Ash Sharma, a former aviation data analyst, embarked on a daring journey in October 2018, swapping a secure career in the airline industry for her long-held dream of owning a fashion boutique.

This unexpected shift from a high-flying corporate role to the glamorous yet unpredictable world of fashion left her family and friends astounded, but it led Ash to newfound fulfilment and remarkable success.

For 16 years, Ash thrived in the dynamic airline industry, holding influential management positions at Fiji Airways and serving as a data analyst for Air New Zealand.

But her vision of launching a fashion line that fused Polynesian island flair with Indian elegance exerted a magnetic pull.

What began as a side hustle in her garage blossomed into BFF Boutique, a vibrant fashion enterprise offering everything from beauty cosmetic oils to exquisite women’s leis.

In October 2018 – with cries of "Are you mad?" ringing in her ears – Ash took the courageous step, driven by her vision, her passion and underpinned by a solid financial foundation.

Ash opened a bespoke shop, BFF Boutique offering tailor-made stock to meet the increasing demand of her clientele.

From 2019, the business soared, achieving impressive turnover but the onset of the pandemic in 2020 stalled business momentum. Forced to close her bespoke shop, Ash consolidated her team into the main shop to reduce costs.

The financial strain was immense, and Ash faced the tough decision of letting her team go, assisting them in finding new work while she struggled to keep her dream alive. The pandemic tested her resilience, but Ash was resolute in her determination.

Ash sought assistance from the Pacific Business Trust (PBT), which became a pivotal moment in her journey. PBT helped her develop and launch a website, creating a crucial revenue stream during the lockdown.

The first purchase came within seven minutes of the website going live, marking a new chapter for BFF Boutique. Grants from PBT and collaborations with digital marketing experts further enhanced her online presence, opening up international markets.

Ash continued to innovate and adapt to changing business conditions, by collaborating with Pasifika brands and establishing Lomani Pacifika Garments in Fiji, where production could be local and sustainable.

Ash credits PBT's support for helping her navigate financial challenges to establish a global digital presence, including grants and business resources.

Her advice to aspiring entrepreneurs revolves around the three P's: Passion, Perseverance, and Planning.

1. Passion:

   “Your passion is the driving force behind your business. Ensure it’s strong enough to propel you through challenging times.”

2. Perseverance:

   “Hard work and dedication are essential. Your commitment will see you through obstacles.”

3. Planning:

   “Plan meticulously from A to Z. Be prepared to adapt and change strategies as needed. Always have a contingency plan.”

Throughout her journey, Ash's family has been her unwavering support system.

Her husband Praveen Sharma and their children, Nikhil and Raina, have stood by her through the highs and lows. Ash’s experience in the fashion industry has imparted valuable lessons about resilience, adaptability, and the importance of seeking assistance.

Looking ahead, Ash is excited about the future of BFF Boutique and Lomani Pacifika Garments. She continues to infuse cultural influences into her fashion line, sharing Pacific fashion flair with the world.

Her journey from the tarmac runway to the fashion runway is an inspiration for small business owners, demonstrating that with passion, perseverance, and strategic planning, any dream can be realised.