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Bewitching embroidery
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The famous Hakoba embroidery is back in fashion, this time among the youth
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HOW MANY times have you gone searching for genuine Hakoba only to be handed down a pale counterfeit?
This delicate style of islet embroidery has had a chequered history.
Conceived to cater to the royal Nawabs during summer, it found patronage even in foreign shores. In recent years, it has come to be associated with something mothers and grandmothers wear.
The very shades of white and pastel, which helped it gain popularity threatened to prevent it from reaching out to the younger lot of customers. Everyone agreed the fabric was comfortable, but said it was not fashionable enough.
When Pioneer Embroideries took over the Hakoba brand, this was the sentiment they had to turn around. A market survey showed what girls wanted. The result is a chain of exclusive Hakoba retail outlets stocking ready-to-stitch salwar kurtas, sarees and fashion fabrics.
Not all fabrics sport the traditional Hakoba look - embroidery with a hole in the centre. The designs have been worked on to create a look with universal appeal.
Inaugurated yesterday (Sunday) at DB Road (Ph: 2542976/77), the store is a riot of colours. And, the whites and pastels have not been ignored.
"We want to cater to the youth, yes, but don't want to lose out on our traditional clientele," says Vivek Kapoor, General Manager, Marketing, Hakoba.
The company is also expanding its product range to include accessories, gift articles, furnishings and lingerie.
The Coimbatore store is its sixth retail outlet and the first in the State.
SUBHA J RAO
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Metro Plus
Bangalore
Chennai
Coimbatore
Delhi
Hyderabad
Kochi
Madurai
Thiruvananthapuram
Visakhapatnam
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