"Overcoming fear and not focusing on the uncertainty of outcomes" with Anuja Verma

Anuja Verma is the founder of Short Supply, an apparel start-up exclusively focused on petite women. In the fashion industry, women under 5 feet, 4 inches are considered petite. Being petite herself, Anuja found it challenging to find professional clothing that was well proportioned. She discovered that standard clothing is fitted and designed on models who are at least 5 feet, 5 inches tall before being manufactured. The options for petite women tend to be limited, particularly for more formal or professional clothing. So, in 2017, she took the first steps in creating the vision for Short Supply. As the brand grows, she envisions offering petite plus sizes as well.

Can you tell our readers about your background?

It surprises many to hear that I was born and raised in Nigeria. My parents are from India. My accent is hard to pin down. For various reasons, I was homeschooled and studied independently from 14 to 22 years of age. While this had its drawbacks, I think it fostered independent thinking and discipline. I met my ex-husband online in 2003 and moved to the US in 2006. I’ve been a recruiter working in international development for 13 years.

What inspired you to start your business?

I am a petite woman. In the fashion industry, “petite” is defined as a woman under 5 feet, 4 inches tall. When I entered the workforce, I noticed how things didn’t quite fit me properly. I always found “my size,” but whether it was a pair of pants that were too long, or a neckline too deep, there was always something about the piece that didn’t fit right. This is because every aspect of the garment needs to be scaled down, not just the length of the garment. Petite women like me regularly complain about having to alter clothing. Some garments, like jackets, cannot be altered easily.

The few brands that offer petite options for professional wear always seem so boring to me. I started Short Supply because I want my clothes to fit well AND be stylish, comfortable, and fun. My goal is to create outfits that transition well from the desk to a dinner out and be made of good quality fabric. After nearly two and a half years of market research and sampling, Short Supply was born.

Where is your business based?

Short Supply is based in Raleigh, North Carolina, with an online-only storefront. 

How did you start your business? What were the first steps you took?

I had no fashion industry experience (but I do enjoy dressing up for work, ha!), so I had to start from scratch. I began by researching three main aspects of the industry. First, I needed to understand petite sizing. What makes a garment fit a petite woman well? What are the fundamental alterations I would need to make to a pattern to flatter a shorter figure? What would my size chart be? What are the existing industry standards for Petites? Second, I researched my competition for style and sizing. Finally, I decided to begin by creating desk-to-dinner dresses, a niche that seems to be underserved. This laid the groundwork for looking for the right manufacturer, sampling, hiring fitting models, photographers, and everything else that followed.

What has been the most effective way of raising awareness for your business?

Short Supply officially launched in February 2020, right before COVID-19 became a pandemic. A social media marketing campaign has been postponed until Fall 2020. Social media tools such as Instagram, Facebook, and Reddit have been very helpful. I also plan to collaborate with local boutiques in Raleigh.

What have been your biggest challenges and how did you overcome them?

My first big challenge was making the decision to pursue this venture and dedicating nights and weekends to it. I work full-time and it’s easy to procrastinate, especially when you don’t know anything about the industry! My second challenge was finding a manufacturer. My dream is to produce in the US and I tried to make that happen.

Unfortunately, not many apparel manufacturers exist in the US now, and those that I did find do not make small-order quantities for start-ups or did not seem to have the right experience for my designs. They were also prohibitively expensive for my budget, which in turn would make the final product too costly for my customers. Another challenge was finding fitting models to wear my samples; big brands have access to hundreds of applicants and keep their fitting models a closely guarded secret. I literally walked around and measured women mentally and kept a tape measure in my bag! Finally, sampling and producing overseas takes a long time. I encountered production delays, a lost shipment, and many logistical problems. I would still like to bring production to the US someday. 

How do you stay focused?

I’d say these are my top four ways: (1) Overcoming fear and not focusing on the uncertainty of outcomes. (2) Shifting my focus on what is doable. (3) Making lists and planning (as much as possible) to accomplish each task. (4) Setting time frames in which to do them and making sure each task serves the overall image and product well.

How do you differentiate your business from the competition?

My focus is on providing “slow” fashion for petite professional women at an affordable price. Petite professional fashion does not have to be boring or for the office only. Short Supply styles are versatile, made to last, and, I’d like to think that they add just the right amount of fun for professional wear. My initial focus is on dresses, which offer that one-and-done convenience in getting ready to go out for work or dinner. The styles are simple, yet sophisticated and can be switched up by changing your accessories.

What has been your most effective marketing strategy to grow your business?

This is a work in progress. Short Supply launched in February 2020, right before the COVID-19 pandemic shut the US down. I plan to grow locally (in the Raleigh-Durham area, North Carolina) as well as market the business via social media channels such as Instagram.

What's your best piece of advice for aspiring and new entrepreneurs?

It is essential to focus on something that you are passionate about because starting a business requires making huge sacrifices with no guarantee of success. Although the financial aspect is important, it can’t be your main reason for starting a business. Focus on the product and service and deliver something that you want but cannot find. To avoid getting overwhelmed at first, divide the big goal into smaller goals, and then break down those parts further into doable tasks. You will never know everything about your industry or be able to plan for every contingency, but having an overall plan as your lodestar will always keep you on track to achieve your end goal—no matter what hurdles you encounter.

And, if the original plan is flawed, you will give yourself the opportunity to understand why and realign. This also relates to working with others that you hire during this process. I had to learn how to strike a balance between listening to my manufacturer and exercising control over my product. You will make many mistakes, so be sure to learn from them! In nearly three years of development, I have a long list of things I now know to avoid. I also think it is important to find the right people to work with, not just in skills, but also in character.

What's your favorite app, blog, and book? Why?

I like The Economist to keep up with current events, food blogs like Cookie+Kate, home design – especially for small spaces – and PsychologyToday.com. I enjoy browsing for clothing online and finding inspiration for new styles. I like reading about pet health and nutrition, and I cook for my cocker spaniel, Cici. I follow Dr. Karen Becker for advice on dog nutrition and overall healthcare, and Dr. Jean Dodds (hemopet.org) for her groundbreaking research in nutrigenomics, the study of how the foods we and our pets eat “speak” to our cells to regulate gene expression. I watch dog grooming videos and practice on Cici, much to her chagrin. 

What's your favorite business tool or resource? Why?

I’m somewhat old-school. I feel better when I make a handwritten list. I heavily depend on Excel spreadsheets. I also use a project tracking tool called Teambition. And, did I mention Google?!

Who is your business role model? Why?

Steve Jobs – for his relentless focus on buyer experience, right from opening the package to functionality. In fashion, I’d say Sara Blakely from Spanx. She began before the internet existed, didn’t spend a dime on marketing or advertising, but focused on organic networking and spreading the word to fans. Heidi Zak, the founder of ThirdLove, for rethinking bra design and her innovative FitFinder tool.

How do you balance work and life?

I am not sure it is possible to find that perfect balance all the time. With limited time and energy and a job that has a high degree of unpredictability, I think it’s a balance between planning out the day/week and going with the flow. Boundaries are important. I do my best to stay away from the laptop for a few hours every day. I work from home and run Short Supply from my home, too. I think working from home and not spending time on the road makes achieving that balance a lot easier.  

What’s your favorite way to decompress?

I like to be outside. I like to take my dog for a walk and do gardening, which gives me exercise. I prefer to be active through a hobby rather than going to the gym. I enjoy baking. I recently watched Downton Abbey and Breaking Bad all over again. I love Ricky Gervais and Dave Chappelle.

What do you have planned for the next six months?

When COVID-19 restrictions relax, I plan to sell through local boutiques and increase brand awareness through social media channels, such as Instagram, and influencer marketing. 

How can our readers connect with you?

Please visit us at www.shortsupply.us and check out our Instagram feed at @short.supply.petites.