We caught up with the brilliant and insightful ROHINI BEDI a few weeks ago and have shared our conversation below.
ROHINI, looking forward to hearing all of your stories today. Can you talk to us about a risk you’ve taken – walk us through the story?
I moved from India at the age of 40 to USA. I was a very established designer in India and had been selling my label successfully in multiple stores all over India. I had been traveling to the US for exhibitions for many years but to move from one country to another and leave behind a successful career to restart and rebuild from scratch was the biggest risk and challenge of my life. My husband fell in love with California on one of our holidays and that became our home. It was a very tough decision and very challenging but now I feel like I achieved more than what I would have back in India. There are multiple Indian designers in India but only a few in the US so creating designing and styling for Brides which is what I am passionate about became very easy for me. It was more convenient for a Bride to get a custom-designed bridal outfit from me rather than flying to India. I was creating not only Bridal outfits but became famous for designing and creating the whole wedding party from the family to the bridesmaids and the groomsmen. Sometimes I would be customizing almost 40 to 50 outfits per family. This was very satisfying and I truly enjoyed it.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I was always passionate about fabrics, colors, and design. I started designing while in College in India studying Honors in English Literature and suddenly my hobby grew into my business. In California, I can proudly say that I am the only designer who custom designs for Indian Brides and Grooms. I create an original outfit for each of my brides after sitting with them for multiple sessions where their ideas are woven into their wedding ensembles. Recently I created a Love Story Lehenga for a bride where their story was woven onto panels of her skirt in gold thread and jewels. Each panel had a story to tell. I was very proud of that creation. I am very passionate about what I do and that’s what gives me the most pleasure. My creative side is much stronger than my business side.
Also, my store is a multi-designer store where a Bride can walk in and ask for any Indian Designer and we make it happen. I am a ground partner of most of the High-end designers and we are a liaison between the Bride and the Designer where we take measurements do customizations and look after the alterations once the outfit comes in. This makes it very easy for Brides to get any of their favorite designers at the same price without actually flying to India. Some of the brands we work with are; Falguni Shane Peacock, Tarun Tahiliani; Manish Malhotra; Gaurav Gupta: and JJ Vallaya amongst many others. Sometimes our Brides even while traveling to India still prefer to order with us as we take care of the last-minute alterations.
Any advice for growing your clientele? What’s been most effective for you?
I have very loyal clients and I think the reason is that I manage to give them complete satisfaction. I have done a lot of weddings for my client’s children and most of my brides turn into my customers after their weddings. I think it’s very important to understand your client, especially in the high-end garment industry. I work with my clients in such a way that I am not making that one sale to them but making them my loyal clients for life. To have patience and integrity and not to be pushy are very important. I have clients who are 21 and clients who are 81 and love to satisfy all. If you are passionate about your work it’s not difficult to please the clients.
Referrals are the best way to get new clients and most of my clientele has increased due to word of mouth and of course social media and Yelp reviews from satisfied clients.
Okay – so how did you figure out the manufacturing part? Did you have prior experience?
I started my workshop in India while studying in College. It was a small workshop but it grew and now after 35 years of being in this business, my workshop is a factory with a large number of craftsmen who infuse my designs with life. My focus is on exquisite hand-craftsmanship and is a continuation of the label’s 35 years of work with the country’s artisans. . We create lehengas, shararas, concept saris, kurtas, choli capes, coats, skirts, and more, crafted in fabrics such as silk, organza brocade, chiffon, and georgette. We produce outfits in pure fabrics and hand embroider them with gold thread and sequins Swarovski crystal and pearls.
My mother was a fashionista and I learned a lot from her about fabrics colors and style. I grew up loving fabrics which made it easy for me to handle production. Purchasing the right fabric for the right cut is something you learn from experience.
Contact Info:
- Website: www.fashionbyrohini.net
- Instagram: https://www.instagram.com/fashionbyrohini/?hl=en
- Facebook: https://www.facebook.com/ROHINI.BEDI.L.A/
- Youtube: https://www.youtube.com/user/Fashionbyrohini
- Yelp: https://www.yelp.com/biz/fashion-by-rohini-artesia
Image Credits
Photo : Tuhan Bedi