Transforming Passion into Profession: Davina Farahi's Journey
Written on
Chapter 1: The Importance of Keeping Doors Open
In the early stages of developing SHAYA Pets, I learned an invaluable lesson: always keep the door open for future opportunities. When I was selecting a packaging supplier, I evaluated five different manufacturers. After choosing one, I communicated rather bluntly with the others, informing them we wouldn’t collaborate. This decision backfired when I encountered issues with my chosen supplier just two weeks later, necessitating my return to those I had dismissed. It took considerable apologies and discussions to mend those relationships. This experience taught me that even if a partnership doesn't materialize at the moment, it's essential to maintain a cordial connection for future possibilities.
As part of our series highlighting entrepreneurs who have turned their hobbies into full-time careers, I had the pleasure of speaking with Davina Farahi, the CEO and Founder of SHAYA.
SHAYA Pets is a premium brand specializing in luxury pet products, specifically carriers and leashes crafted by skilled Venetian artisans in Italy. Featuring pet totes made from top-quality calfskin leather and waxed canvas, these carriers come with thoughtfully designed interior pockets and a soft nylon lining, making them perfect for cherished pets.
Founded in 2019 by Davina Farahi, who is deeply devoted to her dog, Baby G, SHAYA Pets also embodies her commitment to social causes. Since her high school days, Davina has been passionate about aiding individuals with special needs, from children facing crises to those in underprivileged communities. A portion of every sale goes to Disco's Dogs, a nonprofit organization that trains service dogs to facilitate healing for both pets and humans.
The name "Shaya" finds its roots in the ancient Persian word for "worthy," as well as a Biblical name meaning "gift from God." The brand has garnered attention from a loyal celebrity following, eagerly awaiting the release of their latest product—a red leopard leash—and an upcoming wedding collection.
Chapter 2: A Personal Journey of Identity and Purpose
I grew up in Reno, Nevada, to Persian immigrant parents. This upbringing meant I constantly navigated between the individualistic values of modern America and the community-oriented ideals rooted in my heritage. This duality led to a profound internal struggle, particularly after returning from a year-long study abroad. Feeling lost and facing mild depression, my family decided that adopting a dog would help alleviate my feelings. That decision became a turning point in my life.
The Catalyst: Turning a Passion into a Business
I experienced two pivotal moments that drove me to transform my love for pets into a business. The first occurred six months after adopting Baby G. Frustrated by the unattractive pet carriers available, I was inspired by a teasing comment from my mother. This led me to create what I called Prototype 0, where I worked with a cobbler to modify one of my stylish tote bags for Baby G.
The second moment came years later while riding the subway in NYC. I observed a woman struggling to keep her small dog comfortable in a flimsy Longchamp bag. The dog ultimately jumped out, which made me realize that pet owners desperately needed better alternatives. This realization solidified my commitment to creating carriers designed specifically for pets.
Challenges in Entrepreneurship
The journey to building a business is not without its obstacles. Even after obtaining my MBA from Columbia, I still felt unprepared when I launched SHAYA. Fortunately, I have the support of family members who have played crucial roles in shaping the business. My father has been particularly helpful with financial management. While family-run businesses can be challenging, the shared commitment to each other's success has been invaluable.
Advice for Aspiring Entrepreneurs
For anyone contemplating turning a beloved hobby into a career, my advice varies depending on whether you're starting your own venture or joining an existing company. If launching a business, conduct thorough market research and engage with potential customers. Rather than directly asking if they need your product, frame your questions to encourage deeper insights.
If you're considering joining a company aligned with your passion, I say go for it!
Maintaining Passion in Business
It’s common for people to lose their love for what they do when it becomes a job. I understand this sentiment, as starting a new venture often involves tasks that aren't enjoyable, like managing finances. While I haven’t found a way to escape this entirely, I remind myself that once we achieve success, I can delegate those responsibilities and refocus on what I truly love—connecting with pet parents and designing products.
Enjoying the Entrepreneurial Journey
What brings me the most joy is testing new products with Baby G. Each time we receive a prototype, we rigorously evaluate its features. For instance, our first carrier prototype had an internal pocket without a zipper, which caused Baby G some trouble. Observing her hesitation to use the carrier led us to redesign it with a zipper, ensuring it met both her needs and mine as a pet parent.
Realities vs. Expectations in Entrepreneurship
Before founding SHAYA, my time at Columbia exposed me to many entrepreneurs who shared their stories and insights. This left me with a somewhat distorted expectation that I could easily access valuable advice from fellow founders. However, I've found that many entrepreneurs tend to keep their strategies and resources closely guarded, which has made me appreciate the few who are open and willing to share.
Overcoming Doubts and Challenges
There are days when I question my decision to pursue this path. I often remind myself of stories from founders who faced similar challenges and took time to develop a following. Knowing that others have navigated through tough times gives me reassurance.
Learning from Missteps
One of the more amusing missteps in my journey involved asking pet owners how much they would pay for a luxury carrier. The average response was around $100, which was discouraging since I knew I couldn't produce high-quality bags at that price. This experience taught me to approach questions differently, focusing on what features customers truly value rather than just price.
Inspiration and Giving Back
My mother is one of my greatest inspirations. Her resilience as an immigrant and dedication to our family instilled in me the values that guide my personal and professional life.
From the outset, my family and I agreed to donate a portion of our sales to a nonprofit that helps connect humans and pets. Every purchase contributes to Disco's Dogs, which trains service dogs for children with special needs.
Five Key Lessons Learned
- Production Timelines: Understanding the lengthy production process is crucial. I initially estimated a nine to eleven-month timeline for launching SHAYA, but the reality was much longer due to the complexities of accessory design.
- Friendship vs. Professionalism: Hiring friends can complicate workplace dynamics. It's vital to maintain professionalism and have the ability to engage in tough conversations.
- Limit Apologies: I realized that I was over-apologizing, which undermined my confidence. Instead, I now focus on expressing gratitude when corrections are made.
- Planning Flexibility: While it's essential to plan, I learned that many details will change post-launch, so it's better to focus on broad goals rather than minute specifics.
- Keeping Connections Open: Maintaining a positive relationship with all potential partners is vital, even if a project doesn't work out initially.
A Vision for a Better World
I believe that if everyone owned a dog, the world would be a more peaceful place. Dogs have a unique ability to improve lives, providing companionship and support to various communities. I envision a world where pet owners are supported during challenging times, leading to initiatives like pet-friendly domestic abuse shelters and resources for homeless individuals with pets.
Final Thoughts: A Life Lesson
"Failure is unimportant. It takes courage to make a fool of yourself." — Charlie Chaplin. This quote resonates deeply with me as I have always feared failure. Embracing this mindset has helped me navigate my journey with greater courage.
An Influential Meeting
If I could have breakfast with anyone, it would be the founders of Mansur Gavriel—Rachel Mansur and Floriana Gavriel. Their ability to create a cult brand from simple designs is truly inspirational, and I'd love to learn about their approach to maintaining their core values while expanding their product range.
Thank you for sharing your insights, Davina!