On How to Look Good

With a plethora of foreign brands opening up in Delhi,the trendy mall in Saket,in a fresh initiative,has launched the personal shopping experience. They have roped Chopra in,a former model with Elite Model Management,and a graduate of the University of Creative Arts in Kent,England and Fashion Institute of Technology,New York to style the mall’s customers.

Though new in India the concept is hardly novel. From London’s Harvey Nichols,New York’s Macy’s and Dubai’s Mall of the Emirates,personal shoppers,or stylists as they are now called,have polished off clients in their signature style. In India though,things are only just taking off.

“I just want to make people look beautiful. As an individual I have certain style sensibilities but as a stylist I have to step back and not impose myself on the clients,” says Chopra,when asked if there’s a risk of homogenising style and producing clones. She’s got two other girls on her team,both image consultants. “I’m not the client’s friend,nor am I here to please him or her. My job is to make them look good. If something doesn’t work on them,I’ll tell them how it is and suggest something else,” says the leggy stylist before striding off to a prospective client.

Binita Rawlley,43,one of Delhi’s first personal stylists,a former model and airhostess,says there is a certain unwritten code of conduct they have to adhere to. “Divulging client information is a no-go,trading insider secrets is risky,saying too much dangerous,” she sighs. Her clients range from the corporate businessman to ladies who lunch; Rawlley says she shies away from the malls,prefers boutiques and brings the store to your door. “Never make a style-less customer feel so and always cater to individual body types. There’s no common denominator in fashion,” she says.

Though unwilling to quote her price,her shopping assistance services run up to three days and includes high teas and lunches. “It’s like having a guest in your home,” smiles Rawlley,“I first need to get to know the person. Only then I can translate them into a style.” She’s cautious about trends,and when not to follow them. “I don’t want to dictate what lipstick people should buy. I prefer it classic,” she says. Her service comes with a disclosure: “I’m not a stylist who will find you an outfit for your Japanese theme party. I take care of the wardrobe based on lifestyle,and work out the client’s full potential” she says.

Shveta Chauhan,a dentist by profession and a stylist by choice,works exclusively with her brother,designer Nitin Bal Chauhan on his couture collections. “ I trawl the streets for jewelry and appropriate accessories and help the client pick up the right pieces,” says the 30-something. With Bollywood too catching on to the trend,Mumbai,says personal shopper Jignasa Parikh Shingal,26,is the prime place to be. “Except when you have to handle star tantrums,” she laughs. “Some of them come with pre-conceived notions and are not ready to experiment,others want us to be at their beck and call,” she sighs. But then at Rs 5000 per outing,it’s a job she loves,despite the odd hassles. “How many people can undo the bling and make a woman classy? We’re the ones making the pretty people pretty,” grins Shingal.