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'They thought it was too loud, too pretentious.'

September 25, 2007
So how did you brand and market yourself?

Starting at age 17, I dreamed of infusing Swarovski crystals with Indian bridal wear. That was my focus, my motif, throughout fashion school. So while my fellow students were still experimenting and treating school as a time to find their feet as designers, I was single-mindedly pursuing my vision.

By doing this, I gained a sort of continuity and cohesiveness of style. My name became associated with the heavily bejewelled creations, the Swarovski crystals. My collection from our final Wigan and Leigh show was actually purchased, which is very unusual. I don't know of any other student whose collection has been purchased.

What's funny is that while I was enjoying all this success, my teachers actually expressed plenty of scepticism toward my vision. They thought it was too loud, too pretentious. We were always at odds. When I pressed forward with my Swarovski idea despite their reservations, they thought I had a big ego. In reality, it was their egos which didn't allow them to appreciate my work.

But it's not a big deal. I'm sure they've heard of my success now, all of Bombay has. What's in the past is in the past; I don't let it bother me.

In terms of marketing myself, my first proper collection -- called Crystal Fountain -- made quite a splash. I developed the Swarovski theme and took it to a new level, which garnered a lot of positive responses.

Since then, my name has been well-established and synonymous with luxury, glamour and exclusivity.

See, you need three things to be successful in fashion. Number one, you must be a quality designer. Number two, you must have a core clientele. Number three, you must market yourself so that you can expand and grow.

In this photo: AD Singh's creations on display
Also read: Designer cholis

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