St. Pucchi Case Study

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Chapter 9: Designing St. Pucchi—A Lifetime and A Chance. Out of the blue, a colleague from the US calls Rani and Vikram at their Bangkok store and asks if they 'd like to show some of their original clothing styles at a fashion show in Dallas. Rani knows this is what she 's been praying for and in the States she will be able to escape with her children. With her fanatical and obsessive husband in leaving her in Bangkok as he lives in Dallas, Rani designs 16 original, delicate and exquisite silk bridal gowns in colors of butterscotch and blush, unheard of in the US at the time. The launching of St. Pucchi is incredible and the press cannot write enough about the company. A headline on the Dallas Apparel News shout: “Rani designs dream-like …show more content…
Stopping his fury would be akin to asking to be murdered. I pray and thank God that the children were at my in-laws next door, but it is certain they heard his ranting. "His eyes blazed the color of the fire and he reaches his arms skyward, chanting to the heavens. As the fire slowly burns down, he spits out, 'You will never wear anything, but the traditional Indian clothes again. You will never again read a book. You are now forbidden to talk to anyone in your family and especially not to any friends. Do you understand? ' He kicks a smoldering ember and I recognize it as the cover of my beloved Gone with the Wind. If I was forced to live this way, I am already dead." Weeks go by before Rani chances to discuss moving the entire family to Texas, knowing that only in the States will she be able to divorce the lunatic and get custody of her precious children. While there in Dallas, there is a brief period when she believes that Vikram has changed but this is only because the business, with Rani carrying the entire workload, is prospering. Then there is an economic downturn and Vikram returns to his deadly …show more content…
After secretly investigating his personal and financial background and finding he 's well off, she allows her heart to melt. Yet Eric is not what he seems, which she only discovers after the fairytale wedding in Sedona. Prior to that, she sells everything in Texas and moves to LA to begin a new life and opens the St. Pucchi flagship store in West Los Angeles, visited by Hollywood "royalty" and the rich and famous. Rani collaborates with UCLA and charity fashion events attended by celebrities like Jessica Alba along with industry leaders, brides and retail store partners. The St. Pucchi dresses were in enormous demand among media stylists and were featured in countless reality shows. It was a St. Pucchi lilac-colored gown that Phoebe wore in the finale of "Friends." Rani "dresses" celebrities and style icons such as New York Giants ' player Aaron Ross ' wife Sanya Richards, Dallas Cowboys ' quarterback Tony Romo 's bride Candice Crawford, Tara Reid, Justin Timberland 's wife Monique Idlett, Jason Priestley 's wife Naomi Lowde, actress Candice Cameron. The list was endless. Grammy Award winning country music singer Alison Krauss wears a St. Pucchi Chantilly lace and silk specially designed for the Country Music

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