Empowering women through entrepreneurship: Ayesha Rubab of Yards Official

Ayesha, the visionary founder of Yards Official, is redefining the landscape for women entrepreneurs. Her brand, known for its modernity of designs, not only showcases unique designs but also serves as a platform for empowering women. By employing local artisans and providing them with fair wages, Ayesha is transforming lives and fostering economic independence among women in her community.

Ayesha Rubab, an inspiring woman is a working mom, who equips aspiring female entrepreneurs with essential skills and knowledge, encouraging them to pursue their dreams. Ayesha’s commitment to sustainability extends beyond fashion; it promotes a sense of responsibility towards the environment and society.

Her efforts have created a ripple effect, inspiring women to take charge of their financial futures and contribute to the economy. Ayesha’s journey exemplifies how one woman’s vision can uplift others, proving that empowerment and entrepreneurship go hand in hand in creating a more equitable world. 

Ayesha, please define the journey that lead you to launch Yards. 

My journey to launching Yards began while I was working on an e-commerce platform that showcased various fashion brands. This experience allowed me to engage with a diverse range of brands from the fashion landscape in Pakistan. I discovered my passion for fashion and creating something new from the ground up, along with managing the business aspects of PR and brand marketing. This blend of interests ultimately inspired me to establish Yards. I dedicated significant time to researching and developing designs that resonate with the modern woman, ensuring our collection is both stylish and practical.

And what inspired you to create a clothing line that focuses on minimalistic designs, and how do you define minimalism in fashion?

The fashion industry has undergone significant changes with the rise of social media, offering a wealth of styles and options for curating our wardrobes. As a working woman, I recognized the need for a clothing line that beautifully blends Eastern and Western aesthetics. My vision was to create pieces with cuts that are versatile enough to be worn traditionally while still looking effortlessly stylish.

Minimalism, to me, is about simplicity and functionality. We focus on solid colors and select beautiful prints that bring life to an outfit without overwhelming it. My goal is to design clothing that can transition seamlessly from the office to home, brunch, or dinner, allowing for easy accessorizing to suit any occasion.

A brand known for both its simplicity and luxury, how do you ensure that your designs cater to the diverse needs and preferences of women while maintaining a minimalist aesthetic?

I love a minimalistic vibe but with a touch of life. When I launched Yards, our initial focus was on solids colors and beautiful prints due to a clear demand for minimalist designs. Since then, we've expanded our offerings to include a variety of minimalist and print options.

My aim is to create designs that are stylish yet light, ensuring they can be worn in various settings. By incorporating the right accessories, our pieces can effortlessly transition from casual to more formal occasions, catering to the diverse lifestyles and preferences of modern women.

And what impact do you hope your brand has on women's lives beyond just providing clothing, and how do you aim to empower women through your entrepreneurial journey?

As a working woman and a mother, I deeply understand the multifaceted roles women play in their lives. I believe that when we work hard, opportunities present themselves in remarkable ways. I’m continually inspired by the incredible talent of women in the fashion industry—designers, photographers, marketers—who are excelling in their fields.

Reference Link: https://www.nation.com.pk/07-Oct-2024/empowering-women-through-entrepreneurship-ayesha-rubab-of-yards-official