A Sabyasachi Store Is Coming To New York
by Raj Desai | 4/12/2020
When you hear the name ‘Sabyasachi,’ what comes to mind? Deepika Padukone. Attractive models in a stoic front-facing pose. The Royal Bengal tiger logo. But most likely, when you hear the name ‘Sabyasachi,’ you think of brides.
Shopping at a Sabyasachi store and wearing a Sabyasachi bridal lehnga has for many brides become an inextricable part of the South Asian wedding experience. For a long time, particularly for US-based brides, we didn’t really know or care who made our Indian outfits. And with every design as colorful, intricate, and sumptuous as the next, did it really matter? That’s starting to change.
Just look up the hashtag #sabyasachibride on IG and you’ll get well over 300k hits. There’s even an Instagram page, @bridesofsabyasachi, which has just under a million followers, dedicated to brides around the world decked out in his designs. In a culture where, for better or worse, weddings are an excuse to upstage other families in an obscene display of wealth, purchasing and wearing a Sabyasachi lehnga – which can cost upwards of 10 G’s for one outfit – is a status symbol. It puts you on par with South Asian bridal royalty, like Isha Ambani (who had freakin’ Beyonce as a wedding performer), Priyanka Chopra, and Deepika Padukone. Other designers emulate the go-to stance he uses for his models (it’s a bomb look, tbh). And wedding vendors tout having worked with him in *any* capacity – I once met a photographer at a wedding show in NC who used that experience as part of his credentials. And why not? His name means something.
Now to the nitty-gritty of what *really* matters to a US-based bride itching to get her hands on a Sabyasachi – do you have to go to India to get one? The answer is NO. Because Sabyasachi is coming to New York with his Madison Avenue, Upper East Side flagship store. Originally slated to open in September of 2020 (no word yet on how this date will be affected because of COVID, stay tuned to his social media pages for updates), Sabyasachi will be nestled next to the fashion elite of Derek Lam, Giorgio Armani, Givenchy, and Alexander McQueen.
The entire store is designed to be an immersive experience for all who enter it. Wallpapered in traditional Indian motifs. Low-tempo sitar music playing in the background. A screen with videos playing as you walk in. You’re promised a sensory experience as soon as you walk through the heavy black doors guarded by his famous tiger logo. You’ll soak in the scent of attar (an essential oil made of rose petals) and take in the sight of a rich and royal Indian heritage in the décor and heavy fabrics.
For brides who book an appointment, the experience only gets better. VIP service as soon as you enter – which means being generously welcomed with sparkling water, flowers, and mithai. Order from a special menu offering champagne, wine, authentic Indian drinks, prepared savory Indian snacks, and chai and other assorted teas.
You’ll have access to a smart virtual mirror which displays a selection of lehngas and saris for you to choose from. The mirror will let you know if the piece you like is available in the store or if it will have to be ordered for you. It’s promoted as a time-saving tool for brides and their families – you won’t have to try on one heavy outfit right after the other. A special 5-10 minute video will be created just for you showcasing your outfit being brought to life by Sabyasachi’s karigars (artisans). However, the video comes with a price tag – you have to spend over $7,000 on an outfit to get it.
The experience doesn’t stop when you purchase your lehnga or sari – your bridal outfit will be delivered in a special trunk of brocade silk lined with rich velvet. And don’t forget that special handwritten letter for you that is supposedly from Sabyasachi himself. My wedding outfits? They were shipped to me scrunched up and vacuum-sealed with an extra protective layer of duct tape.
No matter how big or small your purchase is, you’re guaranteed to get some kind of parting gift from the label. Although the size of that gift *will* vary on how much you spend. Spending under $1,000? You’ll get a ‘Save the Saree’ box – which is Sabyasachi’s project that supports karigars by buying their stock year around and providing them with continuous employment and income – with a handwritten note from Sabyasachi. Spending over $7,000? You get an embroidered bangle set, a ‘Save the Saree’ box, and a note in a different, equally specialized handicraft box.
There’s no question that Sabyasachi knows how to make a bride *feel* like a bride. And it’s not just in the name, or the well-designed outfit, or the quality of materials, or the artwork of the karigars – although all of those things are worthy in and of themselves. It’s in the customer experience you’re offered as soon as you step on site. The aesthetic of the store that transports you to another time and place. The delivery of your outfit and the handwritten note that make you feel like you’re the ONLY Sabyasachi bride, even though you’re one of thousands. And while establishing a flagship store in NYC is a smart business move for Sabyasachi, a savvy businessman who is constantly growing his brand and entering new markets, his move to the Upper East Side means you finally have a 5-star Indian bridal experience that you don’t have to travel to India to get.
Source: Rutuja Majajan: Retail Expansion Plan for Sabyasachi in the US
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Raj Desai
Founder & Chief Visionary, proud fur mom of 2, amateur artist, Netflix binger, wino, and chocolate addict.
