Non-Profit Lifestyle Brand AIYANA Showcase at The Bombay Store’s LAUNCHPAD

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The Bombay Store is pleased to announce its latest edition of LAUNCHPAD, where the spotlight this time round will be on a non-profit lifestyle brand – AIYANA.

Mumbai, MH, April 17, 2014 -(PressReleasePoint)- The Bombay Store is pleased to announce its latest edition of LAUNCHPAD, where the spotlight this time round will be on a non-profit lifestyle brand – AIYANA. Aiyana, an integral part of the Umeed Foundation, presents its summer collection of custom designed PHULKARI design lifestyle and home décor products. All products are handmade by phulkari artisan women in Punjab & all sales proceeds are contributed to the upliftment of these artisans. Aiyana will be showcasing beautiful table mats, runners, cushion covers, coasters, evening wear clutches crochet potlis, wine bags, etc.

Promotion period: 17th April to 4th May 2014
Venue: The Bombay Store, Fort, Mumbai

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Aiyana was started in 2010 as a fashion brand that would revive heritage crafts in Punjab through contemporary designs and product formats. An initiative by the UMEED Foundation, Aiyana today supports over a 100 women artisans across 5 production centres in Sangrur. The Umeed Foundation was set up in 1997, to help disadvantaged communities in rural Punjab ‐ more specifically in Sangrur district providing support in healthcare, women’s empowerment, skills development and employability. The Foundation initiated a special program to revive traditional skills in crochet and embroidery as a sustainable enterprise that would create fair incomes for women with exceptional artisanal skills.
THE DESIGN STORY - The design team at Aiyana works with artisans as they revisit their forgotten skills of fine crochet and Phulkari. Dating back centuries, these handwork skills were taught by grandmothers and mothers to their next generation but were struggling to stay relevant.

Aiyana’s designs reflect a modern fashion sensibility built on traditional handicrafts – giving them a fresh lease of life. Aiyana personifies an independent, self-sufficient, empowered woman – both as its creator and a customer. With a foundation in rich heritage crafts, Aiyana’s collections are delicate, intricate and tempting where every product has its own unique story. The AIYANA Studio team works on creating contemporary designs that keep Punjab’s traditional crafts relevant and sought after. The Studio has also worked with leading designers often on unusual and luxurious formats.

The Bombay Store’s LAUNCHPAD initiative was started with the objective of encouraging artists, NGOs and entrepreneurs to showcase their talent and creative merchandise. As a brand, The Bombay Store wants to support Indian design, art, products, paintings, home décor & furnishing, artifacts, fashion accessories, kitchen & tableware, funky knick-knacks, etc. Through ‘LAUNCHPAD’, The Bombay Store invites entries from across India, and shortlists the best initiatives. The selected ones then get the opportunity of a lifetime to showcase and sell their merchandise at their flagship store located in the heart of South Mumbai. In the past Launchpad has helped launch brands like Tantra, Provogue, The Elephant Company and more.

The Bombay Store is the one shopping destination that comes to the customers mind while looking for lifestyle products that are a perfect blend of contemporary and traditional techniques and art forms. The broad categories that The Bombay Store offers are: Artefacts, Home Décor, Fashion Accessories and Wellness.

In the early 1900s while India was still under the British rule, one of the strongest manifestations of mass awakening was, the desire to patronize all that was swadeshi (Made in India). Great Indian patriots and businessmen like Lokmanya Tilak, Sir Ratanji Jamshedji Tata amongst others conceived Bombay Swadeshi Co-Op Stores Co. Ltd, which came into existence on 17th December 1905. It became the first retail organization to be listed on the Bombay Stock Exchange. In the present age of globalization, the swadeshi movement has little significance. As the store now caters to an audience with a contemporary mindset, the brand was therefore rechristened in December 1995 as The Bombay Store     

For further information, please contact:

Niharika Tandon (Ms)                                                        
Manager – Marketing & Communications  (THRS)                     
(M): +91 9619520104  (E):  (W):

Press Contact:
The Bombay Store
B wing, 1st floor, Todi Estate,
Sunmill Compound, Lower Parel (W)

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