Life is unpredictable. And there are times when we find ourselves standing at a crossroads. On one side is a perfectly paved path ahead, while on the other, a wild trail calls your name. That pull, that undeniable urge to chase a passion, is a universal human experience.
In the fourth episode of How She Got Here (HSGH) season 2, we hear from Aru Serikova, who chose the latter path and pursued fashion entrepreneurship even when it meant leaving stability behind!
Our VP, Cass Cross, sits down with Aru as she discusses the journey of founding her designer brand, Arumeé Shop. Ms. Serikova left a thriving consultancy role for her love of fashion, proving that sometimes the biggest risks yield the most satisfying rewards!
In this post, we take you through Aru’s story of resilience and the power of courageous re-invention!
Meet Aru Serikova: From Kazakhstan to Consulting
Aru Serikova hails from the town of Uralsk in Kazakhstan. As she shares in the episode, she’s often the first person many meet from her home country, a role she embraces with pride.
Eager to share the unique cultural tapestry of Kazakhstan, Aru describes the country as a blend of Turkic ancestry, Russian influence from its USSR days, Muslim faith, and Asian heritage.
Fast forward, Aru’s academic journey took her to Canada, where she pursued a bachelor’s degree in business. This led her into the demanding consulting profession and subsequently into a fashion business.
How Aru’s Upbringing Inspired a Love for Fashion
The seeds for Aru’s eCommerce fashion business were sown early in her life in Kazakhstan. She recounts how her mother encouraged her to participate in performances and dance, nurturing a love for singing and being on stage. A significant part of these experiences was the creation of custom-made dresses.
Unsurprisingly, these childhood experiences set the stage for her women-owned fashion startup!Aru recalls loving visiting fabric stores and choosing the best designs with her mom.
The Corporate Chapter – Learning the Business Basics
Before starting a fashion brand from scratch, Aru built a solid foundation in business. Choosing a business major as an international student in Canada felt like a practical, universally transferable path. Further, she gravitated towards accounting, a subject where she excelled while many others struggled.
Her early experience involved understanding the nuts and bolts of business, which proved invaluable in her path to brand building and fashion marketing.
Aru’s Time at KPMG & Why It Mattered
Aru Serikova’s corporate journey continued with a co-op at KPMG Canada, which later turned into a full-time role.
Within the Deal Advisory department in KPMG, she focused on transaction services and financial due diligence for mergers and acquisitions. This role provided her with exposure to diverse sectors, teaching her invaluable skills in Excel, client communication, and understanding industries from the inside out.
Subsequently, Aru moved to a Digital Transformation team in Toronto, where she learned about client relationship management and sales. Being at one of the Big 4 accounting firms was essentially an MBA-like experience for her. The skills and knowledge she gathered on the job were monumental in making her confident in quitting corporate job for a creative career.
Making the Pivot – From Finance to Fashion
The decision to leave a stable, prestigious job at KPMG in 2024 was monumental. “If someone told me that two years ago, I would be like, ‘Are you crazy?'” Aru Serikova admits. But such career pivot stories are rarely an overnight decision!
Externally, supportive friends encouraged Aru to share her innate style and eye for aesthetics. The vibrant, do-your-own-thing energy of New York City also played a huge role, offering a sense of permission to pursue her dreams.
Internally, Aru felt a growing need to change her environment and explore her creative potential, which felt stifled in the structured corporate setting.
But most importantly, the unwavering support from her family and friends provided the reassurance needed to take such a bold step.
Mentorship, Serendipity & Sewing Machines
Aru Serikova’s journey as an ex-consultant to fashion designer was full of pleasant surprises. And it’s almost magical how she found her mentor. A chance encounter on a flight to Dubai for Christmas changed everything for her.
While on board, Aru struck up a conversation with a fellow passenger at the business class bar – a designer and tailor who had worked with A-list celebrities. He told her, “Don’t go to school. Don’t waste your time. Just come to me, and I’ll teach you.” This incredible offer marked the beginning of her hands-on fashion mentorship.
Soon, Aru was at his newfound guru’s New York studio. She tells Cass how her hands got sweaty as she touched a sewing machine for the first time, learning to make patterns and straight stitch lines. But the mentor believed in her talent and kept pushing her with positive affirmations.
Undoubtedly, Aru’s serendipitous meeting proved pivotal in helping her understand how to start a fashion brand from scratch.
The First Dress and the Power of Support
Career change success stories are impossible without a guide. Aru Serikova also found her way through her mentor, who inspired her to create her first piece, a classic little black dress.
The teacher’s belief in Aru’s talent was incredibly affirming. She repeatedly emphasizes how the positive people around us are extremely important for our success.
Cass and Aru delve into this, discussing how a support system makes you feel safe and mentally strong to pursue ambitious dreams!
Why Community Matters in Entrepreneurial Journeys
As episode 4 progresses, Cass recounts how she first met Aru–and another of our podcast guests, Hannah Stein–at SheInnovates, an all-women’s eCommerce conference. These chance encounters at women-centered events often lead to the most genuine conversations.
There’s something powerful about the sense of community that emerges when women support women. It’s in these shared spaces that dreams take root, and femme-identifying individuals find the courage to move forward!
Building a Brand With Intention
Aru Serikova’s approach to building her eCommerce fashion business is deeply intentional. She didn’t want to simply curate products or jump into dropshipping without understanding the essence of clothing creation.
This desire for foundational knowledge formed a core tenet of Aru’s brand, Arumeé Shop. After learning the design and sewing process, she made a collection of dresses.
However, realizing the intensive labor and higher price point of couture for a new brand, she pivoted her strategy. She launched an eCommerce brand but with a commitment to quality and direct involvement in production.
Ethical Sourcing & Low MOQ Manufacturing
Building Arumeé wasn’t a cakewalk for Aru Serikova. She went to one of the biggest fashion manufacturing hubs of the world, Guangzhou, China. Armed with in-depth research, she steered through showrooms and met with numerous manufacturers.
Aru’s focus was clear: high quality, low MOQ (Minimum Order Quantity). As a new, self-funded brand, ordering hundreds of pieces wasn’t feasible. Therefore, she wanted to create special items, not mass-produced goods.
In her quest to find the best manufacturers herself, Aru understood the importance of testing the market and iterating based on customer response. This thoughtful approach to sourcing is key for anyone looking into starting a fashion brand from scratch.
Advice for Aspiring Entrepreneurs
When asked for advice, especially for young people and aspiring entrepreneurs, Aru Serikova’s wisdom shines:
- Listen to your intuition: Be open to signals that suggest a pivot or change in direction.
- Adopt flexibility: Goals are good, but so is adapting to your environment and life’s changes. It’s okay when things don’t go according to plan.
- Accept and reciprocate support: Lean on your support system and be there for others. Keep spreading kindness, and be nice to others.
Another powerful mantra Aru shares is, “Rejection is redirection.” This reframing of perceived failures or setbacks is a cornerstone of her resilient mindset. Cass adds that failure can also be seen as valuable data, informing you of your next steps.
They discuss moving beyond black-and-white ideas of success and failure imposed by society. Instead, we should all celebrate the bravery of trying difficult things and pursuing unconventional paths!
The Bottom Line
Aru Serikova’s journey from a small town in Kazakhstan to founding her brand in NYC seems like a dream come true! Her life story reminds us that the path to fulfilling our dreams is rarely linear. Instead, it is often filled with unexpected detours that, with the right mindset, lead us exactly where we need to be!
You have to hear the whole conversation! So, tune into Episode 4, Season 2 of HSGH, proudly sponsored by Cronix. Listen as Aru and Cass share laughter, insights, and the raw truths of an immigrant entrepreneur story. It’s an episode you won’t want to miss!
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