PRESENTATION ONRUBY ASHRAF (PGP 83),PRECIOUS FORMALS"Dil mein hai chaah, to niklegi raah." PRESENTED BY: KEVAL PATEL VRUNDA GANDHI
BACKGROUND OF RUBY Ruby grew up in Delhi and from an early age she was exposed to business, meetings, clients. She had heightened sense of self awareness. And the ability to take tough decisions. She quit medical school and got a bachelor‟s and master‟s in science from Delhi University. “she got admission in Birmingham, England to do a PhD in Fish Embryology. That was her special interest.
She got an admission in IIM Ahmedabad which groomed her very drastically in 1983 Rubys first job out of campus was in the HR department of BHEL. Ruby got married with Javed (professor at a time)and shifted toAmerica in 1987 An old and enduring love for clothes took her in a different direction.
Ruby always had the title „Best Dressed Girl‟ of the batch. Ruby wear a dress designed by her own on xmas party of collage and it was appraised by every one Ruby her self started creating case studies and searching for information regarding to clothing industry in all over America . She believed in shlock of GEETA „Karmanyewadhika raste maa phaleshu kadachana‟ Kuch toh karte rahna chahiye.
At the end of the day, you should feel that I have given my 120% to it. And the day should not be wasted.” Ruby chose to focus on evening wear, which was very strong then. Margins were high in evening wear and design Ruby‟s lucky break came when she designed a dress for the wife of her husband‟s boss, and a photograph of it appeared in Rich and Famous magazine. This gave her the drive to turn her passion into a business.
She started designing her own clothes and for her friends with no formal training She went to school to learn the art of dressmaking and then spent a year visiting retailers across the country to build up her knowledge of market demands and retailer needs. She got her husband‟s company for opening the business in Delhi but not in America as the hand work on material is needed which is not done in America
According to Ruby, You have to go door-to-door, you have to do things at the grass root level. “The first thing in business is, you have to sell yourself. And people should trust you. Do your work sincerely” She found a lot of weaknesses in her as a designer, after that she realised that you should always look around and future trends in fashion world The above qualities hhelps her to establish and sustaining in market of India, America and China as well.
Javed resigned her job to help Ruby in her business. Her husband turned his hobby of photography into business to help in issuing catalogue for her dresses. He handles IT and FINANCE as well as ACCOUNTS of the company As a couple and backbone of the company, they both discuss the problems regarding the business and solve it out.
A $10 millionCompanyPrecious Formalswas founded in1990 by RubyAshraf
It was consistently introduced fresh new trends to the formalwear industry in the USA. PF styles have made an impact on prom, pageant, and evening-wear markets by combining traditional designs with imaginative and creative appeal. In 1995, a devastating illness left her wheelchair- bound. Ruby’s husband Javed gave up his work as a university professor.
It has grown to become the current leading prom, bridal, and formalwear distributor in the United States, with clients in several other countries as well. For over two decades, Precious Formals has striven to become a leader in the formalwear industry in the USA. PF has been a proud recipient of the Southwestern Bridal and Formalwear Manufacturer of the Year award for many consecutive years.
Opportunistic Hardworking Passionate Goal oriented Has an eye for detail Convert interest into business Futuristic Self awareness Tough decision maker Updating of market trends Dedication and sincerity
MOTIVATIONAL WORDS You can achieve beyond your dreams, so it‟s OK to dream and make an action plan to turn it into realty. There is not one formula to be successful; everyone who is successful has gone through failures in the process. It depends upon how hard we kick that failure and learn from it and take up the challenge stronger to be successful. As an entrepreneur you don‟t say that „I have to reach a particular place in five years‟. You just keep doing whatever you are doing. You have plans, you have goals, and you know a strategy. But still one doesn‟t even anticipate that so much work will be done… you just keep doing it.