Frieha Altaf

DIAMOND

Are some people born to be better than others? Or do they

have a formula for succes that keeps them ahead? It takes dedication, discipline and a positive attitude to lead a fulfilling and rewarding life, combine this with a series of good habits, and anyone can become a successful all rounder, bowling out challenges in life and hitting sixes that help define great success at work, at play and at home.

As part of Diamond Foam’s 40th Year Anniversary celebrating it’s success in pioneering sleep systems that make the lives of everyday Pakistanis better, we take a peek at the lives of some of Pakistan’s Top Icons and Personalities, and share their formula for becoming an all rounder in life.

Q. You`ve been a monumental part of the evolution of Pakistan`s Fashion industry and you`re still a pillar. What do you perceive to be your greatest strength that has driven your accomplishments in the past several years, while keeping you focused and still going strong at this stage of your career?

A. My greatest strength is my passion. If you are passionate about your work and ambitious you can do anything. I am very driven, I actually believe if you want something bad enough you can get it!

Q. It’s not easy managing work and family, especially for working women.

How do you find a balance between your professional commitments and

family life, and how influential has been the support of your family and loved ones in this extraordinary?

A. I`m a single parent and have raised my kids who are now ready for college. I think its important to make the time when it comes to your family and I did just that.

Every year I took them on small holidays to build memories and I’m very proud of their personalities.My mother was essential in helping me bring up my kids as I was busy with work during the day.

Q. In your opinion what defines a strong Pakistani woman?

A. A strong Pakistani woman is a woman who can stand on her own. She does not have to be a working woman, as long as you are yourself and you are able to achieve happiness, you are a strong person. A strong Pakistani woman is someone who is not

ruled by other people. She stands with dignity and morality. She upholds family values, profession and work ethics.

Q. They say that getting to the top involves a lot of sacrifices and relentless hard work. How do you cope with the daily struggles and setbacks and maintain a positive outlook? After having been through years of struggle, would you do it all over again?

A. The most important thing life is to have a positive attitude. Life will always have setbacks, tragedies and failures. The important thing is to get up and face the day.Every day I wake up, I give some time to myself, which makes me feel positive for the whole day. Working with a positive mind for the whole day keeps me away from the setbacks and daily struggles.

Q.) How do you stay inspired and keep your ideas fresh and unique?

A. Traveling, reading a lot, surfing the net. I read 5 papers every morning, music videos, movies, interiors all inspire me. But mostly on my travels I find new ideas in museums, musical plays and

through meeting people.

Q.With the fashion industry constantly changing and growing, with designers breaking new ground, whose work has been the most influential to you? And how do you keep setting yourself apart from the crowd?

A. There is not any one particular designer from whom I get inspired, there are many! I do not keep myself apart from the crowd, it`s my work which keeps me apart from the crowd. I like Bunto`severlasting

clothes, FaizaSamee`s revival, Sana Safinaz ambitiousness and style, Body Focus designs, Maheen Karim glamour, Shehla`s design philosophy, Umar Syed`s beautiful ensembles and Khaadi`s business model.

Q. How much stress does your life entail on a daily basis? How do you counter your stress level when things get overwhelming?

A. I workout, I run and do yoga, that helps me relax. Watching movies and reading also helps. I love nature and going to the beach.

Q. As a successful entrepreneur in Pakistan, what advice would you give to aspiring young women of our country? What are the Dos and Don`ts of rising to the top?

A. Do whatever you like to do passionately in your life. Make your hobby your profession. Be strong, confident and passionateLife is not as easy as you think. Do not care what people say. Work hard. Don’t make money your goal, treat it as a ‘means‘to the goal.

Q.After having seen it all and having been through it all, what would you change about the fashion industry if you could?

A. “Re-invention”. We have a lot of ‘wannabe`s’ in the business and need to weed out the trash.Fashion needs to go back to ‘High-end’.

Q. Who is Frieha Altaf? Describe yourself in 5 words to the world?

A. Creative, passionate, fresh, hardworking and honest.

Q. What has been the biggest setback that you`ve faced in your

professional life? How would you manage to overcome it?

A. Many setbacks financial,law suits, staff leaving and recession in 2009.

The trick is not to give up.

Q.Pakistani Fashion has some big names, old and new, under her umbrella. Who would you say is the next big thing and why?

A. It`s hard to predict but I think Sana Safinaz will go International very soon!

Q.Despite the business world in Pakistan being a “boys” club, you have not only made a name for yourself but you`re constantly moving up. How did you manage to be taken seriously when you started out?

A. This all goes way back in 1986 when I was a model and used to work in advertising agency. That was the time when I organized my first fashion show, which was a huge success for me. That was the time when everything got serious. My consistency, my hard work, creativity and my passion is the key for my success.

Q.If you could switch live with anyone in the world for one day, who would that person be and why?

A. Nelson Mandela – He’s my hero.

He was inprison for 25 years but he did not give up the because of apartheid. Equality and freedom are the most important things in life.

an initiative

A concept by purple arts & communication