Dress like the stars

Anjali Jhangiani
Thursday, 11 July 2019

Catching up with celebrity designer Ridhi Mehra who has opened her flagship store in Delhi recently

If you’re a Bollywood buff, following everyone from divas to starlets on Instagram to keep an eye on who’s been wearing what so you’re on top of latest trends as they develop, you’re probably familiar with Ridhi Mehra. Pieces from this designer’s eponymous label have been flaunted by Sonam Kapoor Ahuja, Kareena Kapoor Khan, Deepika Padukone, Sonakshi Sinha, Alia Bhatt, Priyanka Chopra Jonas, Parineeti Chopra and Madhuri Dixit among others at various events and on social media. Recently, there was much talk about Anushka Sharma indulging in the metallic trend as she was spotted in Mehra’s silver palazzos.  

The designer is known for her minimalistic yet dramatic design philosophy, and her way of combining Western sophistication with Indian flair has made her popular. She has now opened her flagship store at The Kila At Seven Style Mile in Mehrauli, Delhi. “We are thrilled to announce the launch of the first ever Ridhi Mehra flagship store at the upscale venue in Delhi. With its chic, contemporary and minimalist decor, the store ushers into a new era of the Ridhi Mehra shopping experience. Featuring a neutral colour palette of soft grey and beige, juxtaposed with lustrous gold metallic accents, the store decor is inviting and luxurious. In keeping with the brand’s signature, the store also features a stunning mouth-blown glass, floral chandelier, designed by me in collaboration with The Glass Forest and mughal-inspired jewel tone furniture. The plush grey velvet drapes add an ethereal touch,” says Mehra, who is excited about this venture.

Apart from interiors that complement her design philosophy, what were the things she had on her checklist for her store? She answers, “We had kept in mind some key points in mind while designing the store. We wanted our customers to have a luxe retail experience for couture shopping all the while echoing the brand’s ethos of minimalism, so the interiors had to deliver that. Another important aspect of the store is that we offer the services of a personal stylist. The location had to be upscale, so we’re glad we’re at The Kila. And, with the sculpted glass chandelier, the store also offers a sneak peek of what our future home decor range could look like.”

In fact, Mehra shares that this chandelier can be called the USP of the store. It is also vital to the way the store has been laid out. Her latest collection has also been launched at her newly-opened store. Titled Basra, the collection is the designer’s take on opulence and refinement, inspired by the beauty of the world-renowned Basra pearls. “This is our pre-fall 2019 collection. We have worked on exquisite floral and geometric patterns from Islamic art and architecture that have been reimagined with delicate detailing with dori work, french knots and a scintillating play of sequins. You will find a textural rhapsody of embroideries and luxe fabrics, with statement bejewelled belts, silk organza drapes and ruffles. Bathed in moonlight, the collection features our signature demi-couture silhouettes of belted anarkalis, jacket sarees and pre-pleated sarees, peplum lehengas and more in soothing hues of ivory, champagne beige and crepe pink,” says Mehra.

But apart from apparel, the store also features footwear by The Right Sided, a brand that promises customisation and authenticity. The swanky space is laid out with a focus on making the products easily visible to the customers.“It has been laid out and merchandised in a way so that customers have a fabulous retail experience right from when they enter the store, pick out their favourite styles, try them on and make a purchase. They can pick up an entire look from the store for their festivities or special occasions,” says Mehra. 

While the designer has been selling her products online, on her own website RidhiMehra.com as well as other luxury fashion portals such as Pernia’s Pop Up Shop, Ogaan and so on, this is her first physical store. With discounts and offers available on e-commerce websites, consumers prefer to shop online instead of paying full price when they walk into a store. In this economy, what could have encouraged her to open a flagship store and sustain it? “With our entry into opulent couture, it was imperative for us to launch a luxurious space where the customers could experience the fabulous garments in person. While we have a very successful e-commerce model, couture sales soar only in brick and mortar stores,” she explains.

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