FASHIONABLE LOOK: “This jacket features hand-sewn sequins. If you have a black dress, you can add the jacket for a fashionable look. It’s a great way to dress up your outfit.” Aruna Arya, owner of Zastra, the new women’s boutique on Palmer Square, is shown with a selection of her own designs, including this gold jacket with unique sequinned handwork.

“What you love to wear is fashion!”

Aruna Arya should know. As a fashion designer and owner of Zastra, the new women’s boutique at 28 Palmer Square East, Ms. Arya is an expert on the latest styles and trends in today’s fashion.

It is about comfort, individuality, informality, and versatility. Unlike times past, when the great fashion houses of Paris, London, and New York set strict guidelines about styles, skirt lengths, and the like, today it is up to the individual.

“Some women are looking for something totally different, unusual,” points out Ms. Arya. “I have always been attracted to comfortable clothing myself, and I incorporate that in my designs — free-flowing and often cotton, with an informal theme and lots of color.”

Originally from India, Ms. Arya earned master degrees in fashion design and fashion business administration in the U.S. and India. She worked for several years as a designer in San Francisco, where she developed a network of colleagues in the fashion industry.

“I worked with designer Joseph Domingo, and I learned a lot from him,” she notes.

Vivid Colors

India is known for its stunningly vivid colors and color combinations, and Ms. Arya’s styles often reflect this intriguing mosaic. “My knowledge of Indian fashion helps me in selecting a fine fabric, experimenting with colors, and achieving the highest quality of hand embroidery.”

Formerly owner of the women’s shop, Miss Simoni, Ms. Arya opened her new boutique in November, offering her own designs as well as those of others, all under the Zastra label.

“Beaded items are special for me,” she explains. “I love to design them; they are hand-sewn in India, and the garments are one-of-a-kind. The workmanship is unique.

“Also, from the time I started Miss Simoni, I established myself as a fashion designer for private clients in town. I’ve had a lot of referrals and word-of-mouth. I did two wardrobes for one client, and another woman wanted me to design a dress when she was presented with a lifetime achievement award. She wanted me to include a variety of her other awards and logos into the dress. It was quite a challenge! I am currently designing a bridal outfit for a bride in Princeton.

“My designs appeal to all ages,” she continues. “If I’m feeling youthful, I’ll do youthful sketches. If I am feeling more established and mature, I’ll do other kinds of sketches. Generally, the sizes run from extra small to extra large.”

Dresses and jackets in a variety of styles are on display in the charming shop, and many feature hand-sewn beading. Sophisticated styling is prominent, including an elegantly individualized red jacket which can add sparkle to a black dress. Another look is a military-style jacket, also one of Ms. Arya’s designs.

Exceptional Scarves

Assorted outerwear, including wool coats and jackets, offer a variety of styles for the winter, and the selection of scarves is exceptional. Gorgeous lightweight wool choices, often with fringe and tassels, feature digitally printed designs in beautiful color combinations.

“The scarves are highly popular,” notes Ms. Arya. “A scarf is something you can always wear; it can enhance any outfit, and complete the fashion statement. We have all kinds and sizes of scarves, starting at $40. People love our scarves so much!”

Jewelry is another favorite at Zastra, with a variety of colorful choices from $25. “Jewelry is a great quick gift,” she points out, “and our necklaces have been especially popular.”

Handbags, also important accessories, are another specialty, including striking designs in leather.

Ms. Arya adds that she is very pleased that many customers from Miss Simoni are coming to Zastra, as well as many new clients.

“I saw all the colorful items in the window,” reports Princeton resident Lisa Granozio, who came into the store recently on impulse, and purchased several items. “The shop has such a nice open space and an eclectic look, and I love supporting new local business owners.”

Zastra always has a number of promotions and events, including shopping parties with refreshments and music, adds Ms. Arya. “Friends and customers come in to celebrate birthdays or other occasions and have a fashion night out. I always have a promotion for the party with discounted prices. The person who is having the birthday asks the guests not to bring presents, but to buy something, and I donate a portion of the sales to a charity of her choice. These have been very popular and a lot of fun.”

Team Effort

Ms. Arya is delighted to be off to such a good start at the Palmer Square location, and is grateful to Palmer Square management.

“I want to say that it is a blessing to be here on Palmer Square. The management is so helpful. They work with you, and it is a real team effort. I also appreciate all the ladies — customers and friends — who believed in me. They gave me the courage to do this. They make me feel like a Princetonian!

“I think customers find that Zastra is set apart by the fact that everything here is very original, and many items — more than half — have been designed by me,” continues Ms. Arya. “A lot are also made in the U.S., and many of the other designers are young, just beginning, and have new and fresh ideas. A lot of customers, including tourists, who come in, say they only want to shop in a local, independent store. They are looking for something different, and appreciate our quality designs and the unique materials we offer.

“Zastra means ‘art’ in Sanskrit, and I wanted to make the boutique like an art studio.”

The boutique is open Monday through Thursday 10 a.m. to 6 p.m., Friday and Saturday 10 to 8:30, Sunday 11 to 5. (609) 924-5752. Web: www.zastra.net.

—Jean Stratton