Here’s how it works: Sign up for a FREE membership account at www.deviscloset.com, select the outfit and accessories of your choice, enter the date of your next event, your size, and your zip code. The outfit will be shipped to your doorstep with a pre-paid, return envelope to send it back. Once received, the outfit will be dry-cleaned and ready to be shipped out to the next customer.
“I think what Devi’s Closet is doing is fab!” says Singhal. “The concept of rental for Indian clothes in America will do very well because most Indians attend at least four to five weddings each year, and since the communities are small, they would ideally like to wear a different outfit each time. Devi’s Closet will now be their fairy god mother!”
Devi’s Closet, named after the supreme Indian goddess ‘Devi,’ is the perfect borrowing site for 15 to 54-year-old, college-educated, middle to upper-class women living all over North America. A ‘Devi’ has numerous roles in Hindu mythology, and just like the company’s name suggests, her closet has many options for the modern South Asian woman.
“South Asian women are also more stylish and designer-conscious than ever before,” says Meera Patel, one of the co-founders. “With the rise in popularity of events like India’s Lakme Fashion Week, names like Ritu Kumar and Amrita Singh have become main stream across North America. Modern South Asian women recognize the cache of these designer labels, which will lead to brand loyalty.”
About the Founders:
Meera Patel has 10 years of brand and shopper marketing experience from leading Consumer packaged goods and media companies working on brands such as Dove, Suave Caress, Ponds, Motor Trend, and InStyle, to name a few. She is a fashionista to the core and enjoys shopping at the smaller boutiques in Soho. Her passion for Indian clothes and designers began when she was planning her own wedding and had to pick outfits for herself and her family members. Meera’s aesthetic is combining traditional Indian fashion with a Western flair, and she loves incorporating big and bold accessories into her look. She has completed the prestigious Management training program at Pepsi Bottling Group and has a degree from Boston University in Business Management, with a concentration in Finance and Marketing. Meera’s additional certifications include a Marketing Management certificate from New York University and Spanish Proficiency from Formula Si in Madrid, Spain. Meera says she’s able to face any challenge with ease after managing a community sanitation program in Paraguay and being a volunteer herself in the Dominican Republic. She enjoys traveling, philanthropy and staying on top of the latest fashion trends.
“The streets of Manhattan are a series of runways where the latest fashion trends live and breathe,” believes Sheena Patel, a fashionista who loves designer labels, especially at affordable prices. Sheena developed an eye for fashion after living with two older sisters, whose clothes she was always borrowing to dress herself up, no matter what the occasion. Always on the lookout for the latest trends and willing to take risks to go beyond the conventional, Sheena’s fashion sense has evolved dramatically ever since she moved to New York five years ago. Sheena has a Masters degree in International Business and currently works as an IT Project Manager at a non-profit in NYC. Her technology and web site development backgrounds are an ideal fit for an up-and-coming fashion portal. Sheena comes from a business-oriented family and is a strategic thinker with strong relationship management and interpersonal skills. Sheena is passionate about tennis, loves reading and music, speaks Hindi fluently, and recommends that the best way around NYC is on foot.