Youth Incorporated Magazine

Sohel Lalvani and Sonali Lalvani, co-founders of ‘toniQ accessories’, who sponsored Miss India 2011, speak about how accessories are magic elixirs

Why did you choose the name ‘toniQ’ for your accessory brand?
When we conceptualised an accessories brand for India, we knew the name had to be young, fresh and memorable. ‘toniQ’ was chosen as good accessories are a magic elixir to a dull wardrobe. It picks it up, refreshes it and makes you feel good.

What makes ‘toniQ’ different and appealing from the gazillion accessory brands in the market?
We do approximately 400 new designs every season. New styles are introduced every three weeks so there is always something new in stores. Our prices are unbeatable.

What does your Limited Edition Collection consist of?
High impact, bold, on-trend and attention-grabbing pieces. If you are looking at a conversation starter then Limited Edition is the pick.

You have recently launched a collection for kids, tweens. What would induce them to flaunt ‘toniQ’?
‘toniQ girls’ is for the mini-hipster, young girl who loves to dress up. The collection is well-priced, so a girl on some pocket money can easily get herself one or two things from the collection. The styles change every three weeks and the colours and styles are seriously fun.

Which Bollywood stars would you like to accessorise?
‘toniQ’ is a brand for real people. It’s approachable, relevant and for our customers, so if we spot customers wearing toniQ at a movie or at a nightclub, it’s thrilling.

Who is the ‘highly, chicly accesorised’ person in Hollywood right now?
Rihanna – we love her constant reinvention and it is giving us a ton of inspiration. Our new winter 2012 collection has a lot of references to recent Rihanna videos.

What is your next collection going to be?
It is our Spring Summer 2013 Collection and our colour palatte is really airy, fresh and girly.

What is your advice for youngsters dreaming to start their accessory brand (and give you competition!)?
Stay relevant. Research, research, research.

Rapid Fashion Fire:

• Your inspiration:
  India. We are absolutely loving the seismic change in fashion that is happening currently

• Favourite accessory designer:
  Alexander McQueen and Mawi for her bold take on tribal designs

• Sizzling accessories for collegians:
  Bright, layered necklaces and bangle stacks

• An accessory-pairing faux pas:
  Mixing metals

• Life without accessories is like:
  A cupckake without the icing and sprinkles – boring!

Volume 2 Issue 5