Panache

Panache is tucked away in Purana Bajaja in the Ameenabad area. If you’ve ever been to Ameenabad, you know it’s a total maze of shops and people. It’s loud, it’s crowded, and there is always something happening in the lanes. We’ve been part of this market for a long time. Our shop deals with clothing and fabrics mostly. It’s a traditional kind of place where people come when they want to find something very specific. We don't have fancy mannequins or big bright lights like the new malls do. We just have stacks of clothes and our own knowledge of what looks good on people. It gets very hot in the summer and the lanes are narrow, but we wouldn’t want to be anywhere else. There is a certain rhythm to the market that you just get used to after a while. We spend our days talking to customers and showing them all sorts of different colors and patterns. We aren't trying to be some high-end fashion brand. We just want to provide decent clothes that people feel comfortable wearing. Our story is basically just that we are here every day in the middle of all the bustle. We don’t have a website with a lot of photos or a social media manager. We just open the shutters in the morning and wait for the first customer to walk in. It’s honest work in a place that has a lot of history.