Summary: EDZ designs fashionable women clothing with modesty in mind.
How RM500 kickstarted a million-ringgit business
(An article by The Edge newspaper on January 30th 2015 wrote by Lillian Lee)
Meet Norasurah Abd Wahab, founder of EDZ.com.my, formerly known as eightDesigns. With just RM500, she turned what was once a blogshop into a full-fledged Modest Fashion House. EDZ not only sells online but also has 3 storefronts in Bandar Baru Bangi, Shah Alam and Wangsa Melawati Kuala Lumpur. Sue (which she is fondly known as) wants to grow the EDZ beyond Malaysia and is eyeing US and Europe as the next target market.
Six years ago, Sue had no entrepreneurial or fashion design background. She was a multimedia designer from a poor family in Kelantan who aspired to live comfortably. She took a risk with EDZ – and says it has been life-changing. 2008 was the year where it all began. Sue stepped into the modest fashion business with a blog and a mini-shopping spree in Jalan Kenanga, Kuala Lumpur when the trend for blogshop businesses was at its peak. She bought her first eight (8) different clothing designs to sell on her blog. That was how she came out with the brand name "eightDesigns". Three weeks later, Sue made her first sale. Then orders grew faster than she expected.
The next year, Sue used her blogshop earnings to open her first boutique in Bandar Baru Bangi, Selangor and started designing her own clothing line to develop a strong design identity to make EDZ distinctive from other modest fashion lines.It was a slow but undeniably steady journey with its own ups and downs. In 2010 Sue decided to open a branch in Kota Bharu. This burned a hole in her pocket making a loss of close to RM150,000 in less then two years. She then decided to close down the shop. Despite the loss, in 2014 she decided to double-down on her business investment and opened two new store-fronts within a short few months.
EDZ is now supported by Sue’s husband (who is now full-time in the business) and a team of close to 25 talented individuals. EDZ’s mission is to provide high-quality, modest wear at affordable prices. We do not believe in cutting corners by compromising on quality, which is why EDZ is constantly findings ways to reduce production cost. “Others in our industry might focus on how to sell for cheap. Not us. We want our customers to feel proud when they wear our designs”.
-The Edge newspaper 30th January 2015.
EDZ’s choice of offering is based on its tagline “Let’s Cover Up in Style”. Unlike conventional boutiques that typically sell traditional garments, EDZ focuses on up-to-date apparels as we realize that the younger generation wants something more modern, hip and trendy but still be modest in their appearances.
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