The first Sapphire store opened its doors this Friday at Dolmen Mall, Clifton, at a media launch that was a huge success. The store has been launched in retail collaboration between the Sapphire Group and Khadijah Shah, creative director of Élan. Sapphire offers designer pret and fabric and stocks items ranging from basic cotton kurtas to full-fledged embroidered formals in silks and chiffons.
Sapphire’s director Nabeel Abdullah says, “Khadijah’s design aesthetic is unmatched and we have a similar vision for the store. Neither of us is prepared to compromise on quality or design. We want to build an extraordinary brand that offers high quality and chic clothing for everyone.” Shah’s prints are creative and include quirky newsprint and shikari scenes as well as florals and abstract patterns. The pieces, even the basic cotton kurtas, feature detailing. Inevitably, the colour palette and prints are reminiscent of other high-street brands but where this happens, the detailing sets the outfits apart.
While the cotton kurtas and unstitched fabric could become wardrobe staples for many women, it is Sapphire’s semi-formal line that is reaching out to an untapped market. Their silk tunics and embroidered silk pants have designer appeal and are reasonably priced. The price points are firmly mass market throughout, starting at Rs2,200 for stitched cotton kurtas.
Their semi-formal line includes digitally printed silk kurtas near the Rs8,000 mark, as well as fabric for three-piece suits priced around Rs6,500. Their formal line verges on being pricey, going up to Rs40,000. Although the intricate embroidery and elaborate trimming may justify the pricing, there is a real need for great formals at around the Rs25,000 mark and stores such as Sapphire should give options in this range.
They have adopted a ‘fast fashion’ model, such as that of the retail brand Zara, and will introduce new designs every two weeks. Abdullah is confident that they can meet the manufacturing constraints. “The Sapphire Group has been exporting to buyers in the United States and Europe for many years.
