'Traditional Is Evergreen And Always In Vogue'

Designer Saroj Jalan's brand is known for its organic fabrics sourced from various parts of the country, overlaid with intricate embroidery and exquisite embellishments. BE’s Isha Chakraborty spoke to her.

- Isha Chakraborty

Q . Tell us about the journey behind the brand.

A. As a fine arts student, fashion came to me naturally. Way back in 1998, one of my art clients had asked me to make a painting of her wearing a saree of my choice. I was inspired and sketched her portrait. She appreciated it a lot. That was one of the many instances, which made me choose fashion designing. Initially, I had a close set of clientele. In 2004, I launched my first studio. The Lakme Fashion Week was one of the most important turning points of my life. I now run an industry involving 500 artisans making exclusive hand embroideries.

Q. What are the latest trends in the boutique industry?

A. Globally, the trend in the boutique industry is creating special garments. We create elegant, custom clothing with luxury sourced fabrics and precision-driven measurements. In this fast-moving fashion boutique industry, it is important for brands to keep their fingers on the pulse of the clientele to stay relevant. Designers need to find new ways of engaging with customers so that it benefits them across three broad themes, which are information, convenience, and entertainment. The social media has also become the new storefront. Designers are trying to start their own social media sites. Having social media handles help them network and interact with probable buyers direct.