Verandah’s first-ever outpost in Goa will become a resort wear enthusiast’s dream

“I just want to be aligned with people, whether it’s in photography, fashion or art, who are ideologically aligned with my label, my thoughts,” says Anjali Patel Mehta, a former-banker-turned-designer and the founder and creative director of Verandah. There is no “just” about it, though. Patel Mehta’s Verandah, born less than a decade ago out of a need for bohemian luxe travel separates that are AM-to-PM-friendly, is minimal waste resort wear brand that uses artisanal, sustainable fabrics and hand work from across India. A portion of the label’s profits go to charity and are reinvested in the business to support ethical trade practices. After percolating several markets, from Mumbai and Miami to Mykonos and Paris, and retailing through international e-commerce websites like Moda Operandi and Neiman Marcus, Verandah is set to open a new outpost in the sunshine state of Goa on November 7, 2020.

“It was a dream to open a store in Goa”

The store bustling with energy and vibrant art works occupies a part of the modern coastal restaurant Mahé in the bylanes of Anjuna. In an exclusive, Patel Mehta tells Vogue about how everything fell right in place: “I love the beach, I love Goa. It was a dream to have a store here, and most importantly, it’s a serious market.” Her decision to open a boutique in Goa almost happened as if serendipity was at work. “I came here in January 2020 for a break after a surgery—the phase was a bit life-changing for me. While on the beach one day, I accidentally met the owners of Mahé, Parth Timbadia and chef Sandeep Sreedharan. I told them I loved their place, and then, they offered me the space to open Verandah. I had always imagined a Colonial-style vibe for when I’d open my store. An Indo-Portuguese house [about 15 years old] houses the restaurant, so it seemed like the perfect fit. It all came full circle for me because the room where I now have my store, is where I celebrated my 40th birthday in 2019.”

“COVID-19 has been a great time to step back”

She doesn’t downplay the difficulties that came in the middle of a pandemic, where businesses have blistered and stores shuttered. “It has been very tough—I have been paying people out of my own pocket. But I made sure to retain all my employees and there have been no pay-cuts. The original plan was to open in March, but due to the coronavirus outbreak it got shelved. I was also going to launch my collection in Italy the same month. Ironically, COVID-19 has been a great time to step back. I was used to travelling six months in a year across the world for trade or fashion shows, but this break gave me a lot of time for the Goa store. And since the decision came from my heart, so there was no turning back from opening it this year.”

“It’s a small space, but full of heart”

On entering the store, the first thing that draws you towards it is how it’s stripped off of superfluousness. Instead of commissioning an interior designer, Anjali Patel Mehta transformed the space herself. “I wanted an English, rustic vibe.” She painted the walls white to keep the space inspirational, functional and contemporary, which also ensures the spotlight is on the apparels. In contrast, the stoic wooden trusses and original grey terrazzo keeps 19th-century splendour intact. The area is lit by natural sunlight that streams through the windows. “New, creative prints and designs are always an overarching theme of all my collections. I wanted my patrons to understand and feel the brand as soon as they came in.” Colour came courtesy the art works on the walls and the Mahé bar attached next to it. “I took some pictures from my past and recent campaigns along with some personal mementoes, framed them before juxtaposing them on the walls. My favourite is a grid of Picasso and Dora Maar’s works—it’s actually my 2020 calendar that I brought from Centre Pompidou in Paris last year. It seemed less than desired because of the pandemic, but I chopped it up and framed it as a symbol of the year when I opened my retail store,” she reveals. She sourced some furniture from Anjali Mody’s Josmo Studio in Goa. “I fabricated the curtains myself. The changing room is made from upcycled fabric; it’s left over furnishing fabric from my office and house. So, now all three spaces look similar,” she laughs.

“Verandah In Goa will have a fresh rack each month”

“Verandah will retail outfits that I would wear myself—it’s more like a personal favourite curation. You’ll find dresses, from beach and T-shirt dresses to maxis, kaftans, jackets, pre-draped sari, denims and cover-ups from my Jaisalmer, Coral Reef, Asian Court, Tiger and other collections. These are all fuss-free, easy pieces crafted in textiles that I usually play with—think soft cottons, mulmuls, linens, ikat. Each design, bursting with colour and prints, can be seamlessly worn in Goa and on other future travels. The highlight at the store is surely my newly-launch Verandah In Goa line. It has my signature silhouettes made with some commercial fabrics I used earlier and all under Rs 10,000,” shares Patel Mehta. The best part is that “it will have a fresh rack of new stuff each month.” The designer, who has always made a case for recycling and re-wearing her clothes, “has truly gone seasonless, which means you can order anything from any of my past collections any time.” Moreover, shoppers can get their hands on Verandah’s sustainable swim wear, handmade accessories and scarves, along with crochet bags by NGO Happythreads BySupermoms. “We will also offer customisations for our signature upcycled denim jackets.”

“Verandah Home and e-commerce website are next”

Now venturing beyond resort wear, Patel Mehta tells us next on her agenda is launching her e-commerce website that goes Live in December 2020. “My line of decor called Verandah Home will be ready by next season, but in time for Diwali, I will debut scented soy candles in four fragrances. I also have a line of home textiles made by women in Ranthambore in stock. There’s a lot of Rajasthani dari, indigo and kantha that’s turned into suzzanis, throws, and pillow cases.”

“The pandemic has really been a boost for resort wear in India”

Resort wear that once played a supporting act to travel clothing has garnered mainstream spotlight in the lockdown. “Back in 2011, I found a gap in resort wear which is why I started Verandah. In our current circumstance, there’s been a lot of demand for easy, lounge wear in lightweight fabrics to wear at home for a call or a virtual party for that matter. The pandemic has really been a boost for resort wear in India. It has debunked the myth that it’s loose and anti-fit—resort is, in fact, flowy and flattering. Kaftans have come out of this aunty-seeming dressing gowns to become a celebrity staple. For me, resort wear is not a trend, it’s a holiday state of mind for everyday living,” she concludes.

Scroll ahead to take a closer look insider the Verandah store in Goa

Address: Verandah, Orchard Stores, 1111 Mazal Waddo, Calangute – Arpora Road, Near, Anjuna, Goa. Studioverandah.com Tel: 098200 90831

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