Christeen Silva’s story is a testament to the power of perseverance and the willingness to learn from failures. Her journey from a failed fast-fashion brand to a successful slow-fashion brand, Absolute, has been marked with challenges, setbacks, and moments of triumph.
However, her success is not just limited to her entrepreneurial ventures. Christeen has also been empowering the women around her by creating job opportunities and fostering an environment of growth and learning.
In an exclusive interview, Christeen Silva shares her story of how she started her journey as an entrepreneur, the challenges she faced, and how she empowers herself and the women around her.
Christeen’s love for numbers and her passion for creativity drove her to become an entrepreneur. She started a clothing brand around 2013, not necessarily with a concept or a brand story, but with the desire to become an entrepreneur. The brand was a fast-fashion brand because that was all what a streetwear clothing label meant at the time. Having not come from an apparel background, she failed to understand the limitations of this, and that model failed. It was a business fueled with lots of passion and hope. The failure of the brand was a gut punch that was initially difficult to get over, both emotionally and financially. However, finally accepting that it failed and letting it go freed her to continue.
Her next job as a Brand Entrepreneur at MAS opened her up to the apparel industry. The job was exciting as it meant she got to be some form of an entrepreneur without having to take the risk of fully being one. She was part of a small team that was testing a concept to go to market, so that meant doing most things out of process and getting things done with minimal resources. That was great training for her future business.
Christeen had made up her mind that she wasn’t going to start a business just for the sake of doing so or to prove a point or just to sell things. She knew she wanted to be a part of something more meaningful. When she realised the need to start “Absolute,” she told herself, “let’s just go with it and see.” She had zero plans or expectations.
While looking for a place to buy a white t-shirt, she ended up calling 3-4 friends asking where to go. Online shopping and social media were not that big 4-5 years ago, so you still called someone before going to Instagram. The common answer was “this place might have it, that place also could, but we are not sure.” She did not understand how there were 50 different stores in Colombo and suburbs, and everyone just ended up selling printed garments. Her option as a customer was to visit 6 stores or order something from ASOS, which would take a month or two to come or may get lost at the post office.
That’s where she started to realise that she can’t be the only one who struggles with this issue. To walk in and buy a staple garment which all of us need. That’s where Absolute started. She picked that name from over 20 names, as she wanted it to mean “nothing more and nothing less.”
As Christeen notes, being a woman entrepreneur comes with its own set of challenges and responsibilities. However, she has learned to approach these challenges from a place of calm and to stop feeling bad about the extra layer of difficulties that comes with being a woman.
For Christeen, empowerment is about creating an environment where women can grow and thrive. And this is exactly what she has been doing with Absolute. The company’s team of 22 women in retail, manufacturing, design, marketing, and strategy is a testament to this.
Absolute’s success has not just been about creating job opportunities for women but also about providing them with the training and tools they need to grow professionally. The company has a strong culture of learning, and every team member is encouraged to develop their skills and take on new challenges.
Christeen believes that creating an environment of growth and learning is essential for empowering women. It’s not just about providing them with job opportunities but also about helping them develop the skills they need to take on leadership roles in the future.
Absolute’s commitment to empowering women has also been reflected in its business practices. The company’s focus on slow fashion and sustainable practices is not just about environmental responsibility but also about creating a more equitable and just supply chain.
Fast fashion is known for its exploitative practices, from low wages and poor working conditions to environmental damage. By focusing on slow fashion, Absolute has been able to create a more ethical and sustainable business model that benefits everyone involved in the supply chain.
For Christeen, the success of Absolute is not just about creating a successful business but also about creating a positive impact on the world. The company’s commitment to sustainability and ethical practices is a reflection of this.
Christeen’s story is an inspiration for women everywhere who are looking to create their own path and make a positive impact on the world. Her journey is a reminder that failure is not the end but rather an opportunity to learn and grow.In a world where women still face numerous challenges and obstacles, Christeen’s story is a reminder that it’s possible to overcome these challenges and create a better future for oneself and others. Empowerment is about creating an environment of growth, learning, and opportunity, and this is exactly what Christeen has been doing with Absolute.