Sana Rezwan’s Indelust, the luxury e-commerce destination that promotes designs origination from the Indian subcontinent, was excited to celebrate its one-year anniversary. To commemorate the occasion, designer Payal Singhal hosted a cocktail-hour celebration, with drinks from Chandon, at Indelust’s flagship store in Bangalore. The anniversary followed some exciting developments for the luxury website, including the debut of its in-depth “Indelust Diaries” series, first-ever Holiday Shop and exclusive partnership with Safomasi and Neon.
As one of the first designers to sell on Indelust, Payal Singhal has been a long-time supporter of the e-commerce site and its mission. Since Indelust launched in 2014, the Bangalore and New York City-based company has aimed to promote artisans and designers from India, Pakistan, Sri Lanka, Nepal and Bangladesh with a strong focus on ethical manufacturing practices.
Founded on the principles of promoting a new wave of designers with techniques rooted in traditional Indian craftsmanship, Indelust continues to seek fresh ways to tell the stories of each of its designers. Part of the evolution of storytelling to an international audience was to bring customers into the workshops and studios of the designers they work with. In the spring of 2015, Indelust launched the “Indelust Diaries” video series that takes a deeper look into the studios of Bodice, Abraham & Thakore, TAAMAA and Lacquer Embassy.
In the fall of 2015, Indelust introduced it first-ever Holiday Shop with exclusive designs from Indian labels Safomasi and Neon. The Holiday Shop, which launched for Diwali, offers a selection of saris by a variety of designers, handmade Christmas ornaments by Rupalee and diya lamps by Niana, along with men’s and women’s clothing. Diyas by Niana, a necessity for Diwali, come in welcoming fragrances like scared spice, magnolia and wabi sabi. Indelust also enlisted Safomasi and Neon to design collections exclusive to the e-commerce destination’s Holiday Shop. Home décor from Safomasi features home textiles including napkins, aprons and oven mittens while children’s clothing from Neon includes boys and girls’ shirting, rompers and kurtha sets in a variety of hand-printed patterns.