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Interview with Sarang Kaur

Sarang Kaur
Sarang Kaur
Founder
Sarang Kaur
Sarang Kaur

We prioritise sustainability and timelessness in our products
Paying careful attention to timeless elegance in design, the eponymous ethnic luxury wear label Sarang Kaur makes intricate, hand-embroidered sarees, dupattas and suits that revere traditional craftsmanship and bring joy to the people who wear. Speaking to Fibre2Fashion, Founder Sarang Kaur talks about revival of intricate embroidery and traditional craftsmanship.

What are the current trends and developments in the traditional attire that you find most interesting or impactful?

The trend I find most interesting is the explosion of fashion on Instagram, which has empowered people to find inspiration in individuals who share a similar style language. It gives everyone a sense of power to be true to their personal style and not feel alone in their idea of fashion. For every glamorous picture of Malaika Arora covered in sequins, there is a picture of Dia Mirza in a linen saree. This generation of women is strong and unafraid to stand out, embracing their true fashion ideology. Therefore, my favourite trend is the courage to be yourself, whatever it may mean.
 

What are the key factors that differentiate successful businesses in the ethnic wear sector, from those that struggle to thrive?

There are several factors that contribute to the success of a business, including branding, marketing, products, and sales numbers. It takes time and consistent delivery of quality products and services to reach the right audience and build a reputable brand. When a potential customer encounters your product, recognises your brand, and feels a sense of confidence, that’s success to us.
It is important to acknowledge that facing initial struggles is common in the industry. However, as time goes on and you gain experience, it becomes easier to navigate different avenues and mitigate risks that may arise.

How do you see consumer preferences and demands evolving within the ethnic wear sector, and how are businesses adapting to meet these changes?

Fortunately, being in an overpopulated country provides us with a diverse range of consumers and designers to cater to their needs. We often receive customisation requests and are always delighted to accommodate them. However, when it comes to completely conforming to trends and altering our production model solely for the market, it goes against the artist within me. I prefer to stick to my own understanding of what the next collection should be, rather than solely focusing on market demands. Surprisingly, this approach works well for us.
That’s the beauty of the fashion industry; the conventional rules of supply and demand do not always apply to us, or any other art-based industry. Instead, we have to make an effort to find our unique audience, those who appreciate our artistic vision and distinctive creations.

What are some of the major regulatory or policy considerations that businesses in your niche need to be aware of, and how do they impact operations and decision-making?

In the niche of ethnic luxury wear, businesses need to consider intellectual property rights, trade and import regulations, labour laws, consumer protection, and advertising regulations, as these impact operations and decision-making. Compliance with these regulations is crucial for legal and ethical practices, protecting intellectual property, and maintaining consumer trust.

What inspired you to start Sarang Kaur, and why did you decide to focus on traditional design and delicate handiwork?

I grew up admiring my mother’s wardrobe, smitten by the delicacy of sarees and dupattas she chose to wear on special days. This goes back to when I was not even old enough to wear a saree. Meticulously embroidered and brimming with character, it was almost as if the zardozi and thread work were alive themselves. At the same time, they spoke softly and confidently of the tradition and craft they held within.
By the time I started looking for sarees for myself, trends seemed to have changed, but I still craved those timeless pieces. That’s when I was convinced about reinterpreting these designs myself. It also did not take long for me to realise that their lively timelessness actually came from all the hours spent by skilled, human hands in creating them. This is why everything we set out to make celebrates traditional design and delicate handiwork.

Could you share the core values and mission of Sarang Kaur and how they are reflected in your products and services?

At Sarang Kaur, we prioritise sustainability and timelessness in our products. We create pieces that can be cherished and worn for years, focusing on quality and longevity. Our pure fabrics and thoughtful colour palettes are designed to resonate with different generations, reflecting our commitment to creating enduring and timeless fashion.

What sets your label apart from other similar websites or businesses in the industry?

What distinguishes our label from other businesses in the industry is our fusion of ethnic luxury wear, sustainable practices, and a revival of intricate embroidery and traditional craftsmanship. We take pride in preserving the art of embroidery, creating exquisite pieces that celebrate the rich heritage of traditional wear. Our dedication to reviving these fading art forms sets us apart, offering a unique and nostalgic experience for our discerning customers.

How do you ensure the quality and authenticity of your products?

Ensuring quality and authenticity is paramount to us. We achieve this by meticulously sourcing high-quality materials, collaborating with skilled artisans who specialise in traditional craftsmanship, and implementing rigorous quality control measures throughout the production process. Our commitment to maintaining the integrity of our products is reflected in the attention to detail, fine craftsmanship, and thorough inspections that each piece undergoes before reaching our customers.

Can you describe the process of selecting and collaborating with artisans and craftsmen for your products?

My core team has been with me since the beginning, sharing a deep understanding of my design language and a commitment to perfection. We carefully select and rigorously trial newer team members, ensuring their craftsmanship is exceptional and their dedication to consistent quality is unwavering. Moreover, we foster a peaceful and harmonious work environment, emphasising teamwork over blame games. We welcome individuals who share our mentality, allowing us to tackle challenges together and create an atmosphere of positivity and collaboration.

What steps do you take to promote sustainability and ethical practices in your operations?

We promote sustainability and ethical practices by using pure fabrics (organic chanderi, silk etc), ensuring a favourable work environment, responsible sourcing, minimising waste, and eco-friendly packaging. Our commitment aligns with customers’ values while preserving the environment and supporting our workforce’s well-being.
In addition, we further promote sustainability by adhering to a design policy centred around repetition. Our focus on creating timeless pieces that can be cherished for years aligns with our commitment to reducing fashion waste and encouraging a more sustainable approach to consumption. By embracing the concept of repetition, we offer designs that transcend trends and contribute to a more sustainable fashion industry.

How do you engage with your customers and create a sense of community around your brand?

Our community is continuously expanding, filled with fascinating women. Prior to the onset of the COVID-19 pandemic, we had a store located in Khan Market, New Delhi, where we had the privilege of meeting incredible women from diverse backgrounds. We welcomed lawyers, doctors, politicians, and individuals from various professions, all seeking conversations about clothing, weddings, and everything in between. Even today, we maintain contact with some of these remarkable individuals.
We truly enjoy connecting with new people, comprehending their expectations from our brand, and valuing their opinions. Much of our growth can be attributed to the fact that we genuinely value and consider the feedback of our customers and potential customers. It is of utmost importance to us that they leave our interactions feeling satisfied and happy.
Given the current circumstances, we have been actively engaging with our community through platforms such as WhatsApp and Instagram, as we no longer have our own physical store (although we hope to change that soon). I personally handle all customisation requests, and our workshop in Delhi warmly welcomes the local audience.
Additionally, our sales team at Ensemble, AZA, and other retail partners have been exceptional in facilitating communication between me and our customers. We remain just a phone call away, ready to assist with anything they may need.

Are there any plans to expand the product range or introduce new categories in the future?

Minimalistic and traditional lehengas are coming your way very soon! We are very excited to launch them.

What challenges have you faced while building and growing the brand, and how have you overcome them?

One of the significant challenges I faced while building and growing my brand was navigating the fashion network. In such a competitive and demanding industry, having a strong support system is crucial, and initially, I lacked connections and industry contacts. Coming from an accounts background myself, I often felt like an outsider in the fashion world. Unlike many of my friends who were lawyers, accountants, or consultants, I did not have immediate access to stylists, merchandisers, or influencers, which would have undoubtedly made my journey easier.
However, I persevered and focused on creating exceptional products that were well-received and appreciated by my customers. Over time, I gradually built my community and network. It took a lot of time and effort, but the positive response to my products played a significant role in overcoming this challenge.

Can you share any success stories or memorable experiences you have had and have made a positive impact on your customers or the community?

I cherish every compliment and positive feedback I receive, especially from strangers. Those small wins truly make a difference. It is heart-warming when kind and generous individuals take the time to comment on an Instagram post or send us e-mails expressing their love for their recently purchased outfits.
One particularly memorable experience was when Neha Dhupia reached out to me via WhatsApp one morning, expressing her admiration for a saree she wanted to wear to an event. I vividly remember my excitement and tears of joy before even composing a reply. It was undoubtedly the best day of my professional life. Neha is an incredible personality and witnessing her wear one of my creations felt like pure magic.
Through Instagram, we have also had the privilege of interacting with inspiring women such as Guneet Monga, Isha Talwar, Mallika Dua, Priyanka Bose, and many others, simply because they appreciated a saree or a suit. This showcases the beauty of strong women supporting one another, where the entire community thrives. These experiences have left a lasting impact, reminding me of the power of a good saree or a suit and the influence of women empowering each other.
Interviewer: Shilpi Panjabi
Published on: 31/05/2023

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.