Apparel September 2019 Apparel September 2019 issue | Page 69

BRAND PROFILE
children. Her research led her to believe that there
was potential for setting up a business to produce
comfortable and affordable clothing with easy
styles for young ones.
STUDYING THE ESSENTIALS
In 2018, Veronna enrolled in a fashion business
course at Istituto Marangoni, Mumbai. She felt
that though she knew what she wanted to do,
she needed more hands-on knowledge about the
industry, the processes of creating a product line,
and marketing it correctly. She found the course
very helpful as it offered her an introduction to
and insight into setting up a garment business,
the importance of market research, finance and
promotion, and how to implement plans in the
future. As a part of the course, she even worked
on a kids’ wear project, and her professors, upon
reviewing it, encouraged her to pursue her
plan further.
MARKET SCENARIO
During the course, Veronna learnt that the
kids’ wear market in India is growing fast, and
observed that parents today do not hesitate
to spend on quality clothing for their children.
“The kids’ wear market is projected to grow
exponentially in the next five years. Further,
children grow up too fast, and parents are left
with memories of those years. I believe this
phase of a child’s life should be filled with joy and
love. I want to be part of this memory with our
stylish and comfortable garments. Given all these
HER CLOTHES ARE NOT ONLY
COMFORTABLE BUT THEY
ALSO REMAIN WEARABLE
FOR A PROLONGED PERIOD
OF TIME.
factors, I was keen on creating a clothing brand
for babies and toddlers that would represent all
that is pure, honest, and joyful at its heart.”
THE STUDIO
Buoyed further by the feedback she received
during the course, Veronna felt confident about
her business plan. After she and her husband
moved back to Mumbai in early 2019, she set up
a studio with a master tailor and another tailor in
the city, and worked on launching her eponymous
label. “In Latin, the name ‘Verona’ alludes to a
true and honest image. I feel that the meaning of
the word resonates with the ethos of the label, as
what could be purer and more honest than
a child?”
Veronna’s designs carry within them a
European aesthetic. Her clothes are not only
comfortable but they also remain wearable for
a prolonged period of time; as the child grows,
these clothes can be adapted for multiple looks.
Most of all, she wants her production process to
be one of minimum wastage.
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