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Published:July 3rd, 2011 10:07 EST
Fashion Expert and Entrepreneur Priya Scroggins launches BELOVED STAR

Fashion Expert and Entrepreneur Priya Scroggins launches BELOVED STAR

By SOP newswire2

Beautiful beading, embroidery and embellishments adorn these stunningly fashionable cover-ups, " says Priya Scroggins, Swimwear expert and Founder of and her soon-to-be unveiled new private label Beloved Star.  This is a new feat for the entrepreneur who created Beloved Star as an online boutique to sell luxury swimwear and resort wear.  She soon realized the need to educate women about the proper fit for their body types.  She created Fx4boutique with the idea that she would help service women all over the world with her innovative Fit Formula.  She then decided to take the name Beloved Star, which is the Sanskrit meaning of her name, Priya Tara, and turn it into a line of affordable luxury beach and resort wear. 


As she enters into a new realm in the fashion world as a licensee, designer and buyer of exotic resort wear and accessories from India, she`s excited of the growth possibilities associated with being a licensee.  I see Beloved Star as the future household name for everything under the   `resort niche` she adds.   She wants to eventually grow the brand to carry more sun in the fun accessories, bags, sandals, home furnishings, sun/skin care and make-up for the beach!!  Scroggins thinks one of the best things about this new line is the price point.  All of her cover-ups retail for under $250 " much lower than the competition charging prices north of $500.00 for the same quality, fabric and craftsmanship.  She aims to make beauty attainable no matter what her customers` disposition is in life.  Scroggins notes, It`s important to know what your customer wants and I know most women, rich or not, are looking for quality at a decent price and that`s what Beloved Star delivers.  


Priya`s love for Indian craftsmanship comes from her lifelong visits and fond memories of the times she spent  there with her mother and family, who hail from Kerala.  The vibrant colors, fabrics and intricate stitching of the embellishments are what make Indian craftsmanship so coveted all over the world.  "This new line will be replete with colorful prints, bright solids, neutrals and lots of tasteful bling!" she adds.   She will launch the line of cover-ups on July 27th at the new Dream Downtown to NY`s best fashion editors.  You will be able to purchase Beloved Star on Fx4boutique`s website starting in August.


Judyth Piazza chats with Fashionista Priya Scroggins on The SOP ...