Located in a quiet lane next to Basavatarakam Indo-American Cancer Hospital on Road No 10 in Banjara Hills, Noor Nagar is a one-stop shop for a fashionista’s tailoring needs. Believed to be a Banjara locality, the art and craft of locals changed with the times, but never stopped.
The street has gained popularity over the past 10 years as designers from budding boutiques prefer to come here rather than going to Charminar for their embroidery needs. And, it soon developed into an adda for fashion designing students, costume designers, and even celebrities. Glittering buttons, lace, ruffles, doris, and loads of fabric in different materials – there is no dearth of choices here. One could even call it a mini mecca for any fashionista.
Nitin Reddy, a former student of NIFT who is currently working as a costume designer for an upcoming movie set in 1960s, often visits the lane for his projects. “One doesn’t have to run around looking for something. You can get new ideas here – the fabric, work designs and tailors. Everyone here is aware of fashion trends and pick up new techniques quickly. I don’t have to explain anything from the ground up. I simply give them my sketch and ask them to make samples. Once the samples are finalised, I give them the fabric,” says Nitin who runs his eponymous label.
For the laypersons, it is the sheer variety that attracts them here. Endless variety means: if one doesn’t find the right colour, one can head to the next shop or even get it dyed right here. With the right fabric, one can give their desired pattern to the embroidery specialists and choose the embroidery material for the design at the material store, and hand it over to the tailor for stitching. Delivery boys also come here to pick up orders given by people.
Mohd Tohid, a resident of Khairtabad, comes here every day to pick up fabrics. He delivers it in one day, or on the same day depending on the urgency.
All kinds of embroidery are done in the lanes of Noor Nagar, from hand embroidery to machine embroidery, with varying price. Mohd Imran who is an embroidery specialist hires workers for it. He says, “The workers mostly belong to Kolkata and Uttar Pradesh. They work on daily wages. Their work is the finest and people have no complaints. They know the nuances of designs and all the techniques of embroidery art which helps us in giving the best product to the customers.”
What sets this lane apart from other tailors or designers is that they stitch according to one’s wish and idea. A tad different from others who don’t put in that much thought.
Mohd Irfan, master tailor and owner of Irfan designs shop in Noor Nagar, says, “Here, every customer is a designer. They have an idea of what exactly they want and then either draw the design or show us the pictures. These days, most of the customers do online business on Facebook and WhatsApp. So, they bring orders and show us pictures, and we stitch accordingly.” His clients include celebrities and Telugu film personalities.