Maonglemla Longkumer of Mopungchuket village owns and operates Abelia, a boutique family store that has been operational for 15 years. Alem, who recalls her journey with Abelia as “interesting,” recounted how she was always inclined towards self-employment rather than a government job and thus began her journey with Abelia following her post-graduation.
Abelia, which began as a small family store, later expanded with new additions such as wedding gowns and children’s apparel.
Today, Mokokchung Times delves further into Abelia and the strong woman behind this thriving store.
MTimes: Hello Alem, please elaborate on your background and how you got started ‘Abelia’.
Alem: It’s a great honor to be sharing about Abelia store. As many Naga parents wished their kids to come back to Nagaland, mine did the same… I was always interested in being self employed than having a government job and that’s how I started Abelia after my post graduation. It has been a very interesting journey till now.
MTimes: Where did you get the name “Abelia” from?
Alem: I was brainstorming with a friend for a name for the shop and we came up with ‘Abelia’; it’s a name of a water flower.
MTimes: Since Abelia’s launch, almost ten years have passed. Many businesses have opened and closed. What do you believe Abelia’s secret to resiliency against a well-known online retailer is?
Alem: By God’s grace Abelia is already 15 years old. To be honest, I believe it is God’s blessing that we are still open today… I enjoy internet shopping, but when it comes to a dress, a top, or jeans, there is nothing like experiencing and putting on the clothes before purchasing, and online retailers do not provide this choice (some do but there are too many hassles on logistics).
MTimes: How has your experience selling evolved over time?
Alem: Media is a big part now… from getting the word around, cash to paying online but word of mouth still stands out!
MTimes: Over the years, have sales risen or decreased? Which factors, in your opinion, are affecting your sales?
Alem: Any business, as we all know, will have ups and downs. I’ve had my fair share… The Covid factor is unrivalled.
MTimes: From where do you typically import your goods?
Alem: I import 90% of my products from Thailand and China. Their taste, design and size really suit our people.
MTimes: How can you stay up with the latest fashion trends while maintaining better quality?
Alem: I hand pick all the cloths that I sell in the store. I don’t buy in bulk but carefully select the designs that kids, teenagers, young professionals and even elders would be comfortable in. I’ll continue doing that.
MTimes: What is the one thing in your store that you still improvise on?
Alem: Sales and marketing. Updating trends.
MTimes: What other ideas do you have for Abelia?
Alem: Abelia is a boutique where I specialized in just fashionable garments, shoes, bags and accessories. I’ve dreams of expanding my “Twisted Flour” corner where customers can come relax and enjoy my special homemade products – a place where they can pre-orders for personal or party.
MTimes: Tell us about anything that you wish consumers knew.
Alem: Trying to understand every customer’s needs and wants.
