2010 marked the opening of a unique concept store, Soigne K on 63rd and Madison Avenue in Manhattan, one of the most fashionable shopping destinations in the world. When you think of India, you might not necessarily think of a glamorous fashion boutique on Madison Avenue on the same block as Roberto Cavalli. Soigne Kothari, the owner of this store has changed the perception of Indian designers for the New York market. Her store, Soigne K is a celebration of India for the modern international woman and a distinctive brand that bridges luxury fashion between east and west in a most elegant way.

Sprawling over two stories, the boutique which is an architectural delight, carries a selection of the finest modern Indian designer goods. Indian designers like Tarun Tahiliani, Gaurav Gupta, Manish Arora and many others are represented here. Each designer successfully infuses Indian heritage with western sensibility to create a unique design aesthetic.

On the ground floor one can find everyday wear ranging from: tops, shawls, dresses, resort wear, scarves, belts and fashion jewelry by some of the best established and emerging Indian designers. The top floor offers formal wear: like one of a kind exquisite evening gowns, jackets, handcrafted jewelry and traditional Indian garments, such as richly embroidered saris, salwars and lehengas with cascading dupattas.

Over the years Soigne Kothari (the owner of this concept store) was exposed to luxury goods and unwittingly acquired a taste for fine craftsmanship and elegant designs. This matured into a love for fashion and apparel which set the course of her life. Her background is in fashion design from FIT and her dream always was to open a retail store.

As a New Yorker, Soigne recognized the vibrancy and intricacy of design, quality and craftsmanship created by Indian designers as inherent in many Indian products. She felt that many of them had not achieved international recognition simply because there are very few outlets to showcase these incredible designers to Westerners. With Soigne K she has created a stage for Indian designers. New York was THE place to be if one looked at a successful launching pad for such a unique concept given its amalgamation of different cultures.

“My dream of designing and love of Indian fashion has never faded. Fashion is all about creating brands. With Soigne K, I wanted to create an aspirational brand name for these talented designers,” says Soigne Kothari. She adds that each season she draws inspiration from a different era of India’s history and rich Indian cultural heritage, places, people and trends. “When I visit temples, stately homes or Indian palaces I am always absorbing the craftsmanship of the architecture of ancient India. I often draw inspiration from India’s ancient architectural landscape or for example from our best loved resort town of Goa that has a heavy Portugese influence”

Client Profile:

The typical Soigne K Woman is one that creates her own style – individualistic and is trend setter – a thought leader – who is special and knows she is unique. She is well traveled discerning and has a taste for the eclectic and exotic. Interestingly, Soigne K clientele primarily compromises of local upper east side new Yorkers, the Middle Easterns, South Americans and international tourists.

The brand does not believe in traditional mainstream advertising or marketing. It’s a unique concept retail outlet, so one of the best ways to introduce this brand and the designers within is by getting the customers to actually experience the store itself.

SARI-DRAPING tutorials and tea service are among the perks offered by Soigné Kothari at her boutique. Also they constantly tie up with different charitable organizations as Soigne herself believes in giving back to society. “Hosting evenings wherein we raise money for the charity where in a percentage of the sale of the proceeds goes back to the charity and in turn patrons of the charity get a glimpse in to our store. This is one of the approaches that we feel has worked for us, as anyone who walks in to our store is mesmerized and this in turn helps immensely with word of mouth.”

It’s a great experience to walk on Madison Avenue and enter a magnificent store that houses the best of the Indian designers and to notice that the majority of shoppers are non-Indians. Yes, Indian designers have crossed the first step of being introduced and presented to main-stream luxury “fashionistas” of New York in a most luxurious setting of a retail concept called Soigne K.