ludhiana so when sheffali vasudev decided to write about the sociological aspect of fashion talking about conflicts in the fashion world she could not leave out ludhiana housewife who was always high on fashion as i entered a hotel lobby i saw a lady in a scarlet dress and gold stilettos she was led by an oversized fendi bag the diamonds in her ears were sparkling bullets and a series of solitaires glided on her arms these are the words of delhibased sheffali who wrote an entire 25page chapter on ludhiana ladies talking about their newly discovered love for brands and designer wear sheffali vasudev says the ludhiana chapter of her book has got a lot of attention and has turned out to be a favourite everything is a firsthand experience i reported the story through visits a couple of visits were a part of my assignments i also followed up the story by meeting some women from ludhiana here in delhi through appointment the story grew over a period of time each time i visited the rich wives group the diamond bangles were there to be seen this observation led me to ask women i have quoted in the story about diamonds i must point out that no one was snide or judgmental i also discussed this diamond observation with other people in sociology professors and writers who have been observing and commenting on evolution of different communities she added the book had hit the bookstores last year but not many people in ludhiana were aware of it and as it gains popularity in the region women put forth their views when it comes to fashion and style ludhiana is way beyond that while in tinsel town only the celebrities are high in fashion if we talk about ludhiana everyone is a star here says pooja verma a socialite in the city the concept of nouveau rich is prevalent in ludhiana utters samiksha singla a newbee in this designerculture in ludhiana i have been born and brought up in delhi and the culture there is quite different people there are less into showoff its not the case in ludhiana she laughs pooja grewal who runs a fashion studio in the city says its all about availability there is so much wealth in ludhiana that people can actually afford it