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With many consumers now making more conscious decisions about where they buy their fashion and rejecting 'fast-forward' fashion for something more sustainable, Sital Punja of Sari Couture explains how a life-changing experience moved her into giving something back. “The idea for Sari was born during an inspirational trip to India. During this trip, I was given old saris by family members to distribute to the poor in rural villages. When handing them out, I felt awful. Here I was giving them my old clothes, which they probably didn’t like, let alone would have use for and what they really needed was running water, electricity, healthcare, education and so on.” She goes on, “I gave some out and some of the nicer saris I kept for myself…rather selfishly thinking I would make some clothes for myself out of them. I did and they were loved by my friends and it was from this experience I came up with the idea for Sari.”
Sital's passion is patent. After giving up a lucrative, 10 year career in film and television to focus on Sari, her business now supports a variety of children's charities such as Sense International, Save the Children, Great Ormond Street and DEC. Why does she specifically help children in underdeveloped countries? “I have always volunteered for children's charities and believe that they are the future,” she replies austerely. “Children are not conditioned but if I can help and guide them, they in turn will help others.” The charm in Sital's work comes in the fact that she is striving for a better future using her keen eye for exquisiteness. Her designs are nothing to be baulked at and have reached international acclaim in 'The International Herald Tribune' and are stocked at exclusive, upmarket boutique, 'Koh Samui'.
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Sital launched the business with a meagre £500, a marketing background and a lot of common sense. As she says, “I sent as many press releases as I could to all of the magazines. Our designs stood out and our concept was unique enough for people to pay attention. Our clothing is of a very high standard.” Her Sari Couture pieces are cutting-edge and fuse the traditional notion of a sari with Western ideals of dress with an incredible synergy. “The mix of two cultures reflects who I am as a person taking the best of both worlds” Sital explains. “Our customers are usually over 30, confident and like standing out in a crowd. Our clothes are not for those who want to blend into the background. They are not into fashion as much, although they are into beauty and clothes that stand for quality, style and elegance.”
Embroidered jackets and razor-sharp tailored dresses are timeless and one would never guess they were made from second hand sari's. The irony of it all is that when she set up, marketing experts advised Sital not to use the word “recycling” in her marketing as no one would want to know. Defying them, she did in her unshakeable belief that what she was doing would make a difference. At the time, fashionistas were turning her away but now as she puts it, “they are biting my hand off.”
She concludes, “we have faced many struggles but have always persevered and somehow have succeeded.”
Sital Punja, we salute you.
To donate a sari contact Sital at sital@saricouture.com
Visit www.saricouture.com for more details
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