The store, which is based in Delhi and was founded in 1969, offers fashion and lifestyle accessories. Stores are located in Bengaluru, Chandigarh, Goa, Kochi, Mumbai, Noida, New York, Tokyo. The store offers a diverse range of items including home decor accessories, clothing for both men and women, and unique handmade items for children. The store showcases a distinct design style with a focus on warm earthy colors. Every piece of design is created in the warehouse where each piece is one of a kind. The store prioritizes quality over quantity.
Speaking with the marketing partner of The Shop Alpana Gordon Parmar she said "the store has a long history, but it is unfamiliar to the people of Assam. For the first time, the store attempted to expand into the northeast states by hosting a 3-day exhibition in Guwahati, followed by another 3 days in Shillong. The exhibition received an exceptional response from Guwahati buyers"
She mentioned that the store is interested in discovering Guwahati's markets, exploring Northeast fashion, and connecting with entrepreneurs from the region to learn about the unique weaves, silk, and cotton colors of the area.
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