In focus: Love for Pretty Things

It’s no secret, we love a good accessory. But, what do we love even more? When we discover something before they become a hit with the masses! From baubles to bags and beyond – meet Madhuri Khemani, the brainchild behind Love for Pretty Things, an online one-stop-shop for all your accessory needs. Ahead, she tells us more about the brand and we have a hunch it’s about to become your new favourite too!


SC: Tell us a little about your background.

Madhuri Khemani: “Hailing from a finance background. I got into chartered accountancy without much thought. Halfway through it, I realized it wasn’t for me, but completed my degree either way. Fashion has always been my first love – I decided to take up an unpaid internship at Genesis Luxury for six months after which, I got my first job at Ritu Kumar as a marketing assistant for their e-commerce portal. It was then that the idea of starting ‘Love for pretty things’ struck me.”

SC: How did you make the transition into starting an accessory e-commerce platform?

MK: “Even though I was finally working in the fashion industry, something was missing. I have always loved accessorizing and firmly believe that it can make or break your outfit. So, I decided to curate a portal with some of the best accessory designers across the country. I invested my savings with my partner and took the risk of starting my first venture. With my partner’s business expertise and my creative knowledge, after a year of ground work, we went live with last year in April.”


SC: How do you go about choosing the designers showcased on your website?

MK: “The idea was to create an eclectic mix of premium designers and upcoming talents. We choose our designers very carefully to match the aesthetic of the brand; ‘original, fresh and unique’ – that is what we are constantly on the lookout for. Quality is of utmost importance, nothing goes out to a customer without thorough inspection. Each product is handpicked by me and we have about 30 designers on board including our eponymous in-house label.”

SC: Do you wish to expand your in-house label even further?

MK: “Yes, we have also started our own label of accessories. At present, we have a small collection of jewellery and scarves, and in the next couple of months our label will be showcasing clothes as well.”


SC: What type of woman do you have in mind when you curate the collections for your platform?

MK: “The idea is to have something for every kind of woman, which is why the collection is so diverse! Our price range starts from Rs. 400 up to Rs. 12,000. From the teenager who lives on her limited allowance, to the corporate professional, the fashion conscious diva who isn’t afraid to splurge, and the hardworking housewife – there’s a little something for everyone!”

SC: Do you have a favourite piece you’ve showcased or created? What made it so special?

MK: “I have so many! It’s too difficult to pick one, but, I am a sucker for rings! I simply must wear them with every outfit. Some of my favourites are the vintage midi ring by Zariin , a stunning gold ring by Zariin, kundan mirror ring by Soranam, a dual finger kundan flower ring by Just Shradha’s and the dual finger lipstick ring by LFPT.”

Vintage midi ring, Zariin
Vintage midi ring, Zariin
Kundan mirror ring, Soronam
Kundan mirror ring, Soranam
Dual finger lipstick ring, Love for pretty things
Dual finger lipstick ring, Love for pretty things

SC: Name two style icons you admire – one living, one dead.

MK: “Sonam Kapoor and Marilyn Monroe!”



SC: What’s your accessory philosophy?

MK: “Keep it simple – the key to accessorizing is to focus on one or two key pieces. If I’m going out for the evening, I’ll only wear a statement neckpiece, with traditional wear, a maang-tikka and some chandbali’s and an eye-catching ring for a lunch date.”

Love for pretty things

SC: What are some of the most treasured items from your personal jewellery and accessory collection?

MK: “I have an antique gold kada that belonged to my fiancé’s grandmom and I absolutely love it – it’s really old but such a classic, it can liven up just about any outfit!

From my accessory collection it would be my black Dior clutch, simply because it was the first thing bought from my earnings and I was saving up for months!”


SC: What’s your vision for the future of Love for Pretty Things?

MK: “We’d like LFPT to offer a whole lot more – recently, we’ve started our own bridal blog that helps you find the best wedding accessories. We are also working on our own line of clothes which should be up on the website in the next few months but accessories will always remain the star of the show! Additionally, we plan to start international shipping by the end of the year.”


Follow Love for pretty things on Facebook, Twitter and Instagram to stay updated with their latest collections.