MOYNA SINGH’S BEAD-BASED FASHION EMPIRE HAS EXPANDED BEYOND HANDBAGS TO INCLUDE APPAREL.
Byline: Rusty Williamson
It’s no surprise that Moyna Singh’s new collection of tops and bottoms — featuring handmade beaded embroidery — was an instant hit with stores.
After all, retailers have been routinely selling out of Singh’s trendy beaded handbags, since she launched the eponymous line in 1998.
So an apparel line seemed like a natural for Singh, who is based in New York but produces in her native India.
Singh’s fashion item lineup, show at the GeNe showroom at the International Apparel Mart in Dallas, was introduced to buyers at last October’s Coterie show in New York.
Since then, the apparel lineup has scored over 50 accounts, mostly better to designer specialty stores, including Base in Miami and Jones and Jones in McAllen, Tex. Knight’s catalog also carries Singh’s fashion items.
“The time was right to launch my apparel line,” Singh said. “The demand is there, we wanted to grow the company and the factories that we use in India are already set up to do beading and sewing. It was a logical progression.”
Singh is blessed with a sharp business acumen and exotic, but trend-right fashion sensibility, so she’s planned her new fashion venture carefully.
“I’m not looking to do a complete apparel collection with endless styles, but instead a very focused fashion-item group that follows the trends, but retains my unique design perspective.”
For early fall, Singh’s spicy blend is made up of about 10 tops and eight bottoms, including beaded and embroidered peasant blouses, velvet evening camisoles, tulle poet blouses, beaded capri pants, sarong skirts and shawls and stoles.
Wholesale prices range from $54 for a peasant top to $99 for a multicolored silk sarong with intricate beadwork.
Singh designs most of the items with some collaboration from Steven Giles, owner of Miami’s Base.
Giles is a paid employee at Singh’s company and has no ownership stake. The duo first collaborated a couple of years ago when Singh designed some one-of-a-kind pieces.
Singh’s handbag collection continues to sizzle and is carried by Bergdorf Goodman, Henri Bendel, Saks Fifth Avenue, Tootsies and the Neiman Marcus catalog, among other designer venues.
She also produces home furnishings, including pillows, frames and placemats, that are carried by the Shabby Chic chain and on weddingchannel.com.
Singh’s new fashion collection is planned to generate a volume this year of approximately $200,000.
Total company volume is planned at $2.2 million, up 20 percent over 2001. Aside from Dallas, Singh’s complete lineup is shown at showrooms in New York, Atlanta, Los Angeles and Chicago.