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