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Some designers set up e-commerce options on their own websites, such as Mumbai-based Payal Singhal.
Having launched her label in 1999, Singhal received so many unexpected orders through email that she decided to add a payment gateway three years ago on her website and now caters to customers worldwide.
They need a different digital retail solution, and celebrity-curated content such as Qureshi’s fits the bill nicely, with buyers dropping in as much to ‘check out’ the latest trends as much as to actually shop them.
The digital revolution enveloped the Indian designer landscape around four years ago, with multi-label brick-and-mortar stores like the UK-based Aashni Co and India-based Carma launching online outlets around the same time.
For someone with neither a technical background nor experience in online retail, Qureshi was nonetheless an avid online shopper influenced by global e-commerce giants like .
“After returning to India from the US, it struck me that there was no equivalent of these sites here.
Now others follow ours, but we still have the first- mover advantage,” she says.
New collections are loaded every day, and she now leads a team of 60, including those handling logistics and editorial shoots.