New online boutique brings Eastern styles to British babies

An entrepreneurial mother who struggled to find high-quality clothing for her daughter to wear to Indian family celebrations has launched her own label to help other mums looking for Asian-style babywear.

After asking relatives to bring back clothes from India and trawling the internet for suitable clothes, Kit Bhatti, 32, found that the items available were not as comfortable or safe as she would have liked.

Spotting a gap in the market, Kit created online boutique Ruby Rani to combine Eastern styles with Western manufacturing and safety standards.

Rich with colour, and embellished in sequins, sashes and embroidery, the clothing range reflects the vibrant and celebratory atmosphere of traditional Asian baptisms, weddings and birthdays. Ethically produced and exclusively designed, Kit believes the range also reflects her family’s dual Western and Indian identity.

Alongside big occasions, Ruby Rani also caters for everyday use. The label offers a wide range of Indian-style t-shirts and Kurtas suitable for boys and girls aged from three to 24 months.

As a buyer for Woolworths, Kit lost her job when the retailer collapsed in 2008. After taking time off to have her daughter Roma, now aged two, the Leicester-born mum who also lives with her husband, decided to use her knowledge of the babywear market to start up the label from home.

The safety of babies lies at the heart of the new range, all outfits are designed from soft, breathable fabrics and lined in cotton. Practical details such as nappy poppers and quick fastenings also ensure the clothing is simple and easy to wear.

Speaking about Ruby Rani, Kit said: “I have received so much positive feedback since creating the range, not just from Indian families but from others parents who have used the clothes when attending Asian weddings and friends’ events.”

Kit said: “One of my biggest concerns about the Asian-style clothes that I could get hold of before creating Ruby Rani was that they were not up to the safety standards that I wanted for my little one.

“My new range is a fusion of beautiful Eastern styles and high-quality Western manufacturing and I really think it will appeal to Asian and non-Asian mothers alike.”

All products are available online and images of the clothing can be found at www.rubyrani.com