These two women followed their hearts, gave up lucrative careers, and launched their own fashion labels.
EURUMME by Eishita Puri
Born and raised in New Delhi, Eishita Puri graduated from the University of Melbourne, Australia, and worked as a journalist for three years before starting fashion jewellery label Eurumme. “Growing up, I enjoyed writing and found the news industry intriguing, so straight out of college, merging the two seemed like a no-brainer. While my three years as a journalist were very enriching and a great learning experience, I think with time I realised that my true passion lay elsewhere, in jewellery design,” she recalls.
A big believer of following one’s instinct and heart, Eishita made the jump into jewellery design in 2015. “It’s something I feel very passionate about. I love what I do, and consider myself lucky to have discovered my passion, one that keeps me creatively stimulated, and drives me to chase my dreams every single day.”
Her fashion jewellery label Eurumme (pronounced Yaw-Rum) specialises in ‘imperfect’, minimalistic jewellery and is worn by the who’s who of Bollywood, from Aishwarya Rai Bachchan to Sonam Kapoor. Eishita has come up with a new collection for this month called ‘Mistletoe’ that will remind you of the sweet smell of winter in the air, the run up to Christmas, the sound of carols, and memories of quality time with friends and family.
“Mistletoe is a tribute to all things fun and merry, replete with Santa hats, snowmen, candy canes holly leaves and Christmas trees,” says Eishita, adding that – in keeping with her brand USP – you can expect mismatched earrings of snowmen, uneven surfaces, negative spaces, and brunch-ready pieces that demand to be worn to those long, lazy Christmas feasts. Buy it on Eurumme.com or at various multi-brand stores across the country and e-stores like Pernia’s Pop Up Shop and Aashni+Co.
INDIAN DOBBY by Prashanti Alagappa
Prashanti Alagappa was a founding member of Indian fashion retail giant, Jabong. During her time there, she noticed a certain imbalance in place: “My westernwear team was able to find enough and more quality westernwear brands at the right price points. But it was a completely different story with my ethnic team. They were never able to get me brands with the right quality product and a refined look. There just weren’t enough brands in the ethnic/fusion space that could fill this gap,” she explains.
The look Prashanti wanted for the customer was available but at exorbitant prices. “That’s when, after spending three and a half years looking for such brands, I decided to create one!” she says. Her label, Indian Dobby, launched in 2015, offers clothing that is contemporary, minimalistic and affordable.
Their range of products uses avant-garde quality fabrics made with zero compromises. They offer tops, kurtas, scarfs, palazzos, tunics, pants, shorts, sets, accessories, western formals and a small winterwear collection.
A alumna of NIFT, Delhi, and IIM, Bangalore, Prashanti’s 18 years of experience in the retail industry are no doubt coming in handy with her own personal label. Indian Dobby is available on its own website IndianDobby.com as well as on AJIO, Jabong, Amazon.in, Jaypore, and so on.