When creativity becomes commerce

On a shelf in Dhaka's Pink City Shopping Complex, nestled among Turkish-inspired necklaces and exquisite shawls, sits a story that began not in a boardroom but during casual travels and family exhibitions. For Zafreen Khan, the founder of Zaf Jewels by Zafreen, what started as a personal interest slowly unfolded into a small-scale venture, one that now occupies both a physical storefront and a space in a high-end shopping complex in Bangladesh.

"I've always loved jewellery," Zafreen explains. "My mother and I used to travel to Turkey together. We'd meet artisans, and design pieces, and people would appreciate them."

What was once an informal passion project, eventually became a retail business after she saw a consistent positive response. The jewellery was not something people commonly found in Dhaka at the time, and that difference gave her an edge.

Unlike many startup stories that begin with branding strategies and investor decks, Zafreen's journey was grounded in trial, error, and observation. "We used to do exhibitions," she says. "I always found them to be a fun, social experience – meeting people, talking about design. It was not just business. It was personal."

Over time, Zaf Jewels expanded beyond exhibitions. She began selling her pieces at Turkish Bazaar – a restaurant she co-owns – and eventually opened her first store in Pink City. The business now has a bigger outlet on the third floor.

Zafreen admits that running a business in the current economy has not been easy.

"The market has slowed down and overall demand has reduced. But there's still a group of buyers — people who attend social events — who value fashion, and who are willing to spend." She believes this niche segment, while not massive, still drives decent sales, especially as her products are not widely available elsewhere in the local market.

"I've done shows in London and New York, but honestly, I find that sales are better here in Dhaka. The designs I offer, like Turkish and Jaipur-style jewellery, are not widely available here, so people find them refreshing."

Despite the exotic look, her pricing strategy remains relatively grounded. "Many of my pieces are priced between Tk 3,000 to 5,000," Zafreen says. "I could keep higher margins, but I don't. I prefer quick movement over inflated profits."

She adds that affordability is one reason the brand has built a loyal following. "Clients often return, and some even come from abroad. They trust the quality and the consistency."

Celebrity endorsements such as shoots with Bidya Sinha Mim and Tangia Zaman Methila have helped with visibility, but Zafreen is also careful not to rely solely on public figures for credibility. Instead, she focuses on maintaining quality and good customer service. "We offer repairs, refunds, and customer support."

With an academic background in Communications and Art History from New York and previous work in journalism and media sales, Zafreen did not initially set out to run a fashion business. But over time, her interests took priority. "This is what I enjoy the most. It's creative and hands-on. I juggle between my shop, the factory, and restaurants. It keeps me engaged."

Her decision was not driven by grand ambition but by a preference for a lifestyle that allows for both structure and spontaneity. "If I were selling window cleaners, I would not enjoy it," she laughs. "I like shoots, colours, designing — it's a space where I feel involved."

In the end, Zaf Jewels by Zafreen is not about disrupting industries or chasing rapid growth. It's about finding something you like doing, figuring out a way to do it well, and staying with it long enough for it to matter. As Zafreen puts it, "I like what I do. And that's really the reason I've kept doing it."

Photos: Courtesy