Interview: Dipti Advait, founder at Nouria, a fashion brand

Dipti Advait

An interview with Dipti Advait, founder at Nouria, a fashion brand that celebrates the essence of the modern woman

Meet Dipti Advait, the visionary founder behind Nouria, a fashion brand dedicated to honoring the essence of today’s modern woman. Through Nouria, Dipti intertwines style and empowerment, redefining conventional beauty norms with a focus on authenticity and inclusivity.

Can you share with us the inspiration behind starting Nouria? What drove you to create a fashion brand that celebrates the essence of the modern woman?

Dipti Advait: My journey of design began with a passion for creativity and self-expression.  From a young age, I found myself drawn to the transformative power of fashion and its ability to convey emotions, stories, and identities.

After years of honing my craft and exploring different avenues of design, I embarked on the journey to establish my own brand. The inception of “Nouria” was a culmination of my experiences, inspirations, and aspirations.

It was born out of a desire to offer something unique and meaningful to the fashion, guided by a vision to create garments that not only look beautiful but also resonate with individuals on a deeper level.

At the heart of my brand lies a commitment to craftsmanship, innovation, and sustainability, values that continue to shape my design philosophy and drive my creative endeavour.

What elements or principles define Nouria’s design aesthetic? How do you ensure these principles resonate with your target audience?

Dipti Advait: At “Nouria” our mission is to celebrate the ever-evolving journey of womanhood by offering stylish yet comfortable clothing options that adapt to the changing needs of women. Drawing from my personal passion for design and a lifelong love for dressing up, I founded this brand with a vision to empower women to feel confident and comfortable in their own skin, no matter the occasion or phase of life.

Recognizing the diverse roles and constant transformations that women experience, we saw a gap in the market for versatile and affordable clothing that effortlessly complements every body type. Our collections are thoughtfully curated to bridge this gap, offering chic and practical options perfect for small occasions like birthdays, anniversaries, brunches, and friend outings.

At “Nouria” we believe that style should never compromise comfort, and our designs reflect this ethos. Each piece is crafted with attention to detail and quality, ensuring that our customers not only look great but also feel amazing in what they wear.

We are thrilled to be able to provide women with clothing that not only fits their bodies but also celebrates their individuality and empowers them to embrace every moment with confidence and style.”

What have been some of the biggest challenges you’ve faced as the founder of Nouria, and how have you overcome them?

Dipti Advait: As a new brand, we had limited financial resources and manpower. We addressed this challenge by prioritising our investments strategically, focusing on areas that would have the most impact on our brand’s growth, such as product development and marketing.

Building brand awareness from scratch was another hurdle. We tackled this challenge by leveraging social media platforms, collaborating with influencers and bloggers, and participating in local events to reach our target audience.

Managing our supply chain effectively, especially when sourcing sustainable materials, posed logistical challenges. We worked closely with our suppliers to ensure timely delivery and quality control.

Acquiring and retaining customers in a competitive market required careful planning and execution. We offered incentives such as discounts for first-time customers and implemented a loyalty program to encourage repeat purchases.

By addressing these challenges with creativity, resilience, and strategic planning, we were able to successfully establish our presence in the market and lay a strong foundation for the growth of our brand.

How does Nouria integrate sustainability into its brand ethos and operations?  What steps have you taken to ensure ethical practices throughout your supply chain?

Dipti Advait: Sustainability is a core value that guides our decisions and actions. For us, sustainability means being mindful of the environmental impact of our operations, including energy usage and resource consumption.

We strive to minimise our carbon footprint and promote sustainable practices wherever possible. It’s ingrained in every aspect of our operation. From production to packaging, we uphold eco conscious practices.

Our commitment to sustainability extends to our hand tags and packaging, all of which are biodegradable. Even our waste finds purpose, as it’s transformed into fabric, ensuring minimal environmental impact throughout our supply chain.

How does Nouria differentiate itself from other fashion brands in the market?  What unique aspects of Nouria do you believe attract customers?

Dipti Advait: Nouria offers affordable luxury, making high-quality, well-designed clothing accessible to a wider audience. By offering luxury-inspired pieces at attainable price

points, Nouria democratizes fashion, allowing women to indulge in quality garments without breaking the bank.

 It’s distinguished by its unwavering commitment to inclusivity, catering to women of all shapes, sizes, and backgrounds. Each design is crafted with the intention of making every woman feel seen and empowered, regardless of her body type or personal style preferences.

 At the heart of Nouria lies the founder’s vision—a genuine passion for design coupled with a keen understanding of the market’s needs. This vision drives Nouria’s dedication to creating purposeful fashion that addresses the evolving lifestyles and preferences of modern women.

What advice would you give to aspiring entrepreneurs looking to start their own fashion brands, especially those with a focus on empowering women?

Dipti Advait: My design philosophy is rooted in the belief that fashion is not just about clothing but a form of storytelling and self-expression. I strive to create garments that transcend mere aesthetics and evoke emotions, memories, and aspirations. 

Each design is infused with a sense of purpose and meaning, reflecting my commitment to craftsmanship, innovation, and sustainability. I draw inspiration from art, architecture, and nature to culture, history, and everyday life.

I believe that inspiration is everywhere, waiting to be discovered and translated into timeless designs that resonate with people from all walks of life.

In our conversation with Dipti Advait, her commitment to empowering women through fashion shines brightly. Nouria’s journey continues to inspire, offering a vibrant tapestry where every woman can find her unique voice and style.

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