The concept of opening boutique stores hit Nagaland around the mid 90s. Floral, exotic, and trendy named small sized stores were all the rage, opening up not only in central town but in tiny lanes and corners of the street. And now, after more than a decade, Naga entrepreneurs are pushing the envelope and taking it to the next level.
One such store is “The Urban Rust” located near El-Shaddai School, Duncan Basti, Dimapur. The store, located in a non-descript lane has been turning heads for sure. With tastefully done window displays, a wall filled with vintage mirrors and huge wooden racks filled with jewellery, it beckons to every passerby.
With the tagline ‘For Connoisseurs of Cool’, the store offers a variety of distinctive items for every age and price range. For your home there are vintage cutlery, porcelain tea sets, vase, plates etc. Collectables like model aircrafts, cars and motorcycles handmade from recycled metal scrap is the bestseller in this store. This is undeniably a great curio store!
Akokla Imchen, is the brainchild of this eclectic and unique store. The store is truly an extension of the proprietor who herself is a big fan of vintage and antique collectables. She holds a Masters Degree in Political Science and has teaching experience. She has also worked as a Journalist in a local daily for a brief period of time.
She always had the passion to start a business, but says she had no clue how to go about it. It didn’t even seem possible to me, it was just a dream. She felt she had no entrepreneurial background and exposure. “But the encouragement of many people, when I had casually shared my dream, turned it into a reality. I decided to take all risks, go with my gut, and put whatever I had in my mind and heart and eventually the result was The Urban Rust,” Akokla said.
She also shares, “I wanted to give a very different look to my store without spending a crazy sum of money. I knew from the start that it had to have ‘urban rust’ look mainly because my store would exclusively cater to vintage and antique items. I’m happy to say I pulled it off with the help of local craftsmen who brought my ideas to life”.
“I’m also lucky to have good friends who are very creative and talented themselves. From the day I’ve opened the doors of The Urban Rust, I’ve had friends bringing in flowers from their home, and cousins making pretty heart shaped price tags. The beautiful handmade dream catchers hanging on the main door is made by another friend, while the carry bags are made from newspapers by a neighbour. Others gave me sound advice and they have really been instrumental in helping me create the look and feel of The Urban Rust. I encourage everyone who walks in, to re-decorate the store. And they actually do,” she laughs.
I’m just really having a great time. This is not only business, but the exploration of talent not only of people I know but the community also. I’m currently keeping in stock handmade products of local artists who are so talented but underrated. I’m also keen to promote local curio makers.
“The Urban Rust is barely two weeks old so I’m not qualified to pass on any advice. It might work or may not. But so far, it feels great to receive positive feedback from my family, friends and customers who have walked into the door. Everyone is welcome to The Urban Rust. Even if you have no intention to purchase, please feel free to come and browse around. The store is always open to ideas, laughs, and love”, she says.
This new entrepreneur shows us that you don’t really have to bank on huge capital to make your store look good and your dream come true. All it requires is ideas, creativity and the courage to try something new.
