Pasha, meaning ‘powerful’ in Turkish, also a nickname of her four year younger brother, seemed apt for a line of clothing that intermingled the East with the West. “I always loved prints and when I was younger I aspired to be an artist,” says Dia. Painting florals and still life, Singapore gave her good exposure to communication, design, photography, social media —all the skills you need to run your own business.
Seeing her passion for fashion, her final year project was showcased at the Audi Fashion Week boosting her confidence and will to go solo away from the family business, even though her father has been her biggest supporter. “He always told me to create your own job, never go and look for one,” she remembers.
Pasha offers what Dia actually wears in reality, dhoti pants, crop tops, drop-crotch trousers, to sari drapes added to dresses in a predominant pastel palette, even when she works with brightness. “My first love is flowers, but now I have added abstract to this lexicon and I mix it up with hand embroidery and sequins,” she says. The beauty of her ideology is that most ensembles are one size fits all, so it inclusive in terms of philosophy. There is a drawstring added at the back of dresses to adjust how much you want it to fit giving that option to the wearer and also the overriding idea of comfort. “Fashion is not stiff upper lipped now, women want easy clothing, quirky bags and layers which they can play with; this is reflected in the way they dress for weddings too where overt was a norm even that is going subtle,” she explains.
MEET THE FOUNDER DIA AJMERA
The young gun Disha Ajmera trained her lens on sketching and honed her skills at the Lasalle College of Arts, Singapore and decided to launch her label in 2014. The dancer by day, who even taught Zumba to earn her pocket money in the island city, while studying design, knew from the beginning that starting a brand would be the ultimate goal.
Pasha India by designer Dia Ajmera has led the fashion scenario in Jaipur, since its very inception in 2014, consistently provided luxurious, chic clothes that are cleverly adapted to modern Indian sensibilities. Pasha India makes contemporary silhouettes with a twist of ethnicity, specializing in floral digital prints drawn by the designer herself. Dia Ajmera firmly believes that the entire experience of using a product is what makes a good design. Pasha India’s entire design process focuses on subtle touches to deliver an exhilarating experience to its customers along with exquisite aesthetics. The brand’s signature products are the dhoti jumpsuits & dhoti sarees. Pasha India has its flagship store in Jaipur and is also available in several multi-designer stores pan India. The brand also has a presence in New York, Singapore and Toronto. Pasha India’s collections are also available online at www.pashaindia.com
Here is Dia Ajmera in a conversation with GOGO Magazine.
1)WHAT MAKES YOUR BRAND STAND OUT ?
Our exclusive floral prints, our soothing pastel palette and our unique drapes.
2)DO YOU HAVE ANY FAVORITE DESIGNER WHOSE WORK INSPIRES YOU ?
Subhika from Papa. Don’t preach is an inspiration. I love her work, her marketing and content, her goodwill to help people. Her talent, as well as her personality, are both inspiring,
3)HOW IS LIFE IN QUARANTINE ?
It was rather productive. I got to clear my head and come up with creative ideas. I personally connected with a lot of clients doing one on one video call shopping sessions. I did a lot of zoom sessions with design student pan India. It was a great experience.
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