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The global pandemic might have succeeded in shutting retail doors for a long time but that did not stop our ace designers from taking their business online. With respect to the safety measures and making its designs available to the wider audience, many Indian designers like Manish Malhotra, Tarun Tahiliani, Shantanu & Nikhil, Raw Mango, and many others have opted for an e-commerce route.
Joining the new wave of digital couture shopping, designer Gaurav Gupta launched his brand new website on September 5, 2020. The couture label now caters to a smooth and intimate shopping experience to all its patrons and brides-to-be. Given the fact that the wedding period was already delayed due to pandemic issues and with another wave approaching, this would have been a rather busy time for the designer catering to his clientele base spanning across many countries. “It was very important for us to meet the same demand and keep in touch with our brand loyalists,” he said.
However, the designer stated that he was quite skeptical about taking the business online. "We were always a little skeptical of offering couture online because of counterfeits and were unsure if people were ready to make heavy purchases online,” he said. Gupta hoped to start with baby steps but the pandemic situations across the country made him rethink. “Initially, we had only considered ready-to-wear or taking only a certain segment on e-commerce, but the pandemic made us take the leap to go live with all collections,” The designer stated. Well, we are glad that he did!
The brand new online website displays the best of GG creation right from his hybrid saree-gowns, lehengas, suits, draped gowns, cape tops, tuxedos, ethnic wear, amongst many others ranging from Rs. 10,000 to Rs. 80,000. “We have already sold 200 pieces in just two days since the launch,” he added.
By the looks of it, the designer has no plans to stop at this and is keen to explore the digital world. “There are many more offerings to come,” Gupta revealed talking about his jewelry and ready-to-wear collection.
(Source- Vogue)
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