ima Shah has something she needs to say. “Don’t be afraid of a little bling, or of a little color,” says the 26-year-old founder of Rimistyle.com, the specialty online accessories boutique launching this week. “I mean it—the best accessories can go a long way.”

For the New York-based woman known for her vision and affinity for the trimmings (“I still get comments on how I wear and see accessories”), an explanation might not be necessary. But we’ll ask anyway—fashion can be that easy?

“Believe me,” she says with the spirit and tone of someone who loves—and knows—what she’s doing. “The right bag and jewelry will bring your outfit, your entire wardrobe, to life.”

This is the motto of, the motivation behind, and the reason for Shah’s self-branded collection, which focuses on a diverse array of handbags, necklaces, earrings, bracelets and belts, some from far-off places, some designed here at home by Shah herself. Meant to upgrade, not replace, what’s in our closets, Rimistyle.com proves that affordable, quality pieces can have a transformative impact on both the new jeans and the old dress, not to mention everything else that’s hidden in your cobweb-ridden closet.

Rima Shah

Shah’s point is that suiting up in style doesn’t have to be stressful. So read on for her take on how accessories can take you from flat to fabulous:

Why the focus on just accessories? Any plans to go broader?
I very strongly believe in the power of accessories. Always have. And when you use just the right piece in just the right way, your outfit goes through a complete transformation … Rimistyle.com is about allowing customers to use accessories in a way that doesn’t require them to look any further than their closet—we’re making your everyday just a little more fun.

Seems like you really love accessories. How’d you get this savvy?
After studying business at Boston University, I worked in all sides of fashion— wholesale, retail, buying, personal shopping [at Nieman Marcus, among others], and styling—and it’s always, always related to jewelry or accessorizing. And throughout my career, I used to always think to myself, “there’s got to be a better solution, a better way to work with what you have.”

Describe the Rimistyle.com persona.
It’s about taking the runway and your closet, and combing the two. It’s about looking at your wardrobe in a different light, about being creative and about being practical. We’re making your everyday life a little more fun, a little more colorful. And of course, it’s about quality—these products carry my name, after all.

Sounds like you’re smitten. What’s the best part about all of this?
I mean, this, these accessories, are my life—this is what I do, when I wake up and look into my closet, and I get to work. And if you look in my apartment, you’ll see hundreds of accessories, hundreds of necklaces, bags, all over. I love this stuff—it’s my passion, I love turning this into that, love transforming outfits, love upgrading styles.”

And your own signature style?
I’m bold, a risk-taker, but definitely grounded.

Did this inspire your collection?
Definitely. Think Beyoncé—she’s flawless, and really embodies how I aspire to approach fashion.

Rimistyle.com offers a personal shopping service—how do you find the right style for your customers?
Separate your style from theirs, and then gather the facts. Understand the person before you understand their style. What are they missing, what makes them comfortable? Once I know this much, giving them a fresh look is all about supporting their lifestyle. And Rimistyle.com incorporates this service in a great way—we’ll tell you what bag, belt, and earrings you might like based on the necklace you’ve chosen.

What’s the favorite piece in your collection?
It’s a zebra-print clutch. It defines me—as a designer, as a merchandiser and as a girl who just loves her accessories.”

What advice do you have for the girl who is forever stuck in jeans and T-shirts?
[Laughs] I know that type, and have so many friends who are the same way. They’re all about comfort. No fuss? Easy. Take a simple charm necklace and then look in the mirror. And that’s it—your outfit will have come to life. It’s not about over-accessorizing, and it’s definitely not about buying the hottest jeans or a new dress. It’s just about working with what you have.”

Why should women give Rimistyle.com a shot?
We’re changing the way people look at fashion, and once I get you in the door, believe me, you’ll be hooked.n

Megha Narayan is saying goodbye to the personal trainer and hello to the Rimistyle.com personal shopper.
Published on April 2, 2007.
Photography: Courtesy of Rimistyle.com.

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Comments are closed.
  1. April 2, 2007, 8:10 am MeghaFan

    all i want for christmas…is that zebra clutch. terrific interview, megha!

  2. April 2, 2007, 9:54 am roshini

    Cool article, and I just checked out the site-the product looks great!

  3. April 2, 2007, 3:27 pm Desi Hottie (M)

    Two words “Accessory Utopia”! One stop shop for chic and trendy accessories. I likeee

  4. April 2, 2007, 4:44 pm anjali

    awesome piece, megha. can’t wait to read the next one.

  5. April 3, 2007, 12:51 pm Bina

    I lovvvve the site! Good Luck Rima!

  6. April 4, 2007, 11:32 pm Kumud Bansal

    Amazing. I am so proud of you. Good luck.
    GOD bless you. Love

  7. April 7, 2007, 4:19 pm Ashley

    Great find! I love the sleek evening croc handbag – buying it!

  8. April 15, 2007, 6:27 pm Nisha

    I can applaud a South Asian when their work is legit. Do take a look at an extremely well established site, http://www.vivre.com run by Eva.

    Rimi Shah’s website is a poor copy of that. If one cannot match the qulaity, experience and classiness of great work then one should not attempt to walk that path. She merely falls on flat on her face. The level of work or merchandise is no where close to Eva’s.

    We can surely do better. Let us not try to be poor imitations of the western counterpart.

  9. April 19, 2007, 8:44 pm LS

    Nice – im a sucker for new shopping sites. this one is so cute – very affordable. i love accessories – so this is perfect, or dangerous!

  10. May 17, 2007, 10:48 pm Hema

    I’ve been seen this company in a lot of different magazines like UsWeekly, People, etc. It seems to be really popular. Congrats to Rima and very proud of our fashionable South Asian women!

  11. August 18, 2007, 7:36 am sabri

    انا صبرى من مصر ممكن نتعرف

  12. August 21, 2007, 1:12 pm Mansi

    Wow, they look great!! it’d be even more cool if i could get this collection in all different colours!!

  13. September 18, 2007, 4:41 pm K

    Rimi your new site looks great