Beyond beauty.
A professional beauty supply house serving salons, nail studios, makeup artists and beauty enthusiasts in Ahmedabad for over 15 years.
Founder
The vision behind Choice.
Hardik Shah took on responsibility at a young age following the loss of his father. The years that followed, spent exploring different lines of work, built a strong sense of resilience and a clear understanding of what customers truly value.
He found his calling in the professional beauty trade and opened a modest store in Ahmedabad's old city. By learning every product in depth and building lasting relationships with brands and buyers, he established a business founded on genuine stock, fair pricing and expert guidance.
More than 15 years on, these principles continue to guide every decision at Choice.
"Offer only what you would trust yourself, and customers will always return."
Hardik ShahFounder, Choice
From a single store to a showroom.
- Where it beganA neighbourhood store in Ahmedabad's old city, built on carefully chosen brands and personal service.
- Trusted by the tradeSalons, parlours, nail technicians and makeup artists became long-standing partners, many through word of mouth.
- The Nehrunagar showroomA dedicated showroom at Galaxy Mall, Nehrunagar, offering 1800+ professional products under one roof.
- Choice onlineOur complete range is now available online, with orders placed conveniently through WhatsApp.
Galaxy Mall, Nehrunagar
Then and now.
