Today, the company has 60 employees, most of them women, and each of the three celebrity style editors holds a  minority stake in the business. On the website, models pose in elegant pieces in contemporary silhouettes that often come with a stylish twist—a flattering ruffle, perhaps, or a crochet detail. It says a lot that TheLabelLife.com’s signature product is a white shirt, which the brand updates every month with a new style.

Sukhtankar says her goal was to keep the products accessible, without resorting to heavy discounts like other e-commerce players. Accessories start at Rs500 and many items are priced at around Rs2,500, coming in fairly close to the cost of the options on offer at older workwear brands such as Van Heusen for women, among others. And despite a lack of discounts, revenue at TheLabelLife.com has grown three times over the past year, with most of the company’s customers located in big cities such as Delhi, Mumbai, Pune, and Bengaluru.

For Nonita Kalra, editor of fashion magazine Harper’s Bazaar India and a one-time colleague of Sukhtankar, the success of TheLabelLife.com has a lot to do with the use of accessible celebrity style editors like Arora, who is also a mother, besides being a popular actress and model. Moreover, she says, the brand’s effective curation and storytelling appeal to the thousands of upwardly mobile, aspirational Indian women for whom fashion is a way of life, and goes far beyond just clothes. Offering carefully selected home decor, accessories, and clothing, TheLabelLife.com is almost a one-stop shop for working women looking for long-lasting, classic pieces.

“Earlier you had to go hunting; you’d have to go to four or five different websites. Here she just gives it to you in one place,” Kalra told Quartz.

And Indian shoppers are routinely returning for more. There was once a time when weekends meant a drop in traffic, but with the Sunday Surprise, loyal customers are now more eager than ever to see if their favourite product is featured for Rs1,000. Sukhtankar says her team usually picks out an item that a lot of people have been looking at, and, on most weeks, the company sells out of it by noon.

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