• La Vivente Co-founder and Chairperson Dilesha Perera on how technology can transform the design industry

Dilesha Perera’s professional journey began in the banking sector, and she succeeded in making an impression through her efficiency, professionalism, and helpfulness. However, after over 17 years in the sector, Perera’s career took a turn towards a completely different direction, one in which she has also become a success.

Today, the company Dilesha launched has walked off with many coveted accolades, including recognition as Asia’s top outstanding Women Marketer last year. Dilesha was the first Sri Lankan to be recognised in this category. The award was in recognition of her leadership brand La Vivente. La Vivente is an online shopping store that sells internationally. La Vivente also has five stores in Sri Lanka that sell trendy ladies and children’s clothing along with beauty products.

Speaking to The Daily Morning Brunch, Perera traced her journey thus far and looked at the future of design, especially with the integration of technologies like artificial intelligence (AI).

Following are excerpts from the interview:

Can you provide a brief description of your career path and where it currently stands?

I commenced my professional journey in 1998 as a banker at Standard Chartered Bank. In 2000, I transitioned to DFCC Vardhana Bank, previously known as Merc Bank, as a management trainee. In 2005, I embraced the role of Sales Manager for personal loans at HSBC. Later, I returned to Standard Chartered Bank as a senior relationship manager, progressing to the position of Senior Manager. My tenure in the banking sector spanned over 17 years, during which I earned numerous accolades across diverse domains, including marketing, sales management, branding, product development, branch banking (sales and operations), and small and medium enterprise (SME) financing. My banking career had reached its pinnacle in 2016 when I decided to embark on a new path.

Simultaneously, while working in the banking sector, I dedicated myself tirelessly to nurturing my own entrepreneurial venture. This humble endeavour was initiated along with my husband, who shared a passion for the fashion industry. Through persistent efforts, we methodically constructed our business, experimenting with various models along the way.

As of now, I proudly hold the titles of Co-Founder and Chairperson of the clothing brand La Vivente, operating under Dilchand (Pvt.) Ltd. La Vivente’s inception was guided by a vision to uplift women through fashion, celebrating their multifaceted roles in society. Our expedition began in 2020 with a modest online presence and has since blossomed into a brand encompassing five physical stores nationwide.

Our emphasis on contemporary designs of international calibre has resonated profoundly with our clientele. Their unwavering enthusiasm and loyalty serve as a continuous source of inspiration. La Vivente has created ripples in the industry by championing diversity and affordability. By catering to individuals of all body types, sizes, and fashion preferences, the brand has established itself as the ultimate destination for those seeking distinctive and all-encompassing clothing alternatives.

Do you have any non-professional experience or interests that you feel applies well to your current career?

Certainly. Fashion is an area that I did not acquire knowledge about through books, nor do I hold any qualifications in this field. I find myself in a domain where I do not have any prior experience and relevant qualifications. Nevertheless, I have acquired expertise through practical experience while navigating my current career.

However, I do possess a strong sense of financial discipline due to my background as a banker, and I am qualified to operate my own business. I hold a Doctorate in Business Administration with a focus on marketing from the University of Kelaniya. My research interests encompass consumer behaviour, branding, and the realm of SMEs. Complementing this, I completed my Master’s in Business Administration, specialising in finance, at the University of Kelaniya, and obtained a Bachelor of Commerce, specialising in international trade from the University of Sri Jayewardenepura.

Notably, I am a proud member of the Chartered Institute of Marketing (CIM) in the UK and I also hold an associate membership with the Institute of Bankers of Sri Lanka.

Will AI have a significant impact on the design industry?

Absolutely. AI is already having and will continue to have a significant impact on the design industry. The integration of artificial intelligence into design processes opens up new avenues for creativity, efficiency, and innovation; especially in the areas of virtual reality (VR) and augmented reality (AR), AI can play a crucial role in designing immersive experiences in VR and AR environments.

Further, AI-powered tools can generate designs, layouts, and even entire artworks based on specified criteria. This can speed up the design process and provide designers with inspiration and starting points. In addition, AI can analyse large amounts of data to provide insights into user behaviour and preferences. This information can guide design decisions and help create more effective and engaging designs. Furthermore, AI-driven image and video editing tools can automate tasks like retouching, resizing and enhancing visual content. Moreover, AI can act as a design assistant, helping designers to generate ideas, find resources, suggest design elements, suggest colour palettes, and offer design recommendations, and provide real-time feedback during the design process.

However, it is important to note that AI is a tool that works in collaboration with human designers. While it can streamline processes and offer valuable insights, human creativity, intuition, and critical thinking remain indispensable in the design industry. The future of design is likely to involve a harmonious blend of AI’s capabilities and human ingenuity.

What do you foresee as your biggest challenge when transitioning into AI?

Human-AI collaboration. Creating effective ways for humans to collaborate with AI systems is a challenge. AI should complement human capabilities rather than replace them, and finding the right balance is crucial.

Is there a quote that motivates you?

Nothing is impossible. This is something that I strongly believe. It suggests that with enough effort, perseverance, and creativity, even the most challenging goals can be achieved.