Interview: Shahrzad and Ashkan of Rtister

After my meeting with the lovely team behind Rtister a couple of weeks ago, I had the pleasure of interviewing Shahrzad Amoli and Ashkan Alavi, the duo behind the innovative store. I bugged them about their past, how Rtister came about and their plans for the store in the future, and I couldn’t have been happier with their answers!

What is Rtister?

Rtister is the new online store where we offer users enviable choices in contemporary luxury fashion and empower them to influence what’s available to shop. Our designers are scouted from all over the world and are all ones to seriously watch on an international level.

When and why did you decide to establish Rtister?

The decision to start Rtister first came about towards the very end of 2010. Within our own networks and circles we noticed that there was an increasing interest in seeking out fashion that stood out as unique and original, that brought up a conversation about the designer. The feeling when you wish you had come across the next Alexander McQueen and you were the one wearing their pieces before they became fashion giants. At the same time, we believe that there are many designers around the world that fit this bill very well. We knew that the concept of online fashion is the ideal space to bring the user and designer together.

What were you both doing before you established Rtister in December 2012?

Well, we come from different backgrounds, working in finance and management within the United Nations and other large international organisations but we’ve always been passionate and fascinated about the world of fashion. At the same time we’ve been surrounded by designer friends with their own labels and have come to know about all that’s involved in their journey towards success. We’ve been living and breathing Rtister for quite a while now and over the past 18 months the team has been working towards getting the website ready, scouting for designers, selecting and buying stock and testing the user experience on the site.

What do you hope to achieve with the store?

Over the years we’ve all been hearing about how accessible fashion is becoming which is absolutely true. We hope people find that Rtister.com is where they need to come to find the next label that’s creating a lot of buzz and to be able to get their hands on excitingly fresh and trendy pieces. We also want the customer to enjoy discovering designers, their collections and pick out pieces they love and not just shop from among what we pick for them. They need to have a say in what they prefer to see available to shop. And we also hope to facilitate a bond between shoppers and their favourite designers that will be long term.

What sets Rtister apart from similar stores?

We’re an online store; we feature amazing designers and provide excellent customer service. That’s what makes us similar to other stores. But what sets us apart, we think, is the role the shopper has in influencing our buying decisions because they’re given access to the designers’ collections ahead of season. They take a discovery journey through these collections and tell us which ones they love and so would probably buy if it’s available in the shop. If an item of a collection has a substantial popularity going on, then it’s included in our season’s buying. So the customer has been empowered with a voice rather than just being offered what we decide is what they want. And because they’re among those who have helped us in our decisions, they receive offers they can use to make their shopping more exciting and rewarding.

What influenced the name of the store?

You’ve probably heard endless quotes from famous fashion figures about the art of making and wearing clothes. Everything about fashion is indeed an art. We make choices about what to wear with what and the designers create them from just an idea in their minds so there are artistic aspects involved in creating, buying and wearing. Rtister is pronounced ‘artister’ and we’d like to think of every single member in the website as an artist or to be more precise, an “Rtist”.

What has been the highlight of your fashion career so far?

It’s getting to know the people behind the labels so up close and personal. It’s such an eye- opener to see so many talents in this industry who are not only amazing designers of clothes and accessories, but are also accomplished painters, sculptors and even movie-makers! It makes us even more excited to be working with them.

Out of all the designers selling through Rtister, do you have any favourites?

Now that’s tricky! The right answer would probably be that it’s like choosing a favourite child and that it’s impossible. I think we’re really looking forward to seeing the labels who are relatively newer and who you will definitely hear a lot about internationally within the next two seasons; designers like Negarin London, Francis Leon, MASC and Altewai Saome but every single one of our designers amazes us.

What are your plans for the development of Rtister over the course of the next year?

We’re working on some exciting new features which will include personalising the shopping experience based on the individual shopper’s taste and giving a stronger voice to the user. So watch this space.

What advice would you give to individuals who are looking to establish an online store in the future?

Don’t be discouraged by all the learning involved throughout, but think everything through before, during and after the web design and development process. You have to be flexible to changes. And don’t try to reinvent the wheel, just be as innovative as you can and involve yourself in the details along the way as much as possible. Put yourself in the shoes of the user always.

Be sure to have a snoop around Rtister, where you can purchase pieces from numerous new, independent and emerging designers and brands.

Images courtesy of Jenny Grettve, provided by Rtister