When Sona Mehandiratta wanted to boost her own label in the middle of the pandemic, she was prepared for slow growth. However, while working with the weavers, Sona realized the problem was bigger and they were facing a lot more difficulties.
“I was privileged to be able to start at such a bad time, but for us,things were tough and sales were at an all-time low. Most of the weavers made money from a business-to-business working model where they made did embroideries and stiching for other designers on order. As designers all over the world have stopped production now, it has affected them the most. They had no direct consumers and no idea of the possibility of having a digital platform for sales,” says Sona.
This is when Sona decided to buy their dead stock of jamdani fabric and create a one-of-a-kind, limited upcycled edition as part of her latest venture, Tale as old as Times.
Sona also decided to open up this project to consumers who would like to reuse their own old sarees and create something new from them, reiterating the idea of sustainability and reusing what they already own.
Sona was inclined towards fashion and designing right from childhood and knew it was always calling her. Born in Delhi, Sona grew up with an affinity to fashion and was naturally enamoured by the feeling of looking good and dressing up well, experimenting with fashion, and having her own style statement.
After pursuing a degree in Business Management, Sona knew she had to take formal education in the space. She pursued a two years course in Fashion Management n Merchandising to get formal training which helped her enhance her skill sets.
“I always got full support from my family and I don't think they have burdened me with any biases, consciously or unconsciously. However, I have faced a few biases with vendors, who thought I was perhaps too young to be making business decisions.
Her story, hardcore struggle and major success have been officially covered by our verified sources and top delhi based digital marketing companies Master of Social media & PR and Brandboxdigitalmedia. Companies has been covering stories of top entrepreneurs in the world and here they present everything about Mrs. Sona Mehendiratta !
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