Aviratè, the first premium women’s lifestyle store in Sri Lanka turned two on the 7th of December 2012. Almost 4 years ago, Timex and Fergasam Group, the leading exporters of women’s apparel to some of the world’s biggest brands realised the way forward was to venture into retail.

 

In 2010, the plan materialised with their first flagship store in Colombo located at 30 Maitland Crescent. Today Avirate has expanded to 5 stores in Sri Lanka and 8 in India. Avirate owes its success to its fabulous customers, the fashion forward women of Sri Lanka who truly epitomise the motto “high street sensuality”.

 

To celebrate Avirate’s two year milestone they invited five beautiful real Aviratè women to coffee and conversation at the flagship store & café. These women have been loyal customers since Avirate’s inception, and each of them are highly regarded and sought after in their respective fields. Avirate recognises them as strong, independent, beautiful, and sensual women. Their wardrobe matches their personalities which consist of many beautiful Aviratè pieces.

 

The ladies were adorned in their favourite Aviratè dresses in commemoration of the special occasion. Hasanthie Iddamalgoda, a General Practitioner looked stunning in a kimono inspired floral dress.  Sandra Dezoysa, the head of customer service at a large mobile company looked ravishing in a chiffon black dress with an embellished collar. Dina Omar Pinto, a stay at home mom, chose a black fitted cap-sleeved dress that brought out her radiant complexion.

 

Angeline Ondaatjie an MD of a large hotel chain chose to wear a printed bodice pencil skirt dress that highlighted her sun kissed skin. Last but not the least, Falak Fazleali, entrepreneur extraordinaire, looked simply gorgeous in a black one-shoulder bandage dress.

 

The ladies commented on how remarkable it was that each of them had picked a different dress as their favourite. In fact none of them owned the same dress as the other! One thing they believed Aviratè had gotten right was the offering of up to 400 styles per season. They also provided some constructive criticism, to the Avirate team and they were appreciative of it, as they believe it is their customers who would drive the brand to be global.

 

Avirate’s holiday collection has some amazing show stoppers ranging from little black dresses to evening gowns catering to a broad spectrum of their customers' holiday needs. Avirate also offers some statement jewellery pieces and bejewelled accessories to go with each and every garment. Understanding how important the right inner wear is for a woman, Avirate also offers great lingerie that flatter women’s clothing, especially dresses.

 

 

Aviratè: how often do you ladies drop into the store?

 

Hasanthie - “I mostly shop for work so I come in every week. Almost all the time something new catches my eye.”

 

Angeline - “I come about once a month, and I just pick up about 10 dresses. The staff at Aviratè know me so well; they keep the dresses I like separately.”

 

 

                                                         Angeline

 

 

 

Sandra -“I drop in whenever I pass the store. Sometimes when I know I have an event coming up I make it a point to go. The staff here usually know what I like.”

 

Falak -“I come in whenever I’m out shopping. Aviratè is one of the places I have to stop by.”

 

Dina - “I go out shopping once in a while, as I’m really busy with my little one. Aviratè is the place for me, after giving birth I put on some weight, but it’s okay because I always find

something figure flattering.”

 

 

 

                                                           Dina

 

 

 

 

Aviratè: When and where do you wear Aviratè?

 

 

Dina  - “My wardrobe from the start of the day to a party is mostly Aviratè. The casual collection is just as amazing.”

 

Angeline - “I mostly wear Avirate to parties and when I am away from Sri Lanka. I get so many compliments when I wear Aviratè abroad; most people ask me where I buy my dresses.”

 

Falak - “Same as Angeline. My friends in Bombay are waiting for the Avirate store to open up, which I believe is soon” 

 

 

 

                                                          Falak

 

 

 

 

Aviratè: We love it that our clothing can be worn across such a broad spectrum of circumstances. So what is it that has got you coming back to the store for the last two years? What do you love about Aviratè?

 

 

Angeline: “I love the fact that when I am in New York or London, I see the same styles and designs in some of the most fashionable cities. I love how on par Aviratè is in terms of design and quality.”

 

Hasanthie: “Same here, in fact when I browse some of the US department stores online, I feel like I’m not really missing out because of Aviratè.”

 

 

 

                                                                      Hasanthie

 

 

 

Dina: “I feel like Aviratè makes flattering clothing for my shape. It’s really difficult to find something flattering for my body type, but never at Aviratè. I always find something that flatters my body,  The Avirate clothes makes me look and feel good.”

 

Falak: “I love it that you really don’t have to iron most of the clothes. It truly is the best part. No matter how you sit, you will not find any crinkles or wrinkles on the clothing!”

 

Sandra: “Yes that definitely is a huge plus for me.”

 

Hasanthie -“Yes! Not only do the clothes not require any ironing but sometimes when the labels read “dry clean only” I have accidentally washed them and nothing really has ever happened to them.”

 

 

 

                                                                      Sandra

 

 

Sandra - “That truly is a testament to the great quality of the clothing. I too like Angeline, love wearing my clothing when I am abroad for business or just on vacation. The compliments I receive and the way the clothes make me feel is the reason I have been coming to the store for the last two years.”