With the death toll continuing to climb and an upsurge of COVID-19 cases globally, the future can seem bleak for many who have been navigating new businesses this year. What started out as simply personally fulfilling the need to find stylishly modest clothing quickly turned into a full-fledged business earlier this year for Salina Cruickshank.
Hailing her young daughter Lily as one of biggest inspirations, Cruickshank recalled the difficulty she experienced finding clothing that would help complement her religious beliefs as member of the Church of Jesus Christ of Latter-Day Saints.
She set out to make her own with an average turnaround period of one week for a garment. Cruickshank mentioned that fit and appropriate sizing have been fundamental in her brand’s aesthetic which has almost been a double-edged sword since social distancing has made fittings troubling for her clients.
Having had a fascination with sewing from a young age, 39-year-old Cruickshank endorses the need for localized economic stimulation as it relates to fashion, proudly stating that her sourcing for raw materials is done locally from Alims Dry Goods, Stabroek Market and Guyana Stores with the selection of materials leaning more towards fabrics that are climate friendly.
While Cruickshank uses a tried and tested strategy to ensure consumer satisfaction and functionality, she reinstates that it is this that has helped her quickly strategize to cater for supply and demand to ensure the business sustains itself. Tote bags, masks and in particular fashionable mask-friendly khimars have been her top sellers. With changing consumer behaviour, Cruickshank also hopes that her vibrant modesty aesthetic can be now tailored to yoga wear and active wear for those who want to opt for a more athletic outlook.
She mentioned that sometimes that there is difficulty when it comes to maintaining an independent brand aesthetic due to pop culture influence. She also reiterated that it is sticking to this despite the challenges that often guarantees a safe passage through tough times.
With a grant currently being processed through the Small Business Bureau despite tedious bureaucratic processes, Cruickshank remains hopeful stating that while trade fairs may be put on hold and public gatherings discouraged now is the time to ensure perfection in her production so as to guarantee and retain consumer loyalty.
For more information on her brand, email Salinacruickshank2@gmail.com or telephone 641-3026.
