Amy Pugsley 
Online shopping has become an addiction at worst and a modern convenience at best. In the age of technology, the ability to connect with people online has opened doors and made the world so much smaller. Those who remember the days of payphones, long-distance calling charges, internet cafes, and computers without internet (yes, it was weird) know that the advent of the internet created thriving digital communities. Things that were once so difficult they were abandoned like talking to family on the other side of the world, reconnecting with old friends, sharing photos of special moments, and coming together over shared passions have now become a routine part of the day.
Knowing the power of the internet and its unique ability to connect people, entrepreneur Kamelia Adib founded Kadib Shop in 2019. While there are many online shopping platforms, Kadib is unique because it serves as both a way to celebrate her rich Persian heritage and to give artists from the global diaspora a platform. Intrigued by the intersection of current fashion trends and centuries-old Persian culture and heritage; Adib brought together over fifty designers and artists living and working in different parts of the world, including Europe, the Middle East, and the United States. Flair Magazine wanted to learn more about this amazing platform and how it came to be the hub for modern Persian artists.
What is your background and how did you get involved in Persian fashion and design?
I left Iran in 2006 at the age of 17 and started my Bachelor’s degree in Advertising and Communication at the American University of Sharjah. In 2012, I moved from Dubai to London to pursue my studies and started my first Master’s degree at Greenwich University in Media Communication. At this stage, I was developing a more vivid perception of my passion and professional career path, so I decided to study an MBA in Luxury Brand Management at Glasgow Caledonian University in London. Consequently, I also did a short course in fashion styling at Central Saint March University. After 4 years of living in London, I moved back to Tehran and started the first Online Fashion Shop in Persia. In the five years that I was running this platform, I had the pleasure to work with talented Persian designers as well as importing pieces from European brands for the online platform.
What was the inspiration for creating a platform like Kadib?
The inspiration for the Kadib shop really sparked when in my various travels in different parts of the world. I would randomly get stopped by people, asking me about the pieces that I was wearing. These were the unique pieces that were designed and produced by the Persian designers I was already working with and what made them so special was how they were all inspired by the Persian culture and heritage. That’s when it hit me that it’s so unfortunate that these incredible talents and unique designers were not being seen outside of Persia and as if they didn’t have a voice globally, due to sanctions imposed on Persia. I took it upon myself to help and represent these designers to show the world how gifted they are with my previous work experience and background in this field. These designers are distinctive because they have a lot to say in their designs looking back and taking inspirations from the ancient heritage in Persia, therefore this creates a unique stand for them with their designs.
Do you contact designers or do designers contact you?
In the beginning, we approached designers that we already had experience working with and that were credible in the fashion industry. Now that we are more well-known and we have a bigger audience we are being approached by Persian designers in different parts of the world that want to be seen and showcase their work. Due to political sanctions, Persian designers are limited in presenting their work and our mission is to create an environment that we can promote and present these designs across the world. Other than an online platform we extend our horizons through attending various fashion events and we also display some of our pieces in concept stores and pop-up shows across Europe and the Middle East. Berlin Fashion Week was one of the events that we participated in where we got to meet different Fashion buyers to collaborate with and distribute our collections.
What are your plans for the future of Kadib?
One of the things we are focusing on in the future is adding more authentic techniques and methods in our collections from villages and suburbs in Iran by working with women in these areas that struggle with jobs and their daily life. These techniques include needlework, embroidery, and craftsmanship that are specific to their regions. By incorporating these, we get a chance to create jobs in these areas for the women in need and we also keep these traditions and techniques alive so the rest of the world can get to see it too.
What do you want Flair readers to know about your platform or Persian art?
Kadib has a collection where all pieces are handmade and one of a kind with culturally inspired craftsmanship, everything you find on our platform is for people who are tired of things that are commercialized and are looking for pieces that have a different voice and stand out. We select every piece carefully to ensure that they create the spark we strive for.
Why do you think it is so important for the Persian diaspora to have a platform to celebrate their heritage and culture?
Persians are from an old heritage of 3,000 years where so many types of arts and crafts were born. These techniques and traditions carry a vast history and we feel the need for them to be seen and experienced. A lot of the pieces in our collections are inspired by Abbasid and Safavid dynasties that date back to 1501.
Check out Persia’s hidden talents at https://www.kadib.com/
