‘Roches’ by Sayed Areeba – ‘A brand owned by women for women’

SRINAGAR — Sayed Areeba, a young entrepreneur from Srinagar has established her own clothing brand ‘Roches’.

‘Roches’ by Sayed Areeba provides all sorts of services like women clothing, suits, stitching, embroidery, till work, dabka, moti work etc. It is located at 1st floor Parray Complex in Baghat Chowk area of Srinagar.

Areeba had pursued her B.Tech in Civil Engineering, however she followed her passion, fashion designing during the Covid-19 lockdown. She was ruling her way out for this venture from quite long time and it was opened formally for public from April this year.

Areeba while talking to media said, “we sell all kinds of clothes, especially the customised ones and pashmina stoles and shawls. We also provide bridal chadars, handmade jewellery for mehandi, nikkah dupattas on rental basis with terms and conditions.”

She said that my customers generally reach me out through social media, primarily on my Instagram account @rochesbysayedareeba although a good number is of walk in as well.”

She added that currently I’m operating in kashmir only, and I do have plans to extend it but not until I consolidate it here and succeed in establishing it as a BRAND.”

Areeba further said that she wants to break all the stereotypes and want to make it a successful brand owned by women for women.

“It was not a piece of cake, as engineering to entrepreneurship is rarely welcomed in our valley, so I have to crack some really hard nuts to reach here,” she said.