Ur­ban­ized Ethnic


Min­eral, a new en­trant in ex­clu­sive women’s fash­ion with cre­ations from de­signer Priyadarshini Rao was launched at Grand Gal­le­ria, Phoenix Mills in Mum­bai in a unique store set­ting. The creative free­dom given to the De­sign agency Ajay Shah De­sign Stu­dio (ASDS) re­sulted in a sig­na­ture con­tem­po­rary cum vin­tage look for the brand which has helped dif­fer­en­ti­ate and de­light cus­tomers.

Min­eral, is a women’s fash­ion line from the well known fash­ion de­signer Priyadarshini Rao, who with her dis­tinct sig­na­ture style is suc­cess­fully re­tail­ing her cre­ations in over 15 pre­mium bou­tiques in In­dia. She prefers to de­fine her work as lux­ury pret, and be­lieves that her cus­tomer is some­one who seeks an el­e­gant and evolved cloth­ing so­lu­tion, and is not a friv­o­lous fash­ion vic­tim chas­ing fleet­ing fash­ion fads. Min­eral is clearly po­si­tioned as an orig­i­nal pre­mium fash­ion ap­parel for the con­fi­dent mod­ern woman be­tween the ages of 22 and 35. That is “ur­ban women who wear western clothes for atleast three days a month. Women who seek up­mar­ket cloth­ing that is orig­i­nal and al­lows them to ex­press who they are and who aren’t in­flu­enced by ‘celebrity’ cul­ture. Two thirds of our cus­tomer base are work­ing women who do not dress to con­form to stereo­type at work,” ex­plains Jay­deep Shetty, Founder & CEO, Min­eral Fash­ions Pvt. Ltd. Jay­deep fur­ther ex­plains, “Min­eral is a smart re­com­bi­na­tion of nat­u­ral fab­rics with a western con­struct, cre­at­ing cloth­ing that makes a woman look and feel spe­cial.” The brand’s re­tail strat­egy is to be avail­able more through ex­clu­sive out­lets in pre­mium shop­ping des­ti­na­tions and with that in mind this store has been launched at Grand Gal­le­ria, Hight Street Phoenix. “We have used sim­i­lar lo­ca­tions in In­finiti ( Mum­bai), at Co­laba (Mum­bai) - a col­lab­o­ra­tive sin­gle store with Hidesign, and Ban­dra (Mum­bai) - where we are across the street from La­coste,” ex­plains Jay­deep. The store de­sign of Min­eral has a dis­tinct sig­na­ture con­cept that is a com­bi­na­tion of var­i­ous styles in a ca­sual home set­ting. The dif­fer­en­ti­a­tion starts from its bold store front and flows into the store in­te­rior de­sign and pre­sen­ta­tion con­cept. Shares Ajay Shah, Owner, Ajay Shah De­sign Stu­dio, “Be­fore we got into the nitty grit­ties of de­sign­ing the store, we had sev­eral meet­ings with the client, try­ing to un­der­stand her likes and dis­likes, her style, work, etc... We found it an im­por­tant fac­tor to im­bibe the traits of the de­signer and pro­ject th­ese in the store de­sign.” The bright ‘Tan­ger­ine Tango’ col­ored store front ren­ders a dis­tinct sig­na­ture for the brand. Open back win­dows of­fer an hon­est view of the warm store in­te­ri­ors. Says Milind Kare­lia, a young In­te­rior Space De­signer at ASDS, “Tan­ger­ine Tango is the pan­tone color of 2012. By us­ing

The bright ‘Tan­ger­ine Tango’ col­ored store front ren­ders a dis­tinct sig­na­ture for the brand and open back win­dows of­fers an hon­est view of the warm store in­te­ri­ors

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