For Neeta and Ravi Asija, Frontier was a long cherished desire which finally materialized in 2006. But the story of the Frontier brand began in 1948 by the Late Bansi Lal Batra in a small town in Punjab. Since then, Frontier has been passed within the family, reaching 10 stores in both India and North America. Frontier Heritage has reached the 10 year milestone in both Los Angeles and Toronto, under the leadership of Neeta Asija.
Says Neeta, “ After starting off as a small business in growing Indian markets, we’ve now become a leader in defining what Indian fashion should look like. Clients look at us to see what’s in fashion, so we have taken the social... responsibility to make sure we are educating the market on what the newest trends are. We’ve also increased our online presence as one of the leaders of Indian fashion in North America.”
Frontier’s USP is customization and uniqueness in their high-quality designs. Neeta looks at it this way and explains that when a bride is getting married, she wants the exact outfit for her special day, but they may not have that in stock. “For that reason, we do nearly 85% of custom orders for brides, working with them closely to find out the right size, style, and color to create the outfit of their dreams. That accompanied with our attention to detail and quality defines us as who we are,” she says adding, “Our ability to cater to client needs and provide them the customized product they’re looking for, our flexibility and adaptability to new trends and styles have really kept us atop the market.” Frontier has its own manufacturing unit in New Delhi, India, from where all their products are sourced. They have outfit designs inspired by Sabyasachi, Manish Malhotra, Anita Dongre, and other leading designers in India.
Neeta describes the latest fashion trends in Indian wear as focusing on simplistic designs. People are moving towards thread work in antique designs mixed with a modern style. “You’ll see many clients wearing gowns as a fusion mix with Western attire. But the beauty of Indian fashion is the traditional work which is a piece of art and will virtually never go out of style,” she says.
Keeping up with what’s in demand is no easy task. For Neeta it involves many, many trips to India. She travels to India every three to four months, purchasing small quantities to stay up to date with the latest fashion. This way, she gets what’s best in demand in the local market here while balancing that with what’s trending in India.
Frontier has had its share of celebrity shoppers. Hollywood star Halle Berry and country-singer Sher have both been to the store. Neeta has also worked very closely with Mindy Kaling from ‘The Mindy Project.’ Neeta is all praise for Mindy’s designer Salvador Perez who she says “is an absolute pleasure to work with.” Frontier has worked closely with many community leaders and with local high schools and universities in order to give back to the community by way of donations or volunteering.
At the end of the day, what had made Frontier a success? Neeta puts it succinctly - hard work and determination to bring the best product to the market and to the client. “What makes me tick is seeing the smile on my bride’s face, and that’s what motivates me to work harder and better every single day. I also have a great team and family that is so supportive and helpful in making me successful every day.” For Neeta the top plan for Frontier’s future is to “ensure every bride looks beautiful in a Frontier outfit, and to make sure that people around the world know what the Frontier brand is and what we stand for. Eventually, I would love to expand the brand to a few new markets as well.”
Frontier Heritage is located at 18581 Pioneer Blvd, Artesia, CA 90701. Phone:(562) 653-9396.