Isida Mitre is the founder of the Pashmisy brand, an accessories label that combines elegance, color, and Italian artisanal craftsmanship. She left Albania at a very young age and lived for many years in Italy, where she completed her studies and built the foundations of her professional development.
After nearly 20 years in Italy, Isida moved to London, where she worked, built her family, and found the inspiration to create her brand. Pashmisy was born from a passion for fashion, high-quality textiles, and the desire to offer premium accessories, made in Italy, for women who appreciate timeless style and bold colors.
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What motivated you to leave Albania and start your company Pashmisy in London?
Leaving Albania happened at a very young age. Initially, I moved to Italy, where I completed all my education up to university level. After almost 20 years of living in Italy, I relocated to London, where I worked and built my family. At first, the idea of starting an online business was not in my plans. However, over the years in London, and noticing that the UK offers a lot of space and opportunities to build your own business, I found the courage and made the decision to establish Pashmisy in 2023.
Why did you choose online as your main channel, and what role has ecommerce played in your company’s growth?
I chose the online channel because I personally shop mainly online and only rarely go to physical stores. I usually visit them just for inspiration and to get ideas. On the other hand, I also chose online because I noticed it is a highly developed and continuously growing channel. Consumers prefer online shopping, as many people do not have time to go to physical stores to try and purchase products. Ecommerce has played a key role in the growth of my company, allowing me to reach customers anywhere and at any time.
What differences have you noticed between the ecommerce market in Albania and the UK?
To be honest, it is a bit difficult to give an accurate answer, as I have not had much direct experience with the ecommerce market in Albania. Having lived for many years in Italy, I have had more interaction and experience with the Italian and British markets, so it is a bit difficult for me to give a precise opinion.
Which digital tools or online marketing strategies have made the biggest difference in your journey?
Social media has played a very important role in my journey, especially Instagram. This channel has helped me grow my audience, build a direct relationship with customers, and at the same time has been a continuous source of inspiration for both my products and brand communication.
How do you see the development of ecommerce in the coming years, and what are your expansion goals?
In my opinion, ecommerce is continuously growing, and this trend will continue in the coming years. Consumers will increasingly prefer online shopping, as we live in a reality where we are constantly busy with family, work, and daily commitments, while time is becoming more limited. For this reason, more and more people will choose to shop online, seeing it as a practical and simple solution. My expansion goals are focused on strengthening my online presence, growing my audience, and further developing the brand in new markets.
What advice would you give to young Albanian entrepreneurs who want to use ecommerce to expand their business internationally?
If someone has passion and truly believes in their activity, my advice would be to find the courage to take this step. Building an ecommerce business does not only require financial resources, but above all it requires courage, persistence, and self-belief. The online market offers great opportunities to take a business beyond borders and reach customers anywhere, but the first step is always the decision to start.