Moneycontrol
Last Updated : Jun 04, 2012 03:07 PM IST | Source: CNBC-TV18

Pernia's Pop-Up Shop: High fashion just click away!

Twenty eight years old Pernia Qureshi has taken high fashion off the racks of glitzy designer stores on to the pages of her online venture Pernia‘s Pop-Up Shop.


Twenty eight years old Pernia Qureshi has taken high fashion off the racks of glitzy designer stores on to the pages of her online venture Pernia’s Pop-Up Shop. She gained invaluable experience with a handful of very enviable jobs in New York City and returned to India in 2008. With fresh aesthetic and international influences, this young stylist is making her mark in both fashion and film.


Leveraging her personal sense of style, Qureshi brings high fashion on the click of a mouse with her high end online fashion store Pernia’s Pop-Up Shop.


Pernia took her first step into the fashion world in 2006 with internships in New York with Elle and Harper's Bazaar. On her return to India in 2008 she worked with top Indian designers like Tarun Tahiliani and JJ Valaya. But she made it big when she styled fashionista Sonam Kapoor’s Aisha in 2010.


Putting here experience to work Pernia decided to cash in on the e-commerce rush in April this year.


"The entire concept of Pernia’s Pop-Up Shop is basically a high fashion online store. A store which is very well curetted with the latest fashion, with the best of the best Indian designers, its an Indian design platform or south Asian I should say because we have Pakistani as well and it is really for consumers who look to see what's the latest, who want to be in touch with the best of Indian fashion," Quresh i said.


"It’s for them to get to go to a place where they find everything on their finger tips. Not everybody has the time to go and browse what all these designers are up to. So as a stylist, as a creator for this website I weed out everything every season. So I weed out all the bad stuff, I keep only the best. So a limited selection of what's best and what's available to them."


In just a month the shop has already seen a 1000 shoppers and a shift 400 orders. Shoppers are also coming in from fashion lovers around the world. Selling garments and accessories for women, the website also offers style videos with fashion and makeup advice.


Target Audience


"My target audience is not just one type of girl or women, its real quite a vast spectrum of women. We have things for anybody from who is 16 years old, like a mini dress, a cute bag, a nice accessory to somebody who is even 60 years old. Any woman who wants to dress well, any woman who wants to be very updated with her fashion choices. A woman who is taking advantage of the fact that there was a stylish putting everything together for her. It’s actually like being a stylist for everybody," she said.


"Tier 2 cities are very aspirational. They are really updated with the current trends because they are on the internet, they watch TV, they travel. So they are really updated actually with everything. But the only thing is that on a daily basis they don’t have access to designer wear. So even if they want something they will have to make a trip for it. So for them it’s perfect," she added.


Optimist about the headroom for growth Pernia hopes to close the year at a projected Rs 8 crore.


Way ahead


"I think there is a really big potential for growth because I have actually seen how girls and women have changed. I have been in India for the last 3 years and I have seen how women are getting more and more interested in the way they look and taking care of themselves, more aware of designers, more aware of fashion, labels, aspiring to look like actresses, aspiring to emulate bollywood fashion."


"I have really seen that there was a really huge market for women who need and want clothes and jewellery and accessories and by next year it is going to be a norm shopping online. I think it’s just going to be like going to buy groceries. You just go by a belt online. There is nothing more convenient. Nobody can beat a convenient business. So if something is making someone’s life easier, it’s going to catch on for sure."


As the trend catches on Pernia is all set to launch a celebrity closet section where clothes and accessories worn by celebrities will go on sale. Pernia’s Pop-Up Shop will soon up rewards for avid customers, live streaming of shows around the Lakme Fashion Week and cater to fashionable men as well. So great Indian fashion is now just a click away.

Also watch the accompanying video

First Published on Jun 4, 2012 01:25 pm
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