At this year’s 2025 U.S. Chamber of Commerce CO-100 Awards ceremony, Bridget Fitzpatrick took a moment to speak with Nazia Siddiqui, the CEO of TRANSCEND, who has made it her mission to preserve heritage crafts that are slowly fading from the world.
Siddiqui grew up in India surrounded by beautiful handcrafted embroidery and natural fabrics. After moving to the United States, she noticed that the clothing industry was dominated by fast-fashion brands that lacked the quality and artistry she had known.
This inspired her to build her own brand, and TRANSCEND officially launched in 2020. The company works directly with artisan communities, maintains a sustainable and ethical supply chain, and aims to reduce textile waste and overconsumption.
"Anything that you try to establish, if you do not think through the process that you're going to set that up with, it's going to be very haphazard and chaotic."
Siddiqui advises aspiring entrepreneurs to stop ignoring their calling and just start, while also taking the time to define business processes. After 18 years in corporate roles, she gained valuable insight into the behind-the-scenes operations required to run a successful business. Carefully planning processes and verticles helps create a solid foundation for growth and reduces operational chaos.
TRANSCEND will open its first brick-and-mortar location in downtown Seattle this month, and Siddiqui hopes to continue expanding the business in the years ahead.
To learn more about TRANSCEND, click here.
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