FARA WARAWITAGE

On this week’s edition of ‘The Founder’ we feature Fara Warawitage, who is the Founder and Managing Director of Illume Lighting and Design. Fara is a product of both, Sirimavo Bandaranaike and Gateway College, Colombo, and holds a BA Hons. in Business Management and a Diploma in Interior Architecture from the United Kingdom.

1.In your own words, what is Illume Lighting and Design? Illume is a product and service-based modern lighting and interior company that values innovation in the fields of design, technology and environmental responsibility.

2.What inspired you? Actually, my story is rather coincidental; I did my first project as a try out. I was working for a company as a Marketing Consultant and as a trial I attempted a project with them. The end result surprised as the project turned out amazingly well, and I was very inspired by the whole process. One thing led to another and here I am.

3.What was the journey like, starting from scratch and building the business up to where it is right now? I am not going to sugar coat it, it has been extremely challenging, and it still is. It feels like a constant struggle, because like most Entrepreneurs it is not about the money; you just want to do your own thing and you’re prepared to take huge risks to make it happen. You push the boundaries and hope that eventually success will follow.

4.What were the hardships you faced as an owner, what was the toughest one yet? The Lighting Design industry was still quite new to Sri Lanka when I started, not many people knew about it, hence there was a huge scarcity in finding people who had the knowledge or experience in the field. We had to spend a lot of time and money on training individuals, which was very difficult at the time since it was a start-up. I would still say that qualified labour is the toughest part of the job even to date.

5.Being an owner, what was it like facing the global pandemic? How did it affect the business? It affected us very much, mainly because Lighting is an import dependent product. It was very difficult when import restrictions were imposed and the rising of the USD ($) was really tough on us. We had to close our retail business and take on some decisions with not much of a choice. It taught me to be tougher and forced me to look at the bigger picture, thankfully we are still afloat and are determined to ride the storm to the best we can.

6.What has been the most frustrating thing about being a start up? Being a ‘Start Up.’ The problem that nearly all Entrepreneurs or new businesses face is that potential customers often do not want to be the first to try it. They want to see that your business idea is proven and tested before they try it. It can be very difficult to get that breakthrough, that first customer.

7.Explain a few marketing strategies you have implemented, and what makes them successful? Study your competition; this helped us tremendously, when we were ready to go, we knew exactly what to pitch and to whom. Targeting the ideal customer, creating a unique value position, knowing your product, and providing a satisfactory after sales service, are some of our major strategies.

8.What motivates you to do what you do on daily basis? The fact that I want to make my own future! Understanding that nobody is going to give it to you; you have to work for your dreams.

9.How did you get the initial start-up capital? My sales pitch was my first start-up capital, I learnt then that nothing is impossible if your intention is pure and your determination is sky high!

10.What is your definition for the word Success? To me Success is not just all monetary. It is the ability to live my life the way I want to live it, doing the things I enjoy the most, surrounded by the people I love and respect.

11. Why did you decide to enter this industry? Since my pilot project, I have never enjoyed doing something so much. Doing something you love will never go wrong because that will push you outside your comfort zone and you will want to be the best, this industry has given me just that.

12.Was your family supportive of your new venture? Yes, very much. This is a challenging industry for a woman and my husband has been my absolute rock.

13.Have you tried and failed with anything in the past? Oh, many times, I wouldn’t be here if I hadn’t. It’s all part of the process. Success is much sweeter, with a few drops of failure.

14.What advice would you give other start-ups? Knowledge, contacts and experience. These things are priceless. Most successful businesses evolve from knowledge of the industry, know what you’re getting into and think of your end game. Toughen up and dive in. Do not be afraid to fall, expect it as that will make it easier for you to stand up again.

15.What do you think of the current start-up ecosystem in Sri Lanka? I think it’s improved a lot in the past few years mainly due to social media. Entrepreneurs now have many platforms to try out their pilot projects with minimum risks.