During the Harry F. Byrd, Jr. School of Business’ Entrepreneurship Week, held Nov. 14 through Nov. 18, the creators of the Zeena modest clothing brand spoke to Shenandoah students about what it takes to be an entrepreneur, as well as their motivations, the obstacles they’ve encountered, and how they stay on course.
Zeena, owned by Virginia sisters, Bayan and Amany Jondy, who are first-generation U.S. citizens, produces modest, appealing, option-filled women’s clothing. The sisters went into their business understanding international and domestic expectations for their products, in terms of both culture and fashion.
However, they found settling on the right manufacturer to be a difficult task. They traveled to Dubai, Taiwan, New York, California, Pennsylvania, and even Syria, seeking a factory that wouldn’t limit quantities or fabrics. After more than two years of searching, the pair eventually settled on a factory in China, which would produce what they needed.
Their concept proved popular, with the company recovering all of its initial investment cost within the business’ first year. The company grew via word-of-mouth, referrals, and social media, and retained good sales, even after the modest clothing market grew more saturated. “My research shows me that in the world of Facebook, ‘like’ equals dollars,” said Bayan Jondy. The business has more than 14,000 Facebook followers.
The sisters emphasized that having clearly defined roles helps when running a business as a family or within a team. Bayan is the clothing designer and Amany handles the numbers. Bayan also noted that customer service is at the heart of their business. “When someone has a good experience with you they tell 10 people. When they have a negative experience they tell the world.”
Zeena is also continuing to grow, by exploring new angles. This year the brand introduced trunk shows to its customers to spread brand awareness. A trunk show is when clothing is shipped to customers, the customers show the designs and pieces to friends and family, and then receive a commission when the clothes sell. Additionally, the pair produces a new collection of scarves every single week.
The sisters encouraged students interested in entrepreneurship to find and learn from mentors, seek out user-friendly internet platforms, and focus more on solving problems and reaching goals than on competitors.