Why a store? why now?
I was asked this question when I announced the launch of our first store in Fort Kochi. At a time when everyone and everything is online, why spend so much time, money and resources on setting up a physical store? I would like to add here that, as a founder-led business, I have also chosen to relocate my life to a new city to make this transition happen. So yes, as far as our little business, and my own life is concerned, which is basically two sides of the same coin- it’s a huge move.
So let's get to the why.
A shop felt like the next natural step in our journey.
From a business perspective, as an online-only brand with limited resources, it was hard to communicate the quality we are known for, to new customers online. A shop made it possible for customers to touch, feel and try on our clothes. We have high quality, handwoven, hand blockprinted products and we want our customers to experience them in person.
As a founder, there is more history to the decision. I’ve always loved boutique stores. Not just for the things that are sold inside them but for what they represent- a local, creative community of makers and buyers who value things made by hand, made with attention to detail.
In the Bombay of my 20s, I often frequented these local shops as a customer, looking for clothes and objects that offered something different from high street mass produced goods. Local shops are important because they remind us of the little things that matter - the time and attention spent on bringing a creative vision to life, and the connections you make, meeting people face to face. In the last one week alone, we have met people from five different countries at the shop. (And we can't wait to meet more:)
I never imagined that I would start a store. So I like to think that it was all of those stores and makers that came before us, that has led me down this path almost 15 years on. So today, when we open the doors to our first physical store here in fort kochi - I want to send out a little thank you into the universe to all the local stores that came before us, some of whom are still around and some of whom aren’t.
This is your reminder to frequent local shops in your neighbourhood. Not as a form of charity, but as a way to keep the kind of creative community you want around you.
Do you live in Kochi? Drop by at the Ela India store.
Find us on Google Maps here.