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Catering to celebs

Noorjahan Boutique is popular for its collection of ethnic wear


EVER WONDERED where the anchors of popular shows aired on Teja and Gemini TV buy their costumes? "Jhansi, Shilpa, Jhanvi, Mallika and other anchors pick their outfits from me. I have also designed special costumes for programmes such as Bollywood Talk and Nee kosam," says Sharda, proprietor of Noorjahan boutique. Tucked in a busy corner of Chenoy Trade Centre in Parklane, the small boutique has been catering to a cross-section of customers for the past ten years. Apart from the anchors, a lot of IT professionals and students also visit the boutique, she says. A crepe kurti with a dash of beadwork and coloured sequins for Rs. 650, a semi-formal georgette salwar kameez with antique work for Rs. 1,250 and a plain cotton Patiala salwar kameez work wear for Rs. 400, in fresh lime, red, yellow, orange and other bright shades, are just a few of the numerous outfits available.For formal occasions, bridal ghagras start at about Rs. 5,000.


The boutique also stocks striking pieces such as the Afghani salwar kameez with its unique plaited salwar or the nayan tara ensemble — parallel pants and short kurta set in net, from the black (from nayan=eye) background and white (tara=star) embroidery, apart from the tube and the fish-cut ghagras, as part of her new collection. "I bring out 150 new designs every month. Before I sit to work, I look around to feel the trend in the city and watch a couple of new releases. Today, the Kapoor sisters - Karisma and Kareena - set the fashion trend. Earlier, Asha Parekh and Sadhana popularised the churidars and mid-length zipper kurtas. The short kurtas are back minus the fitted look," she recollects.

And her yearningto wear the tinsel trends made her take up designing. "Tailoring used to be expensive. Later, I needed clothes for my ballets Soni Mahiwal and Meera in the capital when I was a stage artiste and I could not afford to get them designed, which fuelled my desire to learn fashion. And this is one reason why I ensure that my clothes are inexpensive," she says. And as regards the name of the boutique, she explains, "history has it that Noorjahan was the best designer of her times. She used to organise a meena bazaar in order to showcase garments and perfumes designed by her, to a select gathering periodically," says Sharda. For now, drop in at Noorjahan (Tel: 27816957) #59, Chenoy Trade Centre, Parklane, to check out some affordable lines this festive season, in cottons, crepes and georgettes.

S.F.

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