The Matriarch Of Kerala's Fashion Boutique Industry

Her Czarina has been a singular soothing presence in the world of couture which has proved to be an oasis for the fashionistas of Kerala’s capital, who have had to be content with run-of-the-mill textile stores for many years. Even after three decades, Sheila James remains a hands-on affable presence who is more than willing to help fashion-conscious women choose ‘personality-transforming’ attires. In this edition we present the patroness of designer wear, whose popularity transcends the State’s borders

- Athul Lal A G

The first time I walked into the office of Sheila James in Thiruvananthapuram was almost a year ago – a small room adjacent to Czarina Designer Wear Boutique. On one side is a shelf full of framed photographs of her family. The portrait of Baby John, her father who was one of the tallest leaders of Kerala politics, which Sheila herself did, stands apart. A modern art by noted painter B D Dethan, Sheila’s guru, hangs on the wall behind her.

I had gone to invite her as a singer for the second edition of Destination Kerala’s CEOs Croon for Kerala Kids (CCKK) event to be held in Thiruvananthapuram. She returned a quizzical look. “No! I am not a singer. Not even a bathroom singer. Please excuse me. I am happy to attend the event,” she said. I explained to her the idea of CCKK, which is the publication’s innovative networking event with a unique CSR angle to it. “Ok, then let me think about it,” the reply was slightly encouraging as if she had second thoughts.

A few weeks later, when I met her again, I was amazed. In one corner of her table, I saw a music system with two microphones. “I am singing