Today we’d like to introduce you to Sarena Udani.
Hi Sarena, please kick things off for us with an introduction to yourself and your story.
Growing up, I always knew I would do something creative. While most South Asian immigrant parents would have pushed towards a career in medicine or engineering, I was lucky that my parents were supportive of my dream to be in the arts. I studied design as an undergrad at UCLA and later pursued my MFA in product design at Stanford University, a program that combined the disciplines of Art and Engineering with a little business school mixed in.
My focus and passion centered around textile design and garment construction, and I started my first clothing line shortly after graduating. It was a small collection of formal Indian clothing that I designed and manufactured during a trip to India. Though the line sold out (mostly with the help of family and friends), I had major imposter syndrome, constantly asking myself if I was really bringing anything new to an already very crowded and competitive industry. I knew that I had to pivot towards something that was more unique and much more “me.” That’s when it hit me – I should make loungewear! It just felt right, and I dove right in to launch PajamaSutra. When I first launched, I didn’t have a specific target market for PajamaSutra in mind. I’ve realized since then, however, that if you try to be everything to everyone, then you’re really nothing to no one. I needed to niche down and really narrow the focus dramatically. I chose South Asian women, specifically brides-to-be, and it has been a complete game-changer for the brand. There was plenty of competition in terms of loungewear brands, but not one of them catered to that market…which I found interesting since 100% of them were sourcing their fabrics and manufacturing from India. I felt like the South Asian bride was looking for a loungewear brand that understood what it was like to have two cultures. That’s what PajamaSutra is – a brand with a foot in each culture, speaking directly to those of us who had that same experience growing up as I did.
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
I’ve had my share of ups and downs in the business over the years, but none of the struggles compared to what happened this past Spring. I was diagnosed with kidney cancer just a few weeks before Mother’s Day. Everything turned upside down, and my entire focus shifted to surviving this disease. The business was gaining momentum up until this point, and all of a sudden, I had to slam on the brakes. It’s true what they say about cancer: it really changes you. Thankfully it was caught early, and it looks like I’ll be ok, and I feel as though I’ve been given a second chance. I am not taking my health for granted anymore. Entrepreneurship sometimes means you put in long hours and hustle for the next win, but I’ve come to see it differently now. I am putting my health first because it’s the only option I really have…and if the business grows at a slower pace, I’m 100% ok with that.
As you know, we’re big fans of PajamaSutra. For our readers who might not be as familiar what can you tell them about the brand?
From the beginning, the message and essence of the brand has been “lounge like a goddess.” As women, we tend to push ourselves really, really hard to succeed in everything we do, taking care of everything and everyone else…and it’s exhausting. We need to take time for ourselves and not feel an ounce of guilt about it. That’s a simple message, and it’s so powerful. Especially for moms! Take care of yourself so you can be the best version of yourself for your children. “Lounge Like A Goddess” is really about self-care. Even if it’s just for a few minutes a day.
When we noticed that our robes were being purchased in multiples by brides as gifts for their bridesmaids, the idea of gift boxes was born. Our gift boxes are now a full-fledged business within a business and feature products made by other small businesses owned by mostly women. The relationships with each brand have blossomed into a friendship, and boxes end up being more than the sum of its parts. It’s not a coincidence that most of the items we curate have a South Asian essence – we know exactly who our target customer is, and she’s looking for a modern, high-quality gift with a nod to tradition and curated with love. That’s PajamaSutra.
Risk-taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
In the fashion industry. I think there are two very different approaches; fast fashion and slow fashion. Fast fashion is large production runs, lower quality, trends, risks, and lightning-quick turnarounds. When you take a risk in that environment, it can pay off big, or you can lose big.
PajamaSutra is firmly planted in the slow-fashion movement. Styles are introduced carefully and thoughtfully, with longevity and quality in mind. A style that does well is one that I will manufacture over and over in different prints because I think it’s better to stick with something that is proven. It is a big investment to develop new styles, perfecting the samples, getting the sizing right, adjusting, and perfecting as you go. So, when I introduce a new style, it’s done slowly and with a lot of thought.
Pricing:
- Loungewear ranging from $78 to $118
Contact Info:
- Website: https://thepajamasutra.com/
- Instagram: @pajamasutra
- Facebook: https://www.facebook.com/thepajamasutra/
