"When it works it can be amazing," she said, adding that the flipside of the coin is loneliness and depression.

A buyer's advice

Albert offered insights from the buyers' point of view. He listed the foundations for doing business and what Indian designers need to keep in mind -- because it is the buyers who will ultimately make or break you.

"We look for newness and all the details that make a design 'buyable' -- like detailing, fabrics, patterns, shipping, labeling etc," he said. Basically, they come to the fashion week to if a design can be sold in the stores.

"Indians don't do tailoring very well," he said, adding that buyers want to see the "spirit of India for the West". To do that, pattern-making is very important.

"Fashion schools need to be tuned to sizing, pattern making and all other intricate details that go into making a design," he said.

Keep it fresh

For fashion writer Colin, it's all about 'next'. You have to come up with something new every time and can't afford to rest on your laurels.

"Don't say 'I'm taking a season off' just because your last collection was good," he said.

People have short memories and if you cannot deliver, then you're in trouble, he added. Remember to reach out and make buyers buy your designs, he said.

"Head, heart and guts -- if you have all three you're gold," he said

Top mantras

~ Communication: Keep your, e-mail and phone lines open. Get back to people immediatedly because communication is important, says Fern.

~ Be consistent: Stores and buyers need designers to be consistent. So, keep churning out new designs every time.

Know your consumer: Be clear in your head about who your buyer is, says Sabyaschi.

Image: Designs by Swapnil Shinde.