As well as discovering new, talented fashion designers TheStyleColumn occasionally collaborates with other websites and boutiques bringing you a wider coverage of international designers. One such boutique celebrates couture fashion unlike any other, presenting only the most exquisite collection of garments and accessories available on the market today. TSC sat down with Onita Prasada, the creative force behind the Asian couture store O’nitaa, and discussed why she chose to set up shop in London, how she selects the garments in her store and what do her designers have to offer in a city that is never short of a killer outfit.
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TheStyleColumn: Tell us a little bit about yourself and what you did before opening your store?
Onita Prasada: I have been quite a nomad all my life – with a definite mission I must add! I am a qualified Interior Architect by way of qualification from New Delhi, India. I actually wanted to be a commercial airline pilot, so I learned to fly however I eventually landed into the fashion arena by sheer default and have been involved in the industry for almost twenty-five long, happy and rewarding years. I have travelled to and worked in Dubai for five years, Budapest for a further five years and now have been in London for the past eight years.
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TSC: You have such an international background, why then choose to station yourself in London?
OP: I think London choose me. It’s a city that welcome multinationals so it felt a little like home with a wonderful mix of cultures and people. I also feel London has the right balance of tradition and modernism – which reflects the clothes I source and sell. You want each garment to be unique and tell a story. London has many stories to tell.
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TSC: What is the philosophy of O’nitaa and what do you feel you sell your contemporaries don’t?
OP: I sell style coupled with tradition. I sell garments that enhance a persons personality without over overwhelming them. I am not sure what my contemporaries sell, I hardly keep a track nor does it truly interest me. My focus has been to attract the western market to both recognise and applaud 21st century South Asian Couture – as it is a force to reckoned with.
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TSC: What sort of clientele are you trying to reach out to?
OP: Cosmopolitan adventurists with diverse cultural backgrounds and experiences. We provide an opportunity to those who have travelled in and around South Asia to take away some of the flavours they experienced over there and share them with his or her every world.
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TSC: What sort of budget and events do you cater for?
OP: We have a range of budgets and outfits that cater numerous events. Our cheapest garments are approximately £200 rising up to £2000. We of course sell jewellery pieces from bangals, necklaces to rings that are from £30 upwards. Our garments are usually one off pieces and suitable for special evening wear or formal functions general seen at weddings, black-tie parties and exclusive dinner events. We also sell casual wear items suitable for creating that ever delightful fusion look.
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TSC: Why choose to open a store in north-west London than areas that sell similar types of clothes.
OP: I love the uncertainty of who will walk through my door!! Central London attracts such a variety and that’s the client I am reaching out to. Plus it’s refreshing to see something different in an area that requires a little spicing up.
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TCS: How do you select the designers you sell in your store?
OP: Their garments must speak to me when I look at them on the hanger for the first time. That’s all that matters, because it’s what the customer will see too. They need to be impressed within those few seconds or you’ll lose them. I’m not entirely interested on who the designer is or how popular he/she might be, although for the well established ones I do expect them to produce quality products.
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TSC: What has been your biggest success so far since opening the store?
OP: The launch of the Sana Safinaz collections and Meera & Muzafar Ali’s Kotwara collections. They’ve been our biggest attractions so far and we’ve loved having them here.
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TCS: What other services do you offer?
OP: We offer couture that can be made to measure if necessary. Bridal make up and hair stylists, Photographers and Event planners can all be sourced under our roof. We even have access to a fitness company who work on Brides and Grooms to ensure they have reached their target weight ready for their big day. It’s the little things that matter.
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TSC: Are you happy retaining your London store or would you like to branch out to another city or country?
OP: Who knows where my future will take me. The sky is the limit where I am concerned but for now, my store in London will suffice and it keeps me very busy with the hope your readers will visit me one day.
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TheStyleColumn will be presenting special features over the forth coming weeks showcasing a selection of outfits and looks as advised by the wonderful Onita. Make sure you look out for them but until then, have a look at the stores main website here where you can see some of the garments on offer and even book an appointment with Onita who is able to provide her undivided attention and endeavour, if anything, to make you look as beautiful as you can be.
O’nitaa
16 Glentworth Street
(off Baker Street)
NW1 5PG
0207 486 2401
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