Our Story

 “Doing what you love is the cornerstone of having abundance in your life” – Dr. Wayne Dyer 

If there is one thing that reverberates through me constantly is Fashion!  I observe and experience fashion in all its forms.  For me, fashion is also a way to connect with people.  When I am out shopping or running errands, it is difficult for me not to look at someone and completely re-envision them transformed in a set of clothes from my collection, that would make them look and feel their absolute best!  Each and everyone of us has the capacity to look and feel our absolutely best and, my quest is to connect with my customers and bring their inner beauty and confidence to the surface.

My fascination with fashion began very early in life.  Growing up in India, access to brand new fashion magazines (my gateway to new looks and trends) was nearly impossible.  I would pay nearly all of my monthly allowance on buying old issues of Vogue from the corner bookstore, which in turn bought the books from the American, British and European tourists visited my hometown, Jaipur.  I was fortunate that Jaipur happens to be one of the most sought after travel destination in India.  I would get completely lost in the glossy fashion pages filled with beautiful clothes completely out of my reach.  Since I had no way to buy the clothes I saw in those magazines, I tried to get the local tailors to recreate those designs.  When the tailors refused, I set up a clothing design and manufacturing business at 17, that became very successful.

The Queen of Jaipur, Her Highness Maharani Gayatri Devi, once chosen by Vogue as one of the most beautiful women in the world, felicitated me with the “Best Designer” award at competition held in Jaipur.  Subsequent to receiving the award, I had the honor of designing a custom collection for her.  That ended up being one of the highlights of my fashion experience in Jaipur.

Shortly after I got married, we moved to the United States.  In 1998, my first fashion show took place in New York City, and my couture collection was well received.  Since then, I have had extensive retail experience marketing clever, useful and exciting consumer products commonly known as “As seen on TV” products, on the Home Shopping Network.

Now I’m returning to my roots and launching Prim Not Proper, a one-stop online shop for trendy women’s apparel.  Looking beautiful and glamorous is not reserved for just a handful of us.  It’s within reach of every women and it is my mission to make each one of us shine and exude confidence.  I feature beautiful clothes that appeal to women of all ages.  The designs are both my own and curated ones, and I offer my collections at prices that are truly hard to beat.

Happy Shopping!  Don’t hesitate to reach out to me directly if you have any specific questions.