Sabena von Asten

WHAT GOT YOU STARTED?

by Burke Campbell 

Published in the Financial Post

 Sept 15, 2008

Sabena von Asten runs Emile & Etienne ( www.emileetienne.com ), a Winnipeg retail store that sells India-inspired apparel, for both men and women. Sabena von Asten tells the Financial Post what motivated her to become an entrepreneur.  

Maritime roots: “My parents immigrated from India , and I was born and grew up in Moncton , New Brunswick . Later, we moved to Winnipeg .  

Under the microscope: “I hold a degree in science and worked as a microbiologist for a pharmaceutical company. But I’ve always loved fashion, and realized I wanted to run my own business.”  

Niche market: “This year I opened my shop, creating and selling saris for women, along with scarves and jewelry.”  

Fusion wear: “My customers come from every background and love the freedom, color, and comfort of Indian apparel. Beautifully draped, a sari gives a woman an elegant, regal presence. Everyone enjoys a fashion adventure!”  

Niche market: “My store offers a wide selection of traditional bridal saris. Today, many brides want to experiment with fabrics, shapes, and color, so we offer customized work. It’s exciting to create new designs, reflecting both Eastern and Western influence.”  

Principles: “I import rich silks and fine cottons from Indian firms. We offer a fair price for these goods, and avoid companies that use child labor. In business, maintaining principles is as important as making a profit.”  

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