Mumbai, Oct 07: With two stores in Mumbai and New Delhi (at Ogaan), and a recently launched space in Bengaluru, artist-turned-designer Payal Khandwala’s latest venture is a debut into the realm of e-commerce. Khandwala’s foray into online sales comes with the singular intent of creating an ease in the purchase of her products. “The label has grown at a very gradual pace. Once we realised that we have a growing client base that is unable to travel to our flagship stores, or the multi-designer stores that house our pieces, we made the organic move to e-comm,” said the designer.
A new vertical for the brand, you can expect to see a selected range of their most loved pieces that are constantly in demand here—a wide range of handloom saris and their signature pleated classics. These garments do away with size restrictions, making the process of online purchases simple and easy. “Size and fit are crucial when it comes to online purchases. The pleated garments are very size inclusive and the saris bear no size constraints, making the online customer’s buying options easier,” the designer explains about her choice of products that will be sold on the website.
Known to serve understated elegance, the label’s aesthetic lies in reimagining ethnic wear in a contemporary yet minimalistic form. Geometric silhouettes, layered separates, colour blocking and an extensive use of handwoven fabrics—these are the makings of a distinctive Payal Khandwala look, which has given way to a sizeable loyal customer base. With sales spread across cities in India and in parts of England, Singapore, North America and especially Middle East (Saudi Arabia, Kuwait, Qatar), their focus is now on understanding the diverse range of their customers, and growing by catering to their unique sartorial choices.
Khandwala wishes to adapt the label’s on-ground service philosophy into their online store by providing the customer with an opportunity to connect with her team of brand representatives via call or social media. It goes without doubt that Khandwala plans to translate her detail-oriented design approach into her interface for the e-shop as well.