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Essel launches EPINCION Premium Lifestyle - Retail Venture

November 3, 2007 8:11:13 PM IST
Bollywood Trade News Network
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The Essel Group (promoters of ZEE television) recently launched their premium lifestyle - retail venture. The venture is christened EPINCION and was launched amidst a glittering fashion show in Mumbai. The brainchild of Kaveeta Goel, (Managing Director, Fab 5 Merchandise Co., a retail venture of the Essel Group), this endeavor will house designer wear, jewelry and artifacts. Rohit Bal, Shaina NC, Neeta Lulla are among the designers who will showcase their creations through EPINCION. The novelty of the project is that apart from the established modern-day designers, the venture will also house age old crafts and creations found in the Interiors of India in their traditional authenticity. Says Kaveeta Goel, 'During our trips across the country, we found that many of the dying age-old crafts have been inspiring modern designs over a period of time, and have a demand in the growing neo rich class in India and abroad. This endeavor also aims to provide these unknown–unsung craftsmen an opportunity to share a platform with the best designers in the country.'

The label was launched by Ashok Geol, one of the promoters of the Essel Group, amidst a galaxy of television stars and fashion designers. The ensuing fashion show and exhibition showcased the works of designers like Rohit Bal, Neeta Lulla, Shaina NC and craftsmen from the interiors of the country. The range which also includes jewelry and high-end artifacts mainly silver ware are priced at a premium. Adds Kaveeta Goel, 'One of the reasons for the premium pricing is the use of authentic material in the creations, which have been comprised over the years by these craftsmen due to declining demand and problems in marketability.'

The venture which flags off in Mumbai plans to expand to other metros and International destinations like Dubai and London in the coming years.

Actor Sharad Kelkar, Designer Neeta Lulla, Actress Rajshri at the EPINCION launch


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