It all started with just one store Ikon, in Heera Panna. While Ashraf's family owns Milan cinema, he always had an eye for the finer things in life. More specifically, dark glasses. "There was no one else who sold sunglasses in an optical showroom, so I thought why not?" From sunglasses, Ashraf began to look at other luxury products and has narrowed in on watches another pet passion. "There is a real market here for Swiss watches. Indians are very fond of good jewellery and watches."

And next to Ikon came up the Swiss Watch Gallery among the first stores to stock Rado, Christian Dior and Omega watches. But that was not enough toappeal to the aesthete in Ashraf. A few months ago, he opened the Swarovski store at Crossroads. A collector of crystal for years, he stocks a wide range of products from key chains to jewellery. "I have been a member of the Swarovski club since 1990. And when I decided to bring the products here I wanted to target not just the very rich. You can pick up something for just Rs 600 here." A philosophy that permeates down to his watch gallery as well where he tries to cater to all budgets. Along with Omega and Rado, he retails Tissot and also plans to introduce Swatch soon. Making it easier to keep time. "These will only cost a couple of thousand rupees."

And then he will shift into a higher gear and swankier budget. Ashraf is also looking to bring Lladro, a Spanish porcelain company, to India. "I cannot think beyond luxury goods. I just love beautiful things." Helping Ashraf hone onto the finer things of life is his younger brother Aftab who also believes that they are filling a vital gap in the Indianmarket. "We need designer brands. Why should Indians be deprived of luxury goods?" Specially when they have the bank balance to support that taste.