Under the Christmas tree

An edition of Pinwheel Project in a pre-pandemic world

What started around five years ago over myriad cups of coffee and heaps of conversations between three moms - Shouger Merchant Doshi, Ragini Vakil and Aditi Kapur - led to something beautiful for moms and kids. Doshi tells us, they started Mumbai's premier luxury exhibition, Pinwheel Project, because they couldn't get over the fact that all of their friends shopped abroad for their kids, when there are amazing homegrown brands in India. "We wanted to give them a platform to showcase their services and provide them with year-round business by offering the right visibility," she adds. That's how Pinwheel Project was born. It has two annual edits in Mumbai, and a Kolkata edit once a year. Typically, these events get between 5,000 to 10,000
visitors.

Founders of the luxury exhibition

"Due to the pandemic, we went online last year in August, and while the response was great, we missed the on-ground presence. Earlier, we used to get schools on board, but that element was sorely missed in an online edit. The big advantage of virtual media was that it opened up a pan-India presence. This year, with things looking up and people wanting to shop, we decided to have a smaller version of our edits. We are going ahead with the Christmas theme for the kids and moms to feel both the winter and festive cheer. From the usual 150 brands, we have downsized to 70 stalls to make room and observe all safety protocols," assures Vakil.
In sync with the festive theme, the venue will have a big Christmas tree where Santa Claus will give out presents to one and all. Indie platforms such as Born, Aria + Nica, Cradle and Maa, The Story Merchants, Pallavi Swadi, Waikiki, and Acorn will be present; there will also be cool food picks by Whole Truth Foods, NOTO, White Light Food, Cocoburst chocolates, Growing Giraffe, Good Graze and Yum earth. It's a must-attend for those keen to upgrade and explore new trends in the kid's space ranging between zero to 14 years.

Kapur says, "Pinwheel Project is curated by moms for moms. We understand the pulse of what is lacking and what moms are looking for, and we curate it accordingly. We also take efforts to ensure every category from footwear and apparel to accessories, bedding, and much more is covered so whether it is an expecting mom or a mom to a toddler or one to a seven-year-old, there is something for everyone."

On Today, 11 am to 8 pm (exclusive preview from 10 am to 11 am)
At Blue Sea, Worli.
Free