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Designer Interview with Andraab

Designer Interview with Andraab

 Collection Name: Andraab 

Upcoming Show: Nolcha Show NYFW17



How can you encourage the customer to form an emotional attachment to your product, thereby discouraging disposal?

Once you understand the time that is required to create a single piece, you will become attached to the superior quality and appreciate the difference. We create timeless pieces that can be transferred from one generation to the next.


What markets and demographic do you target?

Our demographic is the high-end, discerning clientele in the major and secondary US markets.


What are you fascinated by at the moment and how does it feed into your work?

The juxtaposition of different patterns and colors can create a dynamic synergy with an unexpected outcome.


 What motivates you as a fashion designer?

Being in awe of the continual creative process and

experiencing the enthusiasm of our loyal clients.


What skills are important for a successful career in fashion design?

You must understand the consumer, create the best possible product and clearly articulate the message of the brand.


What Have You Done To Develop & Improve Your Skills?

It’s a constant learning process, as the market is ever-changing. I’m learning to be more customer-centric, and really listen to the needs and preferences of our customer.


 What would you like to achieve before the end of the year?

We are hoping to open a retail store in NYC this year to be more competitive in the market, and so our US client base will have direct access to us.


What advice would you give to aspiring designers?

You must have passion, believe in yourself and never give up on your dreams. Andraab will be showcasing their Fall/Winter 2017 collection at the Nolcha Shows during New York Fashion Week on February 15th, at the Bryant Park Hotel. For more information on the brand visit:








Andraab is a luxury textile company that specializes in handcrafted scarves and home accessories, including wall hangings, bedspreads and throws. The exquisite embroidery and artisanal craftsmanship call to traditional weaving methods that are over six centuries old, while also lending to contemporary and modern style. The cashmere is indigenously sourced from the state of Jammu and Kashmir, India.


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