In a DVD Exclusive, I had an opportunity to interview Qurvii CEO Neelima to discuss her reason for starting the clothing line, her background in fashion and what’s next for the fashion brand.
Tell us about your clothing line, What was your motivation to start QURVII? Do you design every item of clothing yourself?
My personal struggle with finding trendy and affordable clothes in plus sizes motivated me to start QURVII. Available options were either dull and drab or way too expensive. Also, plus size clothes are either relegated to the back end of retail stores (as if shopping for plus size clothes is a punishment) or not available at all in retail stores (relegated to being sold exclusively online). We want to make shopping for women’s plus size clothes fun and enjoyable experience.
We have a team of designers, merchandisers and quality control professionals that work together to create our line. I do keep the ultimate right to approve/disapprove any style that I feel does/doesn’t fit with our brand.
How did your education and experiences in design and beyond lead you to the role in which you are working today?
I have over 20 years of experience working in the fashion industry across Asia, Europe, and the USA. I have had the good fortune to work with leading manufacturers, buying houses as well as running an export house myself. Also, I have had teaching experience as a visiting faculty member at FIT, New York conducting a course on sourcing and production.
Your clothing is inspired by women in all shapes and sizes. Why is it important for all women to be celebrated?
We believe that all women are beautiful and deserve to feel good in the clothes they wear. Women should not be made to feel inadequate or inferior because of their body type. While everyone has the responsibility to stay healthy, different body types is a fact, and it’s irresponsible for the fashion industry to keep highlighting the zero size body types as the ideal for all women to aim towards.
What is your most popular item on Qurvii.com, and why do you think this is the case?
Our net hem dress linked below has proved to be our most popular style. The reason is that it is well designed, is edgy and can make women of all sizes feel sexy and desirable. Based on extensive feedback from our customers as well as retailers, we offer this dress in two options, short or long lining.
You can check out this style here:
How do you use social media to connect with potential customers and why is this important for your brand?
We believe that social media is extremely important in our scheme of things to connect with both end customers as well as retailers. We are proactive on Facebook, Twitter, YouTube, Instagram and periscope. Being a young brand, our social outreach will keep increasing and improving as we are dedicating substantial resources and energy to it.
What’s next for Qurvii?
Hearing the demand, we recently introduced all our styles in sizes S, M and L in addition to our 1XL to 4XL size range. Also, we are working on an activewear line that should be ready sometime in 2016.
Follow QURVII online: