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| Edited By: Chaya Unnikrishnan |Source: DNA |Updated: Aug 04, 2016, 12:30 AM IST
She acted in TV serials like Kabhi Aaye Na Judai, Lekin, Aandhi, Kitty Party and Pratima before Jyoti Mukerji, who is married to Rani Mukerji’s brother Raja took a sabbatical. The actress chose to be a hands-on mom to her two children. It was also the time when she decided to pursue her career as a fashion designer, in which she holds a degree. She along with her partner Bhumika Chheda started designing and exporting outfits. Eight years into the business, the duo has launched an unique fashion outlet called Bhumika & Jyoti, a zero waste fashion store in a Mumbai suburb. The concept of the store is recycle, upcycle and reuse all the wastage generated while making clothes. Here Jyoti talks about how the idea originated and what’s in store.
My partner Bhumika and I were doing business in the export market for the last seven-eight years. We made tonnes of outfits — 1000 pieces of one design, which resulted in ample wastage. Also, some months ago, a huge environmental problem was created when the dump yard in Chembur was burning. It was a matter of concern for most of the families. I stay in Versova and my children go to a school in Bandra Kurla Complex. I couldn’t send my daughter to football practice because of the smog as many kids had fallen sick. Several people were also suffering from breathing problems. That got me thinking. Even when we are making outfits, we generally throw the wastage and contribute to the problem. So, Bhumika and I decided we should utilise the waste by reusing the waste fabric in embellishments and patchworks. We also started creating something new out of it. We started enjoying the process and in our own way were also doing our bit for the society. The idea to open a store came from that as we were also thinking of entering the retail space.
The main thing is nothing is wasted here. Even the smaller strips of cloth which are generated while making outfits are braided and we make borders out of that, while the circular fabric is used to make buttons. We are also trying to connect with nature by dedicating our collections to it. The first one is called Forest Green collection, which has outfits in all shades of green and brown. The next collection will be Autumn Leaves.
Out store is simple and basic. We have used minimum wood and everything is recylced and reused however we can in our own way. Though it is a high-end fashion boutique, it has an earthy feel to it. As it is in Juhu, we can’t go completely away from the norms of the area we are postioning ourselves in.
My zero waste concept gives an edge definitely. It’s also a business concept. I am not doing it as a social cause. it’s business with a social contribution to the society.
I have loads of them. Every designer has his/her own creativity and thought process. I cannot name one because I won’t do justice to the others.
Rani was away in Paris for three months and has come back recently. Even I was on a holiday with my kids. We have just touched base with each other, now I will probably do something.
I would love to return to TV, but my son is still seven years old and my daughter is 10. The main constraint of TV is the erratic shooting schedule. I am the kind who takes an interest in my children’s homework and do projects with them. When my children are a little older I would love to go back to acting.
I did Manjul Sinha’s serial Asha Ki Kiran in which I played both Asha and Kiran. That was challenging. Then there was Pratima, my husband’s production which was challenging in terms of look and the story.
