At 33 years old, Affira Affendi’s journey from banker to entrepreneur is nothing short of remarkable. The owner of local fashion brands, D’Songket and NSA Glamorous, made an inspirational start in the world of eCommerce with a single vision: making traditional Malaysian fashion accessible. Today, not only is she creating a name for her brands and business, but she is also a Lazada Certified Trainer, helping uplift other local sellers to do the same.
Rising through challenges to success
Inspired by her mother, a single parent and businesswoman, Affira ventured into the business world in 2019, starting with small sales on Facebook. Her journey took a significant turn when a friend introduced her to Lazada, leading to the launch of NSA Glamorous, which she started as a part-time seller. Initially selling Muslimah apparel, featuring elegantly printed headscarves, prayer garments (telekung) made from soft, breathable fabrics, and modest batik outfits that blend style and comfort, her success with NSA Glamorous gave her the experience, confidence, and capital she needed to expand the business. After an overwhelming response with sales reaching five figures, Affira made a decision to leave her job to focus entirely on the business, which led to the launch of D’Songket on the platform.
Once a single mother herself, Affira shared that she faced numerous challenges during the initial days of running the business while balancing her personal life. The support of her mother, however, helped her manage the growing orders and ensure timely deliveries. Affira considers being shortlisted as a Top eCommerce Merchant by the Selangor Information Technology and Digital Economy Corporation (SIDEC) in 2023-2024 as her breakthrough moment for D’Songket and NSA Glamorous, affirming the hard work and long nights she had spent, tirelessly labouring to build the business.
“There were nights when I stayed up late packing orders and sacrificed weekends with my children as I constantly sought ways to improve my operations and stay on-trend amidst tough competition. I faced challenges with time management, limited resources, and the pressures of growing the business. Back then, the road ahead looked arduous, but I knew I had to persevere for the sake of my family,” shared Affira.
Celebrating a passion for tradition
Although she continues to operate both NSA Glamorous and D’Songket, the latter has become Affira’s pride and joy, enabling her to share her passion for Malaysian traditional fashion. Specialising in handmade songket crafted by local artisans from Terengganu, D’Songket celebrates and honours Malaysia’s rich cultural heritage. Every piece is made of the finest materials, adhering to the strictest standards to ensure high-quality.
“Our products are loved because they are individually handmade, with each design limited to a single piece. This makes every piece exclusively unique, as our customers come to appreciate their cultural significance and beauty, which has become the foundation of our brand. No two pieces are the same,” said Affira.
Inspiring the next generation of Malaysian sellers
Beyond building her business, Affira realised that there was more she could do, given the experience she had accumulated throughout her journey. A naturally inspirational speaker, Affira then pursued the opportunity to become a Lazada Certified Trainer in 2021, a role in which she excels, guiding other sellers to maximise their efforts on the platform.
Hosting regular classes nearly every week on Lazada University, Affira has helped many fellow Malaysian entrepreneurs unlock their store’s potential and scale efficiently. Using her expertise, she often teaches them to tap into the platform’s built-in tools including data dashboards, artificial intelligence-powered features, and more. Her relentless drive and determination earned her the title of ‘Top Favourite Lazada Certified Trainer 2024’ at the brand’s recent Seller Summit in July.
“Lazada offers sellers access to many tools that can help us understand our business performance and customers better. Tools like the data dashboard allows sellers to make insightful decisions based on sales performance, while AI tools like Fee Forecast and Smart Listing can help us identify competitive products based on market need and simplify an otherwise tedious process to get products up for sale,” she explains, sharing that these are some of the features she consistently reminds sellers to fully utilise when selling on Lazada.
A cause for Malaysia
For Affira, Malaysia Day is a time to reflect on her journey’s challenges and the successes that she has achieved in forging a sustainable brand that represents the best of Malaysia. Her story is a testament to her resilience, diverse growth, and cultural pride, made possible by hard work, dedication, and the power of Lazada’s robust technology.
More than just a showcase of how local businesses can thrive by embracing digital transformation, Affira’s journey is also proof of her commitment to empowering the local community. For her, uplifting the next generation of sellers is a personal mission to give back and part of the values that she champions as a business owner and trainer.
Affira says, “I always tell aspiring entrepreneurs that the most important thing to do when you start a business is to trust the process. You must take the first step. Lazada gives you the tools to succeed, but you must venture with courage and determination to make your dreams come true.”
With Malaysian entrepreneurs like Affira Affendi, there is no doubt that the future ahead for Malaysia’s eCommerce landscape is bright.
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This content is provided by SLPR.
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