“In the world of children’s fashion, it can be tough to strike the right balance between comfort and style. Parents often struggle to find clothes that are neither too casual for everyday wear nor too formal for parties. All Things Fancy fills this gap by offering vintage-inspired children’s clothing that combines comfort with European aesthetics, using the finest handwoven fabrics.”
The Birth of All Things Fancy
All Things Fancy was founded by Aman Bedi Chabbra in November 2017. The brand was inspired by Aman’s personal experience as a mother. Not finding satisfactory options for her daughter, Meera, in the market, Aman decided to create a brand that offered stylish and comfortable clothing for children. At the age of 32, with an initial investment of 3 lakhs, she embarked on this journey, focusing on creating kidswear that could be worn throughout the day and still look dressy.
Initially catering to sizes one to five, the brand soon expanded its range due to growing demand. All Things Fancy now offers clothing for newborns up to teenagers, ages 11-12. Aman’s vision was clear: to provide understated luxury with a vintage European appeal, using Indian fabrics. This unique combination filled a niche that didn’t exist before, setting All Things Fancy apart in the children’s fashion industry.
Overcoming Challenges and Growing Exponentially
Aman’s journey with All Things Fancy has not been without its challenges. One of the main difficulties was finding skilled labor to produce high-quality, well-fitting clothes. Unlike mass-produced factory items from big brands like Zara and H&M, All Things Fancy takes pride in delicately handcrafting each piece. Every item is meticulously made to ensure it offers comfort, durability, and the ability to grow with the child.
Customization is another strong point of the brand. Aman and her team take detailed briefs from customers to create bespoke pieces that meet specific requirements. This process, while labor-intensive, ensures that each piece is unique and made to perfection. The brand’s commitment to quality and customization has helped it carve a niche in the market, making it a preferred choice for parents seeking stylish yet practical clothing for their children.
Future Vision and Expanding Horizons
All Things Fancy started as an Instagram brand, gaining traction through authentic posts featuring Aman and her daughter. Over time, the brand grew organically, amassing 65,000 followers and expanding its reach through 33 exhibitions across India. In recent years, the brand has transitioned from an online platform, further broadening its customer base. The opening of a flagship store in Hyderabad’s upscale Jubilee Hills marks a significant milestone, offering a physical space for customers to explore the brand’s offerings. On average, All Things Fancy now handles around 500 orders per month, translating to approximately 6,000 orders annually.
The COVID-19 pandemic brought a surge in growth, with the brand’s Instagram followers tripling and the order book expanding accordingly. Looking ahead, Aman envisions steady growth for All Things Fancy, aiming to continually dress children in beautiful, handwoven clothes until they outgrow the label. All Things Fancy stands as a testament to Aman’s dedication and vision, transforming her personal needs into a flourishing business that meets the sartorial needs of children across the globe. With a mission to keep children stylishly dressed and a vision to create timeless pieces, All Things Fancy is poised for a bright future in the world of children’s fashion.
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