When I graduated with my MSc in International Business Management in December 2024, I was at a crossroads. Many of my peers were applying for corporate roles or graduate schemes. I chose a different path — launching Herary, a women’s fashion brand powered by artificial intelligence to create a truly personalised shopping experience.
A typical day
My mornings start with a quick check of emails from our team, partners, and early testers. Some mornings I focus on marketing, planning campaigns and influencer collaborations. Other mornings are for designing new collections and working with our tech developers to refine Herary’s AI outfit recommendations.
By early afternoon, I’m in meetings with potential partners, suppliers, or platform testers, shaping the final product. Some afternoons involve investor calls or networking events, staying connected in the UK fashion-tech community is vital for growth.
What inspired me to build Herary?
I’ve always wanted to start my own business and planned to do so after graduating with my MSc in International Business Management in December 2024. Fashion is my passion, and online shopping frustrations, inconsistent sizing, poor fit, or styles that don’t match expectations inspired me to find a solution.
Herary was born from one question: What if AI could make shopping truly personal? By understanding each customer’s style and preferences, not just trends, we could improve the experience. Research shows personalisation in retail is growing rapidly, and I knew Herary could meet that demand.
Useful skills gained as a postgraduate
Studying International Business Management gave me a solid foundation in strategy, leadership, and market analysis. Key transferable skills included:
- Adaptability – Switching between creative decisions and technical discussions.
- Communication – Explaining AI features to non-technical partners.
- Networking – Building connections with investors, mentors, and industry peers.
Group projects, presentations, and networking events prepared me for the unpredictable, multi-tasking nature of running a business. My academic project on fashion and technology also helped me research this field and understand how AI can enhance the shopping experience.
Some words of advice
For students who dream of starting their own business especially in fashion or tech, here are a few lessons I’ve learned so far:
- Start before you feel ready. If you wait for the perfect moment, it will never come.
- Understand your audience. The earlier you talk to your target customers, the better your product will be.
- Build a diverse skill set. Even if you plan to hire specialists later, understanding the basics of each area will make you a better leader.
- Stay curious about technology. Whether you work in fashion, retail, or any other sector, AI and digital tools are changing the way we work, knowing how to use them will keep you competitive.
- Gain practical experience. If you’re not ready to launch your own brand yet, internships, volunteering, or freelance projects can all help you build relevant skills and a network of contacts.
Stay tuned for job vacancies, volunteering and internship opportunities at Herary.
Learn more about Herary on LinkedIn.
— by Abhirami Prasad, Founder of Herary (MSc International Business Management, 2023–2024)
