Q&A with Shelley Chhabra
Local designer Shelley Chhabra creates gorgeous bridal and formal wear for anyone with an eye for Indian designs. An engineer by training, she has only been selling her brand of lavishly embroidered and bejeweled lehngas and saris since February, but has found a significant fan following. Globe correspondent Chhavi Sachdev talked to the rising star and found the diminutive, soft-spoken designer a savvy businesswoman.
You have an electrical engineering degree from Tufts University and worked seven years in the telecom industry. Tell us about the shift to fashion.
The switch had been bubbling for a long time. First, I was tired of the rat race; it seemed like a poor way to live a life. Second, I wanted to do my own thing, create something from scratch and see it grow beyond that. And the tipping point was that I got married three years ago. I looked for clothes in Jackson Heights and other places and they were cookie-cutter outfits that were not appealing. My in-laws' family has been in the sari industry for 50 years in Delhi. I gave in and made a trip, but it opened my eyes to the demand among my peers here.
I researched trends, prices, and even worked at Yolanda Bridal Salon, which is one of the largest bridal shops in New England, selling bridal gowns, and observing brides' shopping habits. Finally, with my cousin, and the support of the family, I started designing outfits. We have a workshop in India and I had my first trunk show in February.
How long does it take to get a Shelley Chhabra outfit?
About four to eight weeks from design to delivery. And that's really good. At Yolanda's, it takes six to 10 months! My clothes are also much cheaper than Western wedding gowns.
What makes your creations different?
I don't personally know other fashion designers who are designing Indian inspired formal wear in the US. I combine the Indian touch with Western silhouettes.
Besides, do you know what American women do as soon as their wedding date is set? They get their girlfriends and go try on dresses. What do Indian women do before they get married? The go off to Bombay! They lose out on that [bonding experience their American counterparts have]. In my studio, they can try on outfits, get their friends together, and they don't have to take two weeks off from work.
Whom do you design for? Do you consider yourself an "Indian" designer?
I consider myself American first and then Indian. I'm an American citizen with Indian heritage. I don't want to label myself as an Indian designer, because I would like my designs to cater to a much wider audience. I like to consider myself as a formal-wear designer. I design for people like me. For the most part, my clientele has some connection to India. Sometimes it's the bride who is Indian, sometimes only the groom. I also outfit the bridal party and people who are going to attend an Indian wedding and want to dress up. I have clients who simply love the craftsmanship and fabrics.
What's next for Shelley Chhabra?
I'm starting to break out of offering only Indian bridal clothing, and also designing evening wear for non-Indian parties. I'm also finishing a fashion program at the Massachusetts College of Art. It's a check mark I just want to have.
I also plan to move out of my studio to a boutique soon. And in the spring of 2007, I'm planning to start a line of street fashions and casual sportswear. 