The label ‘Julie by Julie Shah’ is one of the hottest sellers in India and keeps the cash registers ringing for the retail stores stocking it, writes Meher Castelino
Mention the name of designer Julie Shah and it conjures up visions of glamorous creations that will turn any woman into a fashion Diva. Julie’s brand ‘Julie by Julie Shah’ has been a labour of love when it comes to fashion, colour and design. Her entrepreneurial journey started a decade ago but she did a short course at UAL, London, in 2016 to further hone her fashion skills.
Julie’s start was quite humble as she nurtured her brand from the confines of her home then went on to creating a store at Peddar Road and catered to the global client. Julie’s hands on experience helped her to work with a diverse group of artisans and craftsmen that helped her to create the lines. Julie’s specialty is her softly, flowing, silhouettes, marked with intricate detailing in pretty pastel hues along with festive tones and delicate embellishments that come alive on fluid fabrics like georgette and crepe.
A regular at fashion weeks Julie creates two fashion week collections as well as two interim lines in a year that are sold at various multi-designer stores around the globe and online.
Besides her exclusive store in Mumbai, Julie’s brand is available at Pernia’s Pop Up Shop in Juhu, Kala Ghoda and Delhi, Ogaan, Delhi and Hyderabad, Agashe in Delhi, Elahe and Anahita at Hyderabad, Como in Goa, Armadio Bangalore, Sasya Kolkata, Saanja Surat and Aquaab Chennai.
Julie’s target audience is the woman who wants to create a sensation when she enters a room. Exclusive prints, patterns and cuts are created for the modern stylish woman. Her collections from concept to garments take 3-4 months to materialise.
Strappy gowns with ornate bodices, luxurious one- shoulder, softly layered creations; intricately stunning moulded ensembles and lehengas will appeal to both the ethnic and western wear buyers. The multi-floral embroidery is just perfect to highlight the dramatic cuts of the creations. Toga-like drapes with placement embroidery is Julie’s fortè, which she uses with great care. While pastels are favourites of Julie, she occasionally adds deep red and ink blue for added drama. At times Julie also undertakes custom tailoring, which is a great offering that buyers want.
The label ‘Julie by Julie Shah’ is one of the hottest sellers in India and keeps the cash registers ringing for the retail stores she stocks at. The brand’s prices range between Rs 6,900 and 89,900. Terms of business are outright buying. Julie is available Monday – Saturday from 10.30 am to 7.30 pm at her store. From prèt to Indian and western bridal, festive and resort wear, the “Julie by Julie Shah” label also offers online sales where the customer can create an account.
Ground Floor, Krishna Chambers, SNDT Girls’ College, Next to American Centre, New Marine Lines,
Churchgate, Mumbai 400020
Telephone: +91 84509 25506
Rating: 3 Stars
Meher Castelino is one of India’s best known fashion journalists and commentators. Long before India was recognised as the home of style and beauty queens, Meher was crowned Miss India. Way, way back in 1964! She has also mentored many emerging divas, including a certain Aishwarya Rai. Meher writes in many Indian and international publications. For Xyngr, she stylegazes every Wednesday.