Designer Dreams - Chethana Anumolu talks with You & I

Her vibrant personality and no-nonsense approach to life is in a way a great reflection of her brand. Chethana, an out-and-out Hyderabadi at heart, created a brand that has comfort and casual written all over it.

Tell us something about yourself and what you do?
I’m the founder and design head of Notch Above Creations. We make comfortable casual clothing for women at affordable prices. We love using handloom fabrics and quirky embroideries.

When did you decide to launch your own brand and what has the process been like so far?
After working in this field for a long time, it just happened one day. I realised there is a huge demand for affordable casuals. The whole process has been extremely rewarding and fun. Starting your own business makes you learn something new every single day.

What’s the most rewarding part of what you do?
The love and appreciation we get from our customers. Its extremely rewarding when customers come to us and tell us how much they like our collections, and how much they appreciate what we do and our unique selling point.

And the challenges?
Challenges, huh? Which one!? I would have to say that the most challenging part is people management. It can be overwhelming at times.

What inspires you?
Everything! I know it’s such a cliché answer, but I take inspiration from daily life. Street colours, my mother’s garden, everyday objects, etc.

What does style mean to you, and what is your own personal style like?
Style is a very personal thing. It portrays a sense of who you are. I live in comfortable clothing, I look for comfort and pockets in everything! Most of the time you’ll find me in a pair of jeans and a basic t-shirt.

What were you doing before you started your brand?
Before I started my own company, I worked with my sister for a while who has her own clothing company. It was quite a fun experience! I learnt firsthand the hurdles and joys of working in the clothing industry.

Can you tell us about what some of the major learning lessons in your life have been?
There are too many to list! I believe life is a continuous learning process and that every bit of knowledge comes in handy at some point.

What is the best piece of advice that keeps you going on a daily basis?
Stay positive, no matter what! How you feel about a situation usually defines the outcome. All sorts of mishaps happen almost daily; I believe in fixing them and moving on!

What are your other hobbies and passions?
Does Netflix count? (smiles). I love to swim and travel. Road trips are my favourite!              – as told to Suneela