A chat with Yolanda Aluwihare 

With over 30 years of experience, iconic designer Yolanda Aluwihare have graced international runways in Germany, Italy, Australia, France, Switzerland, Singapore and Japan among many others. 

Recipient of the ‘Brand of the Year’ award at the prestigious Fashion Asia Awards in China, she is an absolute pleasure to talk to. Surrounded by her beautiful batik collection at one of her many stores, she patiently answers my questions about her rise to success andher involvement in the Colombo Fashion Week (CFW). 

How did your career begin? 

It all started out in the 1970’s as a hobby. I never dreamt that my label would one day get famous internationally! I married young, I had children and I always felt that I needed to do something with my life. I started with a few wall hangings and then I did some of my husband’s sarongs and one day a shop owner approached me and asked me to give some of my work for sale and the owner gave me some pocket money for my work. Then after two or three years, in Colombo, a manager from Oberoi (now known as Cinnamon Grand) offered me a shop window and even though I was a little reluctant he encouraged me to do it and I did. 

When did your label become known internationally? 

Well, like  I said, when I got my shop window it happened during the Non Allied summit and a lot of delegates came, bought my clothes and a President asked me why I don’t export my clothing. So I thought about it and got a stall at the International Frankfurt Festival and went, did my interior and I got great many orders that helped me build up my business. From there onwards I’ve done stalls in 20 – 30 different countries. 

How has your success been? 

I’ve won a few awards. I’ve won a gold trophy for ‘unique product’ and then in 1993, at the Sri Lankan Expo at BMICH, I won an Expo award. Then in 2000 I got the silver award for ‘Woman Entrepreneur of the Year’, in 2011 I got a ‘Lifetime Achievement Award’ by CFW and in 2012, I won ‘Asia’s Top Fashionable Selling Brand of the Year’ at the Fashion Asia Awards in China and that was such a big honour for me! Then again in 2013 I won the gold award for the Woman Entrepreneur of the Year and in 2014 I won the Super Achievers Award. 

When I started, I started from the bottom and I built a foundation day by day, brick by brick. I built my empire. Now my label is sold internationally in many countries and that’s great success. 

When did you get involved with CFW? 

It all started 13 years ago. I was one of Ajai’s first designers. From the very inception I’ve been with them and only this year I decided not to show because my business has grown and I just can’t cope up with the demand and to just do one collection you need 4 – 6 months. 

What are your views on CFW? 

Well, when we had the very first CFW show no one was interested in our garments. No one encouraged us to wear Sri Lankan clothing. And I truly admire Ajai, Dirk and Prassad for what they have done. They promoted our ancient heritage and culture, promoted our handlooms and the beeralu lace, our jewellery, our resort wear and more so, they bought revenue to our country. Ajai especially is not even from Sri Lanka and yet he has given his heart and soul to our country and completely built a fashion industry here. He’s helped people to showcase their products and helped people to own labels. CFW is great and they are doing something amazing for the designers and for this country. 

What advice do you have for the upcoming designers? 

Most designers don’t know the practical aspect of being a designer. You really need to know every aspect of your clothing. I’m completely aware of my hardships but a lot of these people think it’s so easy. I think it’s important that they know how much work it is to be a designer. 

As a novice, their biggest mistake or rather, their biggest limitation is the lack of facilities and capital. Plus designers want to do everything nowadays! In the sense, my work is for mature women and not teenagers because it’s not something I’m particularly interested in. But I know people who are involved in handlooms, batik and linen at the same time. It’s important to stick to one thing and target the crowd! 

By Panchali Illankoon 
Photographs by Kushan Pathiraja