The two grooms made headlines (cue this piece in the NYTimes) and even trended on social media as hundreds of their close friends and family members showed up to celebrate their love. They even closed down six blocks of Wall Street for the baraat or grooms’ procession.
“We knew going in that visibility was super important because when I was growing up and when he was growing up there wasn’t anybody else to look to,” said Martin Fulton about their decision making throughout the wedding planning process.
“I particularly had not in the South Asian community seen such integration that was so seamless between different cultures, between different religions,” echoed Amit Patel.
Their special day was eight years in the making, and I sat down to talk with the two of them about how they got there.
It wasn’t always easy – Amit remembers dodging wedding proposals and putting off the difficult conversation of coming out to his parents for years. Now, he hopes to send a message to the South Asian community, that log kya kahenge or “what will people say” shouldn’t stand in the way of being true to one’s self. By sharing their story, Amit and Martin hope to show that it’s possible to have a positive, celebrated display of love, even in communities where talking about sexuality, or coming out as LGBTQ, is still stigmatized.
“I looked out and I saw everyone that mattered to us, and everyone was just so happy,” said Fulton as he reminisced about their big day. “That’s when it hit me that this is bigger than us.”
Amit Patel, 40, is an attending physician at Hudson Hematology-Oncology in Jersey City, NJ. Martin Fulton, 32, is a Brand and Client Development Manager at Barneys New York. You can follow the couple on Instagram @thefashionablecouple and see their wedding trailer here:
January 18, 2023January 18, 2023 9min readBy Arun S.
Neha Samdaria is the founder and CEO of Aam, a new type of fashion label. Aam’s mission is to change the way womxn with the hourglass and pear-shaped body types shop for clothing. The word Aam means ordinary in Hindi. The community consists predominantly of womxn of colour with naturally curvier hips. Aam has a low return rate of 3%. The team at Aam has built sizing charts and tested them over a 10-month period. The clothing was made with sustainable materials in ethical factories. If you are struggling to find clothes that fit appropriately check out Aam today. Continue reading to learn more about Neha Samadria’s company Aam!
What were your personal struggles with shopping for clothing that fit and how did these experiences inspire you to start a company?
I have what you would call a “pear shaped” body, meaning my hips and thighs are wider than my upper half. I’m 1-2 sizes bigger on the bottom than on the top and for years, I’ve struggled to find clothes – especially pants – that fit me correctly. Too tight on the hips? Size up. Too loose on the waist? Wear a belt. My entire life, I felt alone in my struggle. Eventually, the pant shopping experience became so unpleasant that I started avoiding them entirely – choosing to opt for dresses, skirts and stretchy leggings instead.
When I arrived at Stanford Business School in 2016, I learned that I was far from alone in my experience. 1 in 4 American women – predominantly women of color – shared my struggles. And when I dug deeper to understand why, I uncovered the bias-riddled foundation of size charts in the United States. When I learned that the fit issue was systemic and rooted in bad data, I felt inspired to do something.
You’ve had a range of experiences working in consulting, marketing, as well as completing an MBA program. How have these range of experiences helped you start a company?
On a practical level, acquiring a range of skills helps with the various hats you have to wear as a CEO. On a daily basis, I am a strategist, marketer, fulfiller, accountant and designer. But the biggest thing I feel I’ve gained is an approach to tackling new problems. One of the toughest things about being a solo Founder is that the buck stops with you. You have to have faith that even if a problem is brand new and well outside your area of expertise, you’ll be able to forge a path forward. My life before Aam gave me a lot of practice in that.
Have you faced adversity as a newcomer in this space?
The biggest adversity we’ve faced is in marketing and sales. As a bootstrapped e-commerce business with no outside investment, it’s been tough to compete with large retailers with big marketing budgets. How do you get noticed as a small brand? Through trial and error we’ve found success in niche influencers who are excited by the problem we’re solving and are keen to support, in-person markets and events, and organic, word of mouth referral. We’re also beginning to partner with marketplaces and small retailers, to expand our brand reach.
Who are some mentors and leaders you look up to and what characteristics do they possess that you sought to emulate while starting your own company?
My biggest mentors are bootstrapped entrepreneurs who built up their businesses brick by brick. My father is one such example, and I have a handful of folks in my circle who have done the same. I find their grit and scrappiness inspiring; most of them don’t have a professional degree and gained their business acumen on the field.
I also admire kind and supportive leaders; team culture is one of the most difficult things to nail, and you have to be intentional from the beginning. I had a wonderful boss at my first job out of college. He knew how to nurture the strengths of his direct reports and wasn’t afraid to task them with challenging, meaningful work. Crucially, he was always there as our safety net in case we had questions or needed help along the way. I’ve tried to build the same type of ethos within Aam.
Do you see Aam as a strong contender in the fashion industry helping a wide variety of individuals?
I do! We’re one of the only brands catering to pear and hourglass shapes, perhaps because the fit issue is so fundamental and expensive to fix (see Q7). But beyond this, we’re one of the only brands that focuses on fit – period. The entire industry – from runways to fast fashion brands – is focused largely on design, when poor fit is actually the #1 driver of returns. Aam’s return rate is just 3%, vs. an e-commerce industry standard of ~30%. We can make the industry more customer-centric and less wasteful by investing in the early steps of proper sizing and fit testing.
In terms of helping a “wide variety” of individuals, Aam is a niche brand that is committed to helping the 1 in 4 women with curvy hips and thighs. I don’t plan to expand to other shapes at this time because I believe that in order to add value, you can’t be all things to all people. Our community has been underserved for almost 100 years and we’re here for them.
What made you decide to name the company Aam?
“Aam” means “ordinary” in Hindi, my native tongue. The company’s approach to design – starting with the consumer, and designing entirely for her – runs counter to the industry. My goal with this business is to make this consumer-centric approach to design more “ordinary,” giving power back to the women who wear our clothes, and elevating their voices on a global stage.
What is the process of rethinking fit standards?
Modern size charts are based largely off of a 1939 study that surveyed 15,000 women across the U.S. This study was flawed for several reasons including: 1) it relied on bust measurements, assuming women are proportional throughout and 2) it excluded women who were not Caucasian from the final results, thereby underrepresenting body shapes that are more commonly found among women of color.
At Aam, we’ve rebuilt a fresh dataset of 314 women across the U.S. who have pear and hourglass shapes, and are using this dataset to inform all of our collections. By fixing bad data, we’re addressing the root cause of poor fit and rethinking fit standards.
Where do you feel the fashion industry can improve?
There are big opportunities for improvement in supply chain, fit and inclusion.
On the supply chain side, there’s still a long way to go when it comes to ethics and sustainability. There are great auditing standards out there (SEDEX, OEKO-TEX, GOTS, for example), but only a small percentage of factories are certified. In 2021, as I was building out my supply chain in India, I visited factories that spanned the full gamut, from regularly-audited, responsible manufacturers to those who enforced 14+ hour daily shifts and refused even chairs for their workers to sit on. Brands are engaging in conversations about diversity and inclusion but it’s often on the consumer side; few are willing to be as transparent when it comes to their supply chains, where women of color are disproportionately exploited. As consumers, one easy thing we can all do is check the Ethics & Sustainability page of the brands we love. Do they talk about certified factories, third party audits and following sustainability standards? If not, we have the power to ask – why?
I’ve shared a bit above about the issues surrounding fit – it is the single biggest driver of returns, an issue that has been plaguing retailers for decades. It’s costly, harms the environment and (in the long term) hurts your brand. I believe that investing in better upstream processes – improved size charts and more rigorous fit testing – will lead to huge improvements down the line.
And finally, inclusion. One of my pet peeves is seeing brands design styles that are clearly intended for straight shapes and small sizes and then scale them up to mid and plus sizes claiming that they now design “for all bodies.” Putting ill-fitted pieces on models of different shapes and sizes doesn’t mean you understand or care about that customer. We should be asking ourselves – what does this customer really want? How is this garment going to make her feel? How can we design FOR her, first and foremost? This is being inclusive in a real way.
As a CEO of a company what is your daily routine?
My day starts the night prior, when I write down my priorities for the upcoming day. I use this great planner by Kindred Braverly that helps break down my activities into bite size segments. I’m not a morning person and part of my team is based in India (with a flipped schedule), so I usually start my date late around 9am.
First, I workout, so I can feel like I’ve accomplished something early in the day. Then, I grab breakfast, coffee and start work around 10:30. I start with the highest priority items on my list, which can range anywhere from sales and marketing to strategic planning and design. I work in 1hr increments with 10-15 mins of break in between. During these breaks, I’ll step outside, hydrate or crank up some music and just free dance. I try to get away from a screen, so I can return to my work with fresh eyes.
I then have a hard stop from 7-9pm to spend time with my husband, and then I’ll usually squeeze in an additional hour or two of work with my India team, before heading to bed.
Early in my Founder journey, I started tracking productivity patterns during my week. For example, I’m usually less productive on Mondays than I am later in the week. So I try to schedule more interesting, strategic work early in the week in order to stay motivated. I also work a half day on Sundays, to take some of the pressure off of the following week.
As there are many companies interested in fast fashion, how does your company differ in terms of sustainable materials and ethical factories?
Responsible production is one of our brand pillars, so we think about it in each step of the process. All of our suppliers must be third-party certified for ethical working conditions from one of the leading, global certification programs (more info here).
Additionally, we use sustainable fabrics in all of our collections. For example, we work with organic cotton (vs. regular cotton), which saves water and is made without toxic pesticides. We work with new fabrics, like lyocell, that can emulate the handfeel and durability of less sustainable fibers without the environmental footprint. In our most recent collection, we introduced premium deadstock wool, which is fabric that was produced in excess by brands and would have otherwise gone to waste. We also ensure that all of our dyes are free of Azo compounds (several of which are carcinogenic) via rigorous testing.
On the production side, we rely on a combination of third-party audits as well as personal, first-party checks. I’ve spent days in each of our factories, observing the working conditions and interacting with the team.
On the packaging side, we spent a great deal of time thinking about how to recycle and reuse. Each Aam pant comes inside a reusable cotton cover, inspired by the beautiful saree covers you see in southern India. This cotton cover is placed inside a fully recyclable box, with a simple packing slip and card. There’s no excess paper, bubble wrap, or cardboard.
I’m proud of where we are in terms of ethics and sustainability – and I think we can still do better!
We would love to hear some testimonials from previous customers.
“I have paid hundreds of dollars for ‘custom fit pants’ from various brands, and none of them fit quite as well as this pant did straight out of the box.” – The Flex Waist Pant, Size S
“This pant is amazing!! It is so lightweight and breathable… the material is so soft and silky, it feels like you’re wearing PJs but they look like elegant chic work/business pants.” – The Wide Leg Pant, Size M
“Never have I ever been able to easily pull a pair of pants over my thighs. I have ALWAYS had to jump to pull my pants up comfortably. These pants are amazing.” – The Crop Pant, Size L
“I can tell these are Aam pants instantly from how they taper at the waist. No other pants do that.” – The Limited Edition Wool Wide Leg Pant, Size S
Where do you see the company expanding in terms of different types of clothing offered?
I see bottoms as the biggest area of need, so we’ll first expand to other types of bottoms or clothes with bottoms: skirts, dresses, jumpsuits, potentially underwear and swim. Then, we’ll start expanding into other categories.
What is the toughest part of running your own company?
Staying motivated and showing up every day – even the bad days. As a Founder, there’s no one to answer to, no fixed schedule, and progress can sometimes feel very slow. There are weeks where I feel frustrated because I keep missing targets. Other weeks, we get a string of wins. It’s important to detach myself from both types of outcomes (wins and losses) and take neither very personally. This helps me commit instead to the process and just focus on the next small step forward.
But, easier said than done!
Lastly, what do you hope individuals take away from this interview with Brown Girl Magazine?
I’ve read Brown Girl Magazine for years and am so honored to be featured. I hope folks reading this feel inspired to tackle whatever problem – small or large – that they understand innately. Personal experience is a powerful motivator and difficult for others to replicate.
In celebration of Kirthana Ramisetthi’s second novel “Advika and the Hollywood Wives,” BGM literary editor Nimarta Narang is publishing this short story by the acclaimed author. This piece chronicles the evolution of a writer’s life through their ever-changing author’s bio. In the details, from the change in last name to the new address, we observe how Gigi grows into Genevieve and the life events that make her into the writer she becomes.
“My Picnic,” published in the Oakwood Elementary Storytime Scrapbook
Gigi Maguire loves strawberries, “Smurfs,” and being a first grader. Her favorite word is ‘hooray.’ This is her first short story.
“Sunshine Day,”published in Oakwood Elementary KidTale
Gigi Maguire is a fifth grader in Ms. Troll’s class. She loves writing stories more than anything in the whole world, except for peanut butter.
“What Rhymes with Witch?,” published in BeezKneez.com
Gigi Maguire is a high school junior living in the Bay Area. Her favorite writers are Sylvia Plath and J.K. Rowling. If she can’t attend Hogwarts, she’ll settle for Sarah Lawrence or NYU.
“On Her 21st Birthday,” published in LitEnds
Gigi Laurene Maguire is a writer and recent graduate from Sarah Lawrence College. Her favorite writers are Sylvia Plath, Alice Munro, and Mahatma Gandhi. She is making her big move to New York City in the fall.
“Valentine’s Day in a Can,” published in Writerly
Gigi Laurene Maguire is a freelance writer who loves the written word, Ireland in springtime, and “La Vie En Rose.” She lives in Hoboken, New Jersey.
“Unspoken Ballads of Literal Heartbreak,” published in Weau Dunque Review
Gigi Laurene Maguire is an assistant editor at ScienceLife.com. Her work has appeared in Writerly and is forthcoming in Pancake House and Schooner’s Weekly. She lives in Hoboken, New Jersey.
“The Mistress of Self-Loathing,” published in Story Day
Gigi L. Maguire is the editor-in-chief of Small Business Weekly. Her work has appeared Writerly, Story Day, Pancake House, and Schooner’s Weekly. She’s currently working on a novel about witches. She lives in Hoboken, New Jersey, with her tabby cat Sabrina.
“The Distance in Your Eyes,” published in The Canton Review
Gigi L. Maguire is a freelance writer and digital marketing specialist. Her work has appeared in Writerly, Story Day, and is forthcoming in Idaho Centennial. She’s working on a novel and a short story collection. She lives in Hoboken, New Jersey.
“Auspicious,” published in BookWorks
Genevieve L. Maguire’s work appears or will appear in The Canton Review, Mark’s End, Bishop Quarterly, and Idaho Centennial. A second runner-up for the Imelda Granteaux Award for Fiction, she is writing a novel and a memoir. Genevieve lives in Brooklyn.
“Meditate, Mediate,” published in Ripcord
Genevieve L. Maguire’s fiction appears or will appear in BookWorks, The Canton Review, Berkeley Standard, and elsewhere. A graduate of Sarah Lawrence College, she is an MFA candidate at New York University. She lives in Brooklyn with her boyfriend and their two cats.
“Chaat & Chew,” published in The Carnegie Review
Genevieve L. Maguire’s fiction appears in Ploughshares, Ripcord, The Cambridge Review, and elsewhere. She received her master’s in creative writing from New York University. Her short story “Meditate, Mediate” has been optioned by Academy Award nominee Janet De La Mer’s production company, Femme! Productions. She lives in Brooklyn with her fiancé, their three cats, and a non-singing canary.
“Urdhva Hastasana Under a Banyan Tree” published in The Paris Review
Genevieve Maguire-Mehta’s fiction has been hailed as “breathtakingly lyrical” by Margaret Atwood. She is the recipient of the Whiting Prize for Short Fiction and an Ivy Fellow. Her fiction has appeared in The Carnegie Review, Ploughshares, and elsewhere. She lives with her husband Manoj in Park Slope, Brooklyn.
“Reaching New (Jackson) Heights,” performed by Lana Del Rey on NPR’s “Shorts” series
Genevieve Maguire-Mehta’s fiction has been hailed as “effervescent” by Alice Munro and “breathtakingly lyrical” by Margaret Atwood. She is the recipient of the Whiting Prize for Short Fiction and an Ivy Fellow. Her work appears or has appeared in The Paris Review,Elle, The Carnegie Review, and elsewhere. She lives with her husband in Park Slope, Brooklyn with their feisty menagerie of animals.
“The Bhagavad Gina,” published in The New Yorker
Genevieve Maguire-Mehta is the recipient of the Whiting Prize of Short Fiction and is a McClennen Arts Colony scholar. Her work appears or has appeared in The Paris Review,Elle, and elsewhere. She is currently working on a novel. She lives with her husband and daughter in Park Slope, Brooklyn.
“When Two Becomes None,” published in American Quarterly
Genevieve Maguire’s writing has received dozens of accolades, most recently the Luciana Vowel Prize for Female Fiction. Praised by Alice Munro as “effervescent,” her work has appeared in more than twenty publications, including The New Yorker, and The Paris Review. She lives with her daughter Priyanka in Park Slope, Brooklyn.
“The Day We Learned Desire is a Winding Path,” published by Capricorn Rising Press
Genevieve Maguire is an award-winning writer whose work has appeared in more than thirty publications, including The New Yorker and The Paris Review. She lives with her daughter in a 100-year-old farmhouse in Woodstock, New York. “The Day We Learned Desire is a Winding Path” is her first novel. Visit her website at genevievemagauthor.com.
“Hairy Arms and Coconut Oil,” published in MotherReader
Genevieve MaguireDunblatt is a novelist, homeopath, and part-time yoga instructor. She has seen her critically-acclaimed short stories published in The New Yorker, The Paris Review, and elsewhere. She lives with her husband Benji and daughter Priyanka in Jacksonville, Florida.
“Priya Pinker’s Mother Gets a Life,” published by Capricorn Rising Press
Genevieve M.Dunblatt is the author of two novels, including “The Day We Learned Desire is a Winding Path.” An aura reader, faith healer, and yoga instructor, she has seen her critically-acclaimed short stories published in The New Yorker, The Paris Review, and elsewhere. She lives with her husband in Jacksonville, Florida. Visit genevieveauthormag.com to learn more about her writing, and genevieveauthormag.com/hearthappy for her wellness services.
“Comma, Coma,” published in Read-A-Day Journal
Genevieve Maguire is the author of “The Day We Learned Desire is a Winding Path” and “Priya Pinker’s Mother Gets a Life.” She has seen her critically-acclaimed short stories published in The New Yorker, The Paris Review, and elsewhere. Alice Munro has called her writing “effervescent.” She lives in Jacksonville, Florida.
“Next Stop New York,” published in The Lunar Reader
Genevieve Maguire is the author of “The Day We Learned Desire is a Winding Path” and “Priya Pinker’s Mother Gets a Life.” She lives in New Jersey.
Tina Singh, formerly known as Mombossof3 online, understands how to make her presence known in the parenting space. Seven years ago, she set out to create and share content related to motherhood, and there’s been no looking back since. Singh has mastered the idea of evolving with the times and the needs of her audience while staying true to her number one role in life — mom!
As she navigated her personal and professional life through the lens of a parent, she came across a void that just wasn’t being filled. So, in typical Singh style, this mom of three put her entrepreneurial hat on and got down to creating a solution for Sikh kids who struggled to find a helmet that fits over their patkas (a small cloth head covering).
The problem was personal — all three of Singh’s sons wear patkas and just couldn’t find the right helmet for their safety — and so the solution had to be homegrown. Enter, the Bold Helmets.
Singh gave Brown Girl Magazine an exclusive interview in which she talked about the Bold Helmets, the change in her journey since she’s become a public figure, and what it was like to innovate her very first product!
Here’s how it went:
Let’s start from the beginning. How did this idea come to mind?
This idea has been in my head for many, many years — over five years. I had issues with my kids and having helmets fit them after they turned age four or five.
I worked as an Occupational Therapist, in the head injury space, so I was always the one saying, ‘Okay kids, you’re gonna have to tie your hair in the back, do braids, or something in order to put on a helmet properly because I’m not gonna let you go down these bike ramps without a helmet!’ That’s just not okay for me.
So I talked to my husband and said, ‘there’s gotta be another way this works.’ So we did all the things that parents in situations like these do — they hollow out the helmets, some people go as far as cutting holes at the top of the helmet — you do what works. But I had in my mind an idea of what I think the helmet should look like based on what a patka looks like, and what my kids look like. I then found an engineer to draw it out for me to bring [my idea] to a place where I can actually take it somewhere and say, ‘Okay, how do I make this?’
But, yes, it started mainly with my kids and facing that struggle myself.
You mention that this idea had been brewing in your mind for over five years. How long did it take you to actually bring it to life?
To this point, it’s been about two and a half to three years. I let it sit in my mind for a while. Winters come here in Canada and then we forget about it again until we have to go skiing, and then there’s another problem, right?! I did let it lay dormant for a bit for sure, but once I made the commitment to do it, I made up my mind to see it all the way through.
You recently pivoted and changed the name of the product to the Bold Helmets. Can you talk me through how you came up with the new name?
Bold Helmets became the name because they’re designed to be bold, to be different and who you are. I also think that the way the helmet is made, even though it’s made with Sikh kids in mind, there are other applications to it. I do think that taking the Bold Helmets approach embodies its [the product’s] uniqueness and really focuses on being bold and who you are.
And the Bold Helmet is multi-sport, correct?
This helmet is certified for bicycles, kick scooters, skateboards, and inline skating. It is not a ski helmet. So every helmet you use for a different sport has a different safety certification or testing that it has to go through. So, this helmet is called ‘multi-sport’ because it covers those four sports but I wouldn’t take this helmet and use it for skiing. I’d have to make sure that this helmet, or a helmet like this, gets certified for various other standards for other sports.
Makes sense! I want to change the course of the conversation here a bit and talk more about how you pivoted from Mombossof3 to innovating your very first product. How was that experience?
So what I did throughout this journey was that I went from marketing myself as ‘mombossof3’ to ‘Tina Singh’ because I was sharing more of my life’s journey as my kids were getting older and in an effort to respect my children’s space as well, and letting them decide how much — or how little — they want to be involved with what I was doing online. And part of that was about the journey of what I was doing next, and the transition came naturally to me.
I think right now, truthfully, I’m struggling in the space where I kind of have a shift in audience and so my usual, everyday self that I share on social seems like it doesn’t work. I feel like I need to find a new balance; I will always be true to who I am, and I will never present myself as something that I’m not. But, just finding a space for me to continue creating content while also taking on this new endeavor with Bold Helmets, is important right now.
Aside from this struggle of finding that new balance, what is that one challenge that really sticks out to you from this journey?
I think my biggest challenge being an entrepreneur is finding that balance between my responsibilities as a parent, which is my number one role in my life and there’s no one that can take that role for me — my husband and I are the only parents — and passions outside of that.
Do you think it helped that you were creating a helmet for Sikh children so it allowed you to pursue your passion but also work with your kids in some capacity since they inspired the whole idea?
I never thought of it that way, but yes actually, it did! So all my entrepreneurial projects have involved my kids. Even now they were involved in picking the colors, all the sample tests we did they tried the helmets on! They’re probably sick of it since they’re constantly trying on helmets, but I get their opinion on them. Even as we pivoted with the name, we involved them and got their feedback on it also. So, they were involved in very large parts of this project.
And my husband is also a huge part of this project. He’s been heavily involved in this process, too!
You have a huge online presence, and I know that you’re probably not new to trolling and bullying that comes with being on social media. More recently, Bold Helmets was subject to a lot of backlashes. Is there something that you took away from this recent experience? Was it different this time around?
The extent to which things got was different this time around and that’s not something I have faced in the past. But I have been in the online space for about seven years now, and I’m accustomed to it. I think what I learned this time around is that sometimes silence and reflection is the best thing you can do. Sometimes reflecting and not being defensive on feedback that you get — and this may be something that comes with age as well as experience — is best.
But, I’m happy with the pivots we made, the feedback we’ve gotten, and the way we’re moving forward.
You mentioned that this isn’t your first entrepreneurial venture. But each experience teaches you something different. What did you learn while working on Bold Helmets?
I learned to be okay with taking things slow. I’ve never been that person; I’ve always jumped the gun on lots of things. It’s understanding that it’s ok to slow down and recognize that things have to just run their course.
And while the interview wraps up there, there is more to come with Singh on her journey! Catch Lifestyle Editor Sandeep on Instagram LIVE this Saturday, January 28, at 10 a.m. EST, as she has a more in-depth conversation with Singh on Bold Helmets and more!
In the meantime, Bold Helmets are available for pre-order now, and as a small token of appreciation, Canadian pre-orders will get $10 off their purchase until the end of January 2023!