Aparna S. was always a designer at heart. However, she was never confident of her designs. Well, not until her then-fiance Vinay asked her to design an engagement attire for his friend’s intended bride, who was impressed with one of Aparna’s creation.
Aparna wholeheartedly took up her first assignment and from then on, there was no looking back for this young designer. At 24, Aparna launched her own ethnic fusion designer wear brand ‘Praudah’.
Although a B.Tech graduate, Aparna’s dreams were never limited to a corporate job with a six-digit salary. While listening to lectures on programming, she would think of fabrics and colors.
“My mother would stitch me a frock on all my birthdays. I still remember standing in front of the mirror, admiring them. Those saree-turned frocks were an impetus to step into designing,” she says.
However, recurrent health issues restricted her from pursuing a proper academic training in fashion designing. But when the biggest fan of her designs, her campus love, Vinay entered her life, Aparna's life took a swift turn and 'Praudah' flourished with an immense amount of well-wishers, online and offline.
Settled in Bangalore, Aparna has opened a shop near commercial street where she has employed five skilled tailors, who brings alive her designs.
Aparna's interest lies in ethnic-fusion wear; she experiments linen clothing to suit Indian party wear designs.
A good illustrator, Aparna’s drawing skills helped her designing career much. “Drawing enhances imagining. I see this as an indispensable skill for a designer,” says Aparna.
Just two years into the business, Aparna is already a business-know-it-all when it comes to social media marketing. “Social media makes a huge platform for beginners to get established. My primary customer base developed on Facebook. I still choose to release the newest of my designs through Instagram and Facebook,” she adds.
Hailing from a middle class family in Harippad, Aparna has an elder brother, who is an acclaimed wildlife photographer. Apparently, it was her brother who helped her with the fashion photography for Praudah.
Aparna is now busy setting up a shop at Indira Nagar in Bangalore. Her expansion plans also includes a boutique in Kochi. “My Commercial Street boutique is my first child. I love watching the slow and steady growth of ‘Praudah’, through different platforms.
"Blending ongoing trends with traditional designs would easily win hearts. But this requires deep contemplation and keen observation. An ethnic fusion wear can turn out to be a show stopper and a fashion blunder at the same time. The designer's passion decides its destiny,” Aparna smiles.