It’s been a little over a month since the launch of India's most stylish fashion e-commerce site, Pernia Pop-Up Shop. From veteran Indian designers like Anamika Khanna to upcoming ones like Nimish Shah, fashion stylist Pernia Qureshi’s latest web venture promises to be a platform for Indian design.
“I wanted to do something new and something bigger in my career. I felt like there was a huge lack and a gap for a really premiere fashion website in India,” explains Qureshi. Six months after the initial idea came about; Vogue.in finds out about the kinds of women buying designer wear in India.
What are the shop's best selling pieces?
People love accessories and we’ve noticed a lot of the costume and semi precious jewellery are flying out. Saris and tunics have been doing really well too. Medium sized clothing is the most popular size so far.
What’s the remotest city you have an order from and what are they buying?
Even though in the past month, we have had a lot of traffic coming from America and have clients from England, Singapore and New Zealand the ratio between domestic and international leans more towards the domestic. We sent an order to Vishakapatnam, the lady bought a Tamil print tunic from Masaba. We’ve also sent clothes to Orissa.
What are your future plans?
By the end of this month, we will have 32 Indian designers retailing their pieces at the shop, including Nachiket Barve, Eina Ahluwalia, Bansri Jewellery and Savio Jon. We’ve also been getting requests from men, so we will launch menswear on the website soon.
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