Designer GAURANG launches online store for heritage handwoven weaves
Hyderabad based Award-winning Textiles and Indian Heritage Fashion Innovator Gaurang Shah has launched his eStore. The e-commerce initiative https://shop.gaurang.co ) is part of Gaurang’s strategy to fuel his brand growth and to tap e-consumers yearning his signature hand woven weaves from places where he doesn’t have an offline store presence. Apart from this he also launched an estore for Handcrafted Fabrics and mill made Fabrics, and an in-store pop-up initiative to promote talented designers.
The online store also backs a community of his 800+ workers and several hundreds of artisans, will feature a range of classic, versatile, and statement pieces all handwoven which until today was only available for purchase in the brand’s popular 6 Indian and 2 International physical stores.
Announcing the idea behind the eStore, GAURANG says “This initiative expands the brand-consumer outreach and aims to provide real-time access to own latest hand-woven arrivals. This also serves our greater purpose to support the ecosystem and sustenance of weavers using the power of e-commerce.”
GAURANG – acknowledged in the world over for his exquisite handcrafted jamdani masterpieces and signature sarees adds “I wanted our online store to amplify the voice of India’s jamdani craftsmanship plus fortify our efforts to further encourage, promote and preserve our weaving heritage. Online shopping will also enable an increase in consumer desire for Indian fashion, build its inventive appeal, and the power of wearing heritage clothing as self-expression.”
Shoppers will get access to the finest, inventive fabric fusions, motifs, colour, and textures in different sizes like the in-store range created in the looms of Gaurang’s 800+ growing weaver community. The designer collection line infuses yarns like khadi, muga silk, tussar silk, organza, and silk. Right now, deliveries will be made in all zones except containment zones and once normalcy returns deliveries will be made to many other locales.
Promoting New Talents: To promote new talents Gaurang has now launched an initiative to help them promote their work through a series of pop-up shows starting from his flagship store in Hyderabad and other cities. The in-store pop-up show will debut its first event in Hyderabad on June 10 for 3 days wherein he will showcase 100 exclusive work of 4 textile designers: Ujjawal Dubey, Anjul Bhandari, Mayyur R Girotra and Sakshi Mehra.
An online Store for exquisite Handcrafted Fabrics and mill made Fabrics: In addition to the launch of gaurang.co Gaurang also revealed customers have a choice to visit www.indianemporium.org an associated brand, hugely popular for its huge array of handcrafted fabrics and mill made fabrics .
Customers will now have a choice to shop for a variety of dyeable fabrics such as cottons silks chiffon crepe georgette tussar matka which can be dyed to any color. At Indianemporium.co visitors can also choose from a 1400 colors shade card, and will have an option to seek high quality dyeing services.
Recipient of the National Award for best costume design for his work in the movie Mahanati and Lakme Fashion Week’s best Indian Textile Designer Award winner, draws inspiration from temple art, architecture, geometry, and mythology.
For over 20 years, the self-taught designer continues to translate his love for Jamdani saris into a fashion statement for today’s women and a sustainable model for weavers. His creations are worn by celebrities like Sonam Kapoor, Vidya Balan, Taapsee Pannu, and several other stars plus well-known personalities.
The designer’s motto is to strengthen the artisanal diversity and enable sustenance of India’s treasured Jamdani weaving techniques; with an online presence, it will contribute to the goal further. His creations such as Ardhangini, Muslin, Neel, Samyukta have been considered path-breaking in many international and the famed Lakme Fashion week.
The online shopping store will also help integrate, complement the brand ‘GAURANG offline stores and extend designer clothing experience for consumers as much from his stores Hyderabad, New Delhi, Chennai, Kolkata, Mumbai, and stores in the UK (Notting Hill in London) & USA (Soho in New York City).
