Grand Launch of Amortela A Multidesigner Store by Jyothika at Poes Garden

Launch of Multi-Designer Concept Store – Amortela

Nov 24^th 2017, Chennai: Tucked away within the quiet by lanes of Poes Garden is Amortela, the newest destination on the city’s fashion map. Housed in a restored bungalow, this multi-designer concept store’s seamless layout eases between two segments – Amortela & Navalya – for western & Indo-western wear, respectively. 

The team behind Amortela; Tija, Naina & Nishtha, have established a distinctive lifestyle brand that focuses on making fashion accessible to all. Browse through an array of aesthetic and authentic pret-a-porter wear - across diverse designs.. The line is a refined amalgamation of traditional techniques, rich textiles and progressive silhouettes – true traditions that weave into chic contemporary.

The store is a nod to the city’s burgeoning fashion scene, with a key focus on championing both emerging and independent labels including Miuniku, Akaaro, Aharin, Runaway Bicycle, The.Third.Floor, Pushpak Vimaan, Doodlage, 5Cross, Rara Avis,  Lotus Sutr,  Mint Blush, Mati, Zuilee  and more. Amortela’s line of clothing shines a spotlight on monofilament silk saris, essential cuts in fun colour palettes, organic cotton dresses with natural dyes, slow clothing & anti-fit silhouettes. 

“Any woman who is looking to invest in fashion as a way of life to dress up every occasion - big or little - can find in us a distinctive doorway to crafted-in-style creations. Our women will treat every road - literal or metaphorical - as a ramp walk on which she strides with originality and individuality,” says Tija, Founder, Amortela.

At Amortela, we seek to craft an experiential culture where clients spend the most important currency – time. The store will regularly host localised events including coffee brewing, photography shows, artisanal cheese workshops and other ‘inspirational lifestyle evenings’ that are reflective of the brand’s ethos.

Amortela, 25/12, JJ road, Off Kasturi Rangan Road, Poes Garden, Chennai