Keisha Edwards is the owner and Creative Director of Shasha Designs. Shasha Designs is a ready to wear brand that creates day and night clothing and specialises in unconventional wedding gowns. We are a blend of Guyanese and Caribbean culture, with a luxe finish. She launched her career in fashion by participating in the Guyana Fashion Week in 2008, where her designs received rave reviews, motivating her to launch her first fashion show in 2010 under the name Fierce Expressions.
Keisha has showcased collections in Guyana, Haiti, Curaçao, St. Vincent & the Grenadines, and in Washington DC and Maryland in the USA. Her designs have also been featured in Shabeau Magazine, Lady, Posh 592, She Caribbean Magazine and LIAT ZiNG inflight magazine. Recently, she participated in the first ever Commonwealth Fashion Exchange, where she designed a sustainable gown, which debuted at Buckingham Palace in February 2018.
Keisha holds a Bachelor’s Degree in Sociology from the University of Guyana and has completed a certificate program in Fabric Selection and Design Style at The New School – Parsons School of Designs in the USA. She is also a member of the Guyana Fashion Council and is currently enrolled at the Caribbean Academy of Fashion and Design, pursuing her Bachelor’s Degree in Fashion Design.
How did you arrive at the idea for your business?
Fashion was something that came naturally to me. At first, I didn’t think it was something I could make a career out of however there was a demand for my designs. The idea for my business was born out of the demand for a need that I could provide.
What was your key driving force to become an entrepreneur?
Jobs were not available after graduating from the University of Guyana and I had to do something. After seeing the response to my debut collection at Guyana fashion week
What is your greatest challenge being an entrepreneur?
As an entrepreneur you are faced with many challenges from capital, to hiring staff, to marketing strategies. For me it was understanding that in order to grow you must delegate. No man is an island and you cannot do everything yourself. I had to learn not to micro manage and
What has been your most satisfying moment in business? As an entrepreneur they are many satisfying moments. Personally, being able to live my dream job every day is the most satisfying thing, it never feels like work.
What piece of advice would you give to other young people who want to become entrepreneurs?
Research your field of interest thoroughly no who are the major players and seek one of them out as a mentor to guide and assist you through this process and be ready and willing to put in the work
How do you define success?
Generally, success for everyone means something different. For some it is wealth, having a nice car etc. Success in my view is about achieving your dreams/goals and having a life that is fulfilling, one that doesn’t bring harm to people but is a life of service which is what my brand is about.
Who has been your greatest inspiration?
My greatest Inspiration is God. Everything I am or hope to be comes from him. My ideas and creative concepts come to me through him, however understanding that he uses people to inspire us. My greatest inspiration would be my father who is a civil engineer and obsessed with the science of things. He has a questioning and curious mind and has always pushed me to interrogate my ideas and concepts. He has asked me, where does fabric come from? what colorants from the environment would you use to dye fabric with etc. those questions motivated me to further my studies in my field of passion.
For the Industry Mei Ling who is a Caribbean Fashion Designer who has a career spanning 36 years and is still very relevant to the industry in 2019. She is known for her use of black and white, unique cuts and minimalistic design style.
