Amiraah goals to complement revival of Indian crafts

Pic: Amiraah


The ‘Made in India’ model Amiraah focuses on spotlighting Indian aesthetics, designers and workmanship and goals to complement the revival of Indian crafts and innovation in handmade practices, mentioned its co-founder Pooja Gupta. The model’s creations are curated to additional the motion of gradual trend which promotes ecological integrity and sustainability.

Amiraah stems from the philosophy of preserving indigenous arts and homespun craftsmanship and increasing the identical imaginative and prescient of cultural, deep rooted Indian aesthetics for the design and outlook of the shop. “That’s the reason we now have all sustainable, make in India manufacturers on board with us. And we transfer forward with the core values of our tradition,” Gupta mentioned in an interview with Fibre2Fashion.

Like most trend manufacturers, Amiraah additionally struggled throughout the COVID-19-induced lockdowns final yr. Speaking in regards to the impression of the pandemic, she mentioned: “The primary three months of the lockdown had been frankly tough to navigate as gross sales had drastically diminished for the Amiraah retailer. We had to return to the drafting board and re-evaluate our place, discover options for issues we did not suppose would ever come up. Sadly, powerful calls needed to be made out of downsizing employees to wage minimize downs, leases, basic and miscellaneous facilities to laying aside a variety of new avenues that we needed to discover — all this to maintain the model afloat.”

For the complete interview, please click on right here.

Fibre2Fashion Information Desk (KD)


The ‘Made in India’ model Amiraah focuses on spotlighting Indian aesthetics, designers and workmanship and goals to complement the revival of Indian crafts and innovation in handmade practices, mentioned its co-founder Pooja Gupta. The model’s creations are curated to additional the motion of gradual trend which promotes ecological integrity and sustainability.

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