Ace designer Gaurnag Shah Gaurang is a self-taught designer based in Chennai, who specializes in his exquisite handcrafted jamdani masterpieces and signature sarees.
The award-winning Indian designer- Gaurang Shah has recently announced the launch of his “estore”. The initiative is aimed at reaching a wider customer base and generate yearning for the products, which were otherwise not available in some markets. The platform will be selling all the handwoven pieces by the designer, thus, backing the artisan’s community at the same time.
Available under the name of shop.gaurang.co, the store will deliver a range of classic, versatile, and statement products. The designer also strives to support his 800+ workers and several other artisans with the move.
“This initiative expands the brand-consumer outreach and aims to provide real-time access to own latest hand-woven arrivals. This also serves our greater purpose to support the ecosystem and sustenance of weavers using the power of e-commerce,” said Shah in a press release.
“I wanted our online store to amplify the voice of India’s jamdani craftsmanship plus fortify our efforts to further encourage, promote, and preserve our weaving heritage. Online shopping will also enable an increase in consumer desire for Indian fashion, build its inventive appeal, and the power of wearing heritage clothing as self-expression,” added Shah
Until now, the brand was popularly available in 6 Indian and 2 international brick and mortar stores. However, through the medium of e-commerce, it now aims to reach hundreds of other customers who did not have access to the brand. Shoppers can now enjoy his beautiful collection which includes, innovative fabrics, intricate motifs, myriad colours, textures, etc. His collection is known for infusing different yarns like khadi, muga silk, tussar silk, organza, and silk.
Furthermore, the designer has initiated a noble move with a motive to promote the budding designers in the industry. He has launched an in-store pop-up platform. The upcoming talent from the industry will get a chance to showcase their designs through a series of pop-up shows. The event will make a debut in Hyderabad on June 10 for 3 days wherein he will showcase 100 exclusive works of four textile designers: Ujjawal Dubey, Anjul Bhandari, Mayyur R Girotra and Sakshi Mehra.
