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Only six months since its launch, Pernia pop-up shop. Become a very popular online destination for clothing brand Priyanka Sharma cats up to its founders Pernia Qureshi. Chanderi sarees with borders Buti by Sabyasachi Mukherjee, Anamika Khanna anarkalis silk and rich combinations embroidered Pia Pauro a designer come to the shelves of a cluttered basement in New Delhi Defence Colony tony line developed decorated. Small, only 500 square meters of space inventory Perniaspopupshop.com a portal online shopping for designer clothing and accessories for women. The site has more than 50 labels, including Ritu Kumar, Gaurav Gupta, Namrata Joshipura, James Ferreira, Shantanu and Nikhil, Abu Jani-Sandeep Khosla, Rohit Gandhi and Rahul Khanna Shivan & Narresh. Hermes Kelly 32CM Handbags And the number of designers on the rise this week, said a happy Pernia Qureshi, founder of the site, wearing a dress with straps Savio Jon (available Pernia pop-up shop for Rs 8600) and comfortable sandals. At one corner of the office, keeps Qureshi a watchful eye on his 20 employees, including a herd of young graduates in fashion design, which make its offer -. Providing press releases, updating his Facebook page and organize meetings with designers The 27-year-old fashionista style actors Sonam Kapoor, Sonakshi Sinha and Asin, started his eponymous label at Lakme Fashion Week in August Qureshi launched the online shop in April this year. His decision to take the 'e' way was smart because it saves on the high cost of real estate and operating brick and mortar could save, as well as the price of his goods to which compared favorably with those in multi-designer stores implemented as Kimaya and Ogaan. Qureshi is, of course, not only for the consumer, by serving to designer clothes at unbeatable prices, but also helps the designer in India the opportunity to expand their market without large investments. In addition, pop-up shop designer Pernia fatter margins on sales. For designers, the portal also offers the opportunity to build their brand image. Take Mukherjee, one of the designers sold most on the website Qureshi. Pernia yesterday launched pop-up shop "Stories Sabyasachi" to repeat buyers designers share stories and pictures of their favorite Sabyasachi sari on Facebook, Twitter and Google+. Resulting in higher traffic to targeted advertising and website designer leads - all links lead to Pernia popup diverted. *** Not a year ago, when approached Qureshi established designers with ideas and drafts, to convince them to present their clothes on their website was difficult, she admits. It was a great victory, because designers are often picky about how their clothes stored and displayed. Family ties may have helped here. Qureshi comes from a wealthy family - his father, Moin Qureshi (who has invested in the website and administrator) runs a large export business of meat. Qureshi said she has seen many designers since childhood. The launch party Pernia pop-up shop was followed by many designers, including Kallol Datta and Joshipura besides Gayatri Reddy, the former owner of the Deccan Chargers. "Pernia grew large and forged style has its own identity, which I only noticed when I was roped in style a shoot for me a few years ago," says Tarun Tahiliani, which will start soon. Their collection on their website Styling celebrities Qureshi said that was not something they intended to do. She studied law at the George Washington University in the United States, as they fell on the road while. A summer internship at Cosmopolitan "I realized that I had a flair for fashion, and I wanted to be involved." So she had an internship at Elle magazine in New York. Was 21 years old, Qureshi bag with established French designer Catherine Malandrino to learn followed by another internship at Harper's Bazaar. "Fashion I learned the right way," said Qureshi. On his return to Delhi in 2009 had run perfectly - Harper's Bazaar launched in India this year and joined the magazine as a stylist. But it was earlier. "I realized that I not only paid - which is good, because no one pays much fashion I am the fool, my employee pays so [laughs] -. But overqualified for the job" Qureshi's claim to fame, she admits, her hair was "dear friend" and sales of Aisha Kapoor (2010). At a time when India Vogue fashion director Anaita Shroff Adajania was the only high-profile Bollywood stylist Qureshi found refreshing and elegant take on upscale fashion favor with critics and players. Aisha presented Atsu Sekhose designwear Indian market and has led to an increase in sales of Anamika Khanna lehangas and the classic Lady Dior bag door Kapoor in the film. *** Designers want a site that is displayed their dresses with elegance and an easy to use navigation. And Qureshi, who regularly buys in retail designer clothing International Net-a-Porter (sell Alexander McQueen, Christian Louboutin and Valentino, among others) knows how to keep them happy. Gaurav Gupta, which underlines their coral sari with details kat dana (Rs 28,000), and a range of accessories is a provider of such content. "Pernia has a great mix of creativity and business acumen. It is effortlessly chic, and this reflects on their website and clothes." Whether its elaborate costumes or clothes Pernia scan pop-up shop, he added, just,. His mark with his beautiful pictures, prompt delivery and careful handling of goods Database Pernia Pop-Up Shop buyers are increasingly not only in Delhi, Mumbai and Chennai, but also in smaller cities like Lucknow and Dehradun, said Qureshi. "And web traffic is highest during office hours," she says, laughing. Problems Qureshi To Email configured feedback from customers on his BlackBerry. The site has a conversion rate of 0.25 to 0.35, says CEO Prabhakar Shastri. This means that when 10,000 buyers to visit the site every week, at least 2,500 of them to make a purchase. "These numbers are constantly increasing. Turnover increased by almost 150 percent at the end of the first three months," said Shastri. Two of the fastest-selling pop-up shop on Pernia said Qureshi, Amit Aggarwal a beige jacket and gold armadillo (Rs 28,600) and a cow-print Masaba sari is (Rs 26,000). While prices have described the clothing sizes are "small", "medium" and "large" cited limited. "I'm going to develop soon and more sizes," Qureshi said prices after negotiations with the developers are resolved - .. Qureshi does not reveal its margins or they disclose its investment in the company's IT maintains a close control over the goods, sending a team of buyers of fashion weeks and designer boutiques, to patterns that are to attract their attention. "You weed out the junk for me., I decided, what happens on the site," she said. Orders are usually the very same day they are registered (Pernia pop-up shop a tie-up with Blue Dart and DHL) and within five to six days. Delivered, if a buyer does not like clothing or it does not fit, it can not be returned, the money will nachzukaufen as "credit", which they can use at any time by another element.