After South Mumbai, Lower Parel is fast emerging as the one stop shop for all high-end designer wear. Phoenix Mills is turning into a dream destination of messianic proportions for those in search of an alternative location in a city constrained for space.

Early this month, another retail store fell victim to the significant advantages on offer with Quorum, the store that sees a convergence of the tsars and tsarinas of the fashion industry, all under one roof! The brain behind the concept, Gayatri Ruia decided to take the initiative into her own hands and create a lifestyle store.

[Gayatri Ruia, Namrata Barua and Nandita Mahtani at Mogra, Quorum ]

Quorum will provide top of the line designer wear, all in one place, and what's more, the prices will be within a comfortable range in order to give a taste of Indian designer chic to lesser mortals.

The store is spread across 12,000 square feet of understated, elegant floorspace and will consist of Stand Alone stores and a unique Store-in -Store concept. The stand alone stores will be the domain of the likes of Krishna Mehta, Rocky S, Be; by Raymonds, AND by Anita Dongre, Behu Sehgal Originals, Amber and Shirin, Chai by Narendra Kumar Ahmed and Shlok, the fashion mantra. They will share designer space with accessory brands like Minawala Jewellers, the French lingerie brand Aubade, the Italian accessories brand Calzzare, Oreffors and Aura Home Furniture, the Italian home furnishings label, as also the owner’s own line Mogra. Other fashion gurus retailing from Quorum are Poonam Bhagat, Siddhartha Tytler, Suneet Varma, Priya Awasthi and many more.

However, the Store-in-Store is the real icing. The first of its kind in India, and long overdue, it will focus on haute couture. Here, designers will be given the creative freedom to showcase their collections in their own unique styles and will also be provided with an in-house facility for promotions. With future plans of opening a coffee bar and dedicated salon, Quorum truly lives up to its promise of catering to your every need where the customer will always be king.

The opening of the lifestyle store saw the presence of Shilpa Shetty, Aarti Surendranath, Suchitra Pillai, gazal maestro, Talat Aziz, fashion designer, Nandita Mahtani, Niharika Khan, Chaya Momaya and Timmy Narang among others who came to give their support.