Krésha Bajaj launches 'Fairytale Funding' initiative for brides-to-be
Womenswear designer Krésha Bajaj has launched an EMI programme named ‘Fairytale Funding’, for brides-to-be to enable them to order bespoke bridal wear with a payment plan.
Bajaj’s new Fairytale Funding EMI programme enables customers to purchase bridal wear, including lehengas and gowns, from her dedicated line and pay for them with a range of payment plans starting at three months and extending to 24 months, the designer announced on her brand’s website. The repayment plans can be purchased as gift cards on the brand’s website and redeemed at its flagship store in Mumbai.
“For the longest time I’ve had people tell me that they wish to wear one of our lehengas on their special day but most often than not it would end in them telling me, ‘I also hope I can afford it’,” Bajaj wrote on her website, announcing the initiative.
“We understand how difficult it is sometimes to see your dream turn into a reality and we want to do our best to make sure we have your dream outfit… [for] your wedding.”
As Covid-19 and the pan-India lockdown have had serious effects on the Indian economy and on the disposable income of many households, Bajaj’s new initiative is also a response to the current climate.
The brand also addressed some of the challenges caused by India’s lockdown by partnering with womenswear brand Papa Don’t Preach by Shubhika to launch ‘Care for Karigars’. The charitable initiative saw both brands create exclusive accessories and donate the sales of the products to craftspeople across India, according to the brand’s Facebook page.
Krésha Bajaj launched her eponymous brand after studying fashion design in London and New York. Bajaj garnered media acclaim when she designed her ‘lovestory lehenga’ for her own wedding and has since gone on to specialise in bridal wear.
Bajaj opened her flagship store in Mumbai in 2018 and the store features an appointment-only bridal wear section.
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