The fashion yard

For a fashion website that was launched just two months ago, Preeti Reddy’s Couture Yard is doing great.

With over 30 designers from across the country and over 560 pieces, Couture Yard is one of the latest entrants in the e-commerce industry. And Preeti Reddy is raring to go.

From lehengas and anarkalis to dresses and accessories, the website has it all. “I had come up with this plan six months ago, but the website was launched two months back,” says Preeti.

Preeti, who did her MBA from ICFAI hasn’t studied fashion, but it was her passion that drove her to do something in the field. “Three years back I hosted an exhibition. From top brands to designers there was a lot on display. We did that for three consecutive years... but then I wanted to push myself to do something more and that’s when the website happened,” explains Preeti whose sister, designer Anushree Reddy, offers advice.

Even though Preeti had enough experience with exhibitions, she says the website was a different ball game. “One of the challenges was to make sure that we not only got the top designers but also their rare and beautiful pieces,” she says.

Despite breaking into an e-commerce market where giants already exist, Preeti is confident about making it big. “What makes our website unique is that we have a ready-to-ship section. Most of the other websites take at least three-four weeks to deliver but we have a stock that gets shipped within a week. That sets us apart,” she explains. “We also have a section where people who don’t fit into your regular small, medium and large sizes can send us their exact measurements and the designers will make sure that the dress that they send will be of exact measurement,” she adds.

With prices that range from Rs 5,000 to over a lakh, Preeti says that they are targeting a young age group. “Our target is 25-45-year-old women, who have a thorough idea of what they want,” she says.