A Fashionable Entrepreneur

As the fashion landscape booms with new designers, retailers and e-commerce players, Devangi Parekh plans to play a critical role in this expansion.

- Aekta Kapoor

“Love what you do and immerse yourself in it, otherwise you will not enjoy the long hours and the hard work that goes into a venture.” This business lesson is not something that Devangi Parekh, Creative Director, Aza Fashions learnt at a graduate school. Rather, these are crucial life lessons she learnt along the way. Parekh is the daughter of Dr. Alka Nishar, who launched the outfit in 2005, and Atul Nishar, the founder of Aptech Computers and Hexaware Technologies. After graduating with a Bachelors in Entrepreneurship from Cornell University, Parekh wanted to gain global experience in diverse industries. So, she took up an analyst’s job at Deloitte Consulting in New York. But Parekh was her mother’s daughter and a fashion addict at heart; she would spend her free hours analysing designer collections, reading about textiles, and examining store layouts and displays.