Want to create for every budget, says Fashion entrepreneur and designer Pernia Qureshi

Style maven Pernia Qureshi recently unveiled her new venture, www.perniaqureshibrands.com. "These are labels that we design and produce in-house. Over the last seven years in e-commerce retail, I learnt some important lessons on what our clients want and what they love. I slowly started applying my learnings into creating my own brands that match my vision to the market demands," says she. So far, there are eight brands that include her eponymous label, Pernia Qureshi besides couture, pret, jewellery and a children's fashion label as well. Over to her..

What's the design philosophy behind PQ brands?

The design philosophy is to create distinctive fashion labels that each have their unique identity, but at the same time share a premium quality and aesthetic sense. We want to create something for every kind of girl and woman, at every age and budget.

Who's the PQ girl?

She is a real girl, who incorporates beautiful clothes and great style into her everyday life. For the more sophisticated couture clients, we have a brand like Umrao Couture, for the the girl who likes easy silhouettes and fuss-free Indian styles we have Amaira. The label is for the experimental fashion girl who likes to have fun, so on and so forth. We have done a beautiful social media campaign with real women as well.

How much is it the extension of your personal style?

I have to say even though all the brands are very unique they do all have my aesthetic stamp. They are made through my vision and experience in the retail industry so far. I have tried to use what I have learnt over the years to give clients what they need and  want, with my little touch, of course!

How was the process of shooting the campaign?

It was great fun as usual. The stylist in me comes out during the shooting and planning of all our campaigns. The most fun campaign we shot so far was for cupcake, our kidswear label. It was with my three year old niece and the whole day was blast.