Text size:

Selling sarees on 'Curry Hill'

By Farnoosh Torabi | Special to amNewYork, with Tim Chan

4:25 PM EDT, October 22, 2006

While most of New York¹s Indian small businesses resides in Jackson Heights, Neera Saree Palace has carved a niche market selling Americanized sarees at its Manhattan locale.

The store, on Lexington Avenue between 28th and 29th, is part of a patch of Manhattan a small collection of Indian retailers and restaurants, lovingly called "Bollywood Corner," "Curry Hill" or "Little India."

"We¹re more popular with Westerners," said owner Neera Kumar, who came to New York in 1989 from northern India. She returns to her hometown twice a year to stock her store.

Though it doesn¹t have too many South Asian customers, Neera Saree Palace has done well selling its colorful sarees -- thanks to its styles.

While traditional Indian sarees have about six yards of material draped over, Kumar¹s "Western" sarees have pleats to make them shorter -- a style, she said, that most of her American customers prefer.

Prices range between $35 and $500, depending on the fabric and pattern. Kumar has also styled outfits for the Broadway musical "Bombay Dreams" and the film "The Guru." Despite the modifications, the 14-year-old store still offers a traditional Indian shopping experience.

"We try to have good service," said Kumar, who greets customers at the door by offering a cup of Indian tea or coffee. A basket of bangles sits by the door. Customers get one free with every purchase. The store also offers on-site tailoring.

In addition to sarees, the store also sells a wide selection of bold-colored pillow covers, curtains, cashmere shawls, pashminas, scarves and jewelry. On a recent afternoon Christine Boulton was searching the store for fabrics for her bedroom.

"I was looking for silks and my aunt told me to come to this neighborhood," she said. "I looked at fabric stores in the Garment District but for what I need and the size I need, it¹s too expensive over there."

The store is experiencing high business ahead of Halloween. Turbans are hugely popular among men, and henna tattoos are the top request by women.

While some may worry that wearing Indian costumes on Halloween exploits the culture, Kumar is not concerned.

"I feel good because our tradition is spreading, and people are interested in it," she said.

Farnoosh Torabi is a video correspondent for thestreet.com. E-mail her at amSmallBusiness@gmail.com.