Meraki Design House
About the Company
Meraki Design House was officially founded by Eman Bachani in 2018, though the brand’s development began several years prior. The name "Meraki" stems from a Greek word that means putting your soul, creativity, and love into something, which reflects the company's mission to elevate traditional South Asian crafts. The company’s main product offering is handmade leather flats inspired by traditional Indian and Pakistani footwear but with modern design enhancements like double cushioning. These flats are designed to mold to the wearer's feet, providing comfort and style. Meraki also places emphasis on ethical production by working closely with artisans in South Asia to ensure quality craftsmanship and fair trade.
Idea Behind Company
Eman Bachani’s inspiration for Meraki Design House stemmed from her own experiences growing up in Asia, where she was often frustrated by the lack of diversity in Western fashion. As a child who didn’t fit into mainstream fashion, she sought out locally made products that reflected her cultural heritage. Upon moving to Canada, Eman recognized a gap in the market for high-quality, South Asian-rooted products that catered to both South Asians and people seeking unique, handcrafted items. The lack of representation in mass-market brands drove her to create Meraki, with a vision of offering stylish, comfortable, and culturally relevant products that stood out from the crowd.
Creating the Company
The journey of creating Meraki Design House was far from easy. With no prior experience in retail, footwear design, or digital marketing, Eman dove into entrepreneurship headfirst. She spent years researching, attending pop-ups, and building a network with other e-commerce founders to understand what worked in the industry. The most challenging aspect was finding ethical manufacturers who shared her values. After months of trial and error, she found a partner who worked with artisans and began designing her first collection. Despite initial setbacks with sizing and timing (the products arrived in winter), Eman used these early mistakes to refine her approach, shaping Meraki into the brand it is today.
Launching the Business
Meraki's launch was marked by a lack of experience and resources, which meant Eman had to make do with what she had. Instead of a grand launch, she opted for a gradual approach, building momentum through organic social media, attending markets, and working with boutiques. However, these methods weren’t without challenges—inventory management was difficult, and she wasn’t receiving direct feedback from her customers. After experimenting with B2B sales, Eman decided to pivot and focus exclusively on direct-to-consumer sales. This shift allowed her to better understand her customer base and fine-tune the product, pricing, and marketing strategies. Influencer partnerships played a key role in expanding the brand’s reach, and over time, email marketing and paid ads became important growth strategies.
Earnings
As of 2021, Meraki Design House generates $15,000 in monthly revenue, despite a few challenges along the way. One of the company’s ongoing struggles is its high customer acquisition costs, which are particularly relevant for a product that requires in-person interaction to ensure proper sizing. Influencer marketing has proven successful for the brand, particularly with South Asian and Muslim influencers who resonate with Meraki’s values and aesthetic. To optimize customer retention, Meraki also uses email marketing to keep its audience engaged. Although the business has been growing steadily, Eman does not anticipate profitability in the short term due to the high costs associated with acquiring and maintaining customers. However, she remains optimistic about the future and is focused on reaching new markets internationally, exploring pop-up stores, and refining the customer experience.
