Fashionably Yours

Ayesha is a range of funky, fun colourful and affordable accessories for the young at heart. My mother and I loved to go on shopping sprees, styling and accessorising our clothes. When we were shopping in India, we observed that there weren’t many options available for young girls. That’s when we decided to have our own brand that would be a delectable mix of Indian and western wear and affordable accessories for college going students who could buy 10 ten accessories without bothering about the price!

Q. 2 How did the transition, from acting to managing a fashion brand come about?

I started acting at the age of nine and loved the experience. I knew this was the thing I wanted to do for the rest of my life. But both my parents are into fashion designing and I would accompany my mother when she went out scouring for stuff. I also started liking that profession. So when the Ayesha brand was launched, I knew exactly how to go about it. I am really happy with my business endeavour.

Q. 3 How do you keep your brand unique?

To keep ones brand novel and fresh, it is important to understand and underline the basic motive of the brand, determine the target customers, keep abreast of the latest trends and incorporate them. You have to constantly evolve and develop new products and styles and take into consideration the feedback that you receive.

Q. 4 In what way do accessories add to your style statement?

Accessories are very crucial. Not only do they help in transforming your look, but can also change the way you feel about yourself. It makes you feel more cheerful and complete. While fashion is about making a style statement, accessories help to enhance ones look and is a means of expressing your personality. Our brand, with its funky style and affordable price range aims to make a loud, out-of-the-box statement. For instance, if you sport a big funky neck- piece, it reflects your personality.

Q. 5 What is your favourite accessory?

I love colourful caps and big, chunky earrings.

Q. 6 How do accessories help to enhance the look of a character on-screen ?

Accessories helps the audience to understand the kind of character an actor is reprising in the film. As I said, they help to convey ones image, which becomes an extension of the on-screen persona. For instance, in Shuddh Desi Romance, Parineeti Chopra played a young and loud character. To emphasise that aspect, the use of bright colours or loud and funky accessories like a colourful belt or a funky neck piece could have helped the audience to understand her character.

Q.7 Which is the best accessory that you have noticed on screen?

I saw an amazing pearl necklace worn by one of the girls in the TV series Two Broke Girls. The neckpiece was designed in a classic manner with a little modern twist. It has also inspired our pearl collection.

Q. 8 What’s the most bizarre accessory that you have seen?

I haven’t seen anything bizarre on screen, but my mom bought me a crazy necklace from Tokyo which had superhero figures stuck to it. It’s really cool but I haven’t worn it as yet. I’m waiting for the right occasion.

Q. 9 Which is the one accessory that saves an actor or actress on a bad day?

Sunglasses, for sure. They help to hide the lack of sleep.

Q. 10 Which is that one accessory that one would always find in your purse?

I carry funky and loud earrings. They help me change my look in an instant, and reflect how I feel. You will also find colourful finger rings, something which I think always fascinates. Besides, both these accessories are easy to carry.

karan.shah@expressindia.com