Minal Shah’s passion for Indian craftsmanship and traditional textiles is visible in her contemporary creations, finds Tania Roy during a visit to her boutique in Bibvewadi

Minal Shah has a specialisation in BCom, but she isn’t too good with numbers, she claims. Telling us why, she explains, “When I write bills for my customers, many a time, I go wrong,” says Shah, designer and owner of Ami Collection, a label she has nurtured, taken care of and helped to grow just as a mother would raise her child. “The fabrics, motifs, designs are like my kids. Even if half-a-metre fabric goes missing, I raise hell at home. Until I find the missing piece, I can’t breathe easy,” says Shah, who has her boutique at home in Bibvewadi.

Shah has been running her enterprise since 2001 and has more than 3,000 clients in Pune and a few more in Thane, Satara and the US and Singapore. “My overseas clients not only enjoy wearing my designs but also sell them abroad,” says Shah, who has been fascinated by colours since childhood. “My family and friends always appreciated my sense of dressing, so they convinced me to start my own boutique,” she shares.
Shah started with fabrics and readymades, but for the past nine years, she has been into designing clothes. The energetic and hardworking entrepreneur eats, sleeps and breathes design. “Even when I watch TV, some design or colour keeps playing in my mind. My family sometimes complains about my obsession with work!” says Shah, who is planning to scale down operations in a few years from now. “I want to travel and explore life beyond designs,” she says.

Not that Shah hasn’t travelled beyond the city. In fact, she’s well-acquainted with Jaipur, Kolkata and Varanasi, meeting with artisans and gathering know-how about textiles and Indian craftsmanship during her sojourns. Travelling extensively to villages and working with rural artisans, Shah has been helping them earn their livelihood and sustain their craftsmanship. “I have built a great rapport with the artisans of Kutch and other villages of Gujarat and Rajasthan. I give them work and I stay and eat with them as well. Most of the artisans treat me as their own,” says Shah.
Her family has been very supportive about her work. “My husband has never complained when I have been away from home for days together. He has always encouraged me in my endeavour. My mother too has travelled with me many times and has been a part of my business journey,” says she.

In the future, Shah plans to open a small store where she will be selling more readymades.

Creativity galore!

Intricate patterns, exquisite embroidery and interesting colour play define Shah’s label. Playing with different textures is also her forte. To give you a clue, an off-white jute sari woven with georgette looks exquisite because of the blending of fabrics. To embellish it further, Shah adds zari bootis and Banarasi patchwork border. She also uses colourful embroidered torans (usually used for door decorations) creatively to enhance the look of ghagras and skirts.

For a designer, keeping pace with trends is very important. Says Shah, “I have to constantly update myself because fashion is a fast-moving industry. Every three days or less, fashion keeps changing,” says she and adds that acclaimed designer Sabyasachi Mukherjee is her inspiration. From saris to lehengas to capris to gowns, Shah makes them all. “My designer capris in brocade are greatly appreciated. I also make dresses and gowns in kalamkari prints and brocade, and mix and match borders to enhance their look. Short and knee-length tops in brocade with Chinese buttons are also popular,” she reveals.

Creativity is something that she is passionate about, but she also ensures that she delivers the goods on time. “I can work on a single sari for 10 hours a day and complete the task. I do not compromise on quality and have never faltered in delivery time. If I feel I can’t do the job, I refuse the order,” says Shah, adding that the whole experience of starting and running her boutique has been exhausting, but truly enjoyable and satisfying!
To discover what’s more in store at Ami Collection, call for an appointment on 9822871401.