Mother daughter duo, Divya and Aditi Bajpai from Delhi have set up shop in Mumbai and employed over 50 local artisans who create a variety of weaves and prints for their store that specialises in children’s clothing
Children’s clothing has come of age. Just when their feet is out of the cradle, they have a distinctive sense of style of their own and this mother daughter duo from Delhi understand just that.
Divya Bajpai and Aditi Bajpai are the trailblazers behind Almirah — a Delhi based brand, which specialises in children’s clothes, bedding and accessories. It was her daughter’s love for designing that led to the genesis of Almirah.
“Aditi just couldn’t stop designing and we did not want to restrict her designs to canvas and paper or something hanging on the wall. We decided to adopt an utilitarian approach and put her designs to good use. The artworks used in our prints and embroidery styles are made by Aditi,” said Divya who looks after the production aspect of the store. Aditi’s penchant for designing and the lack of Indian-ness in children’s apparel was one of the reasons behind Almirah.
“The market for children’s clothes is largely untapped in India, Apart from a selected few brands, there is hardly any Indian brand. Through Almirah, we have tried to invoke the memories of days gone by and draw inspiration from rural and urban jungles of India.” she puts forth.
Their speciality lies in retaining the exclusivity and handmade charm of products. With over 50 artisans employed with them a variety of prints, weaves, quilting techniques come to the forefront in their designs.
“There is so much to Indian art and craft form which is yet to be explored. While working with these traditional artisans we give them a chance to hone their skills and they make that extra bit of money, which always comes handy. It’s Aditi’s dream that each of these artisans and tailors get paid more than their conventional counterparts.” Divya reveals.
Keeping the quirkiness intact while adding a tinge of tradition is their aim. “Our graphics are for the contemporary setting, but we make sure that the uniqueness remains unblemished as we etch childhood memories onto the fabric,” Divya points out. Almirah opened its first store in Delhi in 2011 and since then it has come a long way opening its fourth store, in Bandra. “Our customers in Delhi used to keep asking if we had a branch in Mumbai as well. Now we can finally tell them yes we do.
