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Elle Decor | May 2017

Hearth and Soul

Simone Arora furnishes this Rustomjee Elements show apartment in Mumbai in a way that shows her off as a proficient designer and epitomises her brand’s motto “Naturally Inspired”

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Elle Decor | May 2017

Hearth and Soul

Page 1

Simone Arora furnishes this Rustomjee Elements show apartment in Mumbai in a way that shows her off as a proficient designer and epitomises her brand’s motto “Naturally Inspired”

Clockwise, from Top

On entering, you first notice the combined living and dining rooms, with the green environs outside setting the tone for this tranquil apartment. The flooring, a constant throughout, has a natural matte wood finish; The living alcove extends out to this serene balcony, propped with chairs made of synthetic material woven on metal powder-coated frames and tall fibreglass vase; The leather upholstered chairs, lounger, metal coffee tables with matte lacquer finish and wool carpet keep the main seating area calm and composed. The lighting fixtures are handmade in glass and metal. All furniture was sourced from Simone... Naturally inspired.

Clockwise, from Left

The neutral themed dining area is complemented by chairs upholstered in leather, table with a bronze tinted toughened glass top, handcrafted suspended lighting fixture and exquisite serveware; The cabinet decorated with travel inspired curios was sourced from Europe; The expansive wood toned European kitchen is fitted with appliances from Siemens

Page 2

Three years ago, Simone Arora set up her eponymous store in South Mumbai, hoping to offer exclusive European furniture, fabrics and accessories that exemplify nature inspired luxurious living. Garnering steady clientele and never the kind to stay comfortable in one space, the EDIDA India Fabrics 2015 winner is ready to consider a new role – as an interior designer. She just completed her first project, a four bedroom show home at the upcoming Rustomjee Elements property in Juhu. What she approached as an investment for herself, was later seen as an extended opportunity – for the visibility for her brand in the suburbs, with a little help from Boman Irani and Percy Chowdhry of Rustomjee.

Simone chose a condo that opened out to a panoramic vista minus any grey “hardscapes”, allowing her to envision a “tranquil haven”. The best part is the balcony with openable windows; so the living area expands on to this zone. She also focused on making the boudoirs appear larger than they were. “I used the right amounts of colour, whether it was with paint or fabrics, and included statement pieces that were not too imposing,” elaborates Simone. The styling includes a coherent mix of contemporary furniture and accents all sourced from Simone... Naturally Inspired, which hearken back to heritage era. Yet it’s not too ornate or cluttered. “It’s clean like a canvas; comfortable and practical at the same time,” she adds. The apartment is available for sale, with everything she has included and curated with it. So the owner simply has to walk in and start living.

- Sneha Ullal Goel

“I USED THE RIGHT AMOUNTS OF COLOUR, WHETHER IT WAS WITH PAINT OR FABRICS, AND INCLUDED STATEMENT PIECES...”

Clockwise, from Top

The master bedroom in beige and highlights of dull gold: The plush carpet, table lamp, leather seater and artwork are all finds from Europe; The master bathroom is a still oasis with walls and floor clad in Italian marble; Placed atop a counter in the combined living and dining room, the table lamps and accents in raw textures and smooth silhouettes echo the universal nature theme.

Photographs by Fabien Charuau courtesy Simone Arora

Rolls Royce | May 2017

A Force of Nature

MANY INTERIOR DESIGNERS talk about “bringing the outside in”. Few mean it quite as literally as Simone Arora, whose eponymous store in Mumbai is filled with furniture, homewares and artefacts ...

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Rolls Royce | May 2017

A Force of Nature

Simone Naturally Inspired

MANY INTERIOR DESIGNERS talk about “bringing the outside in”. Few mean it quite as literally as Simone Arora, whose eponymous store in Mumbai is filled with furniture, homewares and artefacts crafted from wood, sand, crystal and stone. The earthy textures and muted tones form a design concept she calls “nature luxe”.

Desks are made from burnished driftwood and mirrored tables are cut to look like pools of water. The showstopping centrepiece is an enormous, 25-ft chandelier that cascades down from the atrium. It has branches made from twisted metal and crystals that are suspended like icicles. “That is my signature piece,” says Simone. “It was designed exclusively for the store and made in Europe. It is spectacular.”

Simone Naturally Inspired features 140 brands under one roof and is spread over two levels of a beautiful old heritage building, once owned by the commander-in-chief of the Eastern Fleet. “We restored it from the ground up,” she says. “It has stunning arched windows, high ceilings and stone walls. The interiors are tranquil and soothing, in natural colour schemes. I wanted to create a haven from the hustle and bustle of city life.”

Browsing the store is an immersive experience. The ambient lighting changes three times a day and the air is scented with Simone’s signature fragrance. “I want to enlighten and involve the customer from the moment they step in. It’s meant to be a total sensory pleasure.”

Simone, which opened in 2014, is the expression of a lifetime’s interest in interiors. Its owner was born in 1971 into an artistic family: her father, Sanjay Khan, is a filmmaker and actor, and her mother, Zarine, is a successful interior designer. “Our mother kept a beautiful home full of carefully curated art and furniture,” says Simone. “I remember the way she decorated the dining table with fine crystal, fresh linen and flowers for dinner parties. I still count on her eye and sense of aesthetics when choosing merchandise.”

Simone married entrepreneur Ajay Arora when she was 21 and together they launched D’Decor, now the largest manufacturer of furnishing fabrics in the world. The idea of launching her own brand came four years ago. “I had always been a silent creative contributor to D’Decor,” she says, “and I felt a strong desire to express myself. To create an identity of my own.”

Inspiration came from her suburban Mumbai home, Juhu, which she designed with the renowned Indian architect Hafeez Contractor. “I was intensely involved in every aspect of the build,” she explains. “I personally sourced all the furniture, accessories and art from Europe. It took years. Now it’s an extremely relaxing and rejuvenating place. Every window looks out on lush natural greenery and trees.”

This passion for detail explains her new business venture, Project Simone. “With this offering, we provide turn-key project solutions, from conceptualisation to implementation,” she says. “We showcase our design concepts via mood boards that encompass a complete look and feel of a space.”

Nature remains her inspiration. “The natural world brings us tranquillity and soothes and rejuvenates our minds and senses. Simone is an oasis in the heart of Mumbai and I hope that every customer who comes to my store experiences that.”

The AD Design Handbook | 2017

SIMONE

The image shows an assortment of textured furnishing fabrics in natural yarns and fibres, along with decorative coordinated wallpaper placed on a driftwood console. This entire stylish and artistic collection is manufactured in India, and matches international standards in quality.

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The AD Design Handbook | 2017

SIMONE

Page 1

THE BRAND

It is one of India’s finest luxury home decor stores that draws inspiration from nature and offers an extensive range of furniture and accent pieces.

THE ORIGIN

Established in 2014 by Simone Arora, designer, curator and founder.

THE PRODUCT

The image shows an assortment of textured furnishing fabrics in natural yarns and fibres, along with decorative coordinated wallpaper placed on a driftwood console. This entire stylish and artistic collection is manufactured in India, and matches international standards in quality. Enchantingly located within a landmark heritage building in South Mumbai, the store is within walking distance from international luxury brands. The store evokes a sense of exuberance and fine living and exposes the shopper to a world of beautiful home products. The store also showcases an array of innovative, bespoke and contemporary furniture concepts for all rooms and outdoor furniture. An exclusive store fragrance, music, ambient lighting and imaginative visual merchandising conveys new concepts and ideas.

MATERIAL - Woven fabrics in natural fibres, cotton, chenille and velvet.

COLOUR - Neutral and natural hues.

Page 2

THE BRAND

It is one of India’s finest luxury home decor stores that draws inspiration from nature and offers an extensive range of furniture and accent pieces.

THE ORIGIN

Established in 2014 by Simone Arora, designer, curator and founder.

THE PRODUCT

With an extensively well-rounded range of curated merchandise, SIMONE offers an extensive range of home decor options that are creatively combined with breathtaking accessories and objet d’art. The featured living room collection includes a plush sofa, with cushions in natural and faux leather upholstery with driftwood, stainless steel and glass coffee tables. The store showcases an array of innovative, bespoke and contemporary furniture concepts for all rooms and outdoor furniture.

MATERIAL - Natural fabrics, leather, faux fur, metal and wood.

COLOUR - Shades of grey and lilac.

Page 3

THE BRAND

It is one of India’s finest luxury home decor stores that draws inspiration from nature and offers an extensive range of furniture and accent pieces.

THE ORIGIN

Established in 2014 by Simone Arora, designer, curator and founder.

THE PRODUCT

Assisting the consumer with decor concepts that inspire ideas to aesthetically embellish their spaces, Simone has an extensive range of curated merchandise with distinctive designs which use sophisticated colours and have an understated elegance. On display is a range of vases and unique artefacts and accessories. A perfect blend of decorative and functional items, they are sure to an aura of elegance to any room. Enchantingly located within a landmark heritage building in South Mumbai, the store is surrounded by international luxury brands. The store evokes a sense of exuberance and fine living and exposes the shopper to a world of beautiful home products. An exclusive store fragrance, music, ambient lighting and imaginative visual merchandising conveys new concepts and ideas.

MATERIAL - Upholstery, leather and linen.

COLOUR - White and beige.

Page 4

THE BRAND

It is one of India’s finest luxury home decor stores that draws inspiration from nature and offers an extensive range of furniture and accent pieces.

THE ORIGIN

Established in 2014 by Simone Arora, designer, curator and founder.

THE PRODUCT

SIMONE showcases an array of decorative tableware. The featured set of fine porcelain crockery has a delicate design and reflects the cultivated sense of taste showcased by the brand. Products from this unique range add a touch of elegance to your dining table and work perfectly as gifts, too. The brand’s South Mumbai store also has a wide choice of crockery, cutlery, glassware and table accessories that are practical as well as decorative. The dinnerware is of an international quality and can be found in various materials, and categories like everyday use and formal dining. Their landmark South Mumbai store has an exclusive store fragrance, music, ambient lighting and imaginative visual merchandising — which conveys new concepts and ideas to visitors.

MATERIAL - Fine porcelain, glass and driftwood.

COLOUR - White and blue.

Page 5

THE BRAND

It is one of India’s finest luxury home decor stores that draws inspiration from nature and offers an extensive range of furniture and accent pieces.

THE ORIGIN

Established in 2014 by Simone Arora, designer, curator and founder.

THE PRODUCT

SIMONE epitomizes Nature Luxe, encompassing contemporary global styles. You can find unique products for your bedroom in a multitude of styles here. The store evokes a sense of exuberance and fine living and exposes the shopper to a world of beautiful home products. Their landmark South Mumbai store has an exclusive store fragrance, music, ambient lighting and imaginative visual merchandising — which conveys new concepts and ideas to visitors.

MATERIAL - Upholstery, leather and linen.

COLOUR - White and beige.

Bombay Times | Feb, 2017

Enjoying the outdoors...

Alfresco or Outdoor living and dining has become trendy and is a way of connecting with nature. Patio, terrace or garden furniture is specifically designed for outdoor use. It is made of a high-grade, synthetic rattan that is woven on aluminum or hard polyurethane frames to construct tables and chairs for outdoor dining and lounging. This is an all weather-resistant material that does not fade or rust.

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Bombay Times | Feb, 2017

Enjoying the outdoors...

Alfresco or Outdoor living and dining has become trendy and is a way of connecting with nature. Patio, terrace or garden furniture is specifically designed for outdoor use. It is made of a high-grade, synthetic rattan that is woven on aluminum or hard polyurethane frames to construct tables and chairs for outdoor dining and lounging. This is an all weather-resistant material that does not fade or rust.

A wide range of premium quality outdoor furniture designs are always available at SIMONE Naturally Inspired Living. Outdoor furniture is available as living sets, dining sets, loungers, hammocks, rocking chairs and swing style sofas. The chaise lounge and free form poufs and ottomans are also popular accent pieces.

Bistro-style furniture is great for small spaces and tight budgets. Foldable, lightweight furniture is convenient and easy to set up in smaller balconies or verandahs. Wrought iron and metal seating isn't the most comfortable for extended periods and has waned in popularity.

It's always a good idea to spend time in the outdoors entertaining whenever possible. For outdoor living, furniture that is durable and can withstand changing weather conditions is the best choice, as these can be left outdoors with the use of protective covers that keep them in good condition for years.

Wood and metal furniture are perhaps cheaper options, but they require a lot of maintenance.

It's worthwhile opting for sleek, folding or stackable designs that allow furniture to be moved around easily.

Accessorizing outdoor spaces with items like birdbaths, plant stands, hurricane lanterns, hanging lamps, planters and trellises, add detail and atmospherics to an outdoor space decor. Barbeques, modular fire pits and portable fire bowls are widely available, in varied styles & materials to extend this outdoor living concept.

Bombay Times | Jan 19, 2017

Natural Elements add Harmony & Energy to a Space

Decorate indoor spaces with natural plants and greenery and bring the outdoors in. Designers and home owners are finding ways to bring nature into all aspects of their living spaces. The use of all weather furniture both indoors and outdoors, textures and patterns from nature used on wall & floor coverings, nature inspired art and accessories and floral arrangements are trending.

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Bombay Times | Jan 19, 2017

Natural Elements add Harmony & Energy to a Space

Decorate indoor spaces with natural plants and greenery and bring the outdoors in. Designers and home owners are finding ways to bring nature into all aspects of their living spaces. The use of all weather furniture both indoors and outdoors, textures and patterns from nature used on wall & floor coverings, nature inspired art and accessories and floral arrangements are trending. All these and more are showcased at SIMONE Naturally Inspired located in Colaba, Mumbai.

Natural minerals, quartz and crystals are in vogue. Go au natural with raw uncut and unpolished minerals and stones as accessories. Platters, bowls, coasters and urns of pyrite can be arranged on coffee tables, wall units and as free standing displays. Large uncut chunks of quarried quartz and unpolished semi precious stones are being used to embellish interiors and as utility product accents and fashionable door knobs.

A mix of metallic accessories and finishes that were popular in the 1950's to 70's, are back in couture fashion and have extended into the Interior decor arena. Glossy and matt brass, gold, silver, bronze and metal finishes are popular again. Embracing some retro bling into interior decor schemes has resurged.

Geometric patterns found in nature are making a big style statement. Decorative kitchen backsplashes, countertops or intricately patterned floors in geometry are trending as a strong design element. This creates optical illusions and fluid movements and when combined with raw cement and wooden floor tiles, achieves a visually powerful design statement.

Indigenous natural decorative products that are unique and native are popular. To embrace this style, be inspired by local finds and artisan creations. Locate local and globally hand crafted goods. Don't be apprehensive about mixing antiques and crafts with machine made goods. Amalgamating various forms, textures, designs and styles is 'the look'.

Recycling and conserving natural resources and providing sustainability are the key trending sentiments. From building prefabricated homes to recycled foam and leather used on couches and cushions, conservation and sustainability are at the heart and mind of the industry. Furniture, furnishings & decor accessories that are produced from recycled, reinvented and reused waste is accepted favourably by consumers today. A concerted effort to connect with Nature and 'Going Green' is the ecologically responsible and trending mantra.

Bombay Times | Dec, 2016

Bring the Festive and Holiday Spirit into your home...

Welcoming the holiday and festive season should be about transforming your home into a cozy, warm and colorful space to celebrate the season.

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Bombay Times | Dec, 2016

Bring the Festive and Holiday Spirit into your home...

Welcoming the holiday and festive season should be about transforming your home into a cozy, warm and colorful space to celebrate the season.

Decorate a fireplace with cards and messages, a Christmas tree with stockings, gifts and colorful light installations. Luxe up your spaces with sparkles, glitter and gold artifacts and lush furnishings available exclusively at SIMONE. Create a Christmas table with gold accents and pops of magenta and purple for a contemporary twist.

Give your front porch or entrance a festive glow with decorative light fixtures and accessories. Create opaque and frosty effects by misting glass with white spray paint. Layer white and gold textured objects together to achieve a Christmas or romantic feel. Floral arrangements add extra holiday cheer. Drape clusters of ribbons on curtains and arrange glass ornaments around the home for a cool country feel. Christmas trees, poinsettias, pinecones, dried fruits and berries add texture and enhance the festive look.

Create a unique and sophisticated wreath or an unconventional medallion wreath for your front door, wall or table decorating it with flowers, leaves, ribbons, papers, foil and pine cones. 'Hold your peace', with a decorated peace sign for a global message of love and tolerance. Make it personal with name tags at place settings for a personalized touch to your Christmas dinner table.

Use a palette of red, green and brown with touches of white for a traditional Christmas look or go bold and beautiful with a palette of red, green, gold and silver to create a glam and wintry setting that is fun and memorable. Fabricate your own Christmas ornaments by wrapping old glass ball ornaments in fabrics and ribbons. Hang multiple ornaments on an undersized tree for maximum effect. Get nature inspired at SIMONE with uber creative artifacts, fine table accessories and delicate floral arrangements to add a surprising hint of luxe and sheen to your home this holiday season. It's the time for family, love and joy and what better way to show it than with your creativity, imagination and style.

Bombay Times | Oct 24, 2016

Setting the perfect dining table

Arranging a perfect dinner table usually depends on the mood, occasion or celebration. Display your fine dinnerware and silverware along with some linen, placemats, flatware, glassware and table decor accessories. Arrange the flatware in order of usage. Begin from the outside and work your way in.

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Bombay Times | Oct 24, 2016

Setting the perfect dining table

Arranging a perfect dinner table usually depends on the mood, occasion or celebration. Display your fine dinnerware and silverware along with some linen, placemats, flatware, glassware and table decor accessories. Arrange the flatware in order of usage. Begin from the outside and work your way in. Similarly arrange the glasses, lined up across the top of each place setting. The water glasses should remain from the beginning to the end of the meal.

Experiment with napkin folding techniques using napkin rings, flowers, ribbons or cord, to add pizzazz to your table. Get creative by adding candles, fresh flowers or other decorative elements. Ensure that the flowers used do not have a strong fragrance as that could overpower the aroma of the cuisine. Centerpieces should sit low and across the table so that guests can see each other and converse across the table.

Light the candles after dark and just before a meal is served, to create a lovely and warm ambiance. Formal dinner candles are usually white or ivory and should be aroma free. Display them in hurricane lanterns of metal or glass or on crystal candelabras.

Once the table is set and your guests are ready to eat, fill the water glasses and set out the hot and fresh cuisine in stylish and coordinated serving dishes and platters with serving ladles to match. Avoid the awkward -'where should I sit'?- moment, by assigning pre-designated seating. Mix the lively guests around the table to keep the conversation energetic and the people with common interests together. Guests should ideally be seated alternately in an opposite gender order of seating. Each guest's experience will depend on the setting and tone, as much as the quality and taste of the food. The atmospherics can greatly contribute to the mood and demeanour of your guests. Keep the ambient music soft to enable conversation during dinner.

Dessert is an important component of a meal. Serve the dessert after a short gap following the meal. Desserts can be displayed on a trolley for guests to choose their preferences or it can be offered as individual servings. Coffee or tea should be served with dessert along with chocolates or mouth fresheners that you may decide on.

Eliminate a dinner table crises with a checklist during your planning stage. Always maintain that food is the primary event and should be well considered keeping dietary preferences in mind. Special occasions, like festivals require a more formal and traditional setting that can be a creative and artistic experience.

The art of setting a table is simple and easy to achieve with a variety of decor accents, tableware, flatware and accessories that are readily available at SIMONE. Once you've grasped a few basic concepts and imbibed the essential guidelines to decorating a fine table, you can bend or break the rules to fit the occasion.

Bombay Times | Oct, 2016

Color Choices - How it influences our mood and emotions...

Colors reflect and influence our personalities, moods and thoughts in several ways. Every color has a psychological value that impacts our emotions, from happiness to rage or tranquillity to high energy. It has the power to change the dimensions of furniture, furnishings and the room itself.

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Bombay Times | Oct, 2016

Color Choices - How it influences our mood and emotions...

Colors reflect and influence our personalities, moods and thoughts in several ways. Every color has a psychological value that impacts our emotions, from happiness to rage or tranquillity to high energy. It has the power to change the dimensions of furniture, furnishings and the room itself. Colors transform a room in three fundamental ways: active, passive or neutral. Light colors create expansive, airy and brighter spaces. Dark colors are sophisticated and warm. Neutrals (black, grey, white and brown) are base colors. Add pops of color to liven the tempo. Black as an accent adds depth and grounds a scheme. Whites reflect light and are cool neutrals.

Whites create the illusion of high ceilings and larger rooms providing a fresh, clean and crisp feel. Red is intense and stirs up passions and is a good accent or focal point color, drawing people together. It can also stir up feelings of hostility and irritability. The 'Pink Effect' evokes an emotion that calms the nerves and relieves feelings of aggression and neglect. Light pinks in childrens' areas evoke feelings of love and security. Blue is the color of the sky and the ocean is serene and calms and relaxes the mind. Peaceful and tranquil blue is used in bedrooms, bathrooms, lounge and rest areas. Pastel blues feel cold, while light hues are pleasant. Combined with neutrals, it's an ideal shade for family and living rooms. For kitchens, shades of periwinkle, cerulean or turquoise work.

Dark blues feel melancholy yet people are more productive in blue rooms. Green symbolizes nature. It is calming and refreshing. People relax in 'green rooms' before appearing on TV or stage. Hospitals use green to relax patients. Dark green is masculine, conservative and implies wealth. Green helps unwind, relieves stress and promotes comfort and togetherness. Used in homes or offices, it symbolises prosperity, reduces anxiety and is restorative. For nature lovers it induces an outdoor, natural feel. Cheerful yellow is an attention grabber. Yellow enhances concentration, speeds metabolism, captures sunshine and happiness. Used in kitchens, dining rooms and bathrooms, it energizes and uplifts. In halls, entries and small spaces, yellow can feel expansive and welcoming. Purple, a rich, dramatic color, connotes luxury, wealth, and sophistication. It is feminine, mysterious, romantic and sparks creativity. Lavender and lilac bring a calm and relaxed quality to bedrooms. Solid reliable brown, the color of the earth, is abundant in nature. Light browns imply sincerity, while dark brown echos wood, chocolate and leather creating a rich and affluent feel. Orange evokes excitement and enthusiasm. An energetic color ideal for exercise and recreation areas. It stimulates the appetite hence recommended for kitchens. The ceiling represents one-sixth the area of a room. Lighter ceilings and walls create higher and larger spaces, while darker one's feel lower and smaller. The choice of color is a personal matter to suit you, your family and lifestyle. Creatively pop it in to your interior space to induce that 'wow' impact.

Bombay Times | Sep, 2016

Inspired Interiors with Simone

Living Room Spaces: strike a perfect balance... The living room is an expression of who we are or aspire to be. It is a lifestyle statement for the family that inhabits the space and for guests who visit.

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Bombay Times | Sep, 2016

Inspired Interiors with Simone

Living Room Spaces: strike a perfect balance...

The living room is an expression of who we are or aspire to be. It is a lifestyle statement for the family that inhabits the space and for guests who visit. It is the soul of a home and is often dictated by our personal style and design sensibility. We tend to display our best art and decor pieces in this space, for all to view and enjoy. A contemporary design scheme focuses on cleancut lines and minimalistic decor. It entails the display of a few bespoke objects and furniture pieces that are arranged to be viewed as individual units yet creates a comprehensive modern look and feel. This works best when each piece is unique and high on design content.

The classic look exudes a feeling of warmth and comfort, and tends to be full of memorabilia that is reassuring. This look is achieved via a collection of quaint pieces that are collected over a period of time. This style is usually an amalgamation of various color hues, trends and designs. The perfect space is somewhere between these two extremes. Uncluttered, clean, yet well arranged spaces are what works best.

Once you have chosen the main furniture elements you need a few unique artefacts, lamps, carpets and furnishing fabrics to breathe life into your living room spaces. While decorating smaller spaces use neutral or lighter shades for the upholstery, drapes, wall paint and floors to make a room feel extensive and spacious.

Allow as much natural light in to keep it bright and airy. Ambiant and focus lighting solutions with dimmers are equally important to allow for mood effects when desired. Add a pop of vivid color into a neutral space. This can be achieved by using vibrant wall art, cushions, rugs, lamps, accessories or an uber cool piece of designer furniture. This aspect allows for a quick transformation of a space when required by the easy change of soft furnishings and accessories. Fresh plants, floral arrangements, coffee table books, accessories, lamps and candles are a wonderful way to infuse life and character into a living room space. Our goal at SIMONE is to help you create this visually delightful haven, where you feel relaxed, comfortable and "at home!"

AD Shop Talk

SIMONE

Located in one of Mumbai’s prominent heritage buildings, this concept store offers a dazzling collection that is a result of Simone Arora’s 20 years of design experience, impeccable taste and matchless eye for detail.

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AD Shop Talk

SIMONE

Located in one of Mumbai’s prominent heritage buildings, this concept store offers a dazzling collection that is a result of Simone Arora’s 20 years of design experience, impeccable taste and matchless eye for detail.

NEED TO KNOW : “ A home is an oasis,” believes Arora, whose talent and global design sensibilities have shaped SIMONE’s eclectic collection. With it’s exclusive brand agreements and stunning curation, the store has come to epitomize elegant living.

VIEWPOINT : Nature is SIMONE’s muse, with an aesthetic that blends organic textures and colours with global, contemporary design. The sprawling 8,000 square-foot store carries a collection that encapsulates a vision of a refined, luxurious lifestyle.

TAKING STOCK : Furniture, home furnishings, kitchen and bed linen, tableware, artefacts, outdoor products, bath products and lighting.

TOP BRANDS : Micheal Aram, Riviere, VGnewtrend

BESPOKE : Along with interior design consultation services, ‘ Project SIMONE is the brand’s latest offering, providing complete turnkey project solutions right from conceptualization to curation and implementation.

BRAND LOYALISTS : Ashiesh Shah, Simone Dubash, Raseel Gujral, Kohelika Kohli, The Charcoal Project, Talati and Panthaky Associated.

TALKING NUMBERS : INR 1,000 onwards.

Marwar Magazine

Nature Luxe

The finest in luxury living. Simone Arora’s design venture, SIMONE brings beautiful spaces to life, one unique piece at a time.

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Marwar Magazine

Nature Luxe

The finest in luxury living. Simone Arora’s design venture, SIMONE brings beautiful spaces to life, one unique piece at a time.

With distinctive designs, sophisticated merchandise and at the helm of understated elegance—enchantingly located in a striking heritage building of south Mumbai, Amerchand Mansion, the SIMONE store evokes exuberance and an exposure to all things beautiful.

With concepts and ideas that stimulate the senses like never before—it represents a canvas to creating a luxurious lifestyle within your own personal space. Spread over two floors, covering 8000 sqft of retail space, the boutique houses furniture, fine fabrics, artefacts, accessories, bed, bath and table linen, lighting solutions, wall art, carpets and tableware. Carefully and passionately conceptualized and curated into concepts of dining, living, lounging, bedroom and outdoor living space, at SIMONE, luxury, style and affordability go hand in hand. The extensive selection of merchandise has something for all styles, tastes and budgets.

Gifts at SIMONE are beautifully it ints branded signature packaging, making gufting a whole new experience. A walk through this elegant and sophisticated store is a must, to take you through a journey like never before.

Coffee Table Book

Nature Luxe

The finest in luxury living. Simone Arora’s design venture, SIMONE, brings beautiful spaces to life, one unique piece at a time.

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Coffee Table Book

Nature Luxe

The finest in luxury living. Simone Arora’s design venture, SIMONE, brings beautiful spaces to life, one unique piece at a time.

With distinctive designs, sophisticated merchandise and at the helm of understated elegance-enchantingly located in a striking heritage building of south Mumbai, Amerchand Mansion, the SIMONE store evokes exuberance and an exposure to all things beautiful.

With concepts and ideas that stimulate the senses like never before-it presents a canvas to creating a luxurious lifestyle within your own personal space. Spread over two floors, covering 8000 sq ft of retail space, the boutique houses furniture, fine fabrics, artefacts, accessories, bed, bath and table linen, lighting solutions, wall art, carpets and tableware. Carefully and passionately conceptualised and curated into concepts of dining, living, lounging, bedroom and outdoor living spaces, at SIMONE, luxury, style and affordability go hand in hand. The extensive selection of merchandise has something for all styles, tastes and budgets.

Gifts at SIMONE are beautifully wrapped in its branded signature packaging, making gifting a whole new experience. A walk through this elegant and sophisticated store is a must, to take you through a journey like never before.

ET Panache

Winner of the Retail Icon Award by the Times Group for the best “Luxury Interior Store” 2015-16

SIMONE ..Naturally Inspired is India's first luxury home decor store inspired by nature.

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ET Panache

Winner of the Retail Icon Award by the Times Group for the best “Luxury Interior Store” 2015-16

Our sincere gratitude to the jury and the SIMONE Team for their support.

SIMONE ..Naturally Inspired is India's first luxury home decor store inspired by nature.

SIMONE epitomizes Nature Luxe through its thoughtfully curated merchandise, distinctive designs, sophisticated color hues and understated elegance.

Enchantingly located in a landmark heritage building in Colaba, South Mumbai, SIMONE is a walking distance from the Taj Mahal hotel and International luxury brand stores that are located in the vicinity.

The store interiors are remodeled into a contemporary space in a natural palette of colors, showcasing a globally sourced selection of furniture, fine furnishing fabrics, objet d'art, tableware, glassware, artefacts, bed, bath and table linen, lighting solutions, carpets and much more... The building facade was restored to its erstwhile glory, of the magnificent mansion it once was.

The store evokes a sense of tranquility and redefines style and taste, exposing the shopper to a world of beautiful home décor pieces. The exclusive products are imaginatively displayed, conveying new concepts and ideas to the onlooker. This is juxtaposed with a customized store fragrance, select music and ambient lighting, inspiring and engaging all the senses.

With 80,00 sqft of prime retail space, the store is spread over two levels. It is thoughtfully conceptualized and curated by designer and founder Simone Arora, into concept areas of dining, living, lounge, bedroom and outdoor living spaces.

All sales managers are equipped with iPads which have a detailed description of the merchandise displayed. Every product is tagged with a swing ticket and a bar code that can be scanned to provide all the relevant information of each item; i e price, composition, origin, utility, quantity availability, wash and care instructions etc. The iPads facilitate a quotation or a tax invoice along with all the customer details. The IT system is linked to the warehouse and to our international suppliers.

At SIMONE, luxury, style and affordability go hand in hand. The extensive selection of merchandise has something for all styles, tastes and budgets.

Gifts at SIMONE are beautifully wrapped in its branded signature packaging, making gifting a whole new experience.

A visit to this elegant and sophisticated store is a must, to take you through a journey like never before.

Fortune Magazine

Simone Khan Arora - Designed to Succeed

Treasuring her love for decor and bridging the gap between nature and the home, Simone Khan Arora introduces contemporary elegance through her interior concepts store, simone, even as she carves out a niche for herself in the luxury lifestyle business.

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Fortune Magazine

Simone Khan Arora - Designed to Succeed

TREASURING HER LOVE FOR DECOR AND BRIDGING THE GAP BETWEEN NATURE AND THE HOME, SIMONE KHAN ARORA INTRODUCES CONTEMPORARY ELEGANCE THROUGH HER INTERIOR CONCEPTS STORE, SIMONE, EVEN AS SHE CARVES OUT A NICHE FOR HERSELF IN THE LUXURY LIFESTYLE BUSINESS.

Born into a family that is closely associated with creative art forms, Simone Khan Arora always knew that her love for design and colours would find room in her life and career at some point. Right through her childhood, Simone had absorbed the grandeur of the sets of the films that her father Sanjay Khan made and had observed how artfully her mother Zarine crafted the interiors of homes. Today, Simone’s distinctive design sensibilities have found a tangible identity in SIMONE, her luxury home boutique store.

Passion for Panache

Knowing that acting was not her forte, her family’s contribution to Indian cinema, Simone chose to create drama instead through her design. The the age of 21, she joined her husband Ajay Arora’s garments business as its creative head. When her mother pointed out that the market for furnishings was promising, the couple embarked on a journey to build the luxury brand. D’Decor, which is now the world’s largest producer of curtain and upholstery fabrics. It was her travels during this period to understand global trends and how the industry functioned that formed the learning curve for Simone.

When the opportunity to test her flair for decor presented itself in the form of her dream home, Amore, she made the conscious decision to design it herself. Carefully handpicking every object that the house needed and experimenting with ideas, she set up this stylish six-storeyed bungalow. As praise for her creativity as Amore poured in, she realised that the time had come to establish her individuality in the industry, thus paving the path for her signature store, SIMONE.

Labour of Love

Through SIMONE, she promotes ‘nature-luxe’ - a concept that elegantly fuses elements and textures of nature with the luxurious comfort of a home. The 8,000-square-foot store’s sophisticated creations in a natural palette of colours comprise a globally sourced selection of furniture, fabrics, tableware, glassware, artefacts, bed and bath linen, lighting solutions, wall art, and more.

“I can now confidently say that designing and curating interior spaces comes to me naturally. It feels effortless because I’m passionate about it. With every success, I feel inspired to reach greater heights and want to make a larger impact,” Simone says. Easily among the country’s most powerful women in the luxury lifestyle business today, Simone’s success is a reflection of her aesthetic prowess and a result of her vision to create a beautiful world.

GQ

Elegance Personified

Simone Arora’s decor store in South Mumbai is all about effortless luxury and timeless style

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GQ

Elegance Personified

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Simone Arora’s decor store in South Mumbai is all about effortless luxury and timeless style

Designing and curating spaces I something that comes naturally to Simone Arora. Her tryst with interiors and decor began early on, as she, alongside her husband, Ajay Arora, built upholstery brand, D’Decor to what it is today. After over 15 years of participating in international trade fairs and exhibits and interacting with designers across the globe, Arora decided to branch out on the own with her concept store, SIMONE, a culmination of design experience fused with her signature style. Her passion for decor is visible through her eponymous boutique, located in a prominent heritage mansion in South Mumbai. Inspired by nature, the interior space showcases a globally sourced selection of furniture, exclusive fine fabrics, objet d’art, tableware, glassware, bed and bath linen, lighting solutions and outdoor accessories, to create a tranquil living environment.

Tell us about your design journey.

I have spent 20 years of my career in the field of design as D’Decor’s creative director. Here, we created to collections ,explored colour options, attended, participated in international fairs and learned new techniques from people in the trade. These incredible chances, gave me an incredible hands-on education and experience in the field of design. I took on the challenging project to build and decorate my home ‘Amore’. This is when I had the opportunity to personally source building materials, furniture, artefacts and accessories, from a global selection of offerings. These experiences further enhanced my creative sensibilities. This in turn led to the inception of ‘SIMONE’ - a fascinating fusion between the old and the new. The brand showcases international labels that are curated into room settings in natural hue themes.

What inspires your design sensibilities?

I was nurtured and brought up in a progressive and cosmopolitan home, where I was constantly exposed to beautiful art and objects, fine living and extensive travel. I met many influential people very early in my life. My parents are both artistically inclined and exposed me to a number of things that lead to my heightened sensibility. My inspiration also comes from sources like heritage architecture, elements of nature, books and travel, that influences me to different sights, sounds, interactions and experiences.

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What sets your style apart from other creatives in the same design space?

My design aesthetic is classic, contemporary and distinctive. It leans towards a natural look and feel, with a luxe component. The colour palette is neutral with an emphasis on varied textures and forms, with a hint of metallic sheen. The SIMONE Naturally Inspired collection has a European-African design appeal that helps create a sophisticated yet comfortable ambience. It is a classic example of the kind of adaptive felixibility that urban planners and architects laud.

When did you discover your love for fabric and design ?

I was exposed to a beautiful home and visually stimulating designs very early in life. After marriage, I was introduced to the world of fabrics and textiles - my husband and I visited and participated in all the leading home textile and design shows in Europe. Rich hues, art and textures in numerous forms and variations of home decor and textiles were on display. This exposure and further enhanced my love for fabrics, fashion, design and decor.

What is the SIMONE signature style?

My creation is contemporary, nature inspired and tranquil in feel with a luxe appeal. I instinctively gravitate towards natural and neutral colour tones and use matte textures with a hint of sheen and gloss to lend elegance. SIMONE, the store, is a unique fusion of the heritage world with contemporary interiors.

What’s the next big thing at SIMONE?

Project SIMONE is the most recent expansion portfolio and concept product added to my brand. We offer themed mood boards in varied natural and neutral colour schemes that include floor and wall textiles, wall coverings, furnishings and carpets. We have deliberated and put together colour stories to cater to various tastes and requirements. We also plan to take the ‘SIMONE’ Fine Fabric collection international by participating at Maison et Objet, Paris 2016. This line includes a luxurious and exclusive line of fabrics.

Casa Vogue | Aug, 2015

Nature Luxe

The finest in luxury living. Simone Arora’s design venture, SIMONE, brings beautiful spaces to life, one unique piece at a time

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Casa Vogue | Aug, 2015

Nature Luxe

The finest in luxury living. Simone Arora’s design venture, SIMONE, brings beautiful spaces to life, one unique piece at a time

With distinctive designs, sophisticated merchandise and at the helm of understated elegance-enchantingly located in a striking heritage building of south Mumbai, Amerchand Mansion, the SIMONE store evokes exuberance and an exposure to all things beautiful.

With concepts and ideas that stimulate the senses like never before - it presents a canvas to creating a luxurious lifestyle within your own personal space. Spread over two floors, covering 8000 sq. ft. of retail space, the boutique houses furniture, fine fabrics, artefacts, accessories, bed, bath and table linen, lighting solutions, wall art, carpets and tableware. Carefully and passionately conceptualised and curated into concepts of dining, living, lounging, bedroom and outdoor living spaces, at SIMONE, luxury, style and affordability go hand in hand. The extensive selection of merchandise has something for all styles, tastes and budgets.

Gifts at SIMONE are beautifully wrapped in its branded signature packaging, making gifting a whole new experience. A walk through this elegant and sophisticated store is a must, to take you through a journey like never before.

Enchantingly located in a landmark heritage building in Colaba, South Mumbai, SIMONE is a walking distance from the Taj Mahal hotel and International luxury brand stores that are located in the vicinity.

Asian Age | Dec 4, 2014

Design Simplicities

Simone Arora, daughter of Sanjay Khan, opens up about her passion for design, siblings and travels.

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Asian Age | Dec 4, 2014

Design Simplicities

Simone Arora, daughter of Sanjay Khan, opens up about her passion for design, siblings and travels.

She may have been brought up in a filmy family but Simone Arora believes that design was her true calling. The daughter of Bollywood actor, Sanjay Khan, Simone took to design very early in her life. “Bollywood never interested me, although I have some wonderful friends who are a part of it. It was never my forte either, but I did a lot of drama in school, where I played the lead character and enjoyed every moment of being on stage,” says Simone who recently launched her home concept store in Mumbai.

After beginning her career at 21 as the creative director at D’Decor, Simone has nursed her ambitions from a very young age. She is married to the brand’s managing director Ajay Arora. The entrepreneur says her inspirations come from her travels. “ I visit places like Como and Milan in Italy and Paric every year, which inspires me and my work. I visit my designers, local boutiques, stores and pick up ideas related to home decor.” Simone and her husband’s passion for design spaces spills into their homes. A house in one of Mumbai’s plus localities, the six level bungalow befits the couple’s aesthetics. “I built my home five years ago. Architect Hafeez Contractor, designed it for me. I always dreamed of a while home with a lot of natural light, greenery, white marble floor, and wooden doors. The style is very contemporary and luxurious, mostly matte with a hint of sheen. The monochromatic colours are accessorised with statement art pieces and lights,” she says.

But doesn’t her choice of business lead to professional rivalry with sister Sussanne Khan, who also owns a luxury home decor store, we ask. “ There is no competition between Sussane and me, as I am a curator and design luxury concept interiors inspired by nature. Interior designers and architects are my clients. I have curated room sets showcasing furniture, artefacts and accessories. Sussanne is in fact, my customer and we integrate products from my store into her projects. Sussanne is extremely artistic and unique and is truly gifted in her design sensibility,” she clarifies. It’s not just Sussanne that Simone shares a special bond with, in fact, all four siblings are a close knit gang, she tells us. “ Farah is one of India’s finest jewellery designers, is extremely talented, glamorous and innovative in her styles. As for Zayed, he is the most warm-hearted and generous person that I know. He is all heart and excels in interpersonal skills,” she says.

When she isn’t working Simone enjoys spending quality “me” time and travelling. “I love spending time with my children. My boys study in the US, but my daughter Adah is here in school. My daily 7am swim along with yoga twice a week relaxes me tremendously. I enjoy watching movies, which are meaningful as well as recreational. I love taking off to the Maldives as I am a complete water, sand and sun person. We go there with the family every year.” she says.

The Taj

Nature Luxe

The finest in luxury living. Simone Arora’s design venture, SIMONE, brings beautiful spaces to life, one unique piece at a time.

More

The Taj

Nature Luxe

The finest in luxury living. Simone Arora’s design venture, SIMONE, brings beautiful spaces to life, one unique piece at a time.

With distinctive designs, sophisticated merchandise and at the helm of understated elegance-enchantingly located in a striking heritage building of south Mumbai, Amerchand Mansion, the SIMONE store evokes exuberance and an exposure to all things beautiful.

With concepts and ideas that stimulate the senses like never before - it presents a canvas to creating a luxurious lifestyle within your own personal space. Spread over two floors, covering 8000 sq. ft. of retail space, the boutique houses furniture, fine fabrics, artefacts, accessories, bed, bath and table linen, lighting solutions, wall art, carpets and tableware. Carefully and passionately conceptualised and curated into concepts of dining, living, lounging, bedroom and outdoor living spaces, at SIMONE, luxury, style and affordability go hand in hand. The extensive selection of merchandise has something for all styles, tastes and budgets.

Gifts at SIMONE are beautifully wrapped in its branded signature packaging, making gifting a whole new experience. A walk through this elegant and sophisticated store is a must, to take you through a journey like never before.

Enchantingly located in a landmark heritage building in Colaba, South Mumbai, SIMONE is a walking distance from the Taj Mahal hotel and International luxury brand stores that are located in the vicinity.