In the times of today, when everyone wants to put their best foot forward, managing to look fresh, , classy and above all unique for social gatherings can be an uphill task. And, to make matters worse, the ‘budget’ issue pops up as an additional concern for many. And so, Soniya Mehra, a Mumbai-based designer did the unimaginable. She came up with a spanking new concept, aptly called ‘Dial-A-Dress’, of ‘renting’ out high-end designer clothes to those who wish to flaunt the ‘designer’ label, but at the same time, keep a close eye on the budget. According to this first generation entrepreneur, the drive behind the idea seems to be the fact that the going is pretty tough in today’s times and however fashion-conscious people are, they go by a limited budget. And considering her turf, the on-the-go ideas just seem to complement the scope attached with her field of profession.
Mehra chirps in, “By borrowing a dress, one can save a tremendous amount of money, have access to good quality of clothes, flaunt a ‘designer’ label and never have to worry about being seen in the same dress twice”. She further adds, “The idea of Dial-A-Dress came to me after watching my younger sister worry about buying an expensive outfit for a wedding. Here was this girl who was willing to spend a good portion of her salary on a dress which she was going to wear just once or twice and I thought there has to be a solution to this dilemma. The idea of this concept is to not spend thousands on something you probably will never wear again. You can simply rent a designer dress, wear it, return it and you are all set to rent something new for the next event. Even better, you still have plenty of money left in your pocket,” grins Mehra.
And the uniqueness of the idea doesn’t end there. It takes an almost unthinkable humanitarian turn! She makes it a point to make a contribution of a sum of Rs.500 for every dress that she rents out to the customers which goes towards research on breast cancer. Following the sad demise of her mother after a harrowing battle with the deadly disease, Soniya was more than willing to extend her support and reach out to those cancer- affected women in the city who go through the same ordeal as her mother did. Keeping this in mind, she took it in her hands to hear out their sorrows & make a difference to their lives by allocating a regular contribution towards their betterment, both personally & monetarily.
Way to go, Dial-A-Dress!!
