Hello Immigrant Reporter
TORONTO: Forget all you know of the traditional Indian Saree. Fused with avant-garde designs by the Indian fashion label Satya Paul, this centuries old garment finds new expression as it magically takes on a contemporary form!
Since its Brampton, Ontario launch in November 2012, Satya Paul Canada has been a journey of growth and change for franchise owner Tami Esmail. She speaks of how the experience has been as exciting as its been challenging as customers try to balance time old traditions with radical ideas in design & color, ” Its been an education process for customers to recognize that the look has changed, and to gain an understanding of how the basic Indian attire has evolved to what it is today.” The Saree’s origins go as far back as the Indus Valley Civilisation 2600–1900 BC; it is referenced in ancient Sanskrit and Tamil poetry and scriptures. Earliest visual depictions go back to Indian kingdoms and temple carvings from 1st to 10th century.
The past three years for Satya Paul Canada have seen several high profile events. For her own wedding in 2013, brand ambassador and cancer survivor Lisa Ray collaborated on a well regarded bridal collection, with a percentage of the proceeds going towards myeloma research at Princess Margaret Hospital in Toronto. Satya Paul Canada also dressed the 2014 Miss India Canada winner Anu Gaidu and in India, recognising that a modern label must keep up ties with fashion and entertainment stars, the Autumn & Winter 2015 line was co-designed by Gauri Khan, wife of Bollywood superstar Shahrukh Khan.
Satya Paul Canada, with its headquarters in Gurgaon near Delhi is the only official franchise in North America which means customers from the US have to fly over to Brampton for a firsthand look at the product. Many do just that as Tami explains, ” I have customers coming from California, Texas and New York for the weekend. They love the brand , the contemporary and modern designs, the feel of the fabric.”
For customers all over North American, the products are from the Brampton branch.
At the company headquarters in Delhi, a team of in-house designers create the look that is executed by highly skilled local artisans with separate factories to take care of the weaving, the dyes and printing. Its where 30 years ago in April 1985 the design label was founded by Satya Paul who pioneered the art and practice of digitally printed sarees. Its a common trend today but was unheard of at that time. The design label owes much of its longevity in face of growing competetion to the quality of its fabric, its vivid and bold designs. While silk is the base fabric the weaves range from satin, flat chiffon, lace to Georgette, giving the label its lush and provocative look.
Tami Esmail was born and brought up in Kenya. She went on to study nursing at the University of Toronto but was looking for an avenue for her creative aspirations. She had been closely following the Satya Paul brand for over a decade and a chance meeting with the management team in India settled on a mutual understanding that led to the Canada franchise in Brampton. “I can only sell something if I love it and believe in it, if I have a passion for it”, Tami says. As the point person behind the franchise in Canada, Tami points out that Satya Paul is the only free standing design brand coming out of India in Canada, quite possibly in North America, a distinction that makes her mission all the more clear. ” Its about facilitating local Canadians to consider an option of Indian attire that is not traditional, is affordable to all, and with a variety that works for all ages”.
Satya Paul Canada is now ready with the Fall 2015 collection – besides Sarees and the wedding line it includes suits, a wide range of accessories, scarves, handbags and clutches. For details contact Tami Esmail at firstname.lastname@example.org