The Business of Fashion | Living North

The Business of Fashion


Nisha Vedhara - Love Niche Boutique
Nisha Vedhara, stylist and owner of Newcastle-based Love Niche boutique, was chosen to style Victoria Secret model Adriana Lima. We caught up with her to hear the details

Nisha grew up in Delhi, India, with an entrepreneurial father who wanted her to run her own business and a fashion designer mother who inspired her to be creative. 

‘My dad wanted me to study business and I told him, “I don’t want to do that because I will end up flipping through a book in my lecture rooms because I want to study fashion,”’ says Nisha. ‘He said, “If you have the creativity you should be able to do that any time, but you should know how to run your own business.”’

So she agreed. She studied business administration in India for two years before completing her final year at De Montfort University in Leicester. After returning to India to do a masters in Marketing, she moved to the North East of England. In the process she met her husband who worked in fashion retail and ended up getting back on board with her main passion.  

‘My career began working in his family business as an Assistant Fashion Buyer, then I ended up doing accessory buying for them which gave me a lot of experience and exposure within the industries. Then I worked with a lot of factories that produced for high street stores before beginning my own little collection called Love Niche London. I would take it to India and sell it to my friends and family.’

Love Niche London has now grown into Love Niche, a successful online boutique with a shop in the heart of Newcastle. But this isn’t Nisha’s only achievement, she has gained status as a successful stylist in her own right. Her most notable achievement has been securing a contract with Veet to style Victoria Secret Angel Adriana Lima.

Nisha secured the sought-after contract when visiting Istanbul for a networking event. ‘They already had a stylist on board – the Creative Director for Elle Turkey. She was meant to be the lead stylist on the project but then Reckitt Benckiser – the parent company of Veet – put my name forward.’

‘I had a team of style advisors working under me, and I was Adriana’s stylist for the five days of the shoot. I was working alongside her hair stylist and make-up artist to discuss the looks we were going to be achieving. But the work had started two months beforehand creating mood boards. When I arrived it was a battle because the production team on the project didn’t want an outsider like me, but when they saw my work and my mood boards they were ready to welcome me.’

However, it wasn’t all plain sailing. ‘All of the storyboards that were sent and all of the locations that were chosen were different to where we ended up shooting because we had unexpected snow – to a level where the city had come to a standstill,’ explains Nisha. ‘They had already got permission for all the locations which we had to change – and a change in locations meant that I had to change all of the outfits and the look.’ But Nisha managed the challenge, ‘We had to change so many things so quickly and I realised that I did have the presence of mind to do it,’ she says.

The response has been great, and Nisha says she would love to get involved with next year’s campaign.‘The advert has been nominated for an advertising award,’ she says. ‘If they are signing Adriana Lima up again for the next commercial, I will be the style advisor on the project again.’

Published in: September 2015

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