PICTURES: ARCHANT

ALTHOUGH most girls hate to admit it, sometimes mum is right.

That’s definitely the case when it comes to Seema Izaiah, creator of couture bridal store Izzi Izaiah in Ipswich.

Born in India, Seema was brought-up around the clothing industry, with her mother being a dress designer and seamstress for more than 30 years.

Although she shied away from following in her maternal footsteps, Seema found herself pushed into the business.

But, far from hating it, Seema began to come up with concepts and ideas of her own and, after studying fashion, was selected to represent India in an international fashion show, winning an award.

This was a pivotal moment in Seema’s life, when she realised that she too could work in the fashion industry.

Soon after meeting her English husband in 2002, Seema moved to the UK, and began to carve a career for herself.

Initially designing and creating dresses via a web-based business, demand was so high for Seema’s dresses (with brides from across the country ordering from the designer) that she had to take-up premises on Tackett Street in Ipswich, creating her store, Izzi Izaiah.

It has been a long journey of discovery for the designer, who revealed that British wedding dresses and the entire wedding culture here is totally different to her native India.

While in England less is usually more, in India brides love gold embellishments, and the dresses are less structured.

Seema had to train in corsetry and bodice design to broaden her appeal across the wedding dress market.

All of the dresses available at Izzi Izaiah have been designed by Seema. Pop in for a browse or make an appointment to try on one of the samples for yourself. There are dresses of all shapes, colours and styles to suit all shapes.

And the best thing is, if you don’t want to buy off the peg, any of Seema’s dresses can be made-to-measure, or you could have a completely new couture dress created-  all at lower prices than you’d expect.

Bespoke couture dresses from Izzi Izaiah can be whatever you want them to be. Any colour, any style, any design, any pattern or embellishment. In an appointment Seema will sit down with you and discuss exactly what you want. One of the designer’s most recent requests was from a bride who was getting married in Norway and wanted a white strapless dress.

Seema designed a dress with a special fabric underneath to keep the heat in, and lined the bodice with wool, which also retains heat. The complementing blue velvet jacket was lined with wool too, ensuring the bride would be toasty on her big day.

Once you have come up with a design, Seema creates a mock dress in calico for the bride to try, and any necessary amendments to the design are made before the final creation is put together.

What’s great is that all dresses from the shop have an inclusive price that takes into account adjustments and fittings, and the most you are ever likely to pay for a dress with all the bells and whistles is £2,000, with dresses starting at as little as £300.

Bridesmaids and prom dresses, as well as going away outfits are available too, and all garments are produced in Seema’s studio in India, where women from poor backgrounds have been given free training and employment by the entrepreneur.

To see Seema’s beautiful designs for yourself visit Izzi Izaiah at 40 Tackett Street, Ipswich. Call on 01473 213034, or visit www.izziizaiah.co.uk

The social venture

It was in 2002 that Seema met her husband and shared her dream of building an orphanage in India with him.

He suggested created a fashion charity project, and so Merchants of India was born.

Seema said: “When I was growing up I saw a lot of these kids around me, and we just had enough money to get by. I wanted to raise enough cash to make a difference. Also, I come from a small town and I wanted to show people that they can do more, and that if you work hard, you can achieve your dreams.”

Twenty per cent of the profits raised from Izzi Izaiah go towards the Merchants of India project to build an orphanage in Southern India, with the hopes for this to rise to 80%.

Brides and grooms and their families can also donate to the project by purchasing a brick to be used in the building of the orphanage, which will be inscribed with a message of their choice. To do this, go to www.merchantsofindia.org