GlobalSpa
07-Nov-2024
What kicked off as a mere attempt to bridge certain gaps in the fashion landscape back in the day is today one of the leading multi-designer stores in India. Established in 2005, Aza Fashions stands as India’s premier multi-designer luxury brand, synonymous with elegance, craftsmanship, and a global perspective. Alka Nishar, although from a medical/corporate background, leaned towards fashion because of her childhood knack for innovation, and today her clear vision and entrepreneurial spirit have made Aza a household name, bridging the gap between India's rich heritage and contemporary fashion on an international stage.
In an exclusive conversation with GlobalSpa, Dr. Alka Nishar reflects on her journey, her unwavering commitment to promoting Indian couture globally, and the values that continue to drive Aza’s growth as a trusted fashion authority.
1. How did you come up with the name ‘Aza’ and what inspired the creation of a multi-designer platform?
Aza means ‘desire’ in Sanskrit; the name speaks to our goal of fulfilling our clients’ desire to look and feel their best. At the time I founded Aza, luxury in India was unapproachable, disorganised and niche; we changed that through organised, large format, welcoming stores with friendly fashion consultants dedicated to working with clients on finding their perfect fits. Our mission at Aza is to provide a global platform for Indian creativity and craftsmanship and for customers across the world who want to discover and access beautiful fashion to enjoy the creativity coming out of India.
2. How has the mindset of Indian consumers towards luxury shopping evolved post-Covid, and what impact has this shift had on Aza as a brand?
The pandemic definitely inspired a feeling of carpe diem in customers, where they realise that life is short and one should do the things one has always wanted to do. We see weddings becoming much more personal, with brides and grooms opting for themes and outfits that are an accurate representation of their unique personalities. Luxury consumers across the world are shifting towards investing in pieces that offer long-term value, prioritising quality, craftsmanship, and sustainability over quantity. This shift has positively impacted Aza Fashions, as we retail exclusive, high-quality pieces. Moreover, Indians are now looking at home-grown brands for even western and contemporary wear, whereas earlier they would look to international labels for this category. Aza has benefitted from heightened demand for local luxury brands, with increased online engagement and a more discerning, loyal customer base.
3. Aza has played a critical role in promoting both young and A-list designers. What do you look for in a designer before featuring them at Aza?
At Aza Fashions, we look for designers who showcase creativity, craftsmanship, and innovation while staying true to their unique vision. We prioritise those who bring a distinct voice to Indian fashion, whether through traditional techniques, modern silhouettes, or sustainable practices. Designers must have a strong understanding of their target audience and offer collections that balance aesthetics with wearability. Aza values emerging talent as much as established names, focusing on designers who push boundaries and represent the evolving Indian fashion landscape. Quality, originality, and the ability to create timeless yet contemporary pieces are key factors in our selection process.
4. How important are fashion events and collaborations for the growth and visibility of the brand?
Every event and collaboration we participate in at Aza serves a unique purpose. The Aza Trunk Show, which we do in various cities across the world, serves as a valuable touch point to connect with our customers in different countries and give them a chance to interact with the brand in person. Fashion Week is a great time to discover new labels, delve deep into the thought process behind each participating designer’s latest collection, and meet industry peers. Collaborations with designers create exclusivity, driving consumer interest and loyalty. We do a lot of data-driven exclusive collections to give our customers access to one-of-a-kind pieces they won’t find anywhere else. These initiatives help Aza stay at the forefront of trends, connect with new markets, and reinforce its position as a key player in the Indian luxury fashion space.
5. Aza Fashions has gone from being a brand on the rise to being recognised globally—what do you see forming as your identity in the space of luxury wear?
Aza’s identity in the luxury wear space is built on a foundation of authenticity, craftsmanship, and inclusivity. We’ve evolved into a globally recognised name by staying true to our roots while embracing contemporary trends, be it the latest in style or technology. Our commitment to celebrating Indian heritage through exquisite craftsmanship sets us apart. We work closely with designers to ensure their art shines through in every piece we offer. Additionally, we believe luxury should be accessible and resonate with a diverse range of consumers across the globe, which is why we focus on creating designs that cater to various tastes and preferences. Finally, the tech platform we’ve built enables us to reach a large customer base worldwide, with engaging features such as personalisation, visual search, and easy customisation.
6. What are your plans for Aza for physical retail and online expansion?
We have significant expansion plans for Aza over the next few years, including adding flagship stores in multiple new cities as well as additional stores in existing cities where we are already present. Next month, Aza will be launching in Surat. Outside India, we are scaling up the brand’s global footprint rapidly via our e-commerce platform and Aza app. We also do Aza Trunk Shows in various countries, including the US and UAE.
7. After all these years in fashion, what continues to excite and inspire you about the industry?
As the founder of Aza Fashions, I find motivation in the dynamic nature of the fashion industry, future possibilities, and how we can continue to push boundaries. The industry is in a constant state of evolution, shaped by technological advancements and shifting consumer expectations. To stay ahead, we must embrace change and integrate these influences into our vision. I am particularly inspired by the opportunity to make a meaningful impact—whether by supporting emerging talent or enhancing employment opportunities across India. Knowing that my efforts can help elevate India on the global fashion stage drives my passion. The exchange of new ideas and a shared commitment to excellence within the Aza team also inspires growth and innovation.
