What is the nature of your business? (Business Profile)
Pure Earth is a fashion label with a unique Asian flair. It is an ethnic chic brand that is targeted at the sophisticated women who express their individuality confidently. The Pure Earth label uses only natural fabrics and keeps alive the traditional art and apparel crafts.. There are two Pure Earth boutiques in Singapore - Holland Road Shopping Center and Tanglin Mall.

What made you embark on this venture choice?
When I moved to Singapore five years ago, I was keen to enter the textile industry. I had 15 years experience in the region and wanted to put that knowledge to good use. At the same time I wanted to balance my work and home life. Singapore was the fertile ground where the idea of having my own business took root. I designed a range of Pure Earth clothes and showcased it informally to my close friends. When my entire collection was sold out in a short time I felt that I had a chance at success with my venture and took the plunge!

How does your business work?
Pure Earth is now a recognized label in Singapore and retails through self owned outlets in Tanglin Mall and Holland Road Shopping Center. The designing of the Pure Earth garments is done completely in Singapore and they are manufactured in India and Singapore.

Did you have the capital to start the business or did you have to borrow from someone to get started?
I invested my savings into setting up Pure Earth. From an idea to exhibitions to two well-stocked, popular stores, Pure Earth has grown visibly and I am proud of it.

Do your parents have their own businesses too? Have they inspired you in one way or another?
My mother who has been a homemaker is now actively helping me in my business. My father is a self employed professional and my source of inspiration. I look up to him as he is very focused, hardworking and does not give up easily. This motivates me to be consistent. One of the biggest lessons he taught me was to believe in myself.

What was your childhood dream? When did you decide that you would strike out on your own instead of working for someone else?
As a child I have always wanted to be a teacher. I felt that a teacher is a person who plays a major role in shaping young individuals. It is one of the most rewarding professions. Designing clothes was my hobby and passion. When it was time to choose the subjects in University I went for a degree in Clothing and Textiles from one of the leading universities in India. My children were the reason for me to start on my own as I felt that working for ones own self I can design my work hours. This way I can be available to them when they need me at the same time fuel my own spirit through my work.

Why does someone decide to be on their own rather than join an existing company?
I think that striking out on your own and doing what you believe in gives you an ultimate sense of freedom.

Are there at any point in your life that you experienced a significant event (WW2, racial riots of the 1960s, the Economic Crisis of the 80s or 90s, SARS, new competition or shifts in market behaviour and trends) which affected or influenced you and your business that made you change the way you think and do your business?
When I realized that my business had potential to expand, I sought new ways to grow. I set up a workshop with my own capital for some family friends.. However that did not work out and I lost a lot of money. I learnt some very important lessons that no matter what you do, you have to focus on doing it right. You have to be professional in all areas and avoid sinking into a comfort level just because you happen to be working with friends. Also when it comes to hiring, go for the best!

What are some of the challenges in starting a business from scratch? (Modify question to what are some of the challenges in maintaining a family business if applicable.)
When one is starting some thing new there is always a fear of whether it will work or not. The challenge is to never give in to that fear. To stay focused on what works and to give it your all.

Who/What motivates you?
I am motivated by many things and many people. However I have to admit that my prime motivation comes from my customers. When I see that Pure Earth has enabled them to look their best, it motivates me. When a customer tells me that 90% of her wardrobe consists of Pure Earth garments, I feel happy and energized. Needless to say, my other constant source of inspiration is my loving and supportive family.

Tell me about the first few customers and the first few years of business.
My first few customers were my close friends. I wanted their feedback on my first collection and they ended up buying it! Slowly Pure Earth grew popular through word of mouth, marketing initiatives and ultimately became a success because of its impeccable styles and unique offerings. Today I know that people believe in the Pure Earth label and I endeavor to provide that outlet for women who want to look unique and elegant.

Please tell me some stories of your best day in business or your proudest achievement to date.
My proudest achievement is undoubtedly the fact that I have over 1500 satisfied customers, and the number is growing. I also employ over 40 workers in Singapore and India combined and I feel proud and grateful to have so many dedicated people working with me.

Do you recall your worst day in business? Have you ever felt like giving up?
I have to be honest here and say that I never allowed myself to consider the possibility of giving up. There are tough days and low phases. I am always challenging myself to improve, be it in the styles or the service. Even unsatisfied or irate customers teach me something, some way to improve and offer better products and service.

When was the moment you realised the business would work and support you?
I was able to break even with my first collection itself. I knew that if I had a similar success with my future collections I would be able to sustain, expand and continue the business.

What are some of the things you have had to overcome to succeed?
Sometimes when I have too many priorities, I tend to procrastinate on some of them. But I get around to it eventually and carry it through.

What are some qualities that you feel you possess which differentiate you from someone who works for others?
I am impatient to give shape to my ideas. I am driven to follow through on them. In that sense I would probably not make a good employee if I had to work for someone else.

To succeed in business, what qualities are essential? What are some of the \'secrets\' in making a successful business?
I think it is the ability to be very consistent, persistent and focused. You have to accept that not everything will go your way. Once you acknowledge that not every day will be a perfect day and yet keep on working, your dream stays alive and you become successful.

Who or what inspires you?
My family, my belief in my own creativity and my two boutiques. Thankfully for me, everything came together and I was able to move ahead with my plans.

Have you ever thought of expanding the business in some way or in multiple locations? How and where?
I would like to expand the Pure Earth label in Asia. I have confidence that I will be able to do it, as I grew Pure Earth from an idea, to exhibitions to its two stores.

What aspects of expansion would you like to see for your enterprise?
I hope for Pure Earth to grow and expand more, not only in terms of business and profits but also in being a place that employs positive people who are able to grow professionally and personally.

In your opinion, how would you define entrepreneurship?
Entrepreneurship is like a flight of a bird. The parents can clear the path but ultimately the bird has to soar on its own. People who want to become entrepreneurs have to take the first step and believe that they can fly. Entrepreneurship is also an act of responsibility; it is taking charge of your dreams and turning them into reality.

To what extent does one's educational level help or hinder entrepreneurial-ship?
Education is extremely important as it gives one a strong foundation to base one's ideas on. It helps to have some knowledge, technical know how and professional skills in many industries today, including the fashion industry. For me, it was critical to have that solid base of education and experience. It would not have been easy otherwise.

As we try to select the final 41 entrepreneurs, what qualities would you think a person should have to inspire others?
I consider the people who work for me my greatest assets. I think what distinguishes one entrepreneur from another is the concern, respect and love he/she has for people who are working to bring his/her dreams to life.

What are some of your own values in doing business and what do you like to pass down to others, particularly the younger generation?
I value honesty, consistency and a positive outlook.

What advice would you give young people who want to start their own business?
I would say 'take the plunge!' You will never know unless you try it!

You have two shops in a very short time. How did you do it?
A lot of business success is due to the right timing. I felt that the Pure Earth label could reach out to more discerning customers if the there are more then one out lets.

Student Interviewer's Personal Comment
In business as in life, sometimes you have to go with what your heart tells you. To be a success means that you have to use your head, put in a lot of hard work and finally have the right people working with you, for it all to come together!