A salon, a spa and a clothing boutique, all housed in one place. Sounds awfully convenient, doesn’t it? Afreen Shiraz of Elle’mint, has now cashed in on this concept of a one stop shop by adding a boutique to her hitherto beauty brand.
Shiraz ventured into the world of beauty seven years ago. She started off with a hair salon, the Elle’mint Salon which one and a half years later spawned the launch of the Elle’mint Spa — “a luxurious spa at an affordable price,” according to Shiraz.
Elle’mint Prêt, located right next to Labels in the Old Delton area, comes as the newest feather in the fashion consultant’s cap. The launch of the apparel house on May 23 was described by socialite Nazneen Tariq as a “very chaotic affair”. The chief guest at the occasion was fashion stalwart Maheen Khan. The inauguration was a chock-full event, with barely any space for people to move freely. Bustling with media personnel and countless socialites, the inauguration welcomed all and sundry to witness the sartorial splendour.
“Elle’mint Prêt is meant for the freshness that mint offers … which in other words is freshness for the young women of today!” said Shiraz, elucidating the meaning of her outlet’s fancy French name.
The retail shop exhibits casual and formal prêt, mainly eastern wear comprising ankle-length flowing shirts, currently in vogue. The outfits are quite affordable, ranging from Rs 2,500 - 5,000 and Rs 5,000 -15,000 for casual and formal wear respectively. While some of the stuff on display is by newcomers in the fashion business, prominent design labels like Ayesha-Somaya are also available. “All of these designers who are placed here have a potential to grow,” Shiraz said confidently.
Since her spa business has burgeoned over the years, Shiraz firmly believes her clothing store will also attract customers. But with a well-known retail store situated around the corner with its own niche market, how does she plan to compete? “We are not threatened by each other…rather I believe we both are catering to a very different market, altogether,” she answers coolly.
Elle’mint Pret is definitely the place for shoppers looking for a holistic experience of beauty and fashion under one roof.
Published in The Express Tribune, May 26th, 2011.