The brightest impressions can often become the strongest incentive to become the best version of oneself, to create something beautiful and useful, or to organize a beloved venture. Asel Zhumanazarova, during her student years abroad, was impressed by the approach of Chinese entrepreneurs—still recalling it with admiration, she speaks about the scale of operations and highlights their talent in client relations. Asel had always been interested in textiles, so when it came time to decide what to focus her life on, the answer came naturally—Asel decided to offer clients exclusive solutions in sewing curtains, cornices, blinds, and fabrics.
Over time, Asel's hobby turned into a full-cycle business—from discussing ideas with clients to final installation. Gradually, projects in curtain sewing and space decoration became more complex and large-scale. Finally, the time came when the situation literally demanded the materialization of the idea to create her own production—the business of Asel Zhumanazarova outgrew the format of a small boutique on foreign territory. Her imagination painted a picture where she acts as a true manufacturer, working with suppliers worldwide, and only highly professional employees work in her team...
However, all this is impossible without having a space of one's own—rent is a significant expense that greatly limits entrepreneurs. This is money that, compared to paying a preferential loan for your premises, essentially goes nowhere. Ultimately, it was time to find a reliable financial partner who would help with the main issue—acquiring property. Asel took advantage of the new preferential loan program "Өрлеу" from the "Damu" Fund, with Nurbank as the partner who financed the project. The result—a spacious premises in the city center on the frontline. Today, Asel's enterprise actively specializes in premium exclusive solutions—curtains, tulles, roller blinds, blinds made of various materials, and textiles used in the HoReCa direction. How all the streams were united and what are the features of starting and developing a business was discussed in our conversation with Asel Zhumanazarova.
– Our strengths lie in high quality, a wide choice of fabrics, and a reliable team. We are engaged in turnkey curtain sewing: from selecting fabrics and design to installing cornices and final decoration. We focus on the medium and premium sectors, working with private clients as well as commercial objects.
How did I get the idea to move in this direction? Let me elaborate. Back in my student days during a trip to China, I visited a colossal curtain store. It was a real world, even an ecosystem—the countless assortment, the highest level of finished products, and a unique approach to each client. Around that moment, I realized that I want to develop and build a business in this sphere. Of course, it wasn't easy—I remember my very first workday. Imagine, I didn't even have enough money for threads! But a friend helped me out. However, everything had to be done by myself—there were no professional seamstresses, yet everything had to be sewn perfectly. In the early days, I did everything myself and, of course, learned in the process. And now, I want to thank my friends—it was on their orders that I learned. Their support gave me experience and allowed me to acquire necessary skills. Today, professional seamstresses work for me, and I handle organizational tasks.
— How did you make the final decision? Were you warned that doing business in Kazakhstan is supposedly difficult and would not succeed?
— I am not new to this business. Yes, there have been, and still are, challenging moments. But I have significant experience since I opened my first boutique in 2007. If we talk about acquiring premises—doubts and even fear were certainly present, but I believed that things would turn out well. The direction I work in can also be considered quite risky, but I am convinced and have repeatedly checked in practice—that if done with quality and attention to detail, positive results are not long in coming.
— Is there anything today that hinders the further development of your business?
— Probably just the financial shortage. Practicing entrepreneurs will understand me—one of the main challenges for development is the lack of funds since adequate amounts are reserved for the procurement of quality materials. It's important to maintain a balance—reducing quality while maintaining price means losing customers.
— What is the geography of your suppliers? Do you have domestic manufacturers among your partners?
— In terms of fabrics, we work with suppliers from China and Turkey. We have also expanded our range with electric cornices produced in Russia. We work with domestic manufacturers from whom we acquire necessary fittings. Incidentally, we plan to significantly expand cooperation with a large domestic producer and supplier of fabrics capable of producing custom-printed products. This is a fairly popular request from clients today, especially in ethno-style. Speaking of the client base's geography, we primarily operate in the Kostanay region, North Kazakhstan Oblast, with clients in Borovoye and Arkalyk. However, we are ready and technically equipped to significantly expand our coverage.
— Which SMB support programs are you working with and planning to work with?
— At the moment, we are working with the "Damu" Fund under the new preferential crediting program "Өрлеу". Nurbank, as the partner, financed the acquisition of the real estate on the mentioned program's terms. I would like to separately note the prompt work of the branch employees—during the loan processing, Nurbank employees assisted in gathering documents and explained literally every step in detail. Thanks to such support, the process was as quick and comfortable as possible. Moreover, Nurbank pays special attention to the women's entrepreneurship support program, which also positively influenced the final decision on financing.
— Please describe in detail how cooperation with JSC "Nurbank" enabled progress toward your goal?
— We acquired spacious property in the city center, on the front line. Now I have comfortable sewing workshops, assembly shops, ironing facilities, a warehouse, two sales halls, a kitchen, and even a wardrobe. Moreover, we have an impressive entrance group, and convenient client parking. I believe the building's facade looks impressive—its substantial scale inspires trust in clients and underscores the business's seriousness.
Of course, there are plans to continue collaborating with Nurbank. We are currently considering getting a loan to replenish working capital, and possibly—a loan for acquiring a vehicle. We are now looking into a light-duty truck which would help us significantly.
— Please share your business development plans. What advice would you give aspiring entrepreneurs?
— My goal is to create a strong brand associated with quality, style, and trust. I am moving gradually and confidently toward success through practice, client wishes, and constant development. In working with Nurbank, I can highlight a personal achievement—overcoming the fear of a significant loan. Owning real estate enables substantial business scaling, instills confidence, and opens up more opportunities.
Still, I consider the trust of clients as my main accomplishment and the achievement of our team. Successfully completed projects stand as our best recommendation.
To new entrepreneurs, I would advise—not to wait for the perfect moment. Start, make mistakes, draw conclusions, and keep moving. Remember—a positive outcome is the result of everyday hard work and achieved by those who do not give up.
JSC "Nurbank" operates based on license No.1.2.15/193 from February 3, 2020, issued by the Agency of the Republic of Kazakhstan for the regulation and development of the financial market.
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