Razia Mashkoor, popularly known as Razia Boston is getting ready for the annual Eid sale of Vastrelok her clothing store in Burlington when I ask her for an interview. With Ramzan in full swing and in the midst of her fasting, Razia takes time to respond to my questions on her business, her passion and her new venture, Boston Desi Connection. With Eid on July 17, 2015 she is gearing for the clearance sale scheduled on July 12, Sunday from 11:00apm to 4:00pm and invites Lokvani readers to the event.

Share with us your background and your life here in the US?

Batao kiya gham-e-furqat ke qissay …………. Fasana hay yeh har ik zindagi ka.(Simple meaning is……. “How should I tell you the story of my life it is not different from others)

 I was born and raised in the city of Aligarh in UP (India). Aligarh is famous for two things first for ‘Aligarh Muslim University (AMU)’ and other is for Locks industry. My father owned a locks factory, later on he sold it and moved to the AMU campus. I am the eldest of six sisters. My parents still live in Aligarh in the same house where we all grew up.

 Give us some background on how you started the business?

I started a boutique in Aligarh. It was home based because at that time I was doing my M.Phil from AMU. My first order was for 40,000 mosquito nets of applique work. I took it as a challenge and completed it in one and a half months. It was a crazy time with 103  ‘women karigars (applique workers)’  working on it 24/7.  I supplied lunch and dinner to the families of these skilled Karigars during this period so they don’t worry about their families.

Suhaib Saheb (my husband) moved from San Diego to Boston in 2004 and I joined him. Struggling with my isolation for few months, I took a decision to reach out to the community  In my enthusiasm, I took the Burlington telephone directory, picked up random numbers and start calling. It sounds a little crazy but by the time I got to the third caller I was lucky.  I heard the simple, sweet voice of Rizvi Saheb. We talked for almost half  hour. Then he invited me to his friend's grandson’s birthday party and soon after my circle of friends grew.

‘Razia Super Crafts’ was started at the end of 2004. It was a fantastic start, I was the wholesale supplier of handwork/embroidered Christmas ornaments, clutches and hand bags. It is our uncle’s business in India. Soon I became pregnant and had to stop to take care of my son. He is almost 10 year old now so I have time to re-start, gear-up and live my dream all over again .Last June I launched  ‘VastreLok’ with the passion of serving the best to the customer and enjoying my creativity in this field. However this is not my destination. These are all  milestones of a journey to my dream.

Where do you pick up your designs for Vastrelok? Do you travel to different parts of the country ?

There is an old soul living in me. I always love and appreciate the classical things in many arts, especially in values, clothing and jewelry. I am always fascinated when I see Mughal arts in buildings, in very traditional clothing’s of queens of Mughals and Rajputs and their jewelry. So this time I am focusing on three classical embroidery styles from three different parts of India.

Chikankari Shalwar qameez/Sarees and kurtis from Lucknow, Panjabi Phulkari patiyala shalwar qameez, and Dupattas from Chandigarh and Applique work Shalwar Qameez and Kurtis from Aligarh,Hyderabad and Rajasthan.

 What is unique about them?

 I love traditional things. I understand that in the modern age and this fashion world there is no space for “Farshi Garara, or chand baley, makhmali doshala or khasdaan or pandaan. It has their own charm and there are many people who appreciate buy and use traditional things in every era.Which is good news for people like me. Thanks to Bollywood, they are being re-introduced to the audience.

 You have started Boston Desi Connection?  Can you elaborate on it?

 Ah this is a first step of the biggest dream of my life. My own social media. I started ‘Boston Desi Connection’ in 2007 when I was busy with my two year baby at home. Since then I am working on it. I want to make it a TV Channel but could not do it all alone. In 2009 I created a web site on google and promoted local events. My husband is my strongest supporter and has helped in maintaining the website. We soon started organizing our own events. Since then I have done two international Mushairas, one Tamseeli Mushaira (Imaginative Mushaira), two Tandoori Nights’ in 2011.  In 2012 Harish Dang and Siraj Khan were organizing  “Rooh-e-Sahir” and I was one of the organizing team. Then we did “Madhubala-Ik Ladki Bheegi Bhaagi si” in 2013, then “Chalte Chalte-A life and work of Meena Kumari”. So finally early this year we announced that we are soon launching BDC-TV. Which is an abbreviation for “Boston Desi Connection (BDC)”.http://bostondesiconnection.com/

I am happy that after so many ups and downs few friends believe in me and my dream. I am so proud that my team members are enthusiastic, passionate and workaholic like me.

 One more thing I want to know before we go further. Why do people call you ‘Razia Boston’?

Ha ha ha, Nirmala, when life is giving you many things whatever it is, people take it and move on. I love Boston and it’s academic atmosphere. Sometimes I feel that I move from one campus to another. That’s why I changed my nick name to ‘Razia Boston’ I like it when people address me this way.

  =What has been the response from the community in your ventures?

 It is fantastic. See when someone dreams big  with pure intention you don't harm anybody. It means you are on the right track. I think people understand right and wrong. It’s ok if some become partial or diplomatic, your good  intention and your hard work pays off one day.

I called many friends in the  past two months to know many things. about BDC TV project. How do I get this software? How do  I get that certificates? And I would like to say thank you to all of them through Lokvani. The friends who are providing all info to their best knowledge. Which I take as their blessing to live my dream.

When you will launch your BDC-TV officially?

We are talking about the TV Channel, you know it doesn’t start over night. We are shaping it up very well, hopefully you will hear good news early next year or so. One thing I would like to share with the readers that we have plans to produce our own program. When I say all, it means our own drama, films, musical as well as what is our life in USA as desis?  It is a huge project, failure or success whatever come we are trying our best to make it.

Recently we did telecast our first episode of “Desi Life In America” at a senior center in Burlington MA. It was a hit and touched many hearts around us. In two weeks is had more than 900 views. I received a ton of calls requesting that they have such centers in their towns too.

 Finally can you share some tips on starting a business that worked for you?

Sure!!

First and most important thing is  the knowledge of the product what are you going to sell. Not only basic information but also market demands.

Then you should have good salesmen skills. If you do not have then go and take a class.

Keep yourself away from emotions, but hold the values and ethics of the business.

Work hard, and always kick off  all negativity within you.  Always be positive no matter what is coming.

Never let your confidence down with or for such things.

Last but not least do not allow people in your life during initial stage or struggling period of time to interfere. They will pick up your weakness( everybody has some weaknesses) and start playing against you? No matter who they are, just throw them out from your life. It’s not easy thing, it’s hard to be away from them but believe me they will come back in your life once you get success. But TIME will never come back !

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