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All about Aaroh

The Telegraph first look of an exclusive dabiri couture store — at lansdowne terrace

Priyanka A. Roy Published 01.12.21, 03:09 AM
Minimally decorated in subdued tones with an elegant appeal, the interiors of the 1,100sq ft store complement the bright and pastel-shaded outfits on display. The store is designed spaciously with relaxed seaters keeping comfort of visitors in mind for a relaxed shopping experience.  Green planters and flowers arranged in metal pots add to the classy vibe in its aesthetics.

Minimally decorated in subdued tones with an elegant appeal, the interiors of the 1,100sq ft store complement the bright and pastel-shaded outfits on display. The store is designed spaciously with relaxed seaters keeping comfort of visitors in mind for a relaxed shopping experience. Green planters and flowers arranged in metal pots add to the classy vibe in its aesthetics.

Dabiri Couture by Divya Kapur and Ambika Jain, the two-decade-old Delhi-based Indian traditional fashion boutique, makes its Calcutta debut at Aaroh, at Lansdowne Terrace. The brand specialising in intricate embroideries on chikankari from Lucknow, and working with various other embroidery and zardozi work like gota, resham, threadwork, pearl and sequins, upholds the exquisite Indian craftsmanship through its exclusive line of traditional formal and occasionwear outfits.

Aaroh, meaning ‘to ascend’ or ‘climb higher’ is a passion project of sister duo Vidhi Agarwal and Neha Swaika, who are first-time entrepreneurs in the fashion sector. Set up with a soothing and aesthetically charming decor, the fashion store houses a vibrant Dabiri collection suitable for various occasions and formal functions, featuring an eclectic range of Indian traditional silhouettes like lehnga, ghaghra, sharara, gharara and Anarkali among others. It also showcases bridal collection for the family. t2 takes a walk-through:

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The vibrant collection is conveniently segregated into different sections in the store according to the design detailing to make the shopping experience easier — the gota work line, the pearl work and sequin section, the lace shararas, Lucknowi pearl and mirror-work section and cotton chanderi comfort-wear section.

The vibrant collection is conveniently segregated into different sections in the store according to the design detailing to make the shopping experience easier — the gota work line, the pearl work and sequin section, the lace shararas, Lucknowi pearl and mirror-work section and cotton chanderi comfort-wear section.

What: Aaroh

Where: 10 Lansdowne Terrace

Timings: 11am to 6.30pm (visit by appointment only)

Contact: 8100408484/03340067924

Price range starts from: Rs 30,000

“Ambika Jain and Divya Kapur have been working behind the brand since 2001 in Delhi and we love their clothes. We went for our family weddings to purchase from them, and after that a lot of our acquaintances in Calcutta wanted to purchase their outfits with our help. So, they suggested we open a store in Calcutta. A lot of people go to Delhi for shopping their outfits. So, we thought, if they come to Calcutta it will be easier for Calcuttans to purchase their clothes. We love fashion and Aaroh is our first venture. We admire the workmanship on the outfits of Dabiri Couture, which is their USP and want to give Calcutta a taste of it too. Aaroh is centrally located and is showcasing Dabiri’s collection from 16 to 60, there is something for every age.  We wanted to keep the interiors very simple because we wanted to focus more on the clothes,” said Vidhi Agarwal and Neha Swaika (left) , the sister duo behind Aaroh.

“Ambika Jain and Divya Kapur have been working behind the brand since 2001 in Delhi and we love their clothes. We went for our family weddings to purchase from them, and after that a lot of our acquaintances in Calcutta wanted to purchase their outfits with our help. So, they suggested we open a store in Calcutta. A lot of people go to Delhi for shopping their outfits. So, we thought, if they come to Calcutta it will be easier for Calcuttans to purchase their clothes. We love fashion and Aaroh is our first venture. We admire the workmanship on the outfits of Dabiri Couture, which is their USP and want to give Calcutta a taste of it too. Aaroh is centrally located and is showcasing Dabiri’s collection from 16 to 60, there is something for every age. We wanted to keep the interiors very simple because we wanted to focus more on the clothes,” said Vidhi Agarwal and Neha Swaika (left) , the sister duo behind Aaroh.

Pictures: Pabitra Das

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