Journal

Love for textiles and clothing has been an integral part of my upbringing. I was raised in India in the 80s when bespoke clothing was one of the only options to get quality clothes at the time (due to lack of tasteful ready-made options in the market). I developed a deep affinity towards the entire garment creation process. Going fabric sourcing with my mom, browsing hundreds of catalogs for designs, and visiting our old school family tailor was what “clothes shopping” meant in my childhood and undergrad years. 

I have many fond memories of “playing dress-up” and trying on outfits after picking up the finished product from the tailor a few weeks later. This ritual ended when I moved to the United States for grad school in my early 20s. That’s when I said goodbye to handmade clothing, and embraced mass manufactured fast fashion. 

After years of shopping this way, and ending up with clothes I basically didn’t  want after a couple of wears, I started missing my trusty tailor-made options available back home. I couldn’t stand feeling wasteful. I only wanted to own a few pieces I would enjoy wearing over and over again. On every visit to India, I would bring back my stock of cotton dresses for the summer months -- and make them last for years! This option worked well for sometime, however, fast forward a few years (and two kids) later, I needed a reliable, long-term shopping alternative. 

Bridging the market gap

I started researching some local independent brands offering similar clothing or shopping Indian brands online. I was either disappointed in the available options or found little to no options that met my everyday lifestyle as a mom and a photographer. I needed contemporary, effortless and comfortable clothing made with rich and lasting textiles.

This sparked my desire to bridge that gap in the market and give worldwide shoppers access to well crafted clothing made in India. Although not novel, an idea for a small business began to take shape.

My further research led me to extremely talented artisanal communities who are struggling to generate employment and keep their crafting techniques alive. I decided I wanted to bring traditional textiles and techniques to the forefront of the international market, while staying stylish, relevant, and sustainable at the same time. 

My goal is to curate a collection that transcends trends and seasons, and appeals to conscious shoppers with a discerning taste.

If you’re in the market for unique, thoughtfully crafted garments that fit your lifestyle, I’m excited to share this journey with you.