About Us
About the Designer
Meet Juhi Choksi — The Vision Behind the Threads
Juhi Choksi is more than a designer. She's a storyteller who uses fabric as her language. A masters graduate in apparel with years of couture training under India's finest design houses, Juhi built her brand with one vision — to redefine luxury for the modern Indian woman through heritage, detail, and soul.
Raised in Ahmedabad, inspired by centuries of textile legacy, and driven by a quiet obsession for quality, Juhi blends age-old techniques with contemporary aesthetics. Her collections aren't trend-based — they're emotion-based. Pieces that make women feel powerful, feminine, and unforgettable without ever trying too hard.
Each ensemble is personally overseen by Juhi — from sketch to stitch — ensuring it doesn't just look luxurious, but feels like a second skin. She designs for real bodies, real emotions, and once-in-a-lifetime moments.
About the Brand
Crafted, Not Manufactured.
Every silhouette you see here is a labour of love. Rooted in Indian traditions, elevated with a global eye — our collections are made for women who value detail, grace, and quiet power. We don't follow trends. We create heirlooms.
Our artisans spend weeks, sometimes months, perfecting every thread. The result? One-of-a-kind pieces that look as luxurious as they feel — because you're not just buying a garment. You're investing in legacy.
"My muse is the woman who doesn't need to speak loudly — her clothes already say it all."