Interviewed by The Success Today – A Digital Webzine
𝗧𝗲𝗹𝗹 𝘂𝘀 𝗮 𝗯𝗶𝘁 𝗮𝗯𝗼𝘂𝘁 𝘆𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀.
Our label Karishmadeepasondhi started in the year 2014, which is a mother-daughter venture. We retail from our flagship store @ Club Road Punjabi Bagh, New Delhi. Our brand caters to bridal luxury pret and couture for women, we have our own manufacturing unit of skilled masters, kaarigars, embroiders pattern makers, etc. who work as a team and come up with handcrafted bespoke ensembles. Our forte is all hand embroideries using zari, dabka, crystals, stones, bugle beads, etc. Our signature style is originality as we move between stunningly crafted bridal wear and perfectly structured western statements.
Deepa Sondhi handles sales, marketing, production and media. Karishma has a great eye for designing as she graduated from ‘Parsons Schools of fashion’ New York. This label is a mother-daughter duo.
𝗪𝗵𝗮𝘁 𝗶𝗻𝘀𝗽𝗶𝗿𝗲𝗱 𝘆𝗼𝘂 𝘁𝗼 𝘀𝘁𝗮𝗿𝘁 𝗮 𝗰𝗮𝗿𝗲𝗲𝗿 𝗶𝗻 𝘁𝗵𝗶𝘀 𝗳𝗶𝗲𝗹𝗱?
When Karishma took up fashion designing, we were encouraged to start with our own label. Karishma, who handles the designing of our brand, has graduated from pearl academy of fashion, New Delhi and did her Master’s degree in fashion designing from ‘Parsons Schools of fashion’ New York. Karishma handles the design aspect, and I try to strike a perfect balance between sales, marketing, production, media, etc.
𝗪𝗵𝗮𝘁 𝘀𝗲𝗿𝘃𝗶𝗰𝗲𝘀 𝗼𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀 𝗱𝗼 𝘆𝗼𝘂 𝗽𝗿𝗼𝘃𝗶𝗱𝗲, 𝗮𝗻𝗱 𝗵𝗼𝘄 𝗮𝗿𝗲 𝘁𝗵𝗲𝘆 𝗯𝗲𝗻𝗲𝗳𝗶𝗰𝗶𝗮𝗹 𝘁𝗼 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀/𝗰𝗹𝗶𝗲𝗻𝘁𝘀?
We cater to both girls and women. Karishmadeepasondhi is for bridal, luxury pret and couture for an Indian woman who is modern and yet rooted in her culture and ethics. Customization is our forte as we do all in-house production. We are blessed with an excellent team of embroiders, kaarigars, masters, pattern makers, etc who are able to create any ensemble as per the client’s requirement. So, a client can opt for our creations or get a juxtapose of different embroideries with different silhouettes.
𝗪𝗵𝗮𝘁 𝗵𝗮𝘃𝗲 𝘆𝗼𝘂 𝗮𝗰𝗵𝗶𝗲𝘃𝗲𝗱 𝘀𝗼 𝗳𝗮𝗿 𝗶𝗻 𝘁𝗵𝗶𝘀 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆?
We started this venture in 2014, and in Sept. 2016, we participated in “New York Fashion Week”, which was a big feat as we showcased our collection parallel to all the big international designers. In March 2017, we landed doing “Delhi Times India Showcase Week” and Bollywood actress Zarine Khan sashayed on the ramp. In 2018, we were onboard with FDCI. Our first collection “Rasbhari” was showcased @ Amazon fashion week and Bipasha Basu was our showstopper. Bollywood celebrity Swara Bhaskar was our showstopper for our collection “Inayat” exhibited. @ Lakme India fashion week, SS’19. Actress Dipannita Sharma sizzled on the ramp for LMIFW 2019 for our collection ‘Chrysalis’.
Apart from this, we also cater to international buyers in U.S and Canada and also from pan India.
𝗪𝗵𝗮𝘁 𝗱𝗿𝗶𝘃𝗲𝘀 𝘆𝗼𝘂𝗿 𝗽𝗮𝘀𝘀𝗶𝗼𝗻 𝗮𝗻𝗱 𝗺𝗼𝘁𝗶𝘃𝗮𝘁𝗲𝘀 𝘆𝗼𝘂 𝘁𝗼 𝘄𝗼𝗿𝗸 𝘁𝗶𝗿𝗲𝗹𝗲𝘀𝘀𝗹𝘆?
The cheerfulness and satisfaction of my clients make me passionate about my work and motivates me to work tirelessly. When I receive their messages of appreciation and thankfulness, the designer in me gets satiated. Also, the ever-growing desire to explore new sectors in designing like surface, treatment, embroideries, draping, etc always keeps us going. I feel the fashion industry has become very competitive and innovation is the need of the hour so, we need to keep ourselves floating and keep working on concepts that are out of the box.
If we talk about ethics, it’s also the workers and their families who thrive on this work that also motivates us to work harder and keep the show running.
𝗪𝗵𝗮𝘁 𝗶𝘀 𝘆𝗼𝘂𝗿 𝗼𝗻𝗲 𝗽𝗶𝗲𝗰𝗲 𝗼𝗳 𝗮𝗱𝘃𝗶𝗰𝗲 𝗳𝗼𝗿 𝗮𝗰𝗵𝗶𝗲𝘃𝗶𝗻𝗴 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗶𝗻 𝗹𝗶𝗳𝗲?
One piece of advice would be as I mentioned, “where focus goes, energy flows”
Stays focused and
“Don’t be afraid to fail, be afraid not to try”, embrace failure but keep treading on your path to success consistently.
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