The Shopping Date

We live in a world where every city buzzes with fashion weeks and the thrill of new international brands and labels being launched. The common man and woman is pressured to look good. But the confusion is centred around what defines ‘good’. “That’s where I come in,” says Dua,“Every individual has his/her own style and it is my job to help them understand their style better. If a customer shops even at a Big Bazaar,I would go there and help him or her pick out clothes better. Of course,I would suggest bigger brands,but at the end,my client has to feel comfortable in the attire.”

Dua’s clients include both men and women – some who have been through a divorce and need to feel good factor to boost their dipping self-esteem,others who are just looking for a wardrobe change. “I even have the 21-year-old birthday girl who has been presented with a shopping date with me or someone who wants to dress for a ball or a wedding in the family. I have clients who are planning a holiday trip to the UK and want the right wardrobe. Some already have a walk-in wardrobe but need help with styling; some need a new wardrobe for summer,party wear,dinners and meetings; while others just need a shoe-bag-accessory makeover,” Dua reveals.

A British citizen who moved to India three years ago,Dua did a styling course from the British College of Professional Styling. Every six months,she visits the UK to upgrade her knowledge,one of her recent courses being Colour Analysis. These certifications,in addition to her exposure to global fashion while working as an air-hostess with an airline in the UK,help her to instantly realise what a client needs.

Her personal shopping process begins with a two-hour consultation during which clients fill up a questionnaire and Dua later sends them a report about what they need and how she can help them. This initial service costs R 5000,and if he/she chooses to go back to Dua to shop or style their wardrobe,there’s a R 2000 deduction. “My charges for the personal shopping or styling then depends on the time that goes into it,” she adds. Trusting her to do what’s best for them,some clients even hand her the money and allow her to shop for them in their absence. Mumbai is her favourite shopping hub; she also names Zara as a brand that stands apart. “Pune is still understanding me. Most of my clients are from Mumbai and Delhi. When I have Pune clients,I usually take them to Mumbai to shop,and if it’s just a hair and make-up grooming session,I get them appointments at the Toni&Guy salon in Pune,” she reveals.

Dua insists that she works within a client’s budget. “I urged a client to get three shift dresses tailored in different colours,which was a cheaper option than buying ready-to-wear. The best thing about India is that you can make clothes and it won’t cost you an arm and leg,” she says,before answering her persistent phone and fixing her fourth appointment for the week.