The Journey of D-chen’s Atelier
An entrepreneur named Dechen Chodron is redefining the Bhutanese fashion landscape with her remarkable clothing designs. At just 29 years old, Dechen’s passion for fashion design has transformed into reality with the birth of Dechen Atelier.
Founded in 2021 at a start-up center in Changzamtog, the atelier not only showcases her creativity but also embraces her love for local materials and traditional craftsmanship. This is the story of a young woman who dared to dream, persisted in the face of challenges, and emerged as a trailblazer in the fashion industry.
Dechen Chodron’s fascination with fashion ignited during her adolescence in the idyllic surroundings of Langjophakha. Her imagination found solace in sketching designs and experimenting with fabrics, foreshadowing the journey that awaited her.After completing her BA (Hons) in Fashion Designing and Marketing from Malaysia, Dechen knew it was time to take her first steps toward turning her dreams into reality.
Founded at a time when start-up centers were becoming hubs for young entrepreneurs in Bhutan, Dechen Atelier found its home at Changzamtog. Initially, Dechen’s dream was to set up her studio at home, but the constraints of space proved to be a challenge.The support of Bhutan’s cottage and small industries (CSI) opened the door for her, giving her a chance to build her atelier and weave her creative magic with a team of skilled artisans.
Dechen Atelier stands out for its unique blend of traditional Bhutanese textiles and contemporary fashion forms. However, this fusion was not without its obstacles. The customized Western style created using domestic materials faced criticism and skepticism from some customers.To diversify her fabric choices, Dechen had to import materials from foreign countries. Despite the hurdles, she remained resilient and committed to her vision.
Criticism and customer acceptance issues tested Dechen’s determination. However, she found solace in her family’s unwavering support and used feedback, both positive and negative, to refine her designs and cater to her clients’ demands.The process of overcoming obstacles became a learning experience that shaped her journey as an entrepreneur.
With a strong and dedicated team by her side, Dechen faced daunting projects head-on. Believing that risks presented opportunities for growth, they divided work equally and set strict deadlines to meet their objectives. The unity among the team members served as a powerful force in overcoming challenges and transforming dreams into tangible results.
For Dechen, maintaining healthy relationships with clients is of paramount importance. Consistency and transparency became the bedrock of Dechen Atelier’s success, as they continued to deliver quality products and exceed customer expectations.
Dechen Chodron’s incredible journey is an inspiration to aspiring entrepreneurs everywhere. Drawing from her experiences, she offers valuable advice: be bold, be adaptable, embrace technology, and stay focused on your goals. Learning from mistakes and being unafraid to pivot when necessary are crucial elements of the entrepreneurial path. She also emphasizes the significance of trusting one’s instincts and surrounding oneself with an encouraging and supportive network.
By Tendrel Zangmo
