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- The word itself conjures up images of embroidery. Not
surprising coz over the years 
has become synonymous with
embroidery. Infact it is one of the most respectable brands in
the country (with its fame spread overseas as well) and enjoys a
heritage brand status.
is also documented in the Indian
fashion industry.
Embroidery per se has a very interesting history. It was
actually patronized by the Nawabs for summer wear. Eyelet
embroidery was done on white cotton fabric to keep them cool in
the summer. In England the ladies of the house were trained in
the fine art of embroidery in a separate room in the manor. It
found it’s application in garments, kerchiefs, bonnets, etc.
In short embroidery was the exclusive domain of royalty
worldwide.
Around 50 years ago two enterprising brothers decided to make
this concept available to women across all strata of society.
They combined their names to form a brand name called .
Many would like to believe it is either Japanese or German but
it is truly an Indian brand. Such was the power of the brand
that its fashion shows (incidentally which they pioneered) would
create a riot in every mini metro that they went to.
Women across the globe have helped sustain the brand for almost
50 years now. It is this patronage that has inspired us to
create the retail chain that it is has now come to be, after Pioneer Embroideries Ltd.
in 2001 bought over the brand and relooked at
the entire product portfolio. Infact an in-depth research was
done across the country to understand the current usage, buying
pattern, target audience, etc. On the basis of the research
findings the target audience was redefined to include younger
women right from their teens as well. Besides cotton other base
fabric like silks, man made blends, net, etc were also
incorporated.
In short it has broken all the myths and misconceptions
associated with it to cater to the discerning customer of today.
Infact
today is also part of a woman’s bridal
collection. In short history is being rewritten all over again.
Currently the retail outlets are selling sarees, salwar kameez
duppatta sets, fashion fabrics, Laces and Readymades for Men and
Women. Plans are underway to introduce accessories, home
furnishings, upholstery, etc. Plans
are underway to introduce accessories, home furnishings,
upholstery, etc.
When it comes to usage, embroidery finds its application across
various categories. Infact it would not be inappropriate to say
that practically every surface can be embroidered be it belts to
watch straps, inner wear to hi-fashion garments to footwear to
jewelry etc. The sky is the limit. This is precisely the reason
why embroidery has and will continue to enjoy a very long
innings across the world.
has ceased this opportunity at
the right time and launched the concept three years back. The success
of the stores can be attributed to the sound business sense and
the need gap it fills in the market.
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