Coimbatore-based Artista Prop Shop’s mauve maternity gown goes viral

Last week, when comedian Bharti Singh’s maternity photoshoot went viral, it also made headlines over her mauve ruffled gown. It was handpicked from Coimbatore-based Artista Prop Shop, which sells and rents props for photoshoots from baby outfits to maternity gowns.

“Our phones haven’t stopped ringing,” says 24-year-old Tania Ryan, who started the store during the second wave of the pandemic. He now has 30,000 followers on his Instagram page. “We have so far placed 8,000 orders in India and abroad in locations such as the US, Europe, Australia and Canada,” she adds.

Tania says that Bharti Singh’s photographer chose the frilly Ariana gown, which costs ₹12,500 and comes in bottle green, burgundy and caramel colours. “Although the design is minimalist, the tulle ruffles, which run up to 60 meters, give it a dramatic look,” says photographer and vlogger Tania.

With a growing customer base, especially in cities like Pune and Bengaluru, Tanya has hired a 10-member team to run the store. Last month, it added two fully equipped photo studios that can be used for photoshoots on a rental basis with unlimited props and backdrops, photographic lighting, and access to outdoor spaces. Last August, she also launched an outlet in Chennai, which she describes as a ‘big moment’.

“When we started, there were very few references. I hired my friend’s Asha, a fashion designer, to help. I followed a few international photographers to understand the fabrics that would work for this type of photoshoot. When well-known local photographers started buying our maternity gowns, our store was noticed.”

Most of her gowns are made using four-way stretchable jersey, cotton, synthetics and netted fabrics. “Then, we work on texture, adding fluff and volume to make sure it pops in photos. For the mermaid jersey gown, we add long georgette tails,” says Tania, “and the Erica princess gown.” For, it’s the tulle frills that lend a magical look.”