A young and adroit fashion designer, Suruchi Parakh, successfully created a niche with her signature designs by presenting to clients the subtle fusion of traditional Indian and contemporary Western styles.
A graduate from India’s premier design school NIFT, Parakh’s sensibilities about couture and flamboyant use of embellishments and embroideries with an added twist of ruffles, frills and so on helped her establish Suruchi Parakh Couture. She was just 24 when she started her entrepreneurial journey from the garage at her home in 2015.
The Surat-based young fashion designer believes in the philosophy of ‘Grow and let others grow’.Which is why Parakh employs several skilled local artisans at her design house and also promotes women’s employment.
“Brought up in a Rajasthani middle-class family, I always had an inherent inclination towards art and designing, a hobby I just could not do without,” says she. But it was at the age of 10 that she knew what her potential was and decided that designing would be something she would one day make a career in.
Parakh admits that she acquired her skills from renowned fashion designer Varun Bahl. From him, she learnt the core of fashion and the art of versatility after which there was no looking back.
“When you are an entrepreneur it is not just about creating employment but empowering your employees through little ways which go a long way,” says the young entrepreneur. Initially, the design house had just six employees which gradually grew to 80+ employees through the years.
Prior to starting her own venture, Parakh worked in another firm where the products were mass-produced. “When things are mass-produced, most of the things are done at the production line which in a way eliminates the work and role of skilled workers,” says the youngster.
The Indian fashion industry has many skilled labourers, however, they are present in pockets across the country, be it those who weave the cloth, print, do the embroidery or stitch. Once fashion houses start mass producing these people lose their jobs.
“If these skilled crafts men or women are given a chance, then fashion houses can come up with more exclusive creations and patterns, and in a way also generate employment among the locals. While showing their skills and talent, they will also feel empowered,” says Parakh. Her highly dedicated team produces 2,500 (approximately) designer wear annually.
She believes that Indian designers must work towards promoting Indian crafts and designs to help them grow and promote them at an international level.
“Indian fashion is unique because each region has a different characteristic that brings essence to the fashion industry in India. To keep alive the legacy, one must realise that employing local skilled artisans is important,” she adds.
Parakh says that her designing house is a one-stop destination that curates stunning and comfortable outfits for the bride and her girl gang for the wedding day and related ceremonies.
Parakh makes sure that her Indo-Western creations are designed in such a way that it celebrates the uniqueness of each region in India. “Be it the embroidery from Kashmir or the tribal art from Madhya Pradesh or the Kutch embroidery from Gujarat, Indian fashion is an amalgamation of various regional cultures and traditions,” says she.
That said, the internet has given us a wider exposure to fashion. Today, you can catch all types of fashion trends on social media. “With changing times and with social media playing an influential part in fashion youngsters are in a way inclined towards Western designs. However, I believe that we need to give them the Western touches along with native design elements so that they do not miss out on their own regional crafts. We must design garments in such a way so that they are a melange of the two elements,” concludes Parakh.
