Carving a Niche

The recently opened luxury concept store, Doethereal designs seek to enhance the inner beauty and strength of women in an understated manner

Aesthetically located in the heart of City Beautiful, Doethereal is a new luxury concept store, which seeks to meet the versatile needs of the modern woman. Innovating with minimalism, pattern cutting and tailoring techniques in Western wear while skillfully creating new silhouettes and embroideries in Indian wear, the brand brings a new aesthetic in both. It is uniquely positioned, as the only store, which offers both.

Doethereal designs seek to enhance the inner beauty and strength of women in an understated manner. Elaborating on the inspiration behind the concept, Div, the creative director/designer of Doethereal, says, “In 2019, women are more cognizant of who they are and the strength and power that they harness inside of them. Today, we are living in exciting times, because women are on a journey of self-exploration and assertion, manifested through their work, family and creative interests. When it comes to fashion, they want to experiment and discover new looks, which enhance or complement their personas for every occasion or event. This inspires in me a hunger to create, to showcase their different moods, personalities and stories through the medium of clothes.”

The inspiration behind the name comes from the ‘Doe’, which is a female deer. In many cultures, the deer is a symbol of spiritual authority, femininity, gentleness, kindness, intuition and grace. ‘Ethereal’ signifying heavenly or spiritual, is a feeling that Doethereal wishes you carry with yourself every time you wear its outfits.

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