Shingora ready with new winter collection in varied colours, designs

Shingora the brand best known for its shawls and stoles has curated a new collection for this winter. The collection has be done using an amalgamation of our high-end settlements for jacquard, dobby and printing along with handloom and aari techniques to create design explorations in fabrics that are Woolmark certified 100 per cent wool and cashmere. The beautiful colours, and designs using a combination of traditional, abstract and contemporary motifs, played in beautiful textures, are inspired by latest international trends to complement Indian women. “To add to the detailing, we have introduced surface embellishment techniques like aari and swarovski works. Our shawls stand out because of their bright colour combinations and looks,” says Amit Jain, President, Shingora.

Light weight sees demand

These days, customers want innovative designs, which are light weight and are to carry. “Investing in technology has always been a passion for us. We have latest machinery imported from Italy. The scarves are in trend as compared to shawls,” explains Jain. “We also have an exquisite range of square scarves apart from oblongs, which are designed by our Italian designer Marta Santambrogio. Then there are unisex scarves, which are small and easy to carry. For men we have a separate line of scarves and pocket squares and we are also the sole licensees of Disney scarves for kids. We have various sizes starting from a 10 cm tie scarf, 50 cm muffler, 70 cm stole to et all,” avers Jain. Talking about the inventory pile up, he says, “We don’t have large inventories as we produce on order, based on a detailed analysis from previous season’s sale. Demand is picking up as now customers recognise Shingora for its quality and innovative designs, he points out.

Plans for the future

The company has presence in around 500 to 550 MBOs and LFS. Going ahead they have plans to ramp up retail as he says, “We are planning to increase the number of MBOs and LFS to 750 -800 outlets. For EBOs, we are planning 10-15 stores pan India in all premium malls for the upcoming year. As far as product innovations are concerned, we will be coming up with more categories in the accessories section,” Jain sups up.