The clothing brand Sui Dhaghaa is the story of Poojan Mahajan’s journey of creativity and resilience. When Mahajan moved from India to Ireland for her studies, she never imagined she would build a clothing brand that blends South Asian traditions with a new country.

“I was having an Indian Masala Tea and thought I needed to do something to feel more confident, not lost in life. I wanted a pathway to success,” she said

With ambitions in her suitcase and uncertainty in her heart, she arrived in the unfamiliar streets of Ireland in 2018 and navigated emotional challenges. “I did not have a plan to start a business here. I finished my master’s in international business at the University of Limerick, landed a new job, and once you have a job, it feels like you have a stable career, but I was not happy. I was doing marketing in a construction company,” she said.

Thousands of miles from home, Poojan Mahajan was often shadowed by the sense of not belonging. “I was in a foreign land, but still missed home. I missed the feeling of belongingness,” Mahajan said, “I realised I need to build something for myself; I am the one who will be recognised. This is how I thought of starting the Sui Dhaghaa.”

Mahajan’s Sui Dhaghaa- meaning needle and thread – symbolises connection and simple tools that stitch pieces of fabric together. “I want to connect it back to my origin. And if you tell someone in English that it means needle and thread, they will connect as well. To me, needle and thread stress the meaning of boutique,” she said.

For Poojan Mahajan, it has become a way of bridging cultures in Ireland, keeping traditional roots alive. “I noticed the local community wanted to find out about Indian wear. People could not travel back to India that often, so that’s where I see a huge demand, but there was no supply,” she said. “I do stitch here; get dresses altered, but get my raw materials from India because you cannot get that clothing in Ireland.”

Mahajan believes that not every passion is taught; some are passed through inheritance. “It is not always what you studied; sometimes it is what you inherited from your parents. In India, my mother and my father run a clothing business. I have seen my parents since childhood working on it, so I know how to do it. I know the basics; I need to upskill and learn how to do business.”

Turning the idea into reality comes with a set of emotions, doubts, and determination. “I first started to build Sui Dhaghaa in 2023, but at the beginning, I feared judgment and how the public would respond. That was the first question,” Mahajan said, “and the second was how I would even start. I did not have a team. I had to do everything on my own. I have experience in International Business, and I know tricks and ways that I could facilitate building a brand.”

Despite her doubts, Mahajan’s idea began to take shape in Lucan, Dublin. “In a foreign land, it was challenging to start; how to comply, how to really start. I just took a leap of faith and opened an Instagram page. I come from marketing; I know that social media would help reach a mass audience and could save huge amounts on advertising.”

The challenge, she says, was straightforward. Building something from scratch comes with some hurdles. “Operating a business in a foreign land is very different,” she said, “I face the challenges in the supply chain, with logistics proving the complicated part. If you ship something from India, it takes much longer. The expected time could be 10 to 15 days; realistically, it could take a month.”

For Mahajan, some challenges are unavoidable and are a part of the process. “In this situation, there is not much you can control; you must give it time.”

With hard work and dedication, Mahajan began to earn customers’ trust. “I now have more than 500 clients, and we are currently delivering all over Ireland. It’s not only the Indian diaspora. But now Indian and Irish weddings are becoming more popular. The people were delighted that they didn’t have to travel to the UK to buy dresses for such events now.”

“I remember the milestone in this journey when I prepared dresses for 11 bridesmaids, and it was a life-changing experience and gave me confidence to do a job for someone,” she said

Through Sui Dhaghaa, Mahajan created a space for women to bring their own vision of clothing to life. “I realised it was a means for women to customise dresses as they like. It gives women the freedom to bring their own fashion ideas to life,” she said.

Mahajan’s little wins and passion aim to expand her business. “I am trying to make efforts to extend it to larger audiences. I am also trying to get on Amazon.”

Looking back on her journey of Sui Dhaga, she carries a simple message, “Until you don’t try, you don’t realise your potential. Initially, it does not have to be perfect. At least put yourself out there, be vulnerable, and have a zeal to learn. It is only about taking a leap of faith in yourself because if you don’t, no one else will.”