Qona
The fashion industry is constantly changing, bringing new trends every season. Yet, some classics, like the little black dress popularized by Coco Chanel in the 1920s, remain timeless. However, when it comes to modern workwear, the options can often feel limited.
Are you tired of the same old workwear? Looking for something that’s both stylish and functional? Qona has the answer. Qona is combining elegance with practicality in women’s workwear. It is revolutionizing the way women dress for success. It is a women’s fashion workwear brand that blends style, functionality, and versatility.
Founded by Shruti Rajan, Qona was born from a desire to create workwear that is both professional and stylish. Rajan, with her experience in the fashion industry, found a gap in the market for workwear that could easily transition from the boardroom to a social gathering.
Qona has a range of workwear that is both functional and fashionable. Their designs are tailored to the modern woman, providing comfort and style in equal measure. The brand’s commitment to quality and customer satisfaction has earned them a loyal following.
In the spotlight is founder Shruti Rajan, in an interview for our prestigious “Brand of the Year 2024” edition. Learn from her insights and valuable lessons as an entrepreneur to excel and make it the best company. Stay tuned to know her tale of success.
Prime Insights: Tell us about the brand.
I’m thrilled to introduce Qona, a women’s fashion workwear brand designed to easily merge style, functionality, and versatility. At Qona, our mission is to give every woman attire that exhibits elegance and confidence, making her feel empowered and prepared to handle her day, whether she’s in the office or getting in after-hours. We design with intention, focusing on timeless, playful, and adaptable pieces, creating looks that show individuality and sophistication. Imagine a brand that solves your work and post-work needs too!
Prime Insights: Kindly tell us about the company’s origin story.
Qona was born from my personal and professional journey in fashion. Having worked with celebrity brands and e-commerce businesses and seeing firsthand the impact of inclusive and innovative design, I noticed a gap in the workwear segment for women that truly blends functionality with style. Most options were either too corporate or leaned heavily toward extremely fast fashion, lacking durability and versatility. I wanted to change that narrative with Qona, crafting collections that women would not only love to wear but could count on for various moments in their lives, whether they were networking, celebrating, or unwinding.
Prime Insights: What motivated you to start this brand?
The driving force was the desire to offer women clothing that’s as multifaceted as their lives. Women don’t need another generic workwear line—they need clothing that celebrates their individuality while being comfortable and professional. I wanted Qona to provide not just attire but confidence, allowing women to express themselves authentically without compromising on quality or style.
Prime Insights: What were the initial challenges faced by your business?
Launching Qona was as exhilarating as it was challenging. One of the initial challenges was finding manufacturers who could meet our quality standards at a price that would keep our collections accessible. I also faced the challenge of convincing the market that workwear could be both chic and functional. Educating consumers about the value of investing in versatile, high-quality workwear took time, but it’s been incredibly rewarding to see that message resonate.
Prime Insights: How is the brand defining the “trust factor” in the market?
Trust for Qona begins with transparency. We are open about our sourcing, our design process, and our commitment to inclusivity. Each garment is crafted with care, with a guarantee of quality and durability, so our customers feel confident that Qona pieces will support them through their daily hustle. Moreover, we believe in creating real connections with our customers, valuing their feedback, and constantly striving to exceed their expectations.
Prime Insights: What are the key differentiators of the company’s business model?
One of Qona’s primary differentiators is our commitment to a hybrid mode of timeless design infused with modern functionality. Unlike many brands that focus only on the latest trends, we emphasize durability and versatility in each collection. Additionally, our inclusive sizing and focus on affordability allow us to reach a wide audience while maintaining premium quality.
Prime Insights: What services does the brand give to its clients?
Qona provides more than just clothing; we give a holistic experience. Customers can talk to our style consultants for advice on finding the perfect pieces for their needs. Our brand also provides a subscription newsletter featuring styling tips, trend insights, and the latest collection updates, empowering our clients to stay fashion-forward effortlessly.
Prime Insights: In an age of mistrust, is the brand seeing an evolution in how consumers trust its services?
Absolutely. Today’s consumers are increasingly discerning, seeking authenticity and reliability in brands. We’ve noticed that our transparency in sourcing and manufacturing has resonated deeply, helping build trust. By staying true to our values and openly sharing our stories, we have seen our customers develop a genuine bond with Qona.
Prime Insights: How did the brand succeed in establishing a mark in the industry and in the hearts of the customers?
Our success is rooted in listening and adapting. We stay attuned to our customers’ evolving needs, always innovating to offer more inclusive, versatile, and stylish options. Customer loyalty has grown because they know Qona is dedicated to crafting clothing that empowers them. Our community feels seen and heard, and that connection has made Qona not just a brand but an ally in their style journey.
Prime Insights: How does the brand evaluate the value of a customer?
At Qona, we believe every customer is invaluable. We see each interaction as an opportunity to build a long-term relationship, from personalized styling support to responding to feedback. We measure customer value not just by repeat purchases but also by their advocacy, the trust they place in us, and their sense of belonging within our community.
Prime Insights: How well are the clients connected with the brand?
Our customers are the heartbeat of Qona, and we’re committed to nurturing that connection. We engage actively on social media, host events, and create spaces for genuine interaction. Our customers often reach out with feedback, styling stories, and even product ideas, which is something we deeply value and take into consideration in our designs.
Prime Insights: What are the most effective marketing initiatives or programs the brand has used to promote its initiatives, offerings, or services?
Our most successful marketing initiatives have been our customer-centric campaigns, where we show real women wearing Qona. Collaborations with influencers and thought leaders have also helped extend our reach, while exclusive offers and early access to new collections build loyalty in our subscribers.
Prime Insights: Are there any new categories or changes to be introduced this year?
Yes, I’m excited to announce that we’ll be expanding into functional workwear and introducing some festive drops soon. Both additions are designed to retain Qona’s signature blend of sophistication and versatility, offering women stylish options that seamlessly integrate into both their professional and celebratory moments.
Prime Insights: Have you measured how much trust consumers have in your brand?
We continually assess customer sentiment through surveys, feedback, and engagement metrics. The overwhelmingly positive response has been a testament to the trust we’ve cultivated, with many customers choosing Qona repeatedly and referring us to their networks.
Prime Insights: What’s the first thing that enters a consumer’s mind when they see your brand?
Elegance, quality, and empowerment. Qona stands for a unique blend of professional style and personal confidence, allowing women to express themselves effortlessly.
Prime Insights: What targets and plans will be achieved in the coming years?
In the coming years, we are setting our sights on expanding Qona’s domestic and international reach. We aim to establish a strong presence in major metropolitan cities across India while also exploring opportunities in international markets to take this Indian homegrown brand globally. Strengthening our digital presence remains a priority, as does integrating eco-conscious practices into our supply chain. Our ultimate vision is to make Qona the go-to brand for workwear and more, continually redefining modern women’s fashion on a global stage.
Prime Insights: What message does the company give to the young entrepreneurs reading this draft?
To young entrepreneurs: Start with authenticity and stay resilient. Every challenge offers growth, and each small success brings you closer to your vision. Trust your journey, listen to your customers, and keep innovating. Remember, the most successful brands are those that serve with purpose and passion.
