What’s common between Twinkle Khanna, Gauri Khan, Sussanne Roshan and Tanya Deol? Besides being star wives, all of them are also successful entrepreneurs, especially in lifestyle-related ventures.
While Twinkle has been running her own interior designer store The White Window, Gauri has collaborated with Sussanne in their signature furniture line in the latter’s second store The Charcoal Project. Tanya, too, has been running her brand store The Good Earth, catering to interior designing. And now the latest to join this bandwagon is Suniel Shetty’s wife Mana, who launched her very first furniture and home accessories store R House. Mana runs several fashion boutiques, but this is the first time she is venturing into the home decor segment.
While there’s no denying that their husbands star-power is a value addition, observers point out that these star wives have successfully carved their own identities. They are personally involved in their pet projects and running their businesses successfully, the sources add.
Mana says that it’s not only about establishing an identity beyond a star wife; it is about something that you believe in and want to do. “Running a store that caters to home decor had been on my mind since a long time. While we were venturing into real estate and catering to those looking for second homes, I also wanted to roll out a store that would be a one-stop shop for interiors,” Mana adds.
But why is home decor a favourite among star wives? Observers say that as the celebrity wives are well exposed to the best in lifestyle in India and abroad, it is easier for them to bring in their expertise when it comes to interiors. “For many it’s a passion, and like Sussanne, some have done interior designing courses as well. But having travelled extensively, most of them are aware of what works,” they add.
But business apart, star wives are increasingly claiming their share even in the endorsement market. “Most of them have become a brand in their own right. Besides, there’s always much intrigue attached to their own lifestyles, so they come with an aspirational tag which makes them among the most-wanted slot,” share brand experts.
“Today the star wives have actually become a value-addition for the stars in the endorsement sector. Thanks to their business ventures they have their own identities which makes them stars in their own right,” they add.