In an era where fast fashion dominates closets and impulse shopping habits are encouraged by algorithms, a quiet but powerful shift is taking place. Consumers are rediscovering the value of mindful fashion, handwoven heritage, and the stories woven into every thread. India’s handloom sector, one of the richest in the world, is finding its way into contemporary wardrobes, thanks to a growing tribe of entrepreneurs who are blending tradition with tastefully modern aesthetics.

One such heartfelt venture is Inmylookingglass, a brand built on love for Indian handlooms and handcrafted accessories. What began as a second innings for a computer science teacher is today a growing label known for its curated styling, artisan-forward collections, and a deeply personal shopping experience.

The Story of the Founder

Parinita Sengupta, the founder of Inmylookingglass, spent 31 years shaping young minds as a computer science teacher in a reputed Delhi school. But in 2022, at the age of 54, she decided to explore another passion that had always lingered in the background — the charm of sarees and the allure of handcrafted jewelry.

With a modest investment of ₹50,000 and a heart full of purpose, Parinita began curating collections that tell stories. She taught herself everything from sourcing fabrics across India to editing Instagram reels, packing orders, and communicating directly with clients. Her transition wasn’t just a career switch — it was an embodiment of how passion, people skills, and purpose can come together to build something meaningful.

More Than a Shop: A Personalized Styling Experience.

Inmylookingglass is not just a boutique or an online store. It is a one-stop styling studio. Parinita personally curates entire looks for her clients, pairing handloom sarees with matching readymade blouses, handcrafted jewelry (including German silver and fabric pieces), and boho bags. The idea is simple but rare — to help customers feel confident and beautiful while celebrating Indian craft.

This styling-first approach is what sets the brand apart. Every item is handpicked not just for quality, but for how it fits into a cohesive look. This level of attention makes the shopping experience less transactional and more collaborative, like working with a trusted stylist who truly understands Indian aesthetics.

Challenges, Growth, and the Road Ahead.

Like most bootstrapped startups, the early days came with challenges. Parinita had to navigate vendor relationships, manage inventory, and juggle content creation, all without a team. But slowly, her efforts began to show results. Starting with jewelry alone, she expanded into sarees after a year and witnessed an encouraging increase in customers. The brand has now served over 1000 clients across India.

Her mission is rooted in a clear vision — to encourage the use of handlooms over fast fashion and to support Indian artisans. With the launch of her own website, she hopes to grow her digital presence and reach a wider audience in the next five years. The goal is not just business growth but also cultural impact, keeping the legacy of Indian crafts alive in a world that’s constantly racing ahead.

To Know more Visit Instagram Link: https://www.instagram.com/inmylookingglass?igsh=N2M3NDZ0bmRkdzUz

Website: https://Inmylookingglass.com

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The world of handcrafted fashion is experiencing a vibrant revival, driven by a growing appreciation for artistry, authenticity, and true personalization. Across India and beyond, consumers seek garments that do more than clothe—they tell a story, capturing the nuance of human touch, tradition, and inventive spirit. The tide is turning: mass-produced repetition is giving way to unique, ethically made pieces crafted by skilled hands and visionary women. It’s within this shifting landscape that The Hem Story emerged, founded by Megha Nigam in Lucknow. What began as a homemaker’s creative answer to mass-market disappointment quickly evolved into a brand celebrated for exquisite hand-painted and hand-embroidered sarees and womenswear, now expanding into kidswear and menswear. Megha’s journey is rooted in a moment of self-belief: at 28, as a mother of a four-year-old, she painted her own saree after an underwhelming designer purchase, stunning her family with the result. Their support fueled the launch of The Hem Story on November 24. With modest savings and bold vision, Megha redefined what’s possible for women with creative ambition, building a business where every item is, above all, handmade with care.

Customization, Community, and Craft at the Core

At the heart of The Hem Story is a dedication to originality, clarity, and personalized service that sets it apart in a crowded marketplace. Megha leads a growing team of five women, all artisans who pour meticulous attention into every hand-painted and embroidered detail. The brand’s success—and exponential growth—comes from saying “yes” to the customer: over 90% of orders are fully customized, with video or audio consultations allowing clients to choose colors, motifs, and even names for truly one-of-a-kind outfits. The Hem Story’s team does not replicate mass-market designs; instead, they guide customers to find their own distinctive style, with signature techniques and emerging collections like Disney princess-inspired kidswear. This approach fosters strong relationships, wins loyal customers from across the country, and turns clothing into a shared creative process. The business now stands as a beacon for other women, crafting premium, handmade pieces at accessible prices while upholding artistic integrity and offering dignified, empowering employment for local women.

Overcoming Challenges and Shaping the Future.

The journey hasn’t been without obstacles. One challenge is educating clients on the value and uniqueness of handmade work while resisting the trend of imitating big-brand designs, even when requested. Competing with fast-fashion brands on price and delivery speed remains a hurdle, as does scaling up operations without compromising quality or personal touch. Megha’s adaptive leadership ensures that each artisan is motivated, every custom order is handled with patience, and customers are gently guided toward creative choices that make each piece truly personal. Beyond artistry and service, The Hem Story has navigated the realities of running a startup—from managing finances to adapting during rapid business growth. The brand’s unwavering mission is to build a make-to-order company rooted in Lucknow, to launch a flagship showroom, expand to franchises across India and beyond, and ultimately reach a 100-crore valuation. But above all, The Hem Story represents empowerment through creativity, providing not only beautiful apparel, but also livelihood and pride for the women behind each brushstroke and stitch.

To Know more Visit Instagram Link: https://www.instagram.com/the_hem_story?igsh=MTI1MDU1dTNocmJpbg==

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Founded by Jasmeet Kaur in 2024, Knotted is part of a new wave of Indian fashion labels reshaping the way we think about clothing. Rooted in three generations of craftsmanship, the brand offers thoughtfully designed women’s wear made from natural fibers like cotton and cotton blends. What began as Jasmeet’s personal search for wearable, skin-friendly clothing during motherhood has grown into a label grounded in comfort, heritage, and community.

As the fashion industry evolves, there’s a noticeable shift away from fleeting trends toward pieces that are timeless, versatile, and ethically made. Today’s consumers—especially women—are seeking clothes that feel good on the body and align with their values. Within India’s slow fashion movement, handcrafted labels like Knotted are carving out space by blending tradition with modern-day practicality.

A Generational Craft Reimagined for Today.

Knotted’s story begins decades ago with Jasmeet’s grandmother, who stitched garments for her local community in the 1960s. She passed her knowledge to Jasmeet’s mother, Nirmal Kaur, who in turn passed it on to Jasmeet. While her mother and grandmother focused on customized tailoring, Jasmeet envisioned a broader impact—one that could meet the needs of today’s women through retail and e-commerce. With an initial investment of ₹10 lakhs, she launched Knotted at the age of 36, inspired by her own postpartum experience.

Jasmeet found that the market lacked comfortable, breathable, and stylish clothing options for women over 30. Driven by this gap, she chose to create a brand that prioritized ease, skin health, and timelessness. She was determined to offer something better than cheap polyester options and more accessible than the high-end organic labels, making conscious fashion reachable for more women.

Clothing That Breathes, Moves, and Lasts.

Knotted’s core offering is handcrafted women’s wear made from natural fabrics that are gentle on the skin and environmentally responsible. Every piece is designed with functionality and longevity in mind—loose silhouettes, flexible sizing, and timeless styles ensure that garments can be worn across seasons and life stages. The brand’s collections are inspired by the five elements of life, with lines like Eden (Earth) and Sunsera (Fire), and upcoming releases continuing this thoughtful thematic approach.

Beyond design, Knotted stays true to its eco-conscious mission with fully sustainable packaging—compostable mailers and seed-paper thank-you cards replace plastic at every step. Jasmeet’s vision goes beyond fashion trends; it’s about creating wardrobe staples that women can restyle again and again, without compromising comfort, health, or environmental values.

Growing Trust, Expanding Impact.

Like many homegrown startups, Knotted initially faced challenges with visibility and customer trust, especially against the backdrop of fast fashion’s low prices and mass appeal. But with consistent quality and a growing word-of-mouth network, the brand served 150–200 customers in its first year and has begun building a loyal, global customer base.

Looking ahead, Knotted has its eyes set on meaningful growth. In addition to completing its five-element collection, Jasmeet envisions expanding into kidswear and menswear. With the enduring support of her mother, who remains her greatest pillar of strength and inspiration, Jasmeet continues to evolve Knotted as both a personal legacy and a conscious label designed for real women’s lives. Through every stitch, Knotted is not just making clothes—it’s creating a space where comfort, sustainability, and self-expression coexist beautifully.

To Know more visit Instagram Link: https://www.instagram.com/knotted.co.in?igsh=NzN2Y2dnNXZrNDZw

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As the fashion industry evolves, more people are moving away from mass production and toward pieces that feel personal, soulful, and rooted in history. Vintage and heirloom jewelry, once a niche category, is now gaining ground as a powerful form of self-expression. It speaks to those who want more than ornamentation. They want a story, a connection, and something that feels truly their own.

This shift is where Riwaiyat by Priya Kumar finds its purpose. The brand curates vintage, tribal silver jewelry sourced from Afghanistan, Turkmenistan, and other parts of South Asia. Each piece is completely unique. There are no repeats, no copies, no mass production. Just carefully chosen artifacts that carry culture and memory in every detail.

A Brand Rooted in Story and Individuality.

Riwaiyat was launched in November 2022 by Priya Kumar, whose love for all things one-of-a-kind shaped the soul of the brand. Known for customizing her own shoes and décor, Priya has always been drawn to personalization. She saw a jewelry market flooded with replicas and mass-produced designs, which led her to create something more meaningful.

The result is a collection of tribal silver pieces, each with its own identity. Whether it’s a rare Turkmeni choker or a vintage Afghani pendant, no two designs are ever the same. For the wearer, it’s not just about owning jewelry. It’s about collecting something timeless, something that feels like it was meant only for them.

A Journey Marked by Grit and Connection.

Building a brand like Riwaiyat came with challenges, especially in sourcing. Finding authentic vendors who deal in vintage tribal silver is rare, and few import from Afghanistan or Turkmenistan. Priya had to explore workshops in Delhi, meet suppliers in person, and carefully build a network she could trust. With an initial investment between ₹50,000 and ₹1,00,000, she began this journey at the age of 28, determined to preserve the authenticity behind every piece.

But Riwaiyat’s growth has been powered by more than rare jewelry. The real driver is the relationship it builds with customers. The team takes the time to answer questions, share photos and videos, and help buyers understand what they’re purchasing. It’s this personal connection that has built lasting trust, reflected in the brand’s strong reviews and over 3,000 orders to date.

 Scaling Without Losing Soul.

Today, Riwaiyat ships across India and serves international clients through direct contact. The brand has grown steadily while staying true to its mission. Priya’s vision for the next five years is clear. In the next five years, Riwaiyat aims to become the most iconic vintage-inspired jewelry house from India—globally celebrated for breathing new life into cultural craftsmanship with a modern edge. When someone thinks of bold, heritage-rich statement jewelry, they think of Riwaiyat.

More than a brand, Riwaiyat will build a movement. One that doesn’t just sell jewelry but inspires a way of life—a fierce return to roots, expressed unapologetically. A growing community will wear the story, not just the piece.

To Know more Visit Instagram Link: https://www.instagram.com/riwaiyat_official?igsh=YXhuOTc1bzhkamF6

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In a world ruled by trends, Endless Affair offers something more grounded. It brings a wardrobe built on emotion, intention, and lasting beauty. Founded by Shipra Vinay in May 2025, the brand champions slow fashion through thoughtfully crafted dresses, co-ords, and staples designed to stay with you. Not just in your closet, but in your memories. With a founder’s journey rooted in both motherhood and fashion, and a design process that favors feeling over frenzy, Endless Affair is more than a label. It is a quiet rebellion against throwaway fashion, one timeless piece at a time.

How Endless Affair Began.

Shipra Vinay always knew she wanted to create something meaningful in fashion. With a career that combined venture capital and fashion branding, she eventually reached a point where she had to take the leap. Endless Affair came to life during a pivotal moment, as she stepped into motherhood while also building a brand from the ground up. That duality shaped everything.

The brand was born out of a deeper fatigue with fast fashion and the pressure to keep up. Shipra wanted to create clothing that felt like it could live with you, not just pass through your closet. Endless Affair speaks to women who dress to feel like themselves, not to perform for the world. It fills the gap for clothing that is intentional, timeless, and quietly confident.

What It Means to Be Loved by Your Clothes

At the heart of Endless Affair is a belief that clothes can love you back. That means thoughtful fits, silhouettes that flatter without trying too hard, and designs that hold emotional weight. The brand’s bestselling Cleopatra dress is a perfect example, a piece that customers wear from day to night, often writing in to say how seen and comfortable they feel in it.

From the very beginning, Endless Affair has been committed to ethical making. The pieces are crafted in small batches through fair-wage micro-manufacturers, and every detail is obsessively reviewed. The team stays closely involved from sourcing to stitching, ensuring that nothing is rushed or compromised. It is about quality, yes, but also about care the kind that can be felt when you wear the clothes.

A Community That Grows with the Brand

Endless Affair’s design process starts with emotion. A texture, a mood, or a fabric often sparks the beginning. From there, the concept moves through sketches, tech packs, sourcing, sampling, and fit testing — a cycle that takes about four to six months. Nothing is mass produced, and every piece is meant to feel like it belongs in your life for years.

As the brand grows, its vision stays grounded. Rather than dropping overwhelming collections, Endless Affair leans into smaller capsule releases that reflect real-life needs. The team is also working on expanding its digital presence while planning intimate offline events to meet customers face to face. Because at its core, Endless Affair is not about dressing women to keep up — it is about helping them reconnect with what makes them feel most like themselves.

To Know more visit Instagram Link: https://www.instagram.com/endless_affair?igsh=MTMycDJqenZieHVreQ==

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