Passion and Purpose: How Wesel Dema Stitched From Thread to Triumph
Find out more about how a young woman’s love for sewing turns into a thriving business, crafting unique, handcrafted bags that celebrate Bhutanese heritage.
Please provide a brief introduction of yourself.
My name is Wesel Dema, and I am from Trashigang, Eastern Bhutan. I moved to Thimphu, the capital, when I was in Class 12. I now run a tailoring business, driven by my passion for crafting beautiful bags. Before this, I spent a decade as a Programme Officer at the Gross National Happiness Centre (GNH), where I facilitated youth and school programmes. I’m currently living in Australia.
Q: Was there a defining moment that made you pursue this path?
A: I always loved fashion, and even as a child, I enjoyed sewing. But after studying business management in India and returning to Bhutan, I realised I wanted to create something of my own. My husband encouraged me to take the first step, and that push made all the difference.
Q: How did you get into tailoring?
A: My passion for tailoring began as a hobby. Unable to afford formal training, I taught myself to sew, determined to master the craft. Eight years ago, I went around town, seeking tailors who would teach me. It was a huge challenge finding someone willing to teach me the craft. Many were surprised by my interest, as tailoring was often seen as a profession for school dropouts. But I persisted, and eventually, a kind mentor, Mr. Kinley Dorji, agreed to train me.
For nearly two years, I learned under Mr. Kinley Dorji, showing up consistently at his shop after work and on weekends. I absorbed everything he taught me, refining my skills through dedication and practice.
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Q: How did you transition from making traditional clothing to bag-making?
A: My mentor mainly focused on traditional Bhutanese attire, but I was drawn to creating bags. He didn’t have experience in bag-making, so we explored and experimented together. I watched YouTube videos, learned new techniques, and adapted materials available in Bhutan to create my own unique designs.
Q: How did you sell your first bag?
A: My first customer was a colleague at my office in Bhutan. Initially, I just wanted to show him the bag that I’d created but he saw my bag and offered to buy it without hesitation, which was a huge encouragement. That really motivated me to keep going and to refine my craft.
Q: Where do you sell your bags?
A: I initially sold them in Bhutan through word of mouth and social media. Now, being in Australia, most of my sales are here, and Bhutanese living in Australia also love my bags. I primarily use Instagram for sales and marketing. Currently, I’m also exploring Tik Tok to expand my reach.
Q: Do you plan to expand your business internationally?
A: Yes, definitely! I want to reach a broader audience while maintaining the uniqueness of my handcrafted bags.
Q: How do you source materials for your bags now that you are in Australia?
A: I still source my fabrics from Bhutan because I want to keep the authenticity of Bhutanese materials. However, I purchase additional materials such as zippers and chains locally in Australia.
Q: Do you have a team helping you with production?
A: Yes, I have trained a young woman named Karma in Bhutan, and she continues to make bags for me. I also collaborate with local Bhutanese weavers to incorporate traditional woven fabrics into my designs. Beyond that, I strive to support disadvantaged women by providing them with opportunities to earn an income and support their livelihood.
Q: How long does it take to make one bag?
A: It depends on the design. On average, I can make one or two bags per day. Some days, I complete three, while other days, I struggle to finish one due to mistakes.
Q: How many bags do you sell in a month?
A: I haven't calculated exactly, but I would say around 30 to 40 bags per month.
Q: How do you ensure sustainability or adopt Gross National Happiness philosophy in your business?
A: Sustainability is important to me. I recycle fabric scraps to create patchwork bags instead of wasting materials. I also encourage my customers to be mindful of waste and reuse packaging. I ensure that my work benefits not just me but also the community. I support Bhutanese weavers, pay fair wages, and promote sustainable practices. My goal is to create beautiful products while uplifting those around me.
Q: Do you create bags based on inspiration or customer requests?
A: A mix of both. I design bags based on trends and my own ideas, but I also take custom orders. Many customers bring me fabric with sentimental value, such as old kiras from their mothers who have passed on, and I transform them into meaningful keepsakes. I take such requests very seriously and ensure that I do my best. Whenever I create a new design, I ask myself, "Would I happily carry this bag?"—because I believe in making accessories that I would genuinely love to own.
Q: What has been the most rewarding part of your journey?
A: The ability to create something from my own hands is magical. Seeing my customers love and appreciate my work is incredibly fulfilling. Also, being able to employ and train others, especially young women, has been very rewarding.
Q: What advice do you have for aspiring entrepreneurs in Bhutan?
A: Don't wait for funding—start with what you have. Passion and patience are key. Many people give up too soon, but patience is what sets successful entrepreneurs apart. If you truly love what you do, keep going, even when challenges arise. With passion and perseverance, the money will follow.
Q: What keeps you motivated?
A: The love and support from my customers, the joy of creating, and the knowledge that I’m making a difference in my small way. Every time a customer appreciates my bag, I feel like I’ve achieved something meaningful.
Q: What’s next for your business?
A: I hope to build a small team, increase production without losing quality, and continue empowering women in Bhutan through my work.
You can support Weselbhutan through https://www.instagram.com/weselbhutan, follow her on TikTok @weselbhutan.
Wesel Dema’s journey from Bhutan to a thriving entrepreneur in Australia is a testament to the power of passion, perseverance, and purpose. Despite facing obstacles in learning the craft of tailoring, she taught herself and sought mentorship, refusing to let societal expectations limit her ambitions. What began as a personal love for sewing transformed into a meaningful business that not only creates beautiful, handcrafted bags but also uplifts Bhutanese artisans and empowers disadvantaged women. By staying true to her roots, sourcing fabrics from Bhutan, and embracing sustainability, Wesel embodies the spirit of resilience and innovation. Her story is an inspiring reminder that with determination, creativity, and patience, dreams can be stitched into reality.
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This interview is part of the Passion and Purpose series where we shine a spotlight on the extraordinary individuals shaping Bhutan’s industries and communities across the different industries. Each feature explores the unique journeys, challenges, and achievements of Bhutanese professionals across diverse fields—tourism, arts, entrepreneurship, and more. Through heartfelt stories, we uncover what fuels their dedication and how they contribute to preserving Bhutan’s heritage, sustainability, and Gross National Happiness ethos.
