Window of opportunity

There is so much talent and potential in the creative industry in Sri Lanka. It's a sector that could generate wealth, create new opportunities and test your entrepreneurial skills as well as your creative abilities. As the national winner of the inaugural International Young Fashion Entrepreneur of the Year (IYFEY) 2008 award Darshi Keerthisena (32) believes, she has a big task ahead of her to convey this message to her fellow countrymen and to the rest of the world.

Darshi was officially announced as the national winner of the IYFEY 2008 award during a press conference held at the British Council last week. Held for the first time in Sri Lanka, the IYFEY 2008 award was launched by the British Council in partnership with Hidaramani Group of Companies in mid August this year. As the national winner, Darshi will now compete alongside 9 others from Ghana, India, Indonesia, Lebanon, Mexico, Middle East, Nigeria, Poland and Central South Asia for the title of IYFEY in London in February 2008.

Applications were drawn from various areas in the fashion field including fashion textile, accessories production and design, fashion promotion, fashion marketing and fashion publishing. "We received 24 applications, out of which 7 finalists were chosen based mainly on the written application form," Gill Westaway, the Country Director of British Council, Sri Lanka said. She went on to explain that one of the main aspects looked for during the short-listing process was evidence of entrepreneurial skills, such as the ability of applicants to demonstrate business success, leadership qualities and innovativeness.

The short-listing panel of judges comprised of fashion entrepreneur and designer Senaka De Silve, artist and designer Anoma Wijewardene, Head of Design at Brandix Intimate Apparel Mihiri De Silva, Principal Lecturer and International Project Coordinator London College of Fashion, Carmel Kelly and Manager Programme Delivery at British Council Ranmali Mirchandani. The judges worked in collaboration with the British Council's Creative Economy Unit in London.

The 7 short-listed candidates were Lathika Gunaratne, Darshi Keerthisena, Anupama Nawalage, Nilupa Rajakaruna, Prabath Samarasooriya, Ruchira Silva and Linda Speldewinde. For the final interview, these candidates were required to make a presentation expanding on their written application form and addressing questions related to market awareness, vision, and desire to develop mutually beneficial engagement with the UK. Darshi was unanimously chose as the winner by the final judging panel comprising of Gill Westaway, Beatrice Pembroke, Project Manager Creative Economy unit British Council London Otara Gunewardene, CEO Odel and Vinod Hirdaramani, Director Hirdaramani Group of companies. The judges were of the opinion that Darshi would be a worthy ambassador for Sri Lanka and that through her entrepreneurial skills she could has exposed batik to the world as a product with international appeal in keeping with cutting edge fashion trends.

Addressing the press conference, Darshi said that "the IYFEY award gives me a great opportunity to generate greater awareness of the potential of the fashion industry in Sri Lanka and also showcase our abilities and products to the world. The launch of the award is also a stepping stone for young fashion entrepreneurs like us to gain more recognition and exposure in the local and international market."

Darshi is currently the Director and Head of Design at her family-owned business Buddhi Arts Pvt. Ltd., which manufactures, retails and exports apparel and accessories under the brand Buddhi Batiks. Over the past two years, Darshi has worked towards reviving the largely ignored batik industry which she sees as a great income generator. In doing so, she has strived for innovativeness and uniqueness by introducing contemporary designs and non-traditional fabrics into her work thus making them more appealing in the local market.

Darshi has also displayed her products at a range of fashion shows both in Sri Lanka and abroad. In October this year, Darshi participated in the Haywards Black India Men's Fashion Fair held in Bangalore. Her batik collection which was received enthusiastically by the Indian public and press will be retailed at Indian stores from next year.

She also participated at the Colombo Fashion Week early this year, which she says gave her a valuable experience. With regard to her upcoming undertaking, Darshi says it will no doubt be a rewarding experience which would enable her to contribute to developing the fashion industry in Sri Lanka, both locally and internationally.

The IYFEY 2008 award is fully supported by the British Council and the Hirdaramani Group of Companies in association with Grey Colombo, MTV and YES FM.