Window shopping at Myrah is harder than you might imagine. Unveiled this August, Garden City’s new multi-designer boutique makes sure of one thing. Come into the store and chances are you will leave with a shopping bag in hand.
Founded by Sreetama Ghosh-Nandi, Myrah spotlights lesser known designers and crafts traditions. “I came across many designers who passed under the radar despite their beautiful designs. I want to give them a platform to reach out to fashion connoisseurs and receive due credit for their creations,” says Sreetama who tested her foundations with exhibitions and extensive travel.
On offer is a diverse range of limited-edition ensembles and accessories. The lower level showcases contemporary ethnics sourced from designers and artisans across India. Upstairs, cocktail dresses, embellished jackets, and chic workwear share space with clutches and jewelled scarves. Myrah’s bestsellers are designers like Abhinav Mishra, Abhilasha, and Rajiv & Rashmi.” Handlooms do well too, from madhubani silk saris to tailored blouses by Balakrishnan, a tailor in Jaipur.
Sreetama is also honing her own design skills, developing an inhouse line. “Unless you shell out big bucks, finding exclusive designs isn’t always possible,” says Sreetama. “I collaborate with designers, and also create our own line of everyday ensembles in our workshops. They are value for money and one of a kind.”
Speaking on the store’s eclectic collection, Sreetama says, “I’ve fashioned my store like a complete closet. I like assisting clients in wearing their clothes in new and creative ways.” Walk into the store, put together a look—head to toe—for any occasion, and #stepout in style.
Sreetama is now focusing on curating more affordable, easy ensembles for her store and expanding to more cities. It has been a long, fashionable journey for the 28-year-old who dabbled in lifestyle writing and worked at Oracle before giving in to her penchant for design. And she’s only getting started.l