Kuljindar Kaur and Soniyah Sidhu, the two dynamic women behind Jinder’s, are working towards expanding their label in a big way!
7/14/2014 1:32:01 PM
|written By : Nithya Subramanian|
If I had to choose one word to describe the relationship between this mother-in-law and daughter-in-law, it would be warmth. And this, my colleague and I, felt not just at their beautifully done up home, but also at the Jinder’s boutique, which is now undergoing a major revamp, in an attempt to transform itself into a luxurious space that will attract expat clients in a big way.
The evolution of the brand is quite similar to the background of these two women – Kuljindar Kaur and Soniyah Sidhu. Kaur, an elegant lady in her late sixties, who was born in Indonesia but moved to Singapore after her marriage. She started the label when she realised that there was a vacuum when it came to classy North Indian women’s wear. Sidhu (40) on the other hand was born and bred in Bombay and married into a family based in Singapore. Her sharp fashion sensibilities drew her to her mother-in-law’s business and the two worked harmoniously to build the Jinder’s brand and business.
From retailing out of a non-descript store at Tanjong Katong that kept limited stock, the first step that was taken after Sidhu joined the business was to move to Selegie Road, a hub when it comes to Indian fashion and tailoring services.
Today, 18 years after Jinder’s inception, the two are at the threshold of taking their business to the next level. After having established themselves as a fashion forward studio within the Singapore-Indian community, the idea is to relaunch the brand in a big way in the third week of January 2014 to attract expat customers who are looking for quality products at good prices.