Brand value

Faiza Seth of Casa Forma, a UK-based luxury interior design firm, is a brands buff. She recently launched her own jewellery line, called Soham. Now Seth has gone a step further with Soham for Kids, an orphanage in Hyderabad which will look after the needs of homeless, abandoned children.

When you ask her what she considers invaluable, she names Fizz, her little Yorkshire terrier, “who manages to put a smile on my face every time I look at his mischievous, loving, adorable face”. For the record, toy breeds like Seth’s Fizz cost around Rs 50,000.

“My favourite bags are by Chanel. I love Birkin bags, too. I find them so elegant and simple,” she says, adding, “Currently, I am using my Chanel Moscow bag (Rs 1.39 lakh) because it is the bag for the Chanel collector.” The bag, explains Seth, has the skyline of Moscow worked into the quilted leather; besides one can fold it over and use it as a purse or a large tote. “Versatility is what makes any fashion accessory a must-keep for me,” she smiles.

Seth never steps out without her Cartier Ballon Bleu watch (Rs 2.10 lakh). “Its chunkiness makes the feminine wrist look even more delicate,” she reasons. Seth also ensures she begins every workday with a dab of her favourite perfume, DKNY Be Delicious Fresh Blossom (Rs 3,500).

Like most women, Seth loves jewellery, too, which is what led her to launch her own jewellery line, Soham. “My favourite piece is a white gold and diamond Rudraksha Cage necklace by Soham,” she says, for $2,700 (Rs 1.35 lakh).

For formal occasions, Seth prefers Prada, a brand she describes as “simple, classic and timeless”. She also likes Marchesa and Missoni for their cuts. “Missoni’s colourful knits are elegant and playful at the same time,” she adds. “I also love Marchesa for its whimsical and unique designs.” Among Indian designers, Seth is particularly fond of Suneet Varma, Rina Dhaka, Tarun Tahiliani and Ravi Bajaj.

When it comes to shoes, Seth adores YSL’s Tribute Platform Pumps, “a testament that fashion and function can go together”. This pair costs Rs 39,750. For everyday use, however, Seth prefers shoes from Uggs and Converse All Stars. Her black pair of Uggs (Rs 8,500), Seth explains, is great for travelling.

Seth has a fascination for gizmos, too, from the iPod and Kindle to BlackBerry. The Amazon Kindle (Rs 17,950), she finds, is great for travelling with, because it allows her to catch up with her reading without having to lug a tonne of books around.

“The iPod is crucial for my workouts and keeps me going on the treadmill,” she says, adding, “My BlackBerry (Rs 12,000 onwards) allows me to keep in touch with my work. She is looking forward to getting herself a Droid phone as well. “It has amazing browsing capabilities because of its stunning 3.7-inch display. I can’t wait for it to come to the UK,” she grins.