R29 Exclusive: A Sneak Peek At The Hot New Atelier Azza Store

A previous R29 "Hot 30 under 30," we've had our eye on Azeeza Khan long before she hit the big time. And by big time, we mean the vivacious (and let's be honest, stunning) designer scored her own retail shop, which officially opens its doors to the public on Friday, April 26.
But according to Khan, a brick-and-mortar establishment was never a part of her plan. "My focus has always been on buyers," she explains. "But then, Erica Strama who represents the Shops at North Bridge (she's the senior manager of marketing at Macerich) approached me last October, and we started a very honest discussion about the idea. I really didn't want anything to derail me from my goals, but I eventually came to the realization that having a professional spot where I could meet with clients was really important."
While the store did not make its original target of opening for the holidays, it did allow Khan some time to up the ante on the production process and learn the ropes of store ownership, from POS systems to inventory control. But this is no overnight success story. A self-professed workaholic, Khan puts in 20-hour workdays and plans to be on site at the store all seven days of the week — literally making it her new "office." But don't feel sorry for her. She wouldn't have it any other way. So, if you want to see what blood, sweat, and tears look like, click through to peep snaps from the gorgeous new Atelier Azza boutique.

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