Azelefa Khan, Founder & CEO, Azelefa Co.
Azelefa Khan is currently a fourth-year life science undergraduate at UofT and also the founder of Azelefa Co. Azelefa Co. is a Toronto-based hijab brand that has been providing premium and uniquely designed hijabs to the market since 2020. Despite facing several hardships during the pandemic, Azelefa was determined to step into the growing world of e-commerce.
Hijabs are often associated with female oppression in western countries, despite the truth being quite the opposite. The hijab provides women with an opportunity to feel confident and empowered while staying modest. The purpose behind Azelefa Co. is to represent cultural diversity and female empowerment, both values that are vital for building a stronger community. Azelefa has focused on emboldening young women to embrace their hijab through her platform, to bring together Muslim women from across the world to form a hijab community.
A few sentences on how you’ve used TikTok for your business and the success you’ve seen because of it:
As a small business owner, I wanted to grow and share my message and products with as many people as possible. When I first started, it was daunting to think, how can I get my story out there, but TikTok let me create funny, short, and informational videos that helped share my message with the world. I started creating videos that would actually help my audience in their day-to-day life. This let me grow my brand while also helping others see value in what I do. I did not just want to have a store to sell hijabs. I wanted to create a connection with my audience and share valuable information, information that helped people learn something new and increase their knowledge. Tiktok has helped generate more traffic to my website, convert more of this traffic into potential customers, and has allowed me to considerably increase my sales.
What was your motivation for starting your small business?
Growing up, my mom always encouraged me to be independent and to follow my passion. I believe this is one of the reasons why, since childhood, I have always had a habit of taking on challenging tasks and risks. Last year, after I turned 20, I saw a need for innovative, affordable hijabs and accessories in the market. Not only that, but I always wanted to do something special for the women that wore a hijab, that would make them feel proud and empowered to be a Muslim women. I knew firsthand, the struggles that come along with wearing a hijab, especially in Western countries, and I wanted to build not only a business, but a platform for Muslim women to feel comfortable.
What are some strategies you have found helpful when it comes to running a small business?
If you’re a student like me, then scheduling your day for studying and your business is the best thing you can do. Another useful strategy is to budget. This will not only make you value your hard-earned money but will also put you in a habit of saving up, which is an important life skill.
Which, if any, of the following has been the most difficult aspect in handling your small business over the past year: Marketing/Brand Strategy, Passwords/Security Passcodes, Employee Policies/Relationships with Other Employees
One of the biggest challenges I’ve experienced over the past year running my small is managing my time effectively. I have been taking a full course load at the University of Toronto while also working a full-time job. When I first started my small business, I was alone and had to wear a lot of hats; website designer, managing inventory, writing, filming content, managing multiple social media accounts, and fulfilling customer service needs. It was extremely difficult for me to stay on top of everything. However, every day brings new challenges and new responsibilities and I love every bit of it.
What are the benefits, both in terms of marketing and resources, of having an account on TikTok?
As a small business owner of Azelefa Co., I wanted to grow and share my message and products with as many people as possible. When I first started, it was daunting to think of how I could get my story out there. TikTok let me create funny, short, and informative videos that helped me share my message with the world. I started creating videos that would help my audience in their daily lives and this helped me grow Azelefa Co. I did not just sell hijabs, I wanted to create a community where people could learn. TikTok has helped me generate more traffic to my website, convert more of this traffic into potential customers, and so far, has allowed me to considerably increase my sales.
Do you have any advice for people who want to start their own business?
My advice for anyone out there, especially young people like me, is to stop thinking and just do it. It’s as simple as that. Believe in yourself and it will work out just fine. Another piece of advice is to utilize platforms like TikTok because with your creativity and personal touch, you can reach the hearts and minds of millions.
Share some of the best and worst parts of being a small business owner!
One of the best parts about being a small business owner is that I can be my own boss. I can set my own schedule, work from anywhere I want, and always stay connected with my business.
In my opinion, the worst part about being a small business owner is that it is risky. It can either be a total success or a failure. If your business idea is not based on something that is high in demand, you can easily start losing money after a few months instead of gaining profits. To be honest, the thrill of it is what keeps me going.
