Fashion designers are not necessarily born under the bright arc lights of big cities. Some weave their way into the industry from the serene landscapes of the Nilgiri hills. In her own words, “the ugly duckling that turned into a swan” is SumathiThiagaraj Gowder’s story. Sumi, as she is fondly known, has forayed into the fashion industry with her own magical native designer saris `Devimitchi.’
Fashion designers are not necessarily born under the bright arc lights of big cities. Some weave their way into the industry from the serene landscapes of the Nilgiri hills. In her own words, “the ugly duckling that turned into a swan” is Sumathi Thiagaraj Gowder’s story. Sumi, as she is fondly known, has forayed into the fashion industry with her own magical native designer saris `Devimitchi.’
Sumi was the `Cinderella maid’ overlooked in her younger days owing to her demure simple looks. And yet, Sumi dreamt in the quiet corners of the hallowed classrooms of `Breeks,’ in the picturesque town of Ooty. With a simple Badaga family background that did not boast of any “fashion” gene in the bloodline, Sumi cut her own style at home. Her “stroke of midnight” sounded thirty years later when her lofty dreams to make her mark in the fashion industry became a reality. Sumi did not need a prince or glass slippers to make that dream come true. Sumi goes down memory lane to share how her dream materialised:
Where did your dream begin?
I always liked to be presentable, in my early years as a child too. My tailors had difficulty converting my ideas on material. I made my own first dress when I was in Class 7. It was a white skirt with a 5” black band and a big bow in the middle, and the top for the skirt was of the same material with lace around the neckline. The top was to be tucked into the skirt to highlight the band. Guess where I got the material from (laughs). It was my dad’s dhoti and yet my parents could not envision the designer in me.
I could not follow my dream as I got married at the age of 18. I didn’t even finish my Class 12 exams. In 2007, my husband and I had to move to Coimbatore for a couple of years. During that period, I studied textile designing at PSG, which was a certified course. It included the study of looms, but it was all theoretical study. In a few years, we moved back to Kotagiri and once again I stored my “knowledge and dreams” up on the attic. Not having earned a college degree, I had to write “Intermediate” under my educational qualification on my son’s school application. That’s when I thought I needed to have a few letters suffixing my name just for my son’s applications at least (laughs). Toward that end, in 2012 I cleared Class 12 exams through distance education and continued to finish a degree as Bachelors in Business Administration. Years passed with my dream to become a designer on the back-burner. During 2014-16, my college-going son could not adjust to boarding in the campus, which warranted me to move to Coimbatore again for another three years. Providentially, my son paved the way for my dream to be resurrected. In a private institute called Dream Zone,I studied an eight-month course on professional fashion designing. In my 40s, here I am, a designer in my own right, finally (smiles).
How was Devimitchi born?
Devi and Mitchi are two different women who came to build an empire for themselves and became the strongest pillars of support to our clan. Devi was my maternal grandmother and Mitchi was my paternal grandmother. If you see the logo of my brand, it showcases our traditional nose pin that most Badaga women wore in the yesteryears, though a few in their 80’s still wear them. Unfortunately, both my grandmothers never wore it, and obviously I didn’t possess one. So instead I decided to have it as my logo, with the names of both my grandmothers embossed as my brand name ‘Devimitchi,’ symbolizing strength and conviction.
In the learning period of my fashion business, I decided to “revive saris.” I recreated the vintage saris to restore their former glory. Initially, I found it very difficult as those kind of looms were hard to find and the workmanship that went into them was incredible. I couldn't achieve that perfection since their method was not decodable.
Devimitchi has three kinds of collections – The Vintage Collection which are the revival sarees, Contemporary Collection and The Unleash Collection. Efforts are on to create saris with various yarns in the future but those plans arestill in its nascent stage. Right now, my focus is on various other areas apart from fabric.
Devimitchi does not have a store at present, but our saris are sold mostly through friends and social media platforms like WhatsApp, Instagram and Facebook, which have a far-reaching clientele. The website is under construction and Devimitchi will soon open its online shopping store. I take one step at a time and do things at my own pace. I am in no hurry for I always believed that I am not in competition with anyone except myself.
Why did you not follow the beaten path?
An early marriage did not allow for much choice (smiles). But I buried myself into art, and caring for my family at home. I looked at anything and everything as a piece of art. My dream was to express the soul of art lying deep inside of me. Out of that was birthed Devimitchi.
Do you have any advice for aspiring women entrepreneurs?
My first big expenditure was my logo; I got it designed without even knowing what it entailed. I started my business with linen saris initially; bought a few and had it embroidered. But, that did not feel like my own creation. Later, I was introduced by a friend to someone who evinced interest in my work and agreed to get my designs on saris. That’s when I decided not to run away from what am destined to do. I brushed up my textile knowledge once again Thus began my journey as a woman who believed her dreams would come true, someday.If you know you are destined to succeed in life, nothing can stop you.Honestly, there is no age limit to chase your dream because all it takes is a sudden spark to ignite buried dreams. Never, ever, give up on your dreams. All it takes for you is to make the decision to step out with those dreams when opportunity comes knocking and it always does!
A brilliant artist herself whose paintings have graced many art exhibitions, Sumi believes a woman draped in a sari is an inspiration. The sari is her favourite attire which she feels adorns the woman with grace and dignity. In the evolution of finding her own identity as a woman with dreams and goals, Devimitchi was born.