Articolo: Abbattere la fast fashion con ForeverLuxury®
Abbattere la fast fashion con ForeverLuxury®
MY JOURNEY – A Lady who is aware of trends yet builds her own personal style.
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MY VISION – My story begins with a devotion to self-expression and creation, not conformity.
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MY BRAND – Born to last through decades of change, PORSCIA YEGANEH® defines ForeverLuxury® where Persia meets Roma. Ultra-high craftsmanship, rarity, and All MADE IN ITALY.
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Tell us about your childhood and where you grew up?
My journey as a self-made, well-traveled Iranian Lady led me through the Middle East, Turkey, Greece, Canada, and Italy. Each place shaped my sensibility and style. On my 7th birthday, my mother gifted me a mini sewing machine; I turned pillowcases into outfits for my Barbie collection using an inside-out hand-stitching method now known as topstitching. This sparked a passion for creating rare, one-of-a-kind pieces aligned with my taste. Fittingly, my surname translates to “unique” in Farsi.
In 2002, I debuted a collection at Vancouver Fashion Week and received exceptional recognition. In 2003, after presenting further work—including designs from my teen years—I was listed among “designers to watch” in Canada and received my first buying request from The Hudson’s Bay Company. My creations appeared at Miss Universe in 2007 and 2008 and on Miss Canada in 2015. Actress Agam Darshi wore my designs on multiple red carpets. In 2009, an unauthorized hard copy of my biography was published and sold on Amazon.
In 2002, I debuted a collection at Vancouver Fashion Week and received exceptional recognition. In 2003, after presenting further work—including designs from my teen years—I was listed among “designers to watch” in Canada and received my first buying request from The Hudson’s Bay Company. My creations appeared at Miss Universe in 2007 and 2008 and on Miss Canada in 2015. Actress Agam Darshi wore my designs on multiple red carpets. In 2009, an unauthorized hard copy of my biography was published and sold on Amazon.
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How did you get started as an entrepreneur?
Thinking differently was my constant. I rejected trends and built a distinctive aesthetic—#bedifferent. Seeing the luxury space grow increasingly artificial, I chose to leave imitation behind and build a ForeverLuxury® house with distinct design and impeccable craftsmanship. I learned the mechanics of business while holding to principle and originality. As demand grew for PORSCIA YEGANEH®, I moved operations to Italy to align creation with All MADE IN ITALY excellence.
What is one business lesson you would tell a startup founder?
Passion over proceeds. Listen to your inner voice—the messenger of purpose. That voice led me to refuse trends and pursue authentic creation that yields ForeverLuxury® pieces. Many advised me to follow the market; I followed instinct and innovation instead. Ambition matters, but passion sustains you through trials. Devote yourself to the craft, protect your standards, and the results follow.
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