Bollywood actor Giselle Monteiro inaugurated Jhoomar, a one-window style destination at affordable prices, in Kolkata on Saturday to woo the fashionistas of the city.

The 6000 sq ft showroom on Allenby Road built on four levels will house a gamut of the finest wearable couture and exquisite accessories from the country's 29 most promising designers.

The brand ethos of this store is ‘Free Spirit' which personifies the individualistic Jhoomar woman who is independent, contemporary, multi talented and ultra modern.

Giselle Monteiro of Love Aaj Kal fame -the face of Jhoomar – graced her presence at the inauguration along with Rituparna Sengupta and Pallavi Chatterjee.

The store was conceptualized by Alok and Mrs. Prema Binaykia under the mentorship of his elder brother Vijay Kr. Binaykia who has more than five decades of experience in fabrics and the fashion industry.

"The garments are innovative, stylized, glamorous and fresh since the designers are fairly new and yet have honed their skills ‘n' expertise at national level platforms, which is the ‘benchmark' of fashion- Lakme Fashion Week and Wills Fashion Week, " said an official spokesperson.

"Jhoomar epitomizes the latest and the best in fashion and style. We have tried to capture the essence of upcoming brands from the Indian fashion fraternity under one roof to provide abundant choice to the consumers in Kolkata at affordable prices, " said Prema Binaykia, Director, Jhoomar.

"Our endeavour is to offer upcoming designers an opportunity to retail their fresh, modern, eclectic and edgy fashion sensibilities to the vibrant Kolkata market, " said Binaykia.

"Opulent, stylish and intriguing, fashion is all about a blend of varied cultures, techniques and a heady concoction of materials, fabrics and trimmings. As ethnic-influenced style has flourished, interest in fashion has also grown globally.

Hence, our endeavour to foray into Fashion Retailing to bring the crème de la crème of the upcoming fashion world to our ‘City of Joy', " said Alok Binaykia, Director, Jhoomar.

"Kolkata needed a stage where emerging designers could be seen with their unique take on Indian fashion and sell alongside quaint street antiques that reflect a vibrant part of our diverse heritage, " said Alok Binaykia.