4 minute read
Saanya Khatwani
Saanya Khatwani: Pioneering Conscious Fashion at Yellow House Parra
In the vibrant landscape of fashion, Saanya Khatwani emerges as a luminary, her venture, Yellow House Parra, standing as a testament to her visionary approach. Nestled amidst the verdant vistas of Parra, North Goa, this establishment transcends the traditional notion of a boutique. Instead, it emerges as a sanctuary of mindful craftsmanship, a proponent of the slow living ethos, and a sanctuary for artistic expression. Saanya has been running her own textile-based label, Msafiri (www.msafiri.in), for the past 8 years, further showcasing her dedication to sustainable and thoughtful design.
The Genesis of Yellow House Parra
December 2021 marked the birth of Yellow House Parra, a culmination of Saanya's profound odyssey through the fashion industry. Drawing from over a decade of experience in fashion curation and personal styling, Saanya embarked on a mission fueled by an unwavering passion. Her goal? To carve out a space where fashion intertwines seamlessly with art, all while upholding the rich legacy of Indian craftsmanship.
A Unique Selling Proposition
What sets Yellow House Parra apart is its unwavering commitment to mindfulness. From the careful selection of organic textiles to the meticulous execution of sustainable production practices and the celebration of gender-fluid styles, every facet of the boutique speaks volumes about its dedication to conscious consumption and ethical standards.
Targeting a Conscious Community
Saanya's vision transcends the boundaries of age, appealing to individuals spanning from 18 to 60 years old. This diverse demographic shares a common thread—a penchant for conscious choices and a deep-seated appreciation for locally crafted, handcrafted products that resonate with authenticity and soul.
Differentiation Through Slow Fashion
Stepping into Yellow House Parra is akin to entering a sanctuary of slow living, where time slows down to a leisurely rhythm. Here, Saanya extends a warm invitation to visitors, urging them to immerse themselves fully in the exploration of meticulously handcrafted pieces. Free from the constraints of time, patrons are encouraged to savour each moment, allowing the essence of each creation to unfold organically.
Popular Products and Collections
Yellow House Parra boasts an eclectic array of coveted offerings that cater to a discerning clientele. From gender-neutral printed shirts that defy conventional norms to intricately designed jewellery that tells tales of heritage and tradition, each piece is a masterpiece in its own right. Delicately embroidered postcards and breezy handwoven cotton/linen garments further accentuate the boutique's allure, perfectly complementing Goa's tropical climate.
Ethical Merchandise Sourcing
At the heart of Yellow House Parra lies a commitment to ethical sourcing and sustainable practices. The curated selection of brands, artists, and designers is united by a shared ethos—a dedication to zero waste production methods, the use of natural dyes, and a penchant for unique design aesthetics. Each item serves as a testament to the conscientious creation process and the deeprooted values that underpin the boutique's philosophy.
Marketing Strategies and Customer Engagement
Saanya's growth strategy focuses on organic expansion, while her husband, Sagar Malik, manages digital marketing to ensure a strong online presence. Their transparent communication and robust online engagement foster trust and encourage honest customer feedback. By using curated content and interactive platforms, Yellow House Parra builds a sense of community, inviting patrons to actively participate in its journey.
Pricing Philosophy and Returns Policy
Every product at Yellow House Parra is priced with careful consideration, reflecting the time, effort, and skill invested in its creation. The boutique ensures fair compensation for artisans and makers, prioritising the utilisation of ethically sourced materials. While returns are discouraged to uphold the boutique's dedication to handcrafted items, easy exchanges are facilitated in cases of damage or sizing discrepancies, ensuring a seamless shopping experience for patrons.
Future Aspirations
Looking ahead, Saanya envisions Yellow House Parra as not merely a boutique, but a vibrant cultural epicentre for fashion and art enthusiasts alike. Her aspirations extend beyond the confines of traditional retail, encompassing a vision of community-building and cultural exchange. With a steadfast commitment to conscious consumption and a profound appreciation for artisanal craftsmanship, Yellow House Parra is poised to chart new territories and redefine the landscape of fashion and artistry.
