For fashion designer Dania Lylia, the journey of building Gaya has been one marked by growth, reflection and a deep commitment to staying true to her creative vision.
Now in its second year, the brand continues to grow steadily — in a way that Dania says was always part of the plan.
While the brand continues to gain recognition among customers, Dania admits that the second year has brought a new set of challenges, particularly as expectations for the label continue to grow.
“Gaya is now celebrating its second year, and its growth has been very organic, just as I planned from the beginning,” she told Sarawak Tribune.
Lessons from the journey
Reflecting on the past two years, Dania said the experience of building Gaya has taught her valuable lessons — not only about business, but also about personal growth and perseverance.
She highlighted the importance of remaining open to learning and constantly pushing beyond one’s comfort zone.
“The biggest lesson I have learned as a founder over the past two years is to always strive to be better in everything you do. I have also learned to stay open to learning new things and to constantly push myself beyond my limits.
“In the end, it’s all about creating something meaningful that you can truly be proud of,” she said.
Dania pointed out that having previous experience in the fashion industry did not necessarily make the journey easier.
Instead, she views every challenge as part of the brand’s growth and evolution.
“Saying the journey was easier because I have done it before wouldn’t be entirely true. In fact, this year felt tougher for Gaya because I feel the need to set a higher standard now that more people are starting to know the brand.
“That said, I am still learning and trying new things along the way,” she said.
Heritage in Bloom
For the new collection, Dania wanted to create something that felt more modern, youthful and refreshing, while still maintaining a sense of timeless elegance that appeals to women across generations.
“This year, I wanted something more modern, youthful and refreshing while still being appropriate for women of all ages,” she explained.
The collection carries a deeply personal touch, with each design named after the younger generation in her family — namely Inaara, Zara, Irina and Leena.
Inspired by these four young girls, the collection embodies a sense of freshness and optimism, giving the pieces a more contemporary feel compared to the previous collection.
“It felt meaningful to name each design after the younger generation in my family,” she said.
The pieces behind the collection
The Heritage in Bloom collection features four distinct designs, each with its own character, silhouette and purpose.
Leena features a silk silhouette with delicate prints, designed for an easy yet elegant look.
Crafted from lightweight silk that feels as light as it appears, the design is available in five stunning colours, making it a versatile option for both festive and everyday wear.
Another standout piece is Zara, a soft and graceful baju kurung Kedah elevated with intricate beading that adds a touch of timeless sophistication.
Designed as a Raya outfit that women can rely on, Zara’s delicate bead details subtly enhance the overall look without overpowering the silhouette.
Irina takes on a more contemporary direction.
The chic modern top is crafted from delicate lace and accented with subtle beading, offering a flattering yet effortless look for the festive season.
Available in six beautiful colours, Irina also features a versatile ribbon detail that can be styled in multiple ways, allowing wearers to personalise their look.
Completing the collection is Inaara, a modern and sophisticated top adorned with delicate beading.
Designed to suit a variety of occasions, Inaara balances elegance with comfort.
The piece was created to help women feel confident and at ease, combining a flattering fit with all-day comfort.
A personal touch through craftsmanship
One of the defining features of this year’s collection is the level of craftsmanship involved.
Wanting the collection to feel more personal, Dania decided to take on the delicate process of hand-beading the pieces herself.
“I wanted this collection to feel more personal, so I decided to hand-bead the pieces myself,” she said.
Last year, Dania said she did not have the opportunity to be as hands-on as she would have liked.
This time around, she wanted to ensure that her own creative touch was present in every detail.
“It also allows me to maintain the quality of the beading and ensure that every detail is done the way I envision it,” she explained.
The process, however, requires patience and dedication.
Each design takes hours of meticulous work to complete.
“For example, the Inaara top takes me at least two hours to finish, while the Zara top takes around two hours and 30 minutes,” she said.
Beyond the technical work, Dania said the process also demands creativity and precision.
“Each piece is slightly different, so it requires careful attention to detail — choosing the right beads, patterns and placement to bring some sparkle to the design. The process can be demanding both physically and mentally.
“Hand-beading can be quite tiring since it requires focus and patience,” she said.
In keeping with the brand’s emphasis on craftsmanship and exclusivity, Dania intentionally kept production numbers small for this year’s collection.
Two of the designs, which come in free sizes, were produced in fewer than 20 pieces each, while the other two designs were made in 20 pieces per size.
For the pieces that come in sized options, Gaya currently produces two size ranges — S/M and M/L.
“This year I intentionally kept our production very small. I really wanted to take the time to study what our customers love most,” she said.
Positive response from customers
Despite the labour-intensive process behind the collection, Dania said the response from customers has been encouraging.
She said many returning customers have commented on how the latest designs feel noticeably different — in the best possible way.
“Customers’ response to the new collection has been very positive, with many returning customers saying that this year’s collection feels fresher,” she said.
Dania revealed that sales performance has also been promising, although the shorter duration of this year’s pop-up events affected the overall numbers.
For Gaya, participating in pop-up events has played an important role in expanding the brand’s reach.
“This year we only had 19 days to push our sales, compared to last year when we had a longer selling period. It’s very important for Gaya to participate in pop-up events because they really help increase the brand’s exposure,” she said.
Through these events, Dania said the brand is able to introduce its designs to a wider audience while allowing customers to experience the pieces first-hand.
Beyond sales, she said these events also offer valuable insights into customer preferences, as they often inspire new ideas for future collections.
“Having a physical space makes a big difference, as customers can see, feel and try the clothes themselves, which often leads to stronger sales. Moreover, engaging with customers at pop-ups has been very insightful.
“They love hearing the story behind each design, and I get direct feedback on what they like and what I should improve. It really helps me understand my customers and inspires Gaya’s future collections,” she said.
One particularly memorable moment came during one of these pop-ups when Gaya had the opportunity to serve a member of royalty.
“Through one of these pop-ups, we had the honour of serving the daughter of our previous Agong, who is now the current Sultan of Pahang,” she said.
Looking ahead
As Gaya continues to grow, Dania hopes to bring the brand to more places, including Sarawak, which she holds close to her heart.
“Sarawak will always be close to my heart, and I’d love the opportunity to bring Gaya to a pop-up market there and connect with people back home in person,” she said.
As the brand steps into its third year, Dania remains focused on growing Gaya in a thoughtful and meaningful way.
“I hope to continue growing the brand in a thoughtful and organic way. I want to keep refining what Gaya stands for while exploring new ideas and collections,” she said.
Above all, Dania believes that the strength of a brand lies in the community that supports it.
“It’s important for me to stay true to the identity of the brand and continue building a strong connection with our community. Because I truly believe that building a strong community is what ultimately builds a strong brand for Gaya,” she added.
