“Naav is handcrafted traditions from the heart, converting into contemporary tales.”
True to this statement, Naav- a contemporary clothing brand is a blend of new era designs and the traditional art.
The vision and mission of Naav is to not just make mainstream garments but to have each of its apparel depict a story which goes behind the process. This makes it more special, not only in appearance but one should be able to feel it. They do not create designs just to sell it but the idea behind it is to show the hard work it takes to make one masterpiece.
Avneet Adwani has been working in the fashion industry for the past 17 years, she has witnessed a lot of changes in the world of fashion and culture. Despite working with different people around the globe, she is still attached and rooted to our culture and its authenticity. And so she took a step towards designing the garments with the precious art and creativity. She believes in simple and classic work, which reflects in her designs, combining handcrafted motifs and process with new culture designs.
Preserving the great Indian art and also being close to nature, Naav is into creating sustainable designs. Blending the traditions with western culture, giving it their innovation and keeping in mind the new fashion. Creating apparels that connect to the people making them feel good about it, encouraging the artisans to learn new aspects and to not just hold on to the old techniques which are passed on to them from generations is what Naav is all about.
Avneet Adwani is a big supporter of women empowerment. She says that her inspiration are these women working with so much hard work and talent along with taking care for their family and children. This is what makes each of her garment worth it.
“One of the reasons of starting this brand is to uplift them and give them employment.” says Avneet
“Everything comes with experience and going step by step is what I do and will do”
What sparked your interest in fashion?
I have always loved fashion, I can design in my dreams too. I was fortunate to work in our family business to pursue my passion.
How would you describe your brand?
Naav- Contemporary and hand crafted styles. I like to make outfits which are timeless. I love getting inspirations from old embroideries, art works and different cultures.
Hand embroideries and block prints are our USP.
We are making all efforts towards making Naav an eco friendly brand. We have stopped using plastic bags and use only paper or Bio degradable bags. We are also making efforts towards using organic dying and printing.
Employing women in Barmer (borders of Rajasthan) for hand embroidery, giving them employment and enhancing their talent is the most satisfying.
What is the inspiration behind your designs?
Each time I plan a collection, something connects very deeply to my love for old art work, age old embroideries and regenerating dying techniques somehow gives my design sensibility a direction.
What are the key elements for you when designing a collection for each season?
As I said, I just go with the flow. I love to use hand block print and hand embroideries which are done in Barmer.
What challenges did you face when launching your brand?
I have been in the fashion industry for over 15 years as our family business is garment export. I have been designing for brands across the globe.
I have always felt the urge to have my own label but with Naav, I have been very impulsive.
One fine day, I decided to just go ahead and start. The brand name is all our family initials, even the logo is designed by my daughter who’s 10. With that, I was good to go. Challenges are always there, it is what makes you keep going. I had great response with selling online but one year down the line, I still got messages everyday from people who insisted on seeing the collection personally. I still haven’t gone ahead with a store.
What are your plans for the future?
Naav is a almost a year old, now I feel it is good time to expand. I would be looking to set up a store soon. I also have options of various multi brand stores, who would like to collaborate.
What do you think are the keys to professional and business success for women in India?
Multitasking! I feel women in every sector, from small jobs to being CEOs of big companies are so inspiring. They are able to balance home life and being successful at the same time. I am a mother of 3, I love my work but I don’t believe in compromising either.
What advice would you give to young women readers who want to follow a similar career path as you?
Follow your dream, start small if required. Make your passion your work, then it will never be work. Also I feel you should keep life going in various directions. As women, we have various responsibilities, nothing should be compromised. There is always a way out to balance various roles.
I have 3 kids and I never stopped work. I remember bringing my one month old babies to work. There is always a way, if we decide to do it!
What is the biggest lesson that you have learned since you started your company?
There is a lot to learn and we are always evolving. For me, I have had issues engaging the crafts people which we have employed in the villages. To keep them busy and employed, I had to be organised to send them work. Also working in villages in not an easy task and needs a lot of patience. I am also working towards making an all women Naav team.
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