tête-à-tête with The Purple Sack owner
As, NIFT New Delhi was taking an interesting turn in 3rd year college of my graduation pursuing Fashion and Lifestyle Accessory Design I was like every other student eager to graduate. A professional and demanding course like NIFT, had us toil for another year making us more impatient to graduate and step into the industry as a designer.
We were informed about our Craft Cluster Project at Patiala for learning Jutti making, a craft running since time immemorial. We were to introduce them to innovation of design and products, using same or similar materials and techniques available locally and giving the product a "glocal" feel. After spending over two weeks with the Karigars, I realised that there was potential beyond juttis and that they could definitely venture into bags, coin pouches and other smaller accessories. Due to lack of time, the designs were given to them but the prototyping had to take place in Delhi.
After returning in Delhi, my base I stumbled upon a bunch of karigars with exquisite skills and decided to get the prototypes for my project done here. The Prototyping and the execution got me intrigued enough, to make my passion of having my own "bag-label"to full fledged business. Earlier called "Glammantra", the brand was renamed "The Purple Sack"in 2011 after I finished my diploma In Fashion & Lifestyle Journalism from London College of Fashion owing to writing being my alternate career interest.
I put in Rs. 1000 (my pocket money then) to get two bags made, as my first samples and they were bought by an acquaintance. The money was then reinvested for 6 bags and then the cycle went on. The First big lot was then produced for the very first exhibit at The Flea market at Selectcitywalk, New Delhi.
Success always brings in a smile and a sense of pride and more importantly motivates you to run in the direction you were moving in. From one to another, the next big break for the Brand was to Design Bohemian Accessories for Wills Fashion designers Ashish And Vikrant for AW 2011.
From one baby step to the other, the brand crawled its way to dressing up celebrities like Jacqueline Fernandes in our Mardi Gras scarf, Karishma Kapoor with various clutches, Mona Singh in our Paris Scarf, Gul Panag in our Cartoon scarf among others.
"The Purple Sack"is now a brand, which has ventured into Indian bags, potlis, home decor, Western bags , scarves, mobile covers, shoes and more. The brand has sold over 10,000 bags in 5 years, being run by a sole entity managing business, design, sourcing, production and events.
I had by Debut show in Lakme India Fashion Week, 2013 as an Accessory Designer for Autumn Winter 2013. Emaam Siddique walked the ramp for my show and gifted our Swarovski Crystall Ball bag, to actress Priyanka Chopra after the show.
The brand currently sells through 20 multi designer stores across the country, 10 multidesigner and ecommerce portals and has shipped its products to 75 countries.
For many strength maybe in an army, for me strength lies in walking strong and going far far ahead.
The one Man's army, for her brand "The Purple Sack"