Amidst all the sharks, this store came into existence, just like the birth of Nemo, in the year 2016. To successfully own a boutique, it takes a lot more than just time and investment. Four people from different walks of life and with varied creative minds joined together and started what is called the ‘Shrus Eternity’.
It is fascinating to see such young minds discover what exactly they want to pursue and nevertheless, the string started from one of the inventive minds, an ambidextrous woman – M. Shruthi, whose choice of garment selections was fancied by many, and this started at her young age, with her mother’s guidance.“I enjoyed choosing my dresses and one fine day I realised that my collections had piled up at home. It is then that my father suggested I had a good taste and asked me to sell some of my collections. As he suggested, I gave it a shot and was amused to find that it worked”.
Besides being a singer and corporate banker, she identified and gave her passion a real thought single handed and then managed to rope in her friends and family; Santhosh Kumar, Nikhil Shrikanth and Santhoshi Natarajan, who were also a part of the corporate world. Though insecurities whirled around their minds, they managed to grip on to what they wanted with utmost confidence and acceptance.
Although their main platform is online, they ensure that every single collection of Shrus is exquisite. They further add, “It is not as easy as one looks by the eye, the effort that we put in to collect the attire is immense – there have been sleepless nights and tremendous slogging but as the saying suggests, it’s all the hard work that pays off.”
Speaking of their collections, their primary focus lies in handlooms as it is witnessing one of its biggest revivals in history due to their unique designs and the fabric preference. The making of it is highly environment friendly and organic, rekindling the rich culture and heritage of the Indian tradition. Apart from this, they also have powerloom sarees and their other speciality is the pen kalamkari. Starting from selecting the fabrics to incorporating the designs – it’s all four of them who decide. Minimalism and originality, according to them, is the essence of Fashion.
The team thus concludes the interview by sharing their expansion plans with rageNyou. Now, Shrus Eternity, with these innovative minds, have planned on launching its branch in Singapore this year and additionally they’ve planned on broadening their presence globally.