Dimani House of Fashion designer and founder, Riddhi Damodar (middle), and Damodar Group chief executive, Div Damodar, with Dimani House of Fashion operations manager, Tuula Aitcheson, at the company’s head office in Suva yesterday. Photo: PAULINI RATULAILAI
By RANOBA BAOA
From entertainment to tourism, Damodar Group is expanding and investing in Fiji.
Now, the local company has announced its entry into the world of fashion.
Dimani House of Fashion was created and developed by Riddhi Damodar, wife of the chief executive officer of the group, Div Damodar.
Having received good response from her debut collection in July, Mrs Damodar’s inspiration to start up the business was boosted by support from her husband.
The brand name, Dimani, has been inspired through the love they both share from their eight-month old daughter, whom the brand has been named after.
Another reason why Mr Damodar encouraged his wife to try out her collection was attributed to Mr Damodar’s late grandfather, Damodar Dass.
Mr Dass started the Damodar Brothers business with a textile store in Rakiraki in 1952.
Behind Dimani House of Fashion
Mrs Damodar said: “Fashion is a vision. Behind a collection, you have a vision in your mind and then you come up with trends and everything from material and the concept and everything.
“I believe my designs are very viable and it’s got unique prints, very trendy and stylish and ideal for someone who wants to keep up with all the trends but at the same time wear something local.
“I mainly work with my own prints. We do all the printing in Fiji and make all the dresses in Fiji, so it’s a Fijian made product.”
Mrs Damodar’s target market at this stage will be women in their 20s and 30s but she is looking to target other age groups once the fashion house is up and running.
Inspiration
Mrs Damodar’s creativity and need to display her designs came about as a young girl back in India.
But her dream became reality when she was pregnant and from there on, “creations just started to explode”, she said.
“I think I just needed the right push which Div gave me and of course my supportive family, my in-laws who gave me further confidence and I created my first collection.”
Mr Damodar did not wish to disclose investment figures but in light of the brand, the company has appointed Tuula Aitcheson as operations manager.
New appointment
Ms Aitcheson is not new to the industry having graced numerous publications and is an iconic face to the Fiji Fashion Week.
Ms Aitcheson said: “I am privileged to be working with House of Dimani. This will create a door for me to become a young businesswoman.
“So not only do you have to walk around or be model, you can also venture into other aspects of the fashion industry.”
The fashion house will look to launch a new collection at the end of the month as well as open up a boutique fashion shop in due course.