Deepthi Reddy moved to Chennai about four years ago, after she married Baashyam, of Baashyaam Construction Group. She was new to the city and found that it didn’t have much to offer for new brides. That paired with a completely different work atmosphere in Chennai compared to the USA, where she lived before, led to the beginning of her multi-designer unisex bridal fashion store, Tifara. Deepthi took a year in the city to judge the pulse of people and what kind of store would work here.
“I had completed my Bachelors in Computer Engineering and in fact worked in the IT sector in the USA for a couple of years. However, when I moved to Chennai, everything changed. Even while I was doing computer engineering, my friends would always say, ‘I cannot imagine you working in this field’. I would say this was the beginning for me in the direction of the fashion world. Even if I had stayed back in the USA, I would have started my own store,” says Deepthi.
Deepthi says that bridal couture is changing drastically. “Four years ago, sherwani, sari and lehengas were the only things the bridal party would think about. However, today, times have changed as Chennaiites are experimenting a lot more to get the perfect look,” she explains.Deepthi, who is revelling in motherhood, is currently balancing her work and mom-dom with the help of her mother-in-law. She says, “With a new baby at home, we learnt to change our schedules according to that of the baby. I usually work during her naptime or in the night when she is asleep. My husband, on the other hand, helps me with the accounting of the store.”
Beyond managing her store, Deepthi says she loves to go to fashion weeks across the country and finding new talent in the industry. “When I am on the lookout for a new designer, I make sure that his or her outfits are not just excellent on a ramp but are comfortable to wear and are trendy,” she points out.
Couture apart, Deepthi loves yoga and is an avid traveller. She adds that she finds shopping therapeutic. “Shopping in India or abroad helps me relax and keep a check on the latest trends. Travelling is a way to explore the world we live and experience different inspirations. I am starting to do yoga slowly after the baby. Yoga has always had the way of discovering yourself,” she concludes.
