A Beacon For Sri Lankan Creativity
by Tia Goonaratna
@tiabuffy
While many of the younger generation concentrated on how they could excel at existing talents, Anjuli Flamer-Caldera concentrated on creating unique platforms to increase the opportunities available for these creative people of Sri Lanka. With many projects under her wing such as ArtWalk, Colombo Fashion Week, and the agency sri lanka among many others, Anjuli is one of the most respected and powerful young professionals in Sri Lanka. Intelligent, beautiful, and passionate about what she does, Anjuli believes in the talent and skill of the Sri Lankan creative industry, and is working relentlessly to put Sri Lanka on the global map on par with international standards.
Tell us a bit about you and how got involved in the fashion industry.
My parents are the fundamental creative influences in my life. They always encourage and support all my aspirations. However, they have always made sure that what ever I pursue I do so with commitment and conviction.
As a child I was never one of those people that knew what I wanted to be when I grew up. I floated back and forth until I had no choice but to make a decision when I went off to college. In hindsight, given my current career choice, it may not have been the best decision, but I made it, took it in my stride, and I learned from it.
Technically, I have no formal background in Fashion. When I graduated from law school at 21, although it was one of my greatest accomplishments, I knew that I did not want to peruse a legal career as I felt that my creative aspirations would not be effectively materialised. I then set my mind to finding my feet in the fashion industry. What I lacked in academic qualifications, I made up for in a wealth of experience. I circulated between Mumbai, New York and London and worked my way up from the bottom. The fashion industry is not an easy environment for a young intern, it chews you up and spits you out (hopefully with better shoes and accessories) but it makes you more confident and tougher, it forces you to fight for what you want and that is exactly what I did.
When and how did you recognise that Sri Lanka has a gap when it comes to showcasing their creative talents?
When I moved back from college, and was trying to pave my own career path, I realised there was an entire sector of young, extremely talented individuals who had graduated from college but didn’t know how to make or take the next move to start their own businesses or projects. There was nothing to help, nurture or highlight creative outlets. There was no guidance, mentors or resources for people to tap into. Due to this people started slotting into main stream jobs that they weren’t passionate about to put food on the table. This manifested a generation that wasn’t inspired or motivated to improve themselves. It eventually creates an apathetic population.
Tell us a bit about Artwalk, CFW, the agency sri lanka, and other projects you are involved in? How do you balance them all?
There was a point in time that I juggled all these projects (and a couple more) simultaneously and as hectic as that was, I loved it. I am someone that thrives in high stress situations. It is all about mastering the art of time management and ensuring that your level of commitment is equally distributed on all platforms.
I have taken a massive step back from all the projects I was previously working on because my undivided focus has to be on starting the agency sri lanka and successfully launching it in the market. the agency sri lanka now handles the entire model component of Colombo Fashion Week and represents over 100 personalities. We have expanded our talent portfolio to include actors, artists, fitness, dancers and celebrities.
How does the agency sri lanka add value to the Sri Lankan fashion market?
the agency sri lanka takes pride in discovering new talent and nurturing their attributes so that they can reach their full potential in the market. Our talent should be able to compete and be recognised on an international level. Sri Lankans are unique and this should be celebrated. The world should know who we are and what we are capable of.We are trying to craft a fashion market comprising professional individuals who can carry themselves in an international arena.
Considering that you have always been involved with changing the game for the creative field, what else can we expect in the future?
The future is all about expansion. Our Creative Artist platform supported through our website (www.theagencysrilanka.com), will enable local and international clients to customise and fulfil all their fashion industry needs, online. They will be able to browse through an impressive portfolio of photographers, models, hair and make up artists, stylists, editors and locations and directly book through the agency srilanka. Our team of experts will also be able to address all inquiries/requests and guide them through the process. The objective is to promote Sri Lanka as a fashion destination so that international clients will recognise our capabilities and possibilities.
Also from a digital perspective we plan on greatly expanding our reach and improving our tools to do so. Follow the growth and updates on:
FB: www.facebook.com/theagencysrilanka
IG: @theagencysrilanka
SC: @theagencusl
