yet not overpowering, without sacrificing quality.<br />
BY FAR is about emotion, not age or nationality! Our shoes and<br />
bags are classic, yet with a modern twist. Your BY FAR piece<br />
will demand the spotlight whilst being infinitely wearable.<br />
The 90s is a strong influence aesthetically – was this part of the<br />
brand DNA from the outset? Our aesthetic combines playful<br />
designs and nostalgic silhouettes, and we always knew that<br />
we want to do effortless and colourful styles that just feel<br />
fresh. We are very much inspired by the fashion of the 90s and<br />
early 2000s. We’re constantly binge-watching iconic TV series<br />
from this period, which is how the Rachel bag was born<br />
(inspired by FRIENDS). There was something very authentic,<br />
empowering and emotional about fashion and we truly want<br />
to bring these feelings back.<br />
Which pieces are your bestsellers, and do you notice differing trends globally<br />
in terms of sales? BY FAR has become the go-to shoulder bag brand<br />
and the Rachel baguette is our top best seller in the Western world. From<br />
the shoes, we became known with the boot styles such as Sofia and Este.<br />
Our all-time bestsellers such as the Tanya mules, as well as the Mini and<br />
Miranda bags have seen amazing success among our clients in the Middle<br />
East. People fell in love with their simplicity, but we have been experimenting,<br />
as we want to introduce new cool pieces.<br />
How has social media affected the luxury industry and which platform has<br />
been most useful? Social media is an inseparable part of the fashion industry<br />
and if luxury brands aim to stay relevant, they need to include these<br />
platforms in the strategy. Speaking from our personal experience, since we<br />
are based in Eastern Europe, far from the fashion capitals, we wanted to<br />
connect with clients, partners, and people from the industry worldwide. Our<br />
space as a brand is more digital than physical, so Instagram naturally became<br />
an essential part of BY FAR. BY FAR is about<br />
the joy of dressing up! We simply have fun with Instagram,<br />
and it is so easy to connect with girls that<br />
love fashion and design – and be inspired by their<br />
style. At the same time, our profile is a collection of<br />
all the things we love, and it is a way to give a glimpse<br />
into the BY FAR world.<br />
Do you have any pre-bedtime rituals? We often work<br />
until late after the kids go to sleep, so we definitely<br />
do our best to balance family life and career. It is an<br />
exciting ride and keeps us inspired at all times. The<br />
biggest challenge in our routine is to tune out of work<br />
mode because we enjoy nurturing BY FAR so much.<br />
If you were not on your current career path, which<br />
other role would you have chosen career-wise? All 3<br />
of us are very passionate about visuals and fashion,<br />
therefore it was only natural to move to fashion and<br />
if By FAR didn’t exist, we would probably be doing<br />
something similar.<br />
This is ‘The Party issue’, where/how will you be celebrating<br />
this season? Given the complicated situation<br />
in the world right now and the difficulties of travelling,<br />
we are planning to spend the holidays at home<br />
with our families. Is there a better way of celebrating<br />
than to be surrounded by the ones you love the most?<br />
What should you gift the host when attending a dinner?<br />
A beautiful bouquet is always a good idea.<br />
What’s your secret to surviving party season and still<br />
looking flawless? Always drink a lot of water, don’t<br />
go to bed too late, and never trade comfort for style<br />
when it comes to shoes.<br />
What is your go-to party outfit?You can never go wrong<br />
with a slip dress and our Alla mules – a highlight of<br />
the season and the return to power dressing in a majorly<br />
glam kind of way. Of course, you should top the<br />
look with our ultimate obsession – the Mini Rachel<br />
bag. It’s perfect for your cocktail attire, and it fits all<br />
that you need: phone, credit card and a lipstick.<br />
What is on your wishlist this festive season? Right<br />
now, all we wish for is health – for our families, our<br />
friends, for everyone.<br />
achieve great results no matter where you are based.”<br />
COVER STORY<br />
emirateswoman.com<br />
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