The Story Behind CHA: A Childhood Promise That Became a Brand

The Beginning of a Dream

I can still clearly remember the phone conversations with my older sister Charifa. She would regularly ask me the same question: “What do you want to be when you grow up?”

My answer was always the same: “I want to be a designer.”

Then she would ask: “Okay, but how are you going to make that happen?”

“By making my first drawing,” I would answer.

“Okay, then I want to see it next time.”

At such a young age, she sparked something in me. I was around eight years old, and I can still picture myself sitting at that big table, opening the drawer, taking out my drawing supplies and simply enjoying the process of drawing.

Those are such precious moments, aren’t they? Being safely at home, with paper and coloured pencils, doing something you genuinely love.

The name CHA comes from the first three letters of my sister Charifa’s name. In this way, I continue to carry her spirit with me.

From Childhood Creativity to CHA

During my teenage years, I was constantly experimenting and making things. Buying fabrics and studs, turning old jeans into bags, working with fringes, threading leather through fabric, creating handles with carabiners and wide straps with artwork. Almost all my free time was dedicated to creativity.

Looking back, I can see how that early love for leather and fringe later found its way into the fringe boots I design for CHA.

In my twenties, I started studying Fashion Management at the Amsterdam University of Applied Sciences. I had the intention of eventually starting my own business. I knew I wanted to become an entrepreneur. But how do you actually do that? I needed the knowledge to take that step, so I went looking for it.

After graduating, I started working on my own business with an enormous amount of enthusiasm.

And that is how CHA eventually came to life.

That same joy of creating still lives in our boho boots, women’s suede boots and accessories, with details that feel personal to me.

Finding your own path

I truly believe that the questions we are asked as children can mean a lot. They can spark something within us and make us think about what we really want.

For me, the promise I made to my sister all those years ago still brings so much meaning to my everyday life. It gives me a sense of confirmation, time and time again, that I am on the right path.

And that path brings so much. From profound lessons and moments when you think, “Wow, how am I going to get through this?” to enormous joy, the pleasure of growing, looking ahead and learning so much along the way.

Building a brand is building yourself

Building a brand is building yourself. Or rather, working on yourself. It is perhaps the greatest personal adventure you can embark on.

What makes you happy?

I am genuinely curious about the stories of other women. What made you happy as a child? Are you still doing the things you loved back then? And what makes you happy today?

I love exchanging stories and experiences. Feel free to send me a message. I would love to hear how you see life, what makes you happy and what lies at the centre of your circle.

With love,

Alisha

Founder Alisha is wearing the Classic High Dark Brown paired with the Mini Bag Dark Brown.