Before she became the breakout star of the Real Housewives of New York City reboot on Bravo, Jessel Taank had an impressive career as a public relations executive in fashion. Taank spent decades working for some of the top companies in fashion – including Condé Nast International, Karla Otto, and CFDA member Michael Kors. It only makes sense that the star’s latest venture puts her back in the center of the fashion world.

With the ŌUSHQ platform, Taank is on a mission to bring Southeast Asian fashion to the West. The new retail platform delivers highly curated ready-to-wear and accessories from Indian designers to a global fashion community.

The project is deeply personal for Taank. Growing up in London, she recalls the challenges of being a minority within her community. Yet, her family’s appreciation of fashion always provided a clear connection to her Indian heritage. As the first Indian cast member of the Real Housewives franchise, Taank is using her newfound fame to amplify the voices from her community.

“We’re so underrepresented. That’s why I want to keep doing what I’m doing,” she said.

We caught up with the fashion veteran herself to learn more about the fashion platform.

How did you get into fashion? Did you always know you wanted a career in this industry?

I grew up in a family deeply rooted in fashion. My grandfather was a tailor, and my mother always had a strong passion for it. Growing up, I could see how excited she was in fashion. My uncle is also an incredible fashion photographer who shot campaigns for Yohji Yamamoto.

When I graduated, I knew that I could go the safe route, but I wanted to explore the creative arm. I could have been a doctor or a lawyer, but instead I interned for Condé Nast and ended up at Karla Otto.

Did you have any “pinch me” moments or career highlights? What did you learn from your experience in fashion?

One of my first accounts at Karla Otto was Celine, and this was when Phoebe Philo had just joined. I went from being an intern to PR assistant and that was my first real account. She was so iconic, she was doing something so different and I understood why people resonated with that. It was so unique and her vision was so singular. Learning how to do PR for a brand that had such a strong point of view was incredible.

I realized it’s better to stand out and embrace something different that isn’t following a trend or a crowd. That has always resonated with me and echoes in everything that I do. I think that from being on Real Housewives of New York City as the first Indian woman, I strive to be different and unique in my approach.

How did you get the idea for this business, OUSHQ?

I don’t know if this is the same for all cultures, but Indian fashion is deeply rooted in cultural tradition…weddings, birthday parties, you always dress in Indian fashion. The idea has lived in my mind because there isn’t anything that exists right now as a space and platform for Indian designers to showcase their work. If I want to buy it, I have to go back to India or have it sent from India, but the process is so antiquated. It’s not chic or modern. I wanted to build a place where these extremely talented designers are able to have a presence in the Western world.

How did you come up with the name, OUSHQ?

I thought about what I was going to name my kids since I can remember. Naming children and businesses are the hardest things in the world. I knew I wanted just one word, but that pressure was so immense. I was looking at names and words on Pinterest and I saw that in Arabic, it meant timeless. It’s so appropriate because fashion is timeless; it’s very much something where it circulates and it never really dies.

Where do you find the designers on the platform?

It’s really interesting because when I first started the project, I wanted the ones that were big name designers – like the Indian versions of Chanel and Dior. As I started doing research, I leaned more towards ones that were different. The ones that really embody a sense of “East meets West” fusion of fashion. They are designers with a POV that resonates with a western audience. The platform is really rooted in discovery, a place where people can tap into a fresh perspective. Maybe you haven’t heard of any of the designers, but you can find something different and stand out.

How did you start working with your Creative Director, Sasha Jairam?

I had been following her some time. There are a lot of eyeballs on what is happening in India right now. When the Ambani wedding and those big events were happening, I started to get into the weeds of who are those incredible creatives out of India – and she was top of my list. She’s like a young Mario Testino, or one of those old school fashion photographers with a strong vision. She’s modern, cool, and tapped into the entire celebrity world in India. She’s an artist, when we shoot I don’t have to get her much direction.

A lot of what fashion is all about right now is content, so having that sort of beautiful image people can connect to will lead to sales.

What is the plan for building the brand in the future?

The long term goal is global domination. We are just beginning to tap into the U.S., but I want to grow presence in UK, the Middle East and even Asia. I think the market is overlooked and people have underestimated the power of it. So many fashion houses are producing and manufacturing in the East, and designers are realizing – why should I just design for Dior? I’m going to do it myself.

I’d love to start the Indian version of Goop. I want to become a one stop destination for lifestyle, food, wellness, beauty and fashion.

Discover the platform OUSHQ here.