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  ELAHE - BRINGING HAUTE COUTURE TO HYDERABAD     
For a Hyderabadi who is initiated into high fashion, shopping has always meant travelling all the way to Mumbai or Delhi just to pick up a wardrobe. Well not anymore. Thanks to Elahe, one of the oldest fashion stores in town, a Wendell Rodricks, Monapali or a Monisha Bajaj creation is now available right here. Walk into the store and the names just bounce off the woodwork. Every single silhouette, every single cut, a stitch and a weave is the signature of a renowned national designer.

Pretty pret linesMohammed Elahe set up this quaint store in 1992. This was the time when the fashion industry in India, not to mention Hyderabad, was in a nascent stage. Yet, the boutique did good business. In 1999, Mohammed sold the boutique to Smitha and Rajeev Shroff (who run another successful boutique Oorja as well as Pantaloons in Hyderabad). A year later, Elahe has the distinction of being the only boutique in the Twin Cities to have been invited to the recently concluded Lakme India fashion week in New Delhi.

Rajeev and Smitha Shroff didn't stop at attending the dazzling event. They went a whole step ahead and brought haute couture from Delhi to Hyderabad. Thus the Elahe fashion week was held in Hyderabad. It showcased the prÍt lines of six designers - all participants of the Lakme India fashion week. Rajeev Shroff says: "We got a very good response from our customers as well as good media coverage." Needless to say, the show was a runaway success.

Check out the Wendell Rodricks and KimonoSince then, Elahe has emerged as some sort of a trendsetter in the boutique business. The store's customer base has grown to include the fashion conscious high society of Hyderabad. Smitha Shroff has herself emerged as a celebrity of sorts even as the Hyderabad based Channel Six magazine featured her under People of Hyderabad.

Elahe has plans for more show stoppers this season. But Rajeev refuses to tell. "You'll have to wait and see", he says with a knowing smile. Well, we'll wait. Going by Elahe's track record, we sure can look forward to a couple of delightful surprises.

Address: Elahe, 1-2-9, Sardar Patel Road, Beside Coromandel House, Secunderabad-500 003.
Phone:
781 201.
- Divya Unnikrishnan

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