Angie Homes, an affordable luxury home decor store by Interior Designer Anjaleka Kripalani, has introduced two new programmes for special occasions: Angie’s Bridal Registry and Angie’s Kids Registry.
“Having done my Interior Architecture in America, I always thought of registry as a very practical way to buy gifts for special occasions, especially the two most significant moments in a couple’s lifetime: marriage and childbirth. It’s something that I wanted to do 23 years ago when I started my luxury furniture brand. But back then, I felt I was ahead of my time and India was not ready for something like this”, said Kripalani.
The programme was originally set to commence in February, but due to the pandemic, it got delayed. Times are tough for everyone. Hence, it is the perfect time to introduce this concept of a registry offering affordable luxury. The initial step was to educate people between the age of 20 and 50 about this concept.
“Everybody wants a good wedding gift: trousseau and luxurious home decor products at an affordable rate. So, why not give the bride and groom a wish list for them to choose from? This way people get a gift of their choice and yet their friends and relatives can chip in to buy the new couple their dream wedding gift,” Kripalani elaborated.
The first process is to create an account where the young couple registers their names, wedding date/engagement date and other personal details. Once they have created their registry account and have received an account number, they can go through the products and select items for their wish list from the curated wedding checklist.
The checklist offers a plethora of options: tableware, lights, bedding, accessories, carpets, mirrors, etc. After their wish list is complete, they can share the link with their family and friends.
Currently, Angie Homes has 2,000-plus products on their website. For the bridal and kids registry programme,1,000 products that are most apt have been personally curated by Kripalani.
Angie Homes is also offering an exclusive styling service, which can be redeemed in two ways: a general service or a personalised curation along with designing the trousseau. The wedding wish list and selection of home decor products are suggested by an appointed professional, both online or in-person for a fee. The clients are completely guided and advised on how to go about the whole process. Anjaleka Kripalani, by appointment, can also style a wedding herself.
The bride and groom’s names can be embroidered on all soft furnishing items and can be engraved on tableware as a part of the personalised service package. The programme also offers packaging services in two formats: regular and customised. Group gifts for wedding guests are also available.
When asked about the delivery service and consumer reaction in these uncertain times, Kripalani explained, “We have given special attention to delivery as it is the backbone of e-commerce. We have tied up with the best freight forwarders, nationally as well as internationally. Due to the COVID-19 outbreak, we are asking for a week’s gestation. Usually, for a wedding registry, we take a month’s lead time while the wish list is open for a period of nine months. The reaction from consumers has been good and encouraging so far. However, I feel more awareness needs to be generated.”
The plan is to spread the concept of Angie’s Bridal Registry to the Indian youth along with mid-end and mid to high-end customers. The benefits of enrolling and subscribing to the registry will be touched upon through emailers, digital and print media as well as through influencers.