Sarika Kakrania
Founder and Creative Director Pink City by Sarika
Our designs are distinguished by motifs that resonate with Indian heritage
Pink City is a luxury pret label known for its effortless pieces with an inherent elegance that uses indigenous traditional craft techniques and innovative colour palettes. The garments are a perfect amalgamation of ethnic silhouettes with modern-day sensibilities in bright, effervescent colours and intricate embroidery that is meticulously created with precision and skill, making every creation truly unique for the new age woman. Speaking to Fibre2Fashion, Founder and Creative Director Sarika Kakrania talks about her brand’s philosophy, sustainability, customer engagement, and e-commerce in the fashion industry.
What inspired you to create Pink City by Sarika, and how did the idea for the brand come about?
The inspiration arose from my family’s deep spiritual connection to Jaipur. We would visit the city annually, and these trips always included personal shopping. As someone who loves vibrant colours, I found the Jaipur markets enchanting. My enthusiasm for shopping there led me to share my finds, particularly bandhani and leheriya textiles, with my daughter. However, she felt these traditional styles looked outdated and were not suitable for young girls. This feedback sparked the idea of using my passion for these beautiful textiles to craft contemporary outfits. I aimed to change the younger generation’s perception of our crafts and textiles, making them more appealing and relevant.
Can you share insights into the design philosophy behind Pink City? What sets your designs apart in the competitive fashion market?
The design philosophy of Pink City centres around a consistent use of vibrant colours and rich Indian crafts such as bandhani, leheriya, gharchola, among others. Our designs are distinguished by motifs that resonate with Indian heritage, such as peacocks, elephants, jharokas, paisleys, and lotuses. These elements evoke the magical essence of Jaipur, setting our collections apart in the competitive fashion market.
The name ‘Pink City’ suggests a cultural influence. How does the cultural heritage of Jaipur play a role in shaping your clothing designs?
The core mission of Pink City is to revive and celebrate India’s diverse crafts through our clothing designs, making them appealing and wearable for every generation, body type, and style. Our aim is to guide these crafts in a timeless direction, ensuring that the rich cultural heritage they represent is preserved and cherished in the years to come.
Sustainability is a growing concern in the fashion industry. How does Pink City incorporate sustainable practices in its production processes?
Sustainability at Pink City is rooted in a firm commitment to avoiding mass production. We also take numerous small but significant steps to ensure that fabric waste is repurposed creatively. Continuously exploring new methods to reduce waste, we transform leftover fabrics into potli bags, latkans, and scrunchies, giving them a new lease of life and aligning with sustainable practices.
How do you engage with your customers? Are there any particular channels or strategies that you find most effective in building a strong relationship with your audience?
Engaging with customers is fundamental to our business, and we place great emphasis on this aspect. Our approach includes creating content that resonates with our audience, using visual storytelling as an effective means of communication. Additionally, our influencer family is instrumental in building strong relationships with our audience. They showcase our clothes in a variety of styles and for various occasions, making Pink City’s ensembles inclusive and relatable to everyone.
What are the plans for Pink City? Are there any upcoming projects, collaborations, or expansions that your customers can look forward to?
We are eagerly exploring new avenues, including working with prints, an area we have not ventured into before. Our goal is to create a range of prints that embody the essence of Pink City. Additionally, we are excited about our project focused on reviving embroideries from the Kutch region. We look forward to introducing this unique collection to our customers in 2024.
The rise of e-commerce has significantly impacted retail. From your perspective, how is the relationship between e-commerce and traditional retail evolving in the fashion industry, and what challenges and opportunities does this present?
The evolution of e-commerce, and technology in general, presents both challenges and opportunities in the fashion industry. E-commerce offers the convenience of shopping from home, which is greatly appreciated by customers. However, a drawback is the lack of personal communication, as interactions have become digital. To mitigate this, we ensure that every detail about an outfit — including size, details, fabric, and texture — is clearly communicated through copy and images. This helps customers make informed decisions. By consistently delivering exactly what we promise, without compromise, we build rock-solid trust with our customers, encouraging them to return for more.
Interviewer: Shilpi Panjabi
Published on: 18/12/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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