Deepali has designs on you

BUSINESSWOMEN OF GUJARAT/ Deepali Jahanara

For somebody who started her career with just Rs 1,500, Deepali Jahanara has come a long way. For this Ahmedabad-based fashion designer, dressing up young brides has become her USP. Ask any girl in the city and chances are that she will swear by 'Jahanara'.

Deepali recently received women entrepreneur award from chief minister Narendra Modi at Gujarat Chambers of Commerce and Industry (GCCI).

Surely, Deepali knows the power of branding. Her studio is named Jahanara, a play on two most important factors in fashion designing- world and beautiful.

"Jaha means whole world and Nara means beautiful and my husband and I decided to name our fashion studio as Jahanara Fashion Studio, which has become a brand," claimed Deepali. Her store caters to clients from the US, the UK and South Africa besides retailing to customers in India.

The studio opened in 2004 at Dharnidhar Society near Jain Temple in Ahmedabad.

Talking about her career journey, Deepali said, "Designing clothes is my passion. I stitched my first dress when I was in class VI. I always wanted to be a fashion designer."

Deepali started her career when she was in college with just Rs 1,500 and one sewing machine and a tailor. "Now, I have 40 - 50 karigars who work for me," she said.

Deepali was born and brought up in Ahmedabad and did her schooling from Sharda Mandir and graduation from H L College, Ahmedabad.

A versatile personality, Deepali is also trained in music and is a Bharat natyam dancer.

So, who does she attribute her success to. deepali said she is grateful to her husband, Hemal, a fashion journalist, for his support and his ideas.

"Hemal was associated with the fashion world and later we became business partners. The business relationship culminated into life-partnership," she quipped.

"My husband gives ideas on different trends and current fashions. He handles the finance part of the business," she added.

Talking about her clothes, Deepali said, "We basically cater to bridal wear. We have customers in Ahmedabad, Surat, Vadodara, Mumbai, Varanasi, Jaipur and Rajkot. We also have clients in the US, the UK and South Africa. In Ahmedabad, we have clients from Cadila, Torrent, Vadilal family."

According to her, she wants to reach out to youngsters as they are ready to experiment with new looks rather than sticking to a set format.

Deepali has three workshops at Kalupur, Rakhial, Juhapura where 40 - 50 karigars work for her.

She has a range of clients starting from middle class to corporates families to renowned personalities from Mumbai, Delhi, Kolkata and other parts of the country.

Deepali is also harnessing technology to expand her business. She takes orders over e-mails from clients who are abroad. She said, " I first prepare designs on computer and then send them through Internet. After getting the client's approval, I work on the designs and by the time the girl reaches India for marriage, she gets the clothes ready in Ahmedabad."

This designer also likes reading and cooking besides travelling. This, of course, when is she not designing for the to-be brides.