Attire Accessories - Jul/Aug 2019 (Issue 77)

102 Tell me a bit about how the label was started. I have always had a passion for shoes and wanted to develop a well-recognised London brand. I wanted the brand to reflect my Indian heritage and the multicultural spirit of London. I wanted my first collection to be fun and colourful, something that stands out and is instantly recognised. It was important for me that my collection can be adaptable – you could wear it with casual outfits as well as a saree. I want my current and future collections to be timeless and therefore allow people to wear them in two years’ time and still look amazing. How were the initial products developed, and what was the response? Once I decided on the content of my first collection, I had number of meetings with the design and production teams at the factory. It was a challenging process of bringing my vision to life – we had to discuss each individual design and detail how the designs would be developed. There were times during our meetings that I was told that something could not be done. However, both the team and myself saw it as a challenge. We had to work together to come up with a solution, and the majority of the time we were able too. The response to my first collection has been overwhelming. I was nervous as I am a new brand, and I was not sure how it would be received. However, I have had a great response via social media and from stylists. I have been privileged that Susanna Reid, breakfast presenter for Good Morning Britain, was photographed wearing my Selene design. What challenges did you face, and how were they overcome when starting the business? Being a start-up and doing everything for the first time is always a challenge. The biggest obstable was finding the right factory. Working with the right factory is a key factor for the brand. I wanted to ensure that they understood my vision, and I was able to trust them to be able to deliver the designs with minimum supervision. The other challenge I faced was getting the brand recognised, and I was able to overcome this by hiring an amazing PR team. Amanda has been able to help generate brand awareness, and as a result I have already received a lot of interest from stylists in both the UK and U.S., which has led my brand to be featured in magazines. What is it that sets you apart from your competitors? One of my main points of difference is creating designs that are distinctive and not already available on the market. I ensure that the prints I use are exclusive to Meenu Graziani, and this sets me apart. Another area is definitely the quality of material that is sourced for the brand. I will not compromise on quality. How important is the location and history of the company to its success? It is very important. London is a cosmopolitan city, and this plays an integral part in the designs, colours and patterns I use. Being London-based is very inspirational, as it offers limitless creativity, diverse cultures, fashion and trends. Coming from an Indian heritage and being born and raised in London has enabled me to experience both sides of the eastern and western cultures, and these influences can be seen throughout my current and future collections. How has the product offering changed since you started, and how would you describe your current collection? I am a relatively new designer, and I am retaining a couple of my original designs and introducing them in new colours. Many of my customers have requested that Electra (our pink high heel) is made in black. So I am looking to introduce this in the coming months. I am also working on new designs, which I am looking to introduce later on in the year.