We had the good fortune of connecting with Leana Parhami and we’ve shared our conversation below.
Hi Leana, what do you attribute your success to?
The most important factor behind the growth and success of Arebesk is hands down consistency, dedication and great, quality products. It is very important to first create a product that the market needs. You need to find that hole in the market and know who your customer is. Staying consistent and working hard daily is key to growing a brand. Slacking off is not an option. Often times people start a business and dont realize how much work goes into growing the brand or business until they start but being in the industry for 20 years I understood when I started Arebesk that I would have to get my hands dirty and dedicate all my time to growing the brand.
Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
Arebesk is carving its own path in the industry creating never been done styles before and creating its own lane for more upscale, Designer styles, double the grip and we are the creators of the first sock wash bag sold with each pair. The Arebesk sock wash bag is important in helping preserve the sock and silicone for longer use. Arebesk is 3 years old. I started in 2 local LA studios and have grown into hundreds around the world including a recent partnership with Nordstrom.com and Freepeople.com. The road has not been easy as I have been in the industry as an entrepreneur since I was 19. Starting a business with limited funds is difficult but it is possible if you start out small and your smart about how you spend your money you can grow. It will take alot of leg work and hustle but it is all a mindset. You can do it if you stay consistent and work hard. This industry is cut throat and there have been many challenges and set backs when I first started. Business will always have obstacles all the time no matter how big you grow so you need to grow thick skin. I started with a 10k start up budget and 1 style. After selling out in a few local studios I used that money to bring in another style, and then another and built my brand slowly. I started this alone with no help and being a full time mom and it was not easy but when you want something you find a way to make it work. Arebesk has grown to many styles and new categories with studios expanding and larger retailers knocking on my door. It is amazing to see where I started and where it is going today. I have high hopes for the future and giving it my all.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my friends were visiting the area I would first take them to the beach! Since I am from the east coast and all my friends are as well we grew up in very cold climate so the beach is a must. After the beach we would do Disneyland, shopping, outdoor dining and just take in all California has to offer
Who else deserves some credit and recognition?
Growing my brand has been a collective effort of studio owners and retailers. I really want to thank all of my vendors and small business owners who have supported Arebesk and welcomed this brand into their studios. Collectively their efforts have helped grown my brand and I could not do any of this without their help. Also, working in this industry since I was 19 working various jobs has allowed me to learn from the best in the industry.
Michael Clifford – Pic of Leana ( founder) Ethan Ingram – product pictures of Arebesk socks