Mariam Nihal Saudi Gazette There is something in the human nature that is strongly rooted, desire. Insatiable beings. In the context of fashion, the dream to be unique, secular and insatiable run parallel with each other. Pink Fudge, is an appointment-only store that offers GCC residents vintage bags and pieces from high-end labels such as Hermes, Channel, YSL and Goyard, which are not found anywhere else. Golly Sefyi, one of the founders of Pink Fudge, said: “Since a young age I felt that my future career path would entail in doing something creative. Now, with more experience in the field, my partner/best friend and I have decided that we should make another dream of ours turn into reality by starting Pink Fudge — the next step in the fashion industry.” Seyfi believes that Pink Fudge caters to a girl's wildest fashion desires by giving them dream closets. Persian born Sefyi has lived most of her life in Dubai, which she calls home. In an exclusive interview with Saudi Gazette Seyfi talks about Pink Fudge and its exclusive vintage collection. Saudi Gazette: Tell us something about yourself. Seyfi: I completed my university degree in interior design, something that I have always enjoyed, mixing and matching different pieces and creating a beautiful space. I always had a passion for art and design. Every home we owned or moved into, it was me everywhere. I started my clothing line KOOKOO in late 2007. After realizing how opportunities were opening up for the younger generation and doing almost anything was possible and easier, I decided to follow that dream and put my ideas on paper. I call interior design the sibling of fashion world, as they all fall in the same family. Studying interior design came in handy also at a later point, when my younger brother started his company in Paris. Sometimes, he would have clients with specific tastes and he would always ask my input on certain projects or to design a few unique spaces to match his client's tastes. Over the years that I helped him, I realized that designing wasn't only restricted to furniture but to another one of my passions, fashion. Saudi Gazette: How did Pink Fudge come into play? Tell us about the online portal — do you plan to open any store in the Gulf? Seyfi: Our entry into the market has been a gradual process. When we set up our business model, we decided that through every step, we needed to understand and cater to our clients' wants and needs. We launched just a couple of months ago with our Facebook page, which has become a hit amongst many fashionistas. And frankly speaking, one of the best places to start anything new is Facebook. We are currently developing our website, which should be launched soon. Having a store in the future is definitely not out of the question, but presently we are focusing on our products and services online. We want to redefine the shopping experience for our customers and not set any limits for anyone, they can have as many pieces they want from us. Saudi Gazette: Who is your clientele? Who is an ordinary shopper at Pink Fudge, or are they anything but ordinary? Seyfi: Our clients are me, you and every girl who loves fashion and wants to wear the best. This is the gateway to the latest “it” item in the fashion world for those who want to stand out from the crowd. We are growing our loyal clientele base who appreciate our services and products and come back for more. We also have big clients who call in and request specific, exclusive items and we do our best to please them. It brings us great joy when we see that our clients are satisfied and that they know that they can count on us to cater to their wildest fashion cravings. Saudi Gazette: What is your brand philosophy? Seyfi: The philosophy behind Pink Fudge is getting the latest “it” quickly and not wait for it, or be on some waiting list in some store. We want to fill every girls' dream closets with all the latest pieces the fashion industry has to offer. Saudi Gazette: Where do you plan on taking the online portal? What is the vision of the founders? Seyfi: We want our online portal to replicate the intimate, community feel that Facebook offers. We want it to have a slightly ‘insider' feel. Once you enter the Pink Fudge world, there is no turning back! Saudi Gazette: How does the UAE fit into the bracket of vintage fashion classics? How do you think the Arab woman perceives the heritage of being fashion? Seyfi: Vintage fashion isn't something new; it is as old as fashion is itself. The thing that has changed is the perception and view of vintage items, as they have become so hot now! Everyone is on the hunt to buy a nice vintage piece including most Arab girls. Some might still view it in a negative light, thinking it is something already used, but most girls I have come across love shopping for vintage timeless pieces. Saudi Gazette: Name some of the pieces you can find only find on Pink Fudge and not anywhere else. Seyfi: The first obvious choice would be a Hermes Birkin or a Kelly — the waiting list for these in specific are actually getting longer and crazier due to the excess demand amongst girls nowadays. Everyone wants to own one or is looking to buy more to add to their existing collection. Another one I would have to say are Goyard bags. They too have a waiting list on certain popular pieces, like the Saigon which we carry at Pink Fudge. It is not even easy to get it in the Middle East because they do not even have a flagship store yet. Also, we carry the Kenneth Jay Lane line — gorgeous sparkly bracelets and bangles from New York that I think every girl should at least own one piece from it. Lastly, our line of unique Vintage Channel accessories are always a great investment to stack up in your closet. Saudi Gazette: Tell us about the shipping process. How easy is it for anyone to purchase their favorite piece? Seyfi: Its couldn't be easier. We ship worldwide and have a free shipping service within the UAE. You just need to confirm the item you want and once the payment process is complete, your item will be shipped the next working day. Saudi Gazette: How do you select your pieces? Seyfi: We usually select on the basis of what we know our customers want and what may be in that season, trying to stay away from selecting pieces that one can easily get in any local brand store. Saudi Gazette: Tell us about KOOKOO — do you plan on incorporating fashion wear with Pink Fudge? Seyfi: Well, KOOKOO and Pink fudge are two distinct businesses. KOOKOO is my clothing line, which started back in 2007. I take my specific taste and creativity and pour it into my pieces. With Pink Fudge, we may look into getting some vintage designer wear down the line, if our clients demand for it. Saudi Gazette: What does Pink Fudge mean to you and what significance does it have in your life? Seyfi: Pink fudge is my newest baby and is very special to both my partner and I. We are very excited about working together and most of the time it does not feel like work, especially when you love what you are doing. Down the line we simply want to be bigger and better and be a unique concept online destination within the industry and in the Middle East — that is our aim — maybe, be the Middle East's version of Colette in Europe but with a twist that will give it a unique identity. Saudi Gazette: What is your dream bag? Seyfi: Both my business partner and I would have to say a croc Birkin; a dream bag for sure!
