Kajal Patel, director of the newly launched KAJAL’S COUTURE LIMITED, is preparing to open her second boutique in London this Sunday, this time on Southall’s busy Broadway.
Already established in Northwood, Patel hopes her expansion into one of the UK’s most popular destinations for British Asian wedding shopping will help her reach an increasingly diverse bridal market.
“I specialise in Indian bridal wear and menswear,” she explains. “I opened my first boutique in Northwood and now we are excited to open in Southall.”
Patel was born in Gujarat, India, and moved to Britain at the age of 20. She brings with her nearly two decades of experience in fashion design. “I have a fashion design background, but much of what I have learned has come from working directly with customers,” she says. “I have practically been doing this my whole life.”
She says Southall’s vibrant and diverse wedding market made it the natural choice for her latest venture. “There are so many mixed community weddings now and Southall is the first place people think of when shopping for Indian wedding outfits. It is one of the most popular high streets in London for our community.”
With competition already strong in the area, Patel acknowledges the challenge of opening a new boutique among long established businesses, but she remains confident. “My designs are very different from what you usually find on the high street. Customers tell me they are bored of seeing the same outfits worn by several other people. Here in the UK, people want something individual.”
Her Southall store aims to provide exactly that. Patel is positioning the boutique as a complete one stop shop for families preparing for weddings. “We will have ready to wear outfits, bridal wear, menswear, children’s wear and jewellery,” she says. “The idea is to offer everything under one roof so customers do not need to go from place to place.”
The new opening will also support local employment. “We are creating at least 15 jobs, around 10 full time roles and additional part time positions,” Patel confirms. “We want to hire locally, which is good for the community.”
She acknowledges that the current economic climate presents difficulties. “When the economy is affected, every business feels it. People cut back on wedding expenses and clothing is often the first thing they reduce. But Indian brides have strong ideas about their wedding day. Whether it is big or small, they want it a certain way. Trends are changing and although it may be challenging, I am confident we will manage.”
Asked what sets her brand apart from competitors in cities such as Birmingham, Leicester and Manchester, Patel highlights her design philosophy. “The simplicity of my designs. They are not loud, they are elegant and reusable. Clients often tell me they have worn their outfits again and again. After 20 years in this industry, I have built a loyal customer base.”
Her proudest moment so far is the launch of her second boutique. Her biggest challenge has been managing a supply chain based in India. “Everything from communication to shipping can be difficult. During events like COVID, when travel and flights were restricted, it was incredibly challenging.”
As she prepares to open her new store, Patel has a clear message for readers: “Come and visit us and see the new designs.”
