Neesha Amrisha��s flagship store, Aeshaane, is your gateway to organic silk, funky jewellery and home dA�cor
IF you show a sari to a youngster, shea��ll pick it up for her mother. To make her want to buy a sari for herself, thata��s my challenge,a�? laughs designer Neesha Amrish as she leads me through her freshly-minted organic silk store, which will be officially launched on Sunday.
Looking around I realise it may not be such a tough job after all. Housed in a beautiful white house, punctuated by a stunning turquoise wooden door, the store is all about big, bright and bold. Lusciously-hued silk kurtis and anarkalis hang beside bold block-printed saris. A newly-launched line of home dA�cora��from cushion covers to lamp shadesa��vie for attention with silk and jute bags.
And every corner packs a surprise: from a wall of boho-chic cloth necklaces to a collection of temple jewellery, a selection of organic bath products to even an offering of colour-popping planters, the very ones she has used in her garden. a�?I wanted to create a space where my clients can chat with me about designs over a cup of tea, look around at leisure and pick up what they want,a�? says the designer who named the shop after her four-year-old daughter.
Weaving an identity
An alumnus of National School of Design, Amrish has been in the industry for six years. While design school didna��t teach her much, the 37-year-old says days spent at Srirampuram, a village in Kolkata that specialises in block printing, set her on the right path. a�?Ia��ve always worked with silk because ita��s so much more challenging than cotton,a�? she says, adding that she switc-hed to organic silk three years ago because she loved the fabric. Though she doesna��t call herself a revivalist, thata��s what she is with her handspun yardage (created by her team of weavers), hand-mixed dyes and hand printed designs. a�?When you say handwoven, people think ita��s dated. Ita��s a mindset I want to change,a�? says Amrish who believes that her signature is simple designs that make a statement.
Her colour palette is brighta��bold pinks purples,A� reds, yellows, blues and blacks. But her choice of geometric and nature-inspired prints ensure that nothing is over the top. a�?I dona��t work with georgettes and chiffons, but since there is a demand for them I have created a fusion series,a�? says the designer who is a favourite with clients like A R Rahmana��s wife, Saira, Suhasini Manirathnam, model Feroze Gujral and TV host Mini Mathur.
Available at Taj Khaz-ana stores pan India and online at Jaypore and India-nroots. Details: 9884034516
a�� Surya Praphulla Kumar