Daniel Nouri set up Dannouri to be a fashion brand that helps people feel good. He tells BQ more about the business and why he has entered this year’s If We Can You Can competition.
What did you do before setting up your business?
Before I set up my business I worked in a luxury retail store, which helped me learn and understand how things work in the industry, such as target audience, market research, brand positioning, pricing, distribution etc.
I networked with as many people in the industry as possible to help me push my ideas forward once it established, and I joined the Fuel programme to learn how to run a business while I was developing the idea further.
What inspired you to set up your business?
I believe that fashion can influence your mood positively or negatively, as if you were to dress good, you would feel good. Fashion is a playground for your body, and how you would like other people to perceive you, and that’s what inspired me to start my business. I wanted to create something that I can use to impact people’s lives positively whiles giving them the tools to express their individuality.
What makes this business different?
I believe what makes my business different is:
-The message behind the brand.
-Hidden meaning/messages within the brand and clothing.
-Helping people that are dealing with depression/mental illness.
-The brand story, image, aim and approach to the market.
I don’t want my clothing to be just part of a brand, but also a movement of diversity and individuality.
What inspired you to enter the If We Can You Can Challenge?
What inspired me to enter the If We Can You Can Challenge, is the platform that it provides start-ups, giving them the ability to showcase their work whilst networking with other people that could essentially support/ publish them. I believe that this kind of support is essential to anyone with a business idea that is willing to push their self and their brand forward. Every opportunity matters.
Where do you see your business in three years’ time?
Within the next three years I hope to have established myself as a company, have my products stocked at several luxury retail stores and be launching my third collection. I also want to develop a team of creative individuals and help people who are dealing with depression. My dream is to showcase my work at London Fashion Week.
What has been the most rewarding part of your journey so far?
The most rewarding part of my journey would have to be the Fuel programme, I cannot stress how much they have helped me develop myself and the brand. However, my biggest reward is starting something that I believe in.
What has been your biggest challenge?
Working alone at this stage is a big challenge, but it gives me the ability to learn, develop and push my creative ideas without restrictions.
Who/what gave you support or advice?
The people that have given me support and advice are my family, friends, Fuel programme and the teachers at university. It really is a blessing to have these positive people around me that support what I do, if people didn’t support what I do then I don’t think I’d be pushing this hard.
What advice would you give to someone looking to set up their own business?
The advice that stuck with me was “Don’t live your life wishing you did something. JUST DO IT!”