Stylist Pernia Qureshi Launches An Online Boutique

Pernia Qureshi, the New Delhi-based socialite and stylist who is primarily known for kitting out actress Sonam Kapoor in the cinematic fashion parade that was Aisha, has launched an online “pop-up” store called Pernia’s Pop-Up Shop. As of now, it’s got just 18 labels, which concentrate on the more fashion-forward end of India’s style spectrum. Among the covet worthy clothes currently on sale are Masaba Gupta’s polka dot saris and her handprint blazer; Anamika Khanna’s off-shoulder salwar and embroidered waistcoat; and the body-baring lycra wear of Shivan & Narresh. Notably, the store also features collections by James Ferreira, Ritu Kumar, and Gaurav Gupta as well as those of lesser-known labels like Love To Bag By Ayushi, and Ayesha Khurram (we wish Qureshi had included bios of all the designers featured on the site). Qureshi herself has a capsule collection of lycra and silk dresses and skirts. While navigation is a bit clumsy—there are no drop down menus for instance to make perusing easier—the slickly produced site is a neat time-saver for those who know exactly what they like. Prices rarely dip below the Rs10,000 mark (this is designerwear for the most part), but the site does offer free shipping within India, a seemingly easy return policy (as suggested on their FAQs page), and video style tips (the first one on getting smokey eyes).

Visit Perniaspopupshop.com for more information.