A stitch in time makes a design

CHENNAI : We circle around racks hanging from the ceiling, caressing the various georgettes, chiffon and laces tailored into saris, dresses and fusion wear. Inside the rustic chic interiors of Montage Fashion House, even the most discerning fashionista can find her dream wardrobe. The bell above the door tinkles and we turn to see Ritika Jain walk in. Svelte, elegant and perpetually smiling, Ritika is an alumnus of the London College of Fashion. What started as a small studio with one sewing machine in her bedroom back in 2010, her fashion boutique rapidly grew into one of the best fashion houses in Chennai. Between handling clients and addressing phone calls, the charming 32-year-old designer sits down for a tete-a-tete with CE about everything from fashion, fabrics and family. 

How did you get into this line of work?
My mother has always been inclined towards fabrics. I remember going with her to fabric stores to see her love for working on a sari or embroidering a bedsheet. I used to wonder how complicated it was, how to differentiate between the fabrics etc. When I had to decide on a career after school, it struck me that I should get into designing. I loved sketching, shading, but during college, I learned that what you draw is not easy to create (laughs). 

Tell us more about your days at London School of Fashion.
The culture there is very different — every student there already knows how to stitch, as they learnt from their mothers who stitch clothes for them. But here, till class 12 we’ve never stitched anything. All of them come to school only to learn to design, they already know how to stitch. So, I was at a disadvantage there — I was learning how to pull the thread from the spool, and other basics. But the exposure was fabulous. Putting together runway shows was really interesting. 

How do you maintain a loyal patronage in today’s multi-optional market?
I like to give my clients a lot of time and attention. It’s important to build their confidence in what they’re buying. I offer bespoke tailoring because they should feel comfortable in what they wear — they have to look glamorous and in trend, and most importantly like themselves. I have also noticed that people who shop with us like to keep it a secret (laughs). 

Which of your collections are you particularly proud of?
Concept saris are our latest collection. Subtle metallics, twisting, braiding, draping and there are a lot detailing in terms of embellished or engraved buttons, fringes and studs. It’s easy to wear, glamorous and affordable. The young and middle-age crowd love it. 

Tell us about your most challenging design.
Once we had to stitch a velvet blazer, something I had never done, in two days! We didn’t even have time for a mock. But the client was ultimately happy with the product.

How do you take a break from work?
Workaholism is in my genes, so I don’t take many breaks. If I do take any, it’s only to spend time with my baby, Avyaan. He’s now two-and-a-half years old and is my best friend. Sometimes I travel, but even then I’m tempted to hunt for fabrics there. 

Balancing family and work must be hard.
Yes. But my husband is super supportive in all that I do. One day, he told me, “Everyday you must create something so beautiful, that you must feel like keeping it for yourself”. And that’s what I do now.

Advice for upcoming designers.
Get as much exposure as you can — you can learn a lot at somebody else’s expense.