From Pandemic Pop-Up to Purposeful Planning: My Journey into Fashion Entrepreneurship

Starting a fashion business during a global pandemic was not at all the runway situation I had imagined. However, when COVID struck and everything went on pause, I decided to resume my journey in a new direction with an online thrift boutique, which I named Vardrob. At that time, India's resale and pre-loved culture was just beginning to explode on Instagram, and I was all in. I started curating a few secondhand pieces as a side hustle, and it rapidly transformed into a full-blown hustle. I was it the one finding unique garments, styling shoots, taking product photos, managing content calendars, responding to customer DMs, logistics and customer service everything. All by myself, and hands-on.

And let me tell you, it was exhausting.

Figure 1. Personal brand logo – Vardrob (Thanusha, 2025).

There were days I’d sit on the floor surrounded by unshipped parcels, still editing pictures, wondering if any of this would even sell. There were moments of doubt, burnout, even a little resentment. Because while everyone else saw the pretty grid on Instagram, I was behind the scenes doing the real work: late nights, delivery mix-ups, supplier delays, and moments where I questioned whether I was even cut out for this.

But Vardrob also gave me something irreplaceable: a crash course in real-world entrepreneurship. I learned how to create a market where there wasn’t one. I learned how to talk to customers, build a brand voice, and adapt to what people actually wanted  not just what I thought looked good. I learned to listen. To pivot. To keep going.

                 

Figure 2 & 3. Screenshot of Vardrob website & Vardrob pop-up stall images (Thanusha, 2025).

I was surrounded by unsent parcels, and I was editing photos late into the evening wondering if anyone would even buy. Behind all of the makeup of that perfected Instagram feed was a messy grind of supply chain "oof", orders getting mixed and chaotically everything else that comes with solo entrepreneurship. There were many moments of burnout and feelings of "maybe I'm not cut out for this fashion entrepreneur life". But Vardrob became my crash course on the realities of the fashion business ecosystem. I learned how to create a niche market that did not exist, develop my brand storytelling, and be customer-centric - pivoting based on feedback and not just aesthetics. It was truly a masterclass in versatility, resilience, and listening to your market. 

                      

                            Figure 4. Corporate working environment at Dell (Thanusha, 2025)

When I went on to work full-time at Dell, I had to close Vardrob down. I could not manage a 9-to-5 and run a whole clothing operation alone. But my closing that chapter did not signify defeat, it was a significant pivot point. It highlighted that whilst one can be challenged in this industry, it is also rewarding to build with intention.

This is why this Fashion Entrepreneurship course has been such a gamechanger for me. I am not launching blindly as I have been receiving important tools and frameworks that include business modelling, digital content creation with Canva and presentation skill development to help me articulate the vision behind building the brand I envision. What used to be a blurry dream is shaping into a reality, one stitch at a time.

This semester reaffirmed my commitment: no more winging it. I'm here to build a sustainable, scalable fashion brand that honors the craft, the community, and the commerce. And if that means I need to unlearn everything, rewire my brain, and take the time to properly build a thoughtful and smarter brand good, BRING IT ON.

References

Thanusha S (2025) Personal brand logo – Vardrob [digital image], personal collection, accessed 4 June 2025.

Thanusha S (2025) Images of Vardrob pop-up stall [photograph];Vardrob website [digital screenshot], personal collection, accessed 4 June 2025.

Thanusha S (2025) Photographs of corporate working environment at Dell [photograph], personal collection, accessed 4 June 2025.