A boutique unlike any other — ‘Yeipu Boutique’.
Yeipu means mesmerized in Newari language. And as the name suggests, Reeta Shakya’s boutique is filled with vibrant fabrics, delicate embroidery and handcrafted designs. But beyond the fashion, what makes every stitch truly special is her indomitable spirit and story.
When Reeta was just two years old, she caught typhoid leading to polio, which impaired her mobility from waist to toe. Reeta never let that immobility define her.
Her parents were her biggest support, who ensured that they didn’t compromise her education. She completed her schooling from St. Mary’s and further went on to complete a master’s degree in Sociology.
Initially, Reeta was determined to work as a corporate employee, but societal perceptions labeled her as different. She thus gave up on the idea of working for a corporation.
Instead, she decided to venture into an entrepreneurial journey, and established Yeipu Boutique in 2004 at her hometown Pulchowk in Lalitpur — with an initial capital of around one million rupees which she injected borrowing from her family.
When she started Yeipu, some pitied her due to her mobility impairment, recalls Reeta. “Others discouraged me suggesting she take up something ‘less demanding’”. But Reeta, a woman of determination, didn’t yield to such pressure.
Back then entering in a fashion industry was challenging for anyone, as boutique fashion and custom made clothing was an unfamiliar concept in Nepal, but with an increasing awareness, the industry has grown significantly over the years. This shift has helped her business grow, allowing her to reach a wider audience.
Over time, her business flourished, generating a steady income that allowed her to expand operations and support more artisans.
Yeipu has been generating a steady revenue stream that covers operational costs and allows for some reinvestment, although specific figures fluctuate depending on seasonal demand and broader economic conditions, says Shakya. The business earns a handsome revenue, she says, with major expenses including rent, employee salaries and raw materials.
The boutique also participates in fashion events although this has slowed down. It was last in 2017 Reeta showcased her designs at a fashion show where Anuradha Koirala was the chief guest. Her boutique also won an award for the quality of her designs.
Yeipu caters to a mass market, offering clothing for all age groups—from kids to the elderly—and for every occasion, whether casual, festive, or formal. Her target customers range from people looking for adaptive clothing to brides seeking unique wedding ensembles, as well as those who value ethical and sustainable fashion.
Besides and most importantly,, Reeta prioritizes women without formal education while hiring, empowering them with valuable skills, which also sets her boutique apart. She believes this not only provides them with employment opportunities but also a platform to develop their skills. Before the pandemic, her boutique employed 8 to 10 workers. However, due to the slow market recovery after COVID-19, the number of employees has decreased to four.
Unlike other boutiques that typically hire a Master Ji—a skilled tailor traditionally employed in the industry—she chooses to hire women and provide them with hands-on training and development. “I pay my employees fair wages, hands-on training, and a supportive work environment,” claims Reeta.
When it comes to pricing, the boutique follows a flexible pricing strategy, with costs varying based on design complexity, fabric quality, and embroidery work, catering to both budget-conscious buyers and those seeking high-end, customized designs.
Networking plays an instrumental role in Reeta’s business—with the boutique primarily relying on word-of-mouth marketing and direct customer interactions, focusing on building strong community relationships rather than using digital platforms.
“A satisfied customer with the quality and creativity of our work will come back”, says Reeta. This approach has allowed her to create a loyal customer base, with many recommending her boutique to others.
She has chosen not to focus on digital marketing, as most of her customers directly reach out to her directly for custom orders. Meanwhile, Yeipu sources fabrics and embroidery materials both locally and from selected suppliers from india.
As for scaling up, Reeta doesn’t have immediate plans to scale Yeipu Boutique, but she is considering modest expansion as she aims to sustain her business and continue empowering local women through skill development.
Her primary focus remains on sustaining the business, continuing to support local women, and providing quality and customized clothing to her clients.
While Reeta may not have grand expansion plans, her focus extends beyond Yeipu Boutique. She is also deeply invested in Yeipu Fashion Institute, an educational venture dedicated to training individuals in fashion design and tailoring.
The institute offers diploma programs accredited to national and international ones such as Training Qualifications UK (TQUK, covering fashion design, draping, and embroidery, along with boutique and makeup courses.
Beyond these endeavors, she is also an advocate for disability rights. Reeta serves as a board member of the Nepal Disabled Women Society (NDWS) – a non-profit organization led by specially-abled women. Through the organisation, she engages in raising community awareness about their challenges and helping them support their families by offering various services, including training, day-care center for their children rehabilitation services and providing access to necessary support systems such as crutches and medical care.
Reeta is of the belief that the youth of the nation hold the power to lead and shape Nepal’s future and drive systemic change. Her story itself encourages young people to contribute to the meaningful development of their own communities and the country, emphasizing that they have the potential to make a meaningful difference without having to leave Nepal.
Arya Sainju is intern at the Farsight Impact
