MK Mix's Ifrah Rais discovers that Milton Keynes is home to Shanaiya.com, a pioneer in Asian couture that is full of Eastern promise.
Let’s face it. Finding an Asian clothes shop that sells Indian saris in a city as racially diverse as Milton Keynes is hardly the news of the century. Sure, the stock is often a little outdated and samey, and yes, pinning down an elusive tailor to make appropriate alterations can be tedious, not to mention costly, but hey, Indian clothes stores? Yes, MK, like most other UK cities, most definitely has them.
So when I heard of a local retailer who not only stocks the latest trends, hot off the catwalks of India, but who also offers a personal appointment-based fitting service at no added cost (within reason), my interest in the local Asian fashion scene was suddenly excited.
I decided to test the service for myself and hurriedly made an appointment with Nimisha Chotai, fashion designer and creator of Shanaiya.com: MK’s first online Indian clothes company.
Let’s face it. Finding an Asian clothes shop that sells Indian saris in a city as racially diverse as Milton Keynes is hardly the news of the century. Sure, the stock is often a little outdated and samey, and yes, pinning down an elusive tailor to make appropriate alterations can be tedious, not to mention costly, but hey, Indian clothes stores? Yes, MK, like most other UK cities, most definitely has them.
So when I heard of a local retailer who not only stocks the latest trends, hot off the catwalks of India, but who also offers a personal appointment-based fitting service at no added cost (within reason), my interest in the local Asian fashion scene was suddenly excited.
I decided to test the service for myself and hurriedly made an appointment with Nimisha Chotai, fashion designer and creator of Shanaiya.com: MK’s first online Indian clothes company
In 2006, following her marriage, a move to Milton Keynes and the birth of her first child, Nimisha decided to launch Shanaiya.com, named after eldest daughter. After taking some time out to raise her two young daughters, while working on her own clothing designs and sourcing some top designers in India, Nimisha decided to pick up the clothing business where she left off and re-launched this year with a special focus on women’s saris.
Nimisha is as friendly as her service claims to be, welcoming me in to her home, which adjoins her fashion studio, with a big smile. Once I am seated comfortably with a cold drink, she hands me a catalogue of Shanaiya.com’s 09/10 collection. As I thumb through the glossy pages, I can see my excitement was not misplaced. What meets my eye is an array of rich and beautiful saris, ornately decorated with embroidery and intricate sequin and bead work.
“Look at this one,” Nimisha grins as she points out one of her personal favourites. “You won’t 
find that in Wembley or Leicester,” she says, naming two of the UK’s biggest Asian fashion hubs.
Eyeing up this Shanaiya.com creation, I can’t help but agree with Nimisha. Aside from the luxurious fabrics and heavy embroidery work, the sari blouse has an unusual cut and distinct designer edge that I have not yet found in any UK Indian clothes outlet.
“These are some of the latest designs from India, you see,” Nimisha explains, “And it usually takes about six months for the latest stock from India to hit the shops in the UK.”
But Shanaiya.com hopes to change all that. “I aim to have new stock every two months and to have the latest Indian fashions in the UK within six to eight weeks of their coming out in India,” the designer tells me confidently.
As proof of this pledge, Shanaiya.com is hosting a sale event this December to clear the old stock and make way for the new collection which in now available. “Old stock”, I might add, that is only now hitting Asian clothes shops up and down the country.
Again, differing from other Asian retailers, Shanaiya.com provides a personal service to help customers find the ‘perfect fit’ sari blouse, as well as the right colour and style of sari. By booking a personal one hour appointment, customers can come to the studio to feel the fabric of the saree that they have seen on the website, before they make their decision to buy. Clients also receive Nimisha’s expert opinion on the colours and styles that best suit them for no added cost. If you provide the company with your exact measurements, a truly tailor-made blouse can also be stitched for your convenience, at a small cost.
As if this wasn’t enough, Shanaiya.com also offers a Wedding service to couples about to tie the knot. “If the bride and groom give us their budget and requirements, we can have a catalogue made up of potential outfits available in their price range,” Nimisha tells me, “The wedding collection for the bride ranges from saris to gowns, and comes in a multitude of colours, from the traditional reds and maroons to more modern whites, pinks and blues.” The groom too, is offered his pick of the latest wedding suits and traditional shirvanis from India. The personal fitting service is once again offered to both the bride and groom.
For such a dedicated service, you may expect a hefty charge to go with it, but keeping costs down and prices low for their customers has been a great priority for the clothes company. And this ethos seems to be working for the entrepreneur. “To date, I have never had an unsatisfied customer or a return,” Nimisha tells me, beaming proudly.
With such a personal and caring service and a plethora of exquisite designs to choose from, it’s know wonder Shanaiya.com has been receiving orders from all over the UK. Even so, Nimisha is determined to stay fiercely loyal to her Milton Keynes clientele and prioritise their needs first.
“Shanaiya.com is here now, available for people in Milton Keynes,” she says, “I want them to use this service for all their Asian fashion needs.”
Given the beautiful saris I was shown as well as the excellent one-on-one service I received, this is one Milton Keynes customer Shanaiya.com can count on coming back for more.
Shanaiya.com is having an open day on Sunday 6th December which will feature sale stock as well as a preview of the new collection from 10am-4pm at Shanaiya.com’s fashion studio at 36 Clare Croft, Middleton, Milton Keynes MK10 9HD.
