Ruaish started with a feeling I couldn't quite shake.
Before Ruaish, I spent three years running a boutique. That was where my journey as a designer really began — not just behind a sketchbook, but by meeting people, dressing them, listening to them and slowly understanding what they were drawn to.
And somewhere in those three years, I started noticing something.
We have such incredible textiles and crafts in India. Fabrics that are woven by hand, prints that have travelled through generations, embroideries and techniques that take hours of patience and skill.
But somehow, so many of them are still seen as too traditional, too special, or something to be taken out only once in a while.
I remember thinking — why do we keep something so beautiful away?
Why can't a handwoven textile be something you reach for on an ordinary day? Why can't an age-old craft feel exciting to someone young? Why can't Indian fashion be maximal, expressive and completely unapologetic about where it comes from?
Those questions stayed with me.
And eventually, they became Ruaish.
With Ruaish, I wanted to create the kind of Indian fashion I personally wanted to see — rooted in our textiles and crafts, but not restricted by the way they have always been used.
I take these beautiful, age-old textiles and reimagine them through silhouettes that feel modern, hand-painted details, embroidery and a little bit of that Indian maximalism that I love.
I'm not trying to make our heritage look different. I'm trying to make people look at it differently.
Because I don't want our crafts to simply be preserved. I want them to be worn. Loved. Lived in. And passed on.
And I think that starts with awareness.
When you know what went into making the fabric you're wearing, when you know that a print was made by hand or that something took hours of someone's skill and patience, you naturally begin to look at that piece differently.
You choose it differently. You care for it differently. And hopefully, you keep it for a little longer.
That's the kind of relationship I want Ruaish to have with you.
Not just another piece of clothing in your wardrobe, but something that makes you feel connected to the craft, the people and the stories behind it.
And this is only the beginning.
My dream is to take these beautiful Indian textiles and handcrafts beyond what we traditionally imagine them as — eventually into bridal couture and, someday, to wardrobes around the world.
Because I truly believe our heritage doesn't need to be left behind for Indian fashion to move forward.
