Keen interest in headscarves rakes lucrative income

  • SMEBiz
  • Monday, 10 Jun 2019

All that glitters: Bawal Exclusive is one of the major brands in the region that partnered with Swarovski, catering to a particular market segment. — Bernama

HOLDING a key post at a leading property developer in Johor did not hinder her from pursuing her dream of becoming a successful entrepreneur, and the success of her boutique, DHamizah by Bawal Exclusive, is a proof of that.

Her keen interest in fashion, especially in ‘tudung bawal’, saw Daeng Hamizah Abd Aziz, 32, raked in as much as RM400,000 a month in sales as a reseller of ‘Bawal Exclusive’.

This petite lady with a sweet smile says her foray into the business began about six years ago with only RM6,000 as start-up capital.

“I was looking for embroidered headscarves from Kelantan when I saw this Instagram account – ‘Bawal Exclusive’ – and I thought the headscarves were unique, adorned with Swarovski crystals,” says Hamizah.

Believing she had made the right choice as ‘tudung bawal’ was considered an evergreen headscarf and suitable for all ages, she contacted Bawal Exclusive Sdn Bhd founder Haliza Maysuri to become their reseller.

However, she admits, it was not always easy as she had to juggle between her business and a full-time job as chief operating officer at Astaka Padu Ltd.

“About two years ago, I was so busy ensuring the completion of projects that it made me pay less attention to my business, and although there was an upturn (in sales), it was not significant.

“However, last year, I had everything restructured, I changed the strategies, and I made myself the face of the business because, today, people want to know who the (business) owner is. Therefore, I made a comeback via social media. Alhamdulillah, we now see a threefold increase (in sales),” she shares.

On sales, she says the highest monthly revenue recorded by Dhamizah by Bawal Exclusive was RM400,000 and for this month-long Aidilfitri celebration, she is eyeing RM1mil in turnover.

Notably, Bawal Exclusive has received criticism that its products were too pricey with some headscarves being priced up to thousands of ringgit. But Hamizah explains that the price is determined by the design and number of crystals on it as requested by customers.

“Prices are actually from as low as RM57 to thousands of ringgit. If a customer ordered a RM50,000 headscarf, we can do it per request. But so far, those in my boutique are priced from RM57 to RM10,000, while the most expensive headscarf we ever sold was priced at RM9,000,” says Hamizah.

She further elaborates that the headscarves are made from the best quality material – voile fabric imported from Japan.

According to Hamizah, Bawal Exclusive is one of the major brands in South-East Asia that partnered with Swarovski and is the only Swarovski-studded ‘tudung bawal’, thus had its own market.

To meet the high demand, Hamizah is planning to invest in new and bigger premises, as well as expand into Singapore. — Bernama

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