Gulnar Rustamova, a successful fashion entrepreneur, brought the bold Spanish brand Desigual to Baku, introducing a fresh wave of colour and individuality to the local fashion scene. In this interview, she shares how her vision turned into a vibrant destination, inspiring her community to embrace brighter, bolder styles.
Gulnar, your journey in the fashion industry is truly inspiring. What were your first steps, and who have been your mentors or sources of inspiration along the way?
It all started in 2017 when I decided to start an online business. I was posting photos and ordering products – mainly bags, which were in high demand. Over time, interest in the products grew and I saw the potential. I was inspired by the process; I love creating and building something from scratch. One day, before travelling abroad to visit my husband, I wrote on a mirror: “I accept one million”. This approach proved effective: I showed my husband the results of the online sales, and he suggested reaching out directly to the brand. It wasn't easy – we spent a long time trying to get in touch, but eventually things started to come together. My husband always supports and inspires me, helping me to move forward, even in difficult moments.
At which stages of your career did the most significant changes occur for your professional growth?
Professional growth came to me gradually, as I gained experience. At some point, I realised that we had reached a high level in our business. When we were just starting to open the shop, doing repairs and receiving the first goods, I realised that this was no longer just an experiment – it was a real business that we were successfully developing. From the very beginning, I believed in myself and knew that we would succeed. I am convinced that even if a person does not have full professional experience in their field, their attitude is crucial. If they approach things with professionalism and dedication, they will succeed, and professional growth is inevitable.
My goal - to bring brightness to the wardrobes of our customers and to move away from the usual black.
Desigual is a brand known for its colourful designs and unique approach to fashion.
What specifically attracted you to Desigual, and what were the key factors in your decision to bring this brand to Baku?
My goal in choosing this brand was to bring brightness to the wardrobes of our customers and to move away from the usual black. This Spanish brand won us over with its vibrant energy, distinctive designs, and affordable prices. I wanted stylish clothes to be accessible to everyone. It is especially gratifying to see how happy the customers are: “At last we have something like this!” Women in their 50s and 60s are happy to choose bright things, and I would like young girls to be bolder in expressing themselves through colour. After all, clothing is a reflection of one’s mood and inner state.
What were the first reactions to Desigual in Baku, and did you succeed in capturing the audience's interest right away?
When we first opened the shop, we were mainly visited by those who already knew the brand. People liked the assortment and we received a lot of positive feedback, which was especially nice at the initial stages. It was inspiring and gave us confidence that we were heading in the right direction.
What was the most challenging for you when introducing a global brand like Desigual to a new market like Baku and how did you manage to overcome these challenges?
The most difficult thing was to negotiate with the brand and find a common language with them, especially in the initial stages. They had no idea about us and our country, and it was challenging to establish contact with them. We worked hard to get their attention and tried repeatedly to get in touch, and when we started showing them the results of our work, they were delighted. Communicating about the shop’s design and agreeing to all the details was especially challenging, but despite all the difficulties, we managed it. Each time we said to ourselves, “We did it!” and moved on. In the end, it’s thanks to our perseverance that we achieved our goal, and now we even have a men’s line and a FW collection.
Women in their 50s and 60s are happy to choose bright things, and I would like young girls to be bolder in expressing themselves through colour.
What are the expectations of the company itself from this launch in Baku?
At first, perhaps, they were sceptical about us and had no particular expectations. However, over time, as things started to work out, we gradually shared our successes with them. Each time they were delighted, surprised, and said, “Wow!” I think they simply didn't expect that from us. Even now, they keep asking to share video reports of our events and happenings in the shop because they are interested. We felt that we were able to win their attention and now they want to be aware of every moment that happens in the shop. Every success we have is a real surprise for them. If there were not so many expectations before, now they have high hopes for us: they believe we can successfully develop this brand in Baku and take it to the next level.
Tell us about your plans for Desigual in Baku. Are there any exciting projects or collaborations you can share with us?
My main goal for the future is to create collaborations with local designers. As you know, Desigual has a lot of clothes with the names of different cities and I had an idea: to launch a line of T-shirts with the names of our cities such as Shusha, Lachin, as well as others. I really want to make this idea a reality, although I don't know yet how long it will take and whether it will be possible to realise it. Of course, another one of the goals is expansion – opening new branches and shops. I am confident that we will be able to achieve this and successfully develop the Desigual brand in Baku.
They believe we can successfully develop this brand in Baku and take it to the next level.
