In the days leading up to Diwali, Aman Kaur, the owner of an Indian clothing boutique, is immersed in a world of sequins, saris, and bustling sales. Diwali, a five-day festival celebrated by Hindus, Jains, Sikhs, and some Buddhists worldwide, holds significant cultural and festive importance. Kaur emphasized the tradition of decorating homes, gathering with loved ones, and the excitement of purchasing new attire to commemorate the special occasion.
Having a rich history of over 26 years in the Indian boutique industry, Kaur transitioned from running a store in Punjab, India, to establishing Pallavi in Calgary, named after her eldest daughter. Witnessing a surge in demand for culturally-specific garments in the city, she expanded her business to the northeast to better serve the growing clientele, especially from the South Asian community known for their elaborate dressing style at grand celebrations and weddings.
Catering to the diverse population in Calgary, Pallavi offers an array of traditional South Asian clothing, including lehengas and shalwar kameez. Kaur ensures inclusivity by stocking modest attire suitable for Muslim women shopping for special occasions like Eid. Not far from Pallavi, Gupta Brothers, originating from Ontario, seized the opportunity in Calgary’s market and opened a new location earlier this year due to high demand from Albertan customers.
Dressed in vibrant Diwali decorations, Gupta Brothers has been attracting customers with festive discounts, witnessing a surge in clothing sales. The appeal of cultural attire extends beyond the Indian community, as non-Indian shoppers also enjoy participating in the festivities. For individuals like Arpit Chitkara, a student at the University of Calgary, donning Indian attire during Diwali signifies more than just a fashion choice; it symbolizes a connection to his roots and a way to express cultural pride.
Chitkara, who is also the president of the Indian Students’ Association at the University of Calgary, plans to shop for new attire at one of the city’s specialty Indian clothing stores before Diwali. He looks forward to celebrating the festival with the campus community, highlighting the significance of dressing up as an essential part of the cultural celebration and the warmth it brings to the event.
