RESHAMM & NOCTURNAL

02-01, 10 Genting Lane, tel: 6848-0505, Monday, Wednesday and Friday, 10am to 6pm

Resham Melwani is known for her ethnic-inspired resortwear line ReshamM, which she launched in 2002.

However, she has stopped designing new collections for ReshamM at the moment to focus on her new line Nocturnal.

It features more contemporary designs: think embellished vests and jackets and sequinned mini-skirts and dress shorts.

Nocturnal is currently stocked at Tribeca in Forum The Shopping Mall.

But if you would like to browse Melwani's designs in their entirety, check out her cosy showroom in the Jay Gee Melwani building.

The 33-year-old designer houses samples of all designs from previous ReshamM collections at her showroom so customers can take their pick from the whole range.

"Unlike a boutique, where I can only have my latest designs on display, there is space here to show the variety of designs I have," she says.

She sees customers on a by-appointment- only basis because she divides her time between the showroom and her tailoring workshop in Bukit Batok.

She was based in London from 2006 and moved back to Singapore last August.

If her name seems familiar, it is because her family owns fashion retailer Jay Gee Melwani, which distributes brands including Levi's and Giuseppe Zanotti.

Even though she is on Jay Gee's board of directors, her fashion business is not affiliated to Jay Gee and she runs it independently.

She enjoys having the opportunity to interact with her customers on a more personal basis.

"It also helps me discern how serious the customer is about purchasing pieces and also gives me a chance to find out more about their preferences so that I can incorporate the feedback into future designs," she adds.

The setting: With its huge rolling clothing racks bursting with clothes, customers are spoilt for choice in this 800 sq ft showroom.

Cool touches like deep red walls, a cowhide rug and comfy sofa make it feel as if you are hanging out in your edgy elder sister's room.

The experience: Besides the ReshamM and Nocturnal collection, customers get to preview prototype pieces from Nocturnal that have yet to hit boutiques.

Melwani is also working on a collection of basic T-shirts for an as-yet-unnamed line which she hopes to stock in department stores.

All the pieces are for sale and those that are not in stock can be ordered. Delivery time is about three weeks.

Melwani also takes bespoke orders and will modify existing designs on a case-by-case basis, with prices starting from $200. She will also do house calls for regular customers at no extra charge.

The merchandise: Embellished and beaded dresses, blouses, belts and accessories from the ReshamM range from $200 to $550. Nocturnal sequinned and beaded jackets, vests, dresses and skirts are from $350 to $1,200.

The customers: Expats and tourists love the stylish resortwear of ReshamM, while the local socialite crowd, many of whom are also her friends, are already showing interest in Nocturnal's glitzier pieces.

This article was first published in Urban, The Straits Times .