June 2011, Priyanka Tejaswee graduated from Symbiosis Institute of Design with three major awards. Perhaps, the only one student to win three most illustrious awards with a unanimous decision of all judges in the panel. It took her absolutely no time to decide her future from then. She decided not to sit for any companies during placements, and launched her eponymous label ‘Tejaswee Design Studio’ within three months of her graduation. As a fashion designer, she opted not to evaluate a design from all angles of psychological, economic, anthropological, or social which is driven by extensive research on cultural influences and arts of the period; not because she is overwhelmed by the work of art but she believed in appreciating artist work from the ‘art for art’s sake’ angle. Today, her label ‘Tejaswee Design Studio’ cocooned in a peaceful lane of Baner, Pune has become five-year-old label and celebrates the contentment of over 3,000 clientele who believe in her design philosophy.
Tejaswee Design Studio is an exclusive service that revolves around the concept of an extraordinary semblance of personality in designs. At Tejaswee Design Studio, our creative process starts after understanding customer’s choice of designs and occasion. From there, we develop an extensive line to suit the requirement of our customers in the budget they are comfortable.
Our concept lies in providing the customer a clothing that speaks their language and not the trend crossovers. We do not force our garment/designs but we understand their requisites.
Majorly a label for designer wear for all occasions.
Priyanka Tejaswee’s every design is infused with vibrancy and creativity. A one-stop garment hub, Tejaswee Design Studio specializes in unique designs in bridal, ethnic, western, formals, casuals & mix match collection.
With in-house facility for stitching, embroidery, dyeing, fabrics. With creative and unconventional designs, the label participated in exhibitions and has designed collections for a few fashion week designers.
What is your inspiration behind your designs?
I get inspiration from everything I see around myself – the people, streets, cuisine, bazaars and chowks. Inspirations are sudden and organic for me, its not like a creative process that is rigid and time-dictated. I extensively take photographs of every place I visit and at the end of my tour when I sit to see all the images together, my mood board is already ready.
What are the key elements for you when designing a collection for each season?
I spiral deep into the core theme of my collection where each collection evokes the theme in its true form. For e.g., if my collection is driven by the theme of ‘nostalgia’, I ensure all the elements comes together to weave a story and reach to my client. My primary motto is to romance the lyrical narrative of the theme with day-to-day functionality.
What challenges did you face when launching your brand?
The biggest challenge was to arrive at the best location where the right clientele resides. I have never been worried about setting my proposition and credibility for the brand as the work eventually transpires to the end consumer in the due course of time.
What are your plans for the future?
On the design front, we are working on our Summer/Monsoon 2019 collection and are soon proliferating our product-line. A few other exciting things are in the pipeline which will unfold over the course of the year.
What do you think are the keys to professional and business success for women in India?
My only advice is to listen to your intuition and do what you love because when we do what we love is when we develop that strength that supersedes any challenges, roadblocks or failures in the way. Hard work and a right attitude to work is a bonus.
What advice would you give to young women readers who want to follow a similar career path as you?
Devise a clear strategy for your label. Fashion market today is extremely volatile and is full of competition. In a span of less than a decade, fashion has grown from 0 to 100. Hence, it is indispensable to cut the clutter and come out strong with a proposition that is fresh, original and has a strong character.
What sparked your interest in fashion?
I had an interest in fine arts since my childhood days. I used to scribble, doodle, sketch and paint almost everyday when everybody in my family slept. So, this was always native. I started my small vocation of this favorite pastime of mine and made some good pocket money during my high-school days. It was only during my college days, I realized to make this as my full-time career and earn my employment out of this. The ever-changing nature and dynamics of fashion space always keep me grooved and interested.
What is the biggest lesson you have learned since you started your company?
Stand with your values. Sometimes, out of occupational interest or operational difficulties, we begin to be functional with our values. But in a long run, those who stand strong and solid with their ideologies and values carve a niche for themselves and qualify to inspire mass with their work.
How would you describe your brand?
Tejaswee is a label that romances with purity of native with an appeal of the modern. Our garments draws direct inspiration from our heritage, exude local charm and explores an expressive idiom with both, East and West.
What is the inspiration behind your designs?
An event manager turned restaurant owner, Avinka Sardana turned her hobbies into a profession. She started her career with event management, doing events for schools and corporates. She then started her restro in Shahpur Jat by the name of ‘One Hour’.
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