Nothing gives Jongam Basar greater joy than a happy client. When she decided to launch her designer label right in the middle of the Covid19 pandemic, Jongam wasn’t thinking sales. She only knew two things – the young people of Arunachal Pradesh were ready to give a fashion designer from among them a chance and the overall gloom that the virus had brought in its wake was not going get her down. So armed with a vivid imagination, agile fingers and supreme confidence, Jongam launched Jomm. Her customers were so happy that word soon spread about her talent and before long the design label had taken off. Some would call it the audacity of youth, for it does require a special kind of pluck to launch a business in these particularly trying times. But then 26-year-old Jongam is a young woman in hurry. She’d always dreamt of designing fashionable clothes and she saw no reason to wait for the unpredictable virus to disappear.

Growing up amidst fabric and the whir of sewing machines, Jongam -  whose mother ran a cottage industry that made the traditional wrap-around dress of the Galo tribe and Tango jackets for men - developed what she calls a “passion for fashion” as a little girl. But as with most Indian families, her parents wanted her to follow a far less risky path and decided that engineering would suit her best. So, after school, she plodded through a civil engineering course, even completed it, but never gave up on her original dream. She convinced her family to send her to Guwahati to the JD Institute of Fashion Technology. With that Jongam Basar, Arunachal Pradesh’s very own fashion designer was born.

Now Jongam designs everyday wear and bridal wear. Her lines are simple and chic – something that her customers within the state and outside have taken to. The online orders are flowing in, her clothes are flying off the shelf and the fact that people are locked in and have time to browse her website has only helped Jomm establish itself within just two months of launching. Jongam cocked a snook at the virus and it certainly paid off.

It's a beautiful thing when career and passion come together, the young designer tells NE Stories in this interview. Jongam is now expanding her collection to include bridal gift hampers – a collection of kimonos, sashes, scented candles and other beautiful things to make a bride feel special. She may soon start designing clothes for men. She might even try for an engineers’ job in the government, even though the opportunities in Arunachal Pradesh are few, and pursue her passion for design side by side. “Anything is possible when you’re young. Right now, I’m lucky I’m doing what I love the most,” she says.

When did you decide to become a fashion designer and who inspired you?

I got all the inspiration from my mom. When I was a kid, she had a small cottage industry of about 25 people.There they used to make these beautiful Galos, the traditional wrap around dresses of the Galo Tribe, Tango jackets for men, home furnishings, school uniforms etc. I grew up seeing all this fabric around me and from then started my desire to be a fashion designer.

Any other Indian designers that have inspired you?

I really like Falguni and Shane Peacock, also alumni from JD Institute, Delhi. I like their collection – it’s very feminine with pastel colours, and verychic.

What kind of designs do you make?

I do everyday wear and bridal wear. My signature style is feminine, chic and basic. For me, less is always more. I design clothes that you can wear everywhere. I want my clients to flaunt my outfits not just keep them in their closets for special occasions. In Arunachal Pradesh, we have very few designers so I don’t want people to wear my clothes just for events.

As for the bridal line, brides need a whole lot of stuff for various ceremonies. When I got married last year and my sisters told me about the difficult time they had in finding clothes for the pre-wedding stuff. So, keeping that in mind I have started bridal hampers for brides. Everything to pamper and relax the bride. This is very new in Arunachal unlike in other places. In this bridal hamper, clients can arrange bridal gifts according to their budget. Gifts such as customised bridal kimonos, bridal sash scented candles etc.

In the future, I also plan to participate in fashion shows to showcase my line. I am waiting for this pandemic to get over so I can do this.

In the two months since you started what insights have you gained as regards your market? Who is your customer?

It’s great to see people of my state be open to designer wear. Earlier they used to be reluctant to go to a designer because most of them are very expensive and most people cannot afford it. So, I decided to make everyday wear so that more could afford it. I have ranges from a budget line and high-end line. Currently, my audience is largely women, I do design for children but slowly I plan to expand it to include a men’s range too.

What is the approximate age group of women that you design for?

I do design for 18 and above and my oldest client is 55 years old. But I feel that my line is for any woman and age is not a bar. The line is a wearable line. My budget range starts from Rs 2000/- and my gowns since I am new and don’t want to charge much, they start from Rs 15000/- to 20000/-.

Are you designing for the local population in Arunachal only or are you looking outside too?

Yes, I am looking outside. I have shipped quite a bit of my stuff outside but currently, my customers are my state and Northeast. I plan to continue staying here and use the advantages of technology like online portals, Instagram etc., to grow my customer base. But I am taking baby steps. The boutique will be here. This Covid crisis has been a boon to my business. It has grown since people are free and can browse and buy from my line.