Her focus is on intricate embroidery. She uses all styles of embroidery, and loves lots of shimmer. Visualizing, a garment on a bride on her wedding day truly inspires her.

Meet Chennai’s very own Fashion Diva! Passionate about her work, each piece for Erum Ali has to be "inspired". For this designer, there are no bulk orders. She loves to work with soft, flowing fabrics like chiffons, georgettes crepes, satins and different types of silks. Her forte is the bridal collection.


Soft spoken and articulate, Erum Ali’s work and her beliefs,She style became a designer by default. She had wanted to be a doctor She used to help her film actor husband, Abbas, choose and design his clothes. Those days there were no designers, so she started accompanying him to shoots, and coordinating his clothes. She slowly began getting paid for it, and this motivated her to do better. Her husband, and his friends from the industry persuaded her to start a clothing line. There has been no looking back, since!

Herfocus is on intricate embroidery.She uses all styles of embroidery, and loves lots of shimmer. Visualizing, a garment on a bride on her wedding day truly inspires her. Her bridal collections focus on a look which is feminine and at the same time mature and sophisticated. She has discovered a huge demand for niche bridal wear in Chennai. The girls wear a Kanjeevaram saree for the main wedding but for the reception they want to experiment. She can alter, and create a garment completely according to her client’s tastes and needs, and there are no repeats! It takes Erum three to four months to put together a collection.

She is a simple dresser, wearing dressy clothes only for special occasions.She firmly believes that to succeed, you have to think and be ahead of others. You can’t follow a cult. To create something new, you should know the market trends, client’s likes and dislikes etc. Good thinking Erum !

The Indian fashion industry is booming. Top designers are getting into prêt line, which is affordable. Demand for niche products is increasing by the day and with Bollywood, Kollywood, Tollywood .. all buoyant, fashion will thrive.
Needless to say, with people like Erum Ali around, fashion, especially bridal wear, is undergoing a pleasant transformation.

Visit her @
No. 4 & 5 Shyams Garden,
17 Khader Nawaz Khan Road,
Chennai- 600 006
Ph : +91-44-42323032
Email : sales@erumali.com
Website : www.erumali.com