Like many fashion designers, Sandhya Garg started young. When she was ten years old, she began to design and make clothes for her Barbie dolls. She was inspired by her mother and aunts, who busied themselves with “knitting, lace making, crochet, embroidery and textiles.”
Taking her passion with her as she grew up, Sandhya Garg ended up studying fashion in both India and London. Currently, she is living in Detroit, Michigan, with her three-year-old son. Through her clothing and designs, Sandhya wants to tell narratives that are unique to her, combining “exceptional signature prints and classic, flawless design.”
Sandhya Garg’s collections are a fusion of beautiful textile work, heritage craft colored by Indian traditions and heritage, and “a fresh, artistic approach to fashion design” that’s appropriate for the twenty-first century.
While Sandhya Garg shows off exquisite designs and prints, her clothes are always wearable, and which people everywhere can enjoy anywhere they go. Her clothes are “undeniably fun, effortlessly chic, and made with today’s modern woman’s lifestyle in mind.”
For her fashion designs, Sandhya Garg was chosen to appear in Project Runway Season 13, where her work was consistently recognized by the panel of judges and the host, Heidi Klum.
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Jerome Knyszewski: Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?
Sandhya Garg: Fashion, color, design are in my blood. I started designing and making clothes for my Barbie doll at 10 years old. Inspired by my mother and Aunties, I was always very interested in knitting, lace making, crochet, embroidery and textiles. I pursued my passion for design and fashion by studying fashion in India and London.
I polished my skills at International design studios training at Alexander McQueen, Alice Temperley and Izmaylova, learning everything from different pattern cutting techniques to hand embroidery craft and vintage knitting-lace making at the Gucci factory in Italy.
I decided to launch my own label after graduating from the London College of Fashion in 2011. The brand has an international presence thanks to a very successful stint on Project Runway Season 13, USA. On the famous reality show, I won 2 Challenges, Was in Top a lot and my work was loved by Heidi Klum, Nina Garcia and Zac Posen. Specializing in womenswear, for me fashion is all about glamour and personal style.
Jerome Knyszewski: What was the “Aha Moment” that led to the idea for your current company? Can you share that story with us?
Sandhya Garg: Label Sandhya Garg is about every woman who has ever wanted to feel special in a big crowd. I, myself have several times struggled to find that one special dress that would make me stand out in a crowd of generic black/blue dresses. “Whenever there was a special event I would dread going shopping.
I mean it meant hours of hunting through many racks for this beautiful dress that must be a combination of exclusive design, great quality, amazing fit and be gentle on my pocket ALL at the same time”. Finding a solution to this problem, I started on a path to design limited edition dresses in my signature prints.
Jerome Knyszewski: Can you tell us a story about the hard times that you faced when you first started your journey? Did you ever consider giving up? Where did you get the drive to continue even though things were so hard?
Sandhya Garg: When I first started I was completely clueless about marketing and sales. I grew up in India so USA was a completely different market. Honestly, I never considered giving up as creating clothes was my ultimate passion. Creating clothes in itself was very rewarding so that was my driving force.
Jerome Knyszewski: So, how are things going today? How did your grit and resilience lead to your eventual success?
Sandhya Garg: Today, things are going great. I have many successes, a plan and a strategy. My resilience has taught
me not to give up or get disheartened, everything is achievable, possible and negotiable.
Jerome Knyszewski: Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lessons or ‘takeaways’ you learned from that?
Sandhya Garg: I think the cultural differences (I grew up in India) when I first started were kind of funny which also led me to do some mistakes. However, I now understand US market much better and all the experience has been a great takeaway.
Jerome Knyszewski: Can you share a few examples of tools or software that you think can dramatically empower emerging eCommerce brands to be more effective and more successful?
Sandhya Garg: Social media is extremely powerful, so depending on your industry type posting regularly on Instagram, Facebook, Twitter, Tiktok, Pinterest or snapchat helps a lot. Creating and editing powerful content and imagery through Adobe photoshop or canva is very helpful as well.
Jerome Knyszewski: As you know, “conversion” means to convert a visit into a sale. In your experience what are the best strategies an eCommerce business should use to increase conversion rates?
Sandhya Garg: Frequency of contact points. The more the customer see your brand, the more they want to buy it increasing the conversion rate, given that the customer is interested and can afford the product.
Jerome Knyszewski: Of course, the main way to increase conversion rates is to create a trusted and beloved brand. Can you share a few ways that an eCommerce business can earn a reputation as a trusted and beloved brand?
Sandhya Garg: Emailing a customer and asking them if they liked the product and had a good experience or if there was anything that could be better or improved. That makes customers feel empowered and trust the brand.
Occasionally offering customers discounts, special event access, behind the scenes access can also add to the trust building.
Jerome Knyszewski: Ok super. Here is the main question of our interview. Based on your experience and success, what are the five most important things one should know in order to create a very successful e-commerce business? Please share a story or an example for each.
Sandhya Garg: Many people are creating successful e-commerce business, few things that are core to having a successful e-com business for me are-
- How does e-commerce fit in your life?
- Are you solving a problem that other people are facing?
- Do you have a strategy for sales and marketing?
- Do you have a personal connection with your buyers?
- Do you have a story other people connect with or believe in?
I have found each of these points to be very relevant, being a niche product brand with unique point of view it is important to create and connect with your special customer base. That is what lays foundation for success.
Jerome Knyszewski: How can our readers further follow you online?
Sandhya Garg: Readers can find me through my website. I’m also on social media, like Instagram and Facebook.
Jerome Knyszewski: This was very inspiring. Thank you so much for the time you spent with this!
