Every morning in London, we wake up hoping for better weather, hoping for the spring that seems elusive, hoping the weatherman had got his forecast wrong, hoping the weather display on our phone is a round big golden ball...all in depressing vain!
I used the very long, seemingly unending winter, indoors (there's only so much wet thin hair, white frozen fingertips and chunky wool I can handle), to banish myself into taking stock of my professional life ~ sold my cosmetics company last summer and started this blog a few weeks later in august. While earlier sceptical of the oft perceived theory, that the most innovative ideas are converted into successful businesses from the dining table, I became a convert.
After reading through all the feedback I got from you, my loving, loyal readers, the long hours on facetime with my very creative design and tech team and the short but intense pointers I received from Silicon Valley and Madison Avenue friends, not to forget my walking buddies, who midwifed the concept as we trudged up the steep Primrose hill- I am excited to present to you... a new digital fashion and lifestyle experience, designed to be read and engaged with, on your smartphone, tablet or computer...drum roll...Style Dabba!
Style Dabba translated simply, to mean Style Box.
A passionate attempt to bring you exclusive, unique, interesting and engaging stories and products from the world of style, fashion, art, food, travel, design and the unexpected, in a digital magazine format.
Yes, we've spent many hours debating the name, working on the logo and there was just one constant thought behind our presentation - demystifying style, fashion, art and design. (Of course, we are still debating if the 'Dabba' of yore is simple or intricate in design!) Taking away the pretentiousness and bringing in the excitement, getting you to engage and make it your own.
"Style Served Simply".
Even though we are now morphing into a glamorized digital magazine, the reason why I started with SangFroidLife stays the same- to bring you an honest, frank and real opinion keeping the glamor intact. The use of simple digital platforms and social media helped me reach a large audience in a very few short months. I was excited with the real conversation and comments that followed every time I 'shared'. This is not an opinion that is guided or worse, dominated by advertisers. I know most of you shy away from print magazines- "they all seem the same and they all cater to advertisers", is an oft quoted lament, besides the inconvenience. Having been part of the world's best fashion, beauty and lifestyle magazines (Elle, Vogue...) on the editorial team and as a writer, I have been privy to that imbalanced bond between brands and editorials, often leaving the creative and talented unexplored because they did not have the budgets to be in the glossies. Having owned and managed a consumer brand I have also been on the other side of the fence.
And while I am at the confession box, admittedly, I get completely engrossed and passionate with sharing my experiences and bringing you products that you should simply not live without, clothes you would (heart)and restaurants and destinations not to be missed.
I value the feedback you have all constantly provided me with , I am thrilled with the amazing creative talent that have agreed to join me on this digital journey, as I find myself working with people I admire and who inspire from New York, Bangkok, Mumbai and Lyon. My team is growing and yet, we aim to stay personal.
Style Dabba promises to bring you content that is determined solely on the basis of merit. Would we buy into it? and would we like to share it with you? are questions we ask before we print. We will be equally honest about paid articles or editorials and we will only accept those advertisers and products which we personally believe in or have experienced to be true.
Lastly, again with your feedback, we now will have a small boutique, a shop, on the website where you can expect to find and buy unique, quirky and beautiful objects, sourced because we love them and thought you had to have them too.
In all this, as before, we look for your feedback and support.
Our website is on beta right now and you are welcome to be privy to the modifications as we go along @styledabba.com.
I wouldn't have attempted this challenge without your support and the team and I look forward to bringing you articles that inform, entertain and illuminate, all in the honest and frank style that is our hallmark~the sang-froid-life.
Love, Love, Love
Sangeeta Sadarangani
Editor in Chief
P.S. Sunshine does happen!
