While she was still working in investments, she decided to design and create a perfect python clutch for herself, which is how her handbag-designing career started.
“After the huge success and attention the clutch received, and after realizing my bag obsession, I was inspired to share my dream. Thus, the Aila brand was born,” she said. “My designs are feminine, glamorous and sophisticated. These are all qualities innate of the Aila woman.”
The Aila design is based in Beirut, Lebanon, and as the designer said, her style is a translation of something she loves. It’s feminine with a twist. “You always find in each collection ribbons or bows, and my twist is adding spikes,” said Khourshid. “People say that my work is very detailed and I’m very proud to say the finishing and handwork is exquisite.”
Aila’s designing process starts six months before every season, where Khourshid starts an extensive research about the upcoming trends, styles, colors, elements and accessories.
“Since I am still considered an upcoming designer, and clients always look at the big known brands, which set the trend, I have to always incorporate those trends into my collection,” she said. “I go looking around for new accessories and leathers, which fits my collection. Once I have those ready, I can start sketching my designs and brainstorm.”
After the sample production starts, Khourshid and her team start working on the samples and reproducing until they reach the perfect result. “Once all the collection is produced, I send to the boutiques carrying Aila the samples along with the leathers to be used. Orders are then placed, and once finished, they are sent out to stores. I also have my private clients whom I cater especially in countries where Aila is still not available in stores,” she said.
Aila’s bestseller handbag is the “Mini Spiky Bow.” It was introduced in December, and according to Khourshid, it will continue throughout the spring/summer season 2012 with different colors. “My signature style is bows as I make sure to add it in every collection I produce,” she said. “My bestseller is a palm clutch that has a feminine side, the bow, with the trendy edge and spikes. It is the perfect clutch for evening or even day wear.”
Khourshid is inspired by everything around her. “My travel experiences, my family, my husband and now, the most important person in my life, my daughter, Aila, who I named the brand after, inspire me,” she said.
Being a handbag designer has its pros and cons, says Khourshid. “The pros are that I get to translate my ideas into objects. I get to bring to life my designs and have the pleasure of seeing them admired and bought by others, which proves to me that I have done the right thing. Whenever I see a random person carrying my design, it gives me great satisfaction and puts a big smile on my face, proving to me that my work and effort has been a success,” she said. “There really aren't much cons, but I think for me it would have to be the time between the idea and the final production, as I am quite impatient and just want the final product right there and then.”
Khourshid just launched "Little Aila," little leather goods and bags for toddlers and young girls. The designer looks forward for Aila to be available worldwide.
