As Diwali approaches, Aman Kaur, owner of an Indian clothing boutique, finds herself immersed in sequins, saris, and bustling sales. Diwali, a five-day festival celebrated by Hindus, Jains, Sikhs, and some Buddhists worldwide, is a significant occasion known as the festival of lights. For Kaur, it’s a time when people adorn their homes, gather with loved ones, and shop for new outfits to commemorate the festival.
Operating in the Indian boutique industry for over 26 years, Kaur initially started in Punjab, India, before establishing Pallavi, named after her eldest daughter, in Calgary. Witnessing the increasing demand for culturally-specific attire in the city, Kaur expanded her business to cater to a diverse clientele in both the southeast and northeast regions of Calgary.
Understanding the community’s penchant for dressing up, especially during grand celebrations like weddings, Kaur ensures her store offers a wide range of traditional garments like lehengas and shalwar kameez. Additionally, she stocks modest clothing options to accommodate Muslim women shopping for special events like Eid.
In a neighboring plaza, Gupta Brothers, a business originating from Ontario, recently opened its doors in Calgary due to a growing market demand in the western region. The store, adorned with Diwali decorations, has been attracting customers with special discounts on clothing items.
While Indian community members flock to these stores for cultural attire, non-Indian customers also enjoy partaking in the festivities. For individuals like Arpit Chitkara, a student at the University of Calgary, wearing traditional Indian clothing during Diwali is more than a fashion choice – it symbolizes a connection to his roots and a way to express cultural pride.
Chitkara, who plans to shop at local Indian clothing stores before Diwali, looks forward to celebrating the occasion with the Indian Students’ Association on campus. He emphasizes the significance of dressing up for Diwali, highlighting how the attire reflects the spirit and warmth of the event.