Aneesa Dhody was training for a career in luxury even before she knew it. Founder of the brand communications agency Creative Co. and daughter of one of Mumbai’s fashion doyenne Rita and businessman Raja Dhody, Aneesa says her parents played a catalyst in her career designs.
“Exposure to the world of luxury came to me at a very young age. Growing up, my parents were my role models and my most precious memories as a child are sitting on their bed watching them get ready for a night out! My mother always looked like a vision, and my father was so handsome wearing his suits even then. My parents introduced me to the world of luxury but neither of them really got involved when I made it my career choice. I was very lucky to live in a few countries while I was continuing my education. I spent around six years in Singapore, England and Australia and that experience exposed me to the luxury industry across countries.”
Aneesa has over the years, associated with brands such as Gucci, Bottega Veneta, La Perla and Jimmy Choo to name a few. As someone who breathes and lives luxury brands, she believes that the essence of it lies in living the life rather than talking about it. “Be it in the car you drive, the clothes you wear or the hotel you stay in. There is something about a quality experience, and to me, that is luxury. Given the nature of my work, I don’t get a lot of time to unwind. To be able to switch off and take a vacation or to enjoy a great bottle of wine with a friend is luxury to me.”
Working with big labels involves working in indulgent styles and atmospheres. Speaking of one such event she says, “The launch of Hermes in India was a special event and took us around six months to plan. We welcomed more than 800 guests to the store, where the entire road outside the store was created as an extension of the store itself. Twenty-foot large scarves with the theme ‘India’ were hung from the pillars of the neighbouring Asiatic Library in Mumbai and horse-drawn carriages with stewards brought guests to the venue. For entertainment, we had a mix of French horn blowers, Rajasthani singers and Opera singers.”
So is it an occupational hazard for Aneesa to stay brand conscious? “I love beautiful things, and once I fall in love with something, I can’t resist. Quality, comfort and design determine what I buy. I’m equally comfortable in a pair of unbranded handmade sandals as I am in a pair of designer stilettos! I dress according to my mood on the day, but mostly I like to have fun with fashion, I don’t take it too seriously and don’t spend too much time in my closet thinking of what to wear. I believe you should use fashion to create your own style, and not let fashion dictate you.”
