From that time (and even today), I knew I wanted to be an online-only brand. I never saw the appeal of owning a brick and mortar store or a boutique.
In a busy city like Mumbai, I could not envision mothers of small children stepping out of their homes to sit through hours of traffic to purchase a dress. I wanted them to have the convenience of shopping from home, to make the overall experience as smooth and hassle free as possible.
So, I created my social media platforms (Facebook & Instagram) for the brand to begin with, with full intention of eventually moving onto a website when I had the funds and time to manage one. I steadily began to gain followers on both platforms, Instagram taking the lead within about a year of starting.
Because I had not set up a website yet, I was taking orders online through Instagram/Facebook. The process was simple – an interested customer would reach out by leaving a comment on our post or sending a direct message to our inbox, their query would be responded to as soon as possible. If they would want to confirm their order and move forward to payment and delivery details, I would then share my WhatsApp number or ask them for theirs, and then take the order forward from there. This has been the norm for all these years.