Indian Fashion Brand Pure Elegance Launched a New Online Presence

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Pure Elegance, North America’s premier brand for South-Asian fashion, announced its new online business.

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Our online presence offers our clients more convenience to do business with us. This works only because our clients had already been fully satisfied with us during their previous purchases.

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Indian-American fashion brand, Pure Elegance today announced that it has launched its newly revamped website for its client base. Pure Elegance is the fastest growing South-Asian fashion brand in US and a maker of both ethnic and indo-western fashions for global, fashion-conscious women.

Unlike typical western fashions, high-end Indian fashions are not mass-manufactured. They are heavily reliant on craftsmanship of the artisans. Each item is created individually and because of the wide variation in material, motif, hand-embroidery and artwork used in each piece, the exact item often cannot be recreated or duplicated. This uniqueness of ethnic Indian fashion does not lend itself well to e-Commerce where consumers are used to making transaction for standardized items. Customers of online stores of Indian fashion are often disappointed when they receive their shipment. When it comes to online purchase of Indian fashion, what you see is often NOT what you get.

Customers need to feel comfortable with the quality and need to feel confident that the merchandise they are ordering is prepared with same type of care and workmanship that they rely on. “Our online presence offers our clients more convenience to do business with us. This works only because our clients had been fully satisfied with us during their previous purchases and they are fully aware of the quality and workmanship of our designs,” said Parna Ghose, President and Chief Designer of Pure Elegance. “Our designs are limited-edition and individualized and cannot be produced in bulk like mass merchandise” added Parna.

The newly redesigned website for Pure Elegance offers standard convenience of e-Commerce. It also includes additional convenience like daily Flash Sale, Wish-list management etc. Clients of Pure Elegance are often surprised to receive gifts on items they had previously wished. Pure Elegance intends to add additional capabilities that will integrate a designer view with the e-Commerce view. “We believe that young, stylish consumers from around this region will now have a practical alternative to mass-merchandise of Indian fashion that is available on the web” said Parna.

About Pure Elegance
Pure Elegance is a fashion brand created in US for South-Asian women worldwide. Pure Elegance captures the essence of India and blends it with the best of contemporary West. Pure Elegance takes pride in its exquisite ethnic fashions like sarees, bridal lehengas, salwars, indo-western dresses, tunics and fashion jewelry that perfectly balance trends with tradition. Pure Elegance is the fastest growing brand for South-Asian fashion in US and has nearly fifty thousand Fans on its Facebook Fan page.


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Sudip Ghose
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