Harriet Noy, a 26-year-old entrepreneur, has transformed her university experience into a thriving business, generating over £120,000 annually through her secondhand fashion platform, Hazaar. While studying at the University of Birmingham, Noy identified a significant gap in the market for sustainable shopping options tailored to students.
Recognizing that many of her peers frequently purchased single-use items, particularly for events like fancy dress parties, Noy aimed to create a solution that would not only reduce waste but also make sustainable fashion more accessible. “I started Hazaar because I noticed all of my friends were always Amazon Priming fancy dress costumes every single week,” Noy explained. She envisioned a campus-based marketplace where students could buy and sell clothing without the hassle of shipping, bringing convenience and affordability to sustainable shopping.
Initially, Noy launched Hazaar using Facebook groups, quickly attracting 20,000 sign-ups through promotional posters placed around campus. This grassroots approach laid the foundation for her business model, which she later expanded by developing an app that included features like carbon reporting data. The app was designed to be provided at no cost to students, with universities covering the membership fees.
As Hazaar gained traction, Noy faced challenges related to scaling her business, particularly as universities tightened their budgets. After successfully reaching an annual turnover of £120,000, she began exploring new avenues for growth. This led to a significant pivot in her business model: partnering with fashion brands to sell their excess stock directly to students, thereby providing them with affordable options while preventing waste.
The new feature on her platform allows students to verify their status before purchasing, ensuring that the prices remain lower than competitors. “The price point will be a lot lower than anywhere else, and students have to verify their status to be able to purchase it,” Noy explained. This strategic move not only diversifies Hazaar’s offerings but also aligns with the growing trend of secondhand shopping as consumers become increasingly conscious of their purchasing habits.
Noy believes that the rise of secondhand fashion is a promising development, particularly as brands grapple with excess inventory. “I want to bring that to students at secondhand prices,” she said. Her commitment to sustainability and affordability positions Hazaar as a viable alternative for students who may not have access to high-end sustainable brands.
Through her journey, Noy has gained valuable insights into entrepreneurship. She emphasizes the importance of networking, sharing that experienced business owners were often willing to offer guidance when she first launched Hazaar in 2020. Additionally, she advises young entrepreneurs to prioritize revenue over chasing investments, stating, “Investment should only be used when you’re trying to scale in a direction that you know works.”
Looking ahead, Noy envisions Hazaar becoming the go-to platform for brands seeking to connect with students. She aims to create a reliable and affordable community for students, reinforcing the idea that sustainable fashion can be both accessible and desirable. As the secondhand market continues to expand, Noy remains optimistic about the impact of her work on reducing fast fashion waste and promoting circular fashion practices.
