Have you ever come
across women who looks effortlessly elegant? They turn heads but the attention
doesn’t consume them. There are no ostentatious labels on them. Then there are
some homes that look so warm and welcoming. But you cannot put your finger on
what exactly makes them so appealing. Well, chances are these are the
understated clientele Store Anonym caters to. Aptly named, Store Anonym is an
exquisite Lifestyle Store which houses ready to wear unconventional, Artisanal clothing,
Accessories and Home décor with a chic and elegant feel.
The Store Anonym
was founded by the entrepreneur duo Vinita and Vikas Passary who are also the
co-founders of their home-grown brand 'Translate' which started its offerings
in 2010, using artisanal fabrics that spell luxury. Vinita says proudly, “Store
Anonym has its time tested and consistent loyal patrons yet it mostly sells
through word of mouth publicity. Store Anonym is a popular destination amongst
smart travelers and the people of Hyderabad who have love for luxury
handcrafted clothing and lifestyle.” The store has curated collections of a
range of carefully selected designers who have a distinctive story to tell.
When you enter
Store Anonym, the sheer variety of colours, textures, fabrics and silhouettes
fascinates you. Each one of their designers showcases works with techniques
that are truly unique and mesmerising. It is obvious that Store Anonym is
dedicated to promoting Indian textile designs, crafts and clothing for the past
10 years. But it does so with utmost flair and finesse. On display are not only
the timeless pieces in khadi, Ikat and mirror work from Gujarat but also a
carefully curated selection of the best in global fashion.
The design
philosophy of the store appears to be that of simplicity and ‘less is more’.
They design for the real woman and almost never get associated with fashion
shows, relying more on the concept of Pop-ups which gives them a closer
engagement with people truly interested in their clothes. No wonder then that some
of their regular clientele include Tabu, Tisca Chopra, Jaya Prada, and Telugu
actresses such as Amala, Samantha, Charmi Kaur and Sangita Reddy, Apollo
Executive Director, women known for their sense of style. Their range of collectible
clothes redefine the concept of staples in a wardrobe and emphasises the wisdom
in dressing simple. Store Anonym houses over 40 designers such as Shades of
India, Tulsi by Neeru Kumar, Umbar by Payal Pratap and Purvi Doshi, including
Translate which is their own label.
In clothing their
collections include dresses, tops, jackets, kurtas etc that one can easily mix
and match for scintillating effect. The love for Ikats and indigenous Indian
crafts is evident. They also have unconventional accessories such as jewellery,
stoles, scarves, dupattas and foot-wear. Noteworthy amongst these are
collections by DHORA, Dip Your Toes and Desi Pitaara. They also stock
accessories by Ritika Sachdeva that has been seen sported by the likes of
Katrina Kaif, Aditi Rao Hydari and Yami Gautam.
Their Home Décor
Collections include a wide variety of eye-catching furnishings, bed sheets,
cushions, hand-woven rugs and tableware that are sure to add a classy sheen to
your home. In this section, I loved the collection of Translate and
Pomegranate.
A trip to Store
Anonym is such a treat for the senses, like taking a deep dive into the world
of aesthetics, design, pattern and silhouette and emerging a little more
stylish, a little more suave and a little more chic! But Shhhhh….., do keep
Hyderabad’s best known secret for tasteful dressing safe!
