The name BJNS’ is made from initials of each sibling’s nicknames – Israt Jahan (Biju), Nusrat Jahan (Jisha), Jeenat Jahan (Nisha) and Tanjid Ahmed (Shuvo).
Four siblings grew up in a household where their mother would design their clothes. The beautiful dresses were made with a lot of love and attention.
As adults, one of them proposed to create a brand which would make products with a lot of dedication and would cater to all customers – from job holders with steady income to students with little pocket money.
The brand name BJNS' is made from initials of each sibling's nicknames – Israt Jahan (Biju), Nusrat Jahan (Jisha), Jeenat Jahan (Nisha) and Tanjid Ahmed (Shuvo).
Recently, The Business Standard spoke to Nisha, who shared the details about the brand.
"When we were young, our mother would make our clothes. Then, our older sister started to design and sew our clothes. It was mainly her idea to start BJNS'," she said.
In 2015, when BJNS' began its journey, they only sold jewelleries. Gradually they expanded to selling sarees, panjabis, and even dresses.
Nisha said, "In the beginning, we would design all of our own jewelleries, all four of us worked together. Now, most of the jewelleries come from our craftsmen, but sometimes we help in assembling the pieces."
BJNS' aqua silk sarees garner a lot of attention for their soothing shades and simple yet sophisticated designs. Their necklaces such as tarabati, bakul lahari, and bou ilish are unique and beautiful.
If you are looking for the right outfit for an occasion, you could choose one of BJNS's weightless, buttery soft silk sarees and some of their trinkets. You could pull up your hair in a bun, and a put a big tip on your forehead, which the brand also sells.
The tips designed by BJNS' have cotton threads, metal pieces and beads pasted on them. Some of them look like colourful artwork on a tiny canvas.
According to Nisha, their products are designed keeping in mind those who love and appreciate arts and crafts.
At the same time, they make sure that the price range remains affordable for all. Price of the tips and nose pins start from Tk75 and Tk150, and the sarees can cost up to Tk4,000.
From sourcing the fabrics to putting together jewellery pieces, all four co-owners of BJNS' try to be as involved with the brand as possible. "Two of my siblings have full-time job elsewhere, but whenever they get time, they try to dedicate it to developing the brand," mentioned Nisha.
BJNS' is trying to stand out from the crowd and creating different things, and they are in no hurry to open a physical outlet. For now, they want to focus on their online business.
The first few months of the pandemic was a difficult time for them, in Nisha's words, "We were scared and confused like everybody and did not know what to do really". But they did not lose hope and now the brand is back to its full operations.
About BJNS's future plans, Nisha shared, "In the last five years, we have learned a lot, and we are still learning. We have no regrets and are happy with whatever we have achieved so far. We are looking forward to expanding our product range and including everyday household items with a deshi touch."