Elegance personified

Jul 05, 2014, 10:30 IST | Deepali Dhingra

Sonam and Paras Modi, the designers behind the fashion label, Sva, speak about their flagship store which recently opened in the city

Q. You launched Sva a year ago. Did you feel there was a gap in the market which you wanted to tap with your creations?
A. Although there are many bridalwear designers in the city, we felt that there was too much bling and over-the-top embroidery around.

Sonam and Paras Modi and (below) the designers' creation
Sonam and Paras Modi and (below) the designers' creation

We wanted to keep the look of Sva creations very simple and wearable. We do have a lot of embroidery, but we prefer to tone it down and that’s what our clients like about us. People want creations which are practical, elegant and classy. Even our menswear line is very crisp. We don’t like using too much bling, rather, we play around with colours.

Q. Within a year of launching your brand, you have launched your flagship store in Lower Parel. What was the inspiration?
A. Today, if one goes to a large bridal store, one gets intimidated. The idea behind our bridal store was to let the bride feel relaxed and feel comfortable while discussing her ideas with us. We designed the store in such a way that the pret and couture line is seen first, followed by the bridal wear and lastly, the menswear. We wanted to keep a section where the bride and her family can sit down and talk about what they had in mind, so we gave a cosy feeling to the sitting area, as opposed to the high-ceiling in the front section.

Q. Do you have any plans for expansion?
A. The idea is to expand globally. We want to be accessible to even the Indians living abroad. At the moment, we do supply to some stores in UK and Toronto, but our vision is to reach out to a wider clientele.

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