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    VIPsale is the latest address for on-trend designer labels, but at a discount

    Delhi-based brother-sister duo, Tarun Ahuja and Teena Ahuja Kapoor, who were behind the exclusive trunk show format, VIP Room , are now joined by their third sibling  Meenakshi Kuwadekar, for a new online venture, thevipsale.com. While the offline show boasted names such as Tarun Tahiliani, JJ Valaya and Varun Bahl, the e-store currently stocks 22 designers such as Nishka Lulla, Gaurav Gupta and Falguni and Shane Peacock (making their online debut). The trio aims to focus on Indian designers. A stylist, with eight years in the business, Kapoor fills us in:

    More on the idea behind vipsale.com
    The idea was very simple – affordable de-signer wear delivered to you anywhere in the world. For many, purchasing designer
    garments is a special event due to the costs involved. I wondered if there was a way to have a year-round sale while keeping the attention on the designer or the brand name itself. Thevipsale.com is essentially the online fruition of this idea.

    How is e-retailing compared to the VIP Room?
    The VIP Room is invite only, so I personally know 95 per cent of the shoppers. With thevipsale.com, we don’t have a face-to-face connect with the buyers, so it’s quite intriguing, to try and understand the mindset of the buyer.

    Some designers you’ll be signing on in the future?
    In a few weeks we will be introducing brands like Masaba, Shehla Khan, Nandita Mahtani and Just Jewellery.
    Rs 5,000 upwards. Details: thevipsale.com

    —Rashmi Rajagopal

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