DEIDAA ONLINE FASHION SHOP AUSTRALIA OFFERS DESIGNER SILK SCARVES, BEADED CLUTCH BAGS, BEACH BAGS, FLORAL MAXI DRESSES, DIGITAL PRINTED KAFTANS AND MORE, DESIGNED IN AUSTRALIA, MADE IN AUSTRALIA, NEW ZEALAND, INDIA & NEPAL.

Deidaa has stockists in Dublin, Toronto, Sydney, Darlinghurst, Young, Lismore, Broken Hill, Melbourne, Sale, Foster, Myrtleford, Carindale, Paddington, Mooloolaba, Atherton, Adelaide, Barossa Valley, Perth, Launceston, Auckland, Wellington, Christchurch, Waikato, Hawkes Bay and Gisborne.* Deidaa sells through select stores and online in Australia, New Zealand, the USA and the UK. Deidaa designs and/or manufactures garments, bags, scarves, uniforms and lifestyle products for leading companies worldwide. Please send wholesale enquiries to info@deidaa.com.au *stockist details supplied on request

Deidaa works with tribal communities in Eastern India, to produce ‘Deidaa Eco’ – a range of scarves and ties made out of wild silk. Deidaa is about preserving tradition and retaining self respect. Mass production robs artisans of creative satisfaction. Deidaa contributes to artisans’ material and emotional wellness by creating a demand for artisan crafts. Deidaa has her own manufacturing unit in India. This unit is a GOTS certified producer of organic textiles. It has been approved by SEDEX as a sustainable, ethical and socially resposible manufacturer. Deidaa’s apparel and accessories are custom designed in her Melbourne studio and produced in an ethical, socially responsible and sustainable manner. ‘ I do not negate the contribution of technology to fashion, but what human hands can achieve has never ceased to surprise me. I channelise the artisans’ creativity into fashionable apparel and accessories. I work from within and not from above. I learn from the artisans as much as they learn from me. As a fashion designer, I strive to be the bridge between artisan crafts and contemporary fashion,’ says Samita. DEIDAA’S MANTRA – INNOVATION, QUALITY, SERVICE, AFFORDABILITY

SAMITA Creative Director 
An alumnus of National Institute of Fashion Technology, New Delhi, India, Samita has a Masters degree in Fashion Design with honours from Auckland University of Technology. For her Masters research project, Samita worked closely with Tongan Tapa cloth painters. In a career spanning over two decades, Samita has worked closely with buying and fashion houses in the United States of America, Europe, Australasia and the Middle East. She has dressed models, beauty queens and film stars. Covered widely by print and visual media in Australia, New Zealand, Dubai and India, Samita has made several appearances on the Indian national television network and Television New Zealand. She lectures at international conferences and writes articles on fashion and textiles in Australia, New Zealand and India. A finalist at the Style Pasifika Fashion Awards in Auckland for two successive years, Samita is currently the Coordinator of Major Studies (Fashion and Costume Design) at the Academy of Design Australia (AoDA), Collingwood, Melbourne. She divides her time between Asia, New Zealand and Australia.Samita’s label Deidaa was one of the four Australian fashion businesses selected to showcase at World Boutique, Hong Kong in January 2014. E-Mail:samita@deidaa.com.au

SHILPI Director 
A financial whizkid, Shilpi has ‘practically grown up with fashion’. An established finance professional and an erstwhile student of Bachelors in Fashion, Auckland University of Technology, Shilpi coined the name ‘Deidaa’, an endearment she originally used for her grandmother ‘who started it all’.E-Mail: info@deidaa.com.au

VALENTINA Design and Sampling 
An accomplished opera singer and illustrator, Valentina works closely with Deidaa’s creative director, Samita to create Deidaa’s sample range of fashion garments and accessories. Valentina holds a Bachelor’s degree in Art and Design (Fashion Design) from Academy of Design Australia, Collingwood, Melbourne and qualification in costume design. Valentina brings a wealth of experience and advanced skills to Deidaa.
SUE Sales and Marketing 
Sue works tirelessly to service Deidaa’s wholesale accounts and manage Deidaa’s trade shows. Sue holds a Bachelor’s degree in Art and Design(Fashion Design)from Academy of Design Australia, Collingwood, Melbourne. She adds a fresh perspective to Deidaa’s aesthetic and work culture.
ELISHA Sales and Marketing 
Deidaa’s ebullient marketeer, Elisha is a Fashion Design graduate from Academy of Design Australia, Collingwood, Melbourne. A favourite with Deidaa’s customers, the ever smiling Elisha adds joie de vivre to the Deidaa tribe.