You can now rent your wedding lehenga for just Rs 5000
Getting married in India following the traditions is expensive. Not just inviting people, but it involves a lot of stuff to buy, right from the attire to jewellery and what not! Before you freak out at the estimation bill of some lakhs, let’s assure you there’s a wedding clothe rental service in India now.
Not just bride or groom, it’s even a grace for numerous celebrities and page three personalities who need to maintain status at red carpet events. This boutique start up began in 2005.
Many a time it is said that wedding attires are useless as they are never ever used. Well, that’s the thing. You rent it, look good and return.
So how did it all began? Shilpa credits the “Chowmahalla Palace” in Hyderabad as the motivation behind her store design. Starting out as a young fashion stylist to becoming an innovator- that’s really an achievement.
She is quite democratic in her clientele. “In terms of money, people from both ends of the spectrum, i.e. the super-rich and the moderately or not so well off have come to me for their clothing needs. Fashion – aware people who belong to a cosmopolitan setting and people without any inkling of fashion who come from humble backgrounds have also come to my store,” said Shilpa.
“There are some people who are aware of top fashion brands and their heritage and history, but most people that come aren’t. They are taken by surprise when they come to know about the value of the clothes. People mostly come with an image in mind. Like they would want to get the same type of a clothes that an actor / actress wore in a movie or an ad. Depending on their clientele, my team looks to guide people so that they are satisfied and have a great experience,” added she.
Pricing is figured out on the perceptions of the clients’ likes and dislikes. Fabric, colour and styles impact pricing. The demand among the clients is made by making them aware of the brand value. Reputation and brands do matter, agrees Shilpa. Once she bought a
So how does she source the clothes? “I have worked in the fashion industry long enough to have a vast network of contacts. I find out about their portfolio, and urge them to provide clothes that I like at reasonable discounts. I also follow brands from around the world, and source directly from them when required,” said she.
Talking about her initial challenges, Shilpa said, clients would come to my store and really savour being in a beautiful environment. They were taken aback slightly when they realized that these über expensive clothes could be afforded on rent at much lower prices. I am trying to change the stereotype about rented clothes by informing the masses that even beautiful and fashionable clothes can be rented.”
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