Confidence begins the moment you trust yourself

At eChai Ventures, we’re running a new series called Unforgettable Lessons. Founders share the moments that shaped them, stories of doubt, resilience, and discovery that changed the way they build and lead.

For Kena Shah, Founder of Inara, Fashion Coach, and Author, two such lessons from the early days of her journey continue to guide how she approaches business, leadership, and growth as a woman entrepreneur.

Here’s how she tells it:

Trusting My Instincts Above All

I have always been someone who relies deeply on my instincts. More often than not, they have guided me correctly. But in my early days, I found myself doubting them, not because they weren’t strong, but because I wasn’t a trained fashion student.

Coming from a management background, I sometimes listened to unsolicited advice from people who had never walked the path I was building. Their words made me second-guess myself, and at times, those detours slowed my process.

What I eventually realized is this: clarity comes from within, not from the noise outside. As an entrepreneur, the most important thing you can do is answer the powerful questions that define your core: Why am I building this business? Who am I designing for? What experience do I want to create and leave behind?

The moment I aligned with these questions, I found not just direction but power. That was the turning point when I shifted from being someone trying to build a brand to becoming a woman who owns her vision with confidence.

Never Judge a Book by Its Cover

Another unforgettable lesson came from my early experiences with clients. I’ll admit, in the beginning, I made one of the classic mistakes of business: judging a book by its cover.

Once, a woman walked in, and at first glance, I believed she was only there to browse. To my surprise, she walked out not just with interest, but with more than three outfits in one go. That moment hit me deeply because I hadn’t paid her the attention she deserved in the beginning.

I realized that every customer who walks through your door deserves respect, attention, and presence, whether they buy one piece or ten, whether they fit into your assumptions or not. Business isn’t built on assumptions; it’s built on relationships, trust, and service. That single incident reshaped the way I approached every client thereafter.