The fashionable entrepreneurs

Sister duo Cherazad Pestonji and Maniza Patny carved a niche in Hyderabad's fashion space…

Cherazad Pestonji and Maniza Patny are the two popular names in Hyderabad's fashion scene. With over the 10 years of experience in the industry, both the sisters started 'Anahita', a new multi-designer store in 2011 in Hyderabad.

Cherazad completed her graduation from NIFT Hyderabad and later pursued Fashion & Textiles course at The Nottingham Trent University in the UK. Maniza obtained an MSc degree in International Marketing and Management from Leeds University Business School in 2001.

Their parents have been pioneers in the fashion industry in Hyderabad. Maniza says, "We grew up surrounded by fashion as children. Cheri and I spent a lot of time at the store with our mother.

Also accompanied her on her buying trips, which have helped us in learning the tricks of the trade and we could gain practical experience at an early age.

After I came back to India, I joined Cherma's and at the same time I would help my mother in manufacturing exports and designing for our domestic stores."

For Cherazad it was her father, who mentored her. "I learnt a lot working with my father at the apparel export park in Hyderabad," she says.

Their venture 'Anahita' is a multi-designer store for women and as both the sisters have vast experience in fashion, they could reach a different segment of clientele. "Cherazad and I enjoy working together.

The age gap is just one year, so we are more of friends. I am fortunate to have an equally supportive family and husband Vishal Patny. They are very encouraging, and it gives me that push to march ahead and make it even big," says 40-year-old Maniza.

Whereas 41-year-old Cherazad, says, "I felt that in those days (2011) the time was right for a new multi-designer store in Hyderabad. We have always been appreciated for our taste and style and were encouraged by our family and friends for this venture."

Decoding fashion Maniza says, "I can define fashion with my favourite quote by Michelle Obama, 'If I can have any impact, I want women to feel good about themselves and have fun with fashion'.

Fashion is what you are offered four times a year by designers, and style is what you choose. So, if I can help someone to choose that style, make them look stylish, I would be glad."

Cherazad says that their store Anahita emphasizes style and elegance. "We are not a label driven store. To us, the product comes before the label or price tag. We also pride ourselves in offering a wide variety of ensembles."

"I find Shahin Mannan to have evolved as a 'Go-To' designer for fun western wear. For Indian wear Ridhi Mehra tops my list," she shares

About their plans, the sisters say, "We would like to expand the business shortly with launching a greater number of stores. An online presence will be there soon too."

Shopping tips:

♦ Fit is the key.

♦ Taking advise from the store stylist for what works for your shape.

♦ The outfit should elevate your mood and make you feel better about your appearance.

♦ Comfort is another important factor.

♦ Shop in a comfortable space where you can relax, sip a cup of tea and make a fun experience of it.

♦ Check yourself in different lighting if possible and try and see yourself in more than one mirror.