When you build a brand with your own hands and heart, the product stops being “inventory” and becomes personal. That’s why a founder being involved at every stage matters so much. Not because you need to control everything—but because you’re the one carrying the original intention: what you want your customer to feel when they wear it.

For me, being involved means I don’t just approve a design and move on. I stay close—from the first sketch to the final photo—because every small decision changes the final experience.

I’m there when we choose the fabric, because I know the difference between something that looks good on a hanger and something that feels good on a busy day. I’m there during sampling, because a half-inch change in the neckline, a softer lining, or a cleaner finish can turn a “nice outfit” into a piece someone reaches for again and again.

I’m constantly in touch with my artisans because handcrafted work deserves respect—and customers deserve honesty. If a stitch is loose, if the fall isn’t right, if the fit isn’t flattering, it doesn’t matter how pretty the idea was. The customer only meets the final product, and that final product must feel worth it.

I’m always there on shoot days too, because I want the product to be shown the way it’s meant to be worn—how the dupatta should sit, how the sleeves should fall, how the craft catches light. Those tiny styling adjustments aren’t just aesthetics. They’re about trust. They ensure what the customer sees is close to what they’ll receive.

And I stay involved even after launch—reading feedback, noticing what women ask for, what sizes they struggle with, which colours they repeat-buy. That feedback isn’t criticism; it’s guidance. It helps us improve and grow without losing our soul.

Founder involvement is really just this: I’m accountable for the experience.
From craft to comfort, from quality to storytelling, I want every piece to arrive with the same feeling it started with—care, pride, and purpose.