Explain what the business does
Sobayha.com is an online platform where people can buy and sell Asian fashion, including outfits they no longer wear. Within the Asian community, we have a lot of occasions where we like to wear Asian dress. It costs an absolute fortune and what often happens is you wear an outfit once or twice and then you can’t wear it again in front of the same crowd.
Sobayha.com is a solution for that. It allows people to sell Asian clothing that they’re never going to wear again and then use that money to buy something else for the next occasion. We also want to bring new and upcoming brands to an online platform.
Why did you think the idea had potential?
A couple of years ago, after coming back from a shopping trip, I was trying to find space in my wardrobe for what I’d bought. I thought ‘gosh, there’s no space here, let me have a clear out’. But there was nothing that I actually wanted to get rid of.
I’d spent so much money on the outfits, they were absolutely beautiful, but I didn’t know what to do with them. I’d worn them [to formal occasions] so I couldn’t wear them in the same crowd again.
I did some research and, at the time, there wasn’t really anywhere else people could sell worn Asian clothing, other than eBay, which wasn’t really where I wanted to sell my Asian outfits. I love eBay, and I’m a frequent shopper on it, but I don’t see it as a the place to shop for occasion wear that carries special meaning.
Why did you decide to rebrand?
We had a basic website that I took to market. I tested out the concept for about a year with that website to see if there was enough demand. When I felt we’d got enough information, and I knew exactly what improvements were needed on the functionality and features, I decided on a rebrand.
I was actually hesitant to use my own name initially, mainly because I’m not one to be the centre of attention. The more I spoke to people though, the more they said that’s what the business should be called as it’s about the service I provide, plus I needed to build an online identity. The former brand name – My Precious Collection – is a bit of a mouthful and people were confused about the reason behind it. But I never get asked why it’s called Sobayha.
I chose the soft launch date as it was close to the start of Ramadan, which is a big month for a lot of our community. Then that gave me a month before doing our hard launch before Eid.
What’s been the reaction to the new site?
People have been happy with how the website looks and how easy it is to navigate. It’s quite difficult to show pre-loved outfits in an attractive way when you [the business] are not the one taking the photos to make the outfits look good. But people have said that even the outfits that have been worn once look great.
How did you source the first products?
At first, I appealed to friends and family and I put my own clothes up, and it’s grown from there. Getting other brands to come on board happened later.
How does someone sell an outfit on Sobayha.com?
We’ve made it really easy for people to sell – they register on the site as a seller, then they take a picture of their outfit, which should be submitted with the other details we ask for in the upload form. Once they’ve filled in all the essential details a buyer will need, they just have to hit publish. All our payments are integrated through Paypal, so sellers must have a Paypal account. We keep an eye on new listings in case there’s anything we think is missing or isn’t quite right.
How do you market the brand?
We’ve been using Facebook and Instagram a lot, and have built up a customer base on both over the last year or so.
We also do pop-up shops, which involve holding tea parties at somebody’s house and inviting people from the local community so that they can shop in person. It also gives us an opportunity to tell them about the new site face to face.
Do you have any tips on creating online content?
It probably applies to most businesses these days, but especially for an online business it’s all about creating engaging content. It’s not just about selling to a consumer but finding a way to engage with them, give them something that interests them. For us, that could be talking about what’s trending on the Asian fashion scene, what celebrities are wearing, what’s happening on the Asian wedding scene and giving them tips and advice.
What are your hopes for the future of the business?
To get lots of people selling through Sobayha.com, enabling them to make money on outfits that they don’t wear anymore and to bring lots of brands online that probably wouldn’t be found outside of their local community otherwise. We want to become somewhere for people up and down the country to easily shop for their Asian fashion – giving them more choice and more access.
Sobayha Valli is the founder and chief executive of Sobayha.com.
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