When it comes to weddings or celebrations of any kind, nothing beats India. Brimming with culture & tradition, our country is known to go all-out and make everything an elaborate affair! In line with this larger-than-life narrative is the fashion industry, with designers & craftsmen creating wonders out of their ateliers. The Big Fat Indian Wedding is a concept that has been prevalent since longer than anyone can remember. And it requires clothing that is just as grand. The demand for the same is met with overstated & painstakingly-made pieces.
But over the last few years, global aesthetics have seeped into the field, giving birth to Indo-Western clothing that marries cultural & contemporary. In 2013, when the genre was still not as widespread, especially in the design hubs of Delhi, Ashima Arora observed an opportunity to bring it to the younger generations. She did so through her label Jade by Ashima.
How It Began
Ashima, who is a painter and also holds a diploma from the National Institute Of Fashion Technology, Delhi, realised that there weren’t a lot of designers who didn’t do heavier designs. This is where the idea of launching her own label took birth. She ran it by her son Waaris Arora who, apart from being the Co-Founder, also handles Production.
“We surveyed the market and visited places like Ambawatta to analyse the kind of collections that were available. But we hardly spotted stores offering Indo-Western designs,” says Ashima. “Coming from an Indian mentality, we were always inclined towards Lehengas & Anarkalis, etc. but looking closely at the market, we realised we didn’t want to be a part of the rat race. We wanted to do something different instead,” she further adds.
In Shahpur Jat, where their offline store is located, only Jade majorly houses Indo-Western garments like drape sarees, styles with modern cuts, etc. whereas the entire market’s prime focus is on lehengas.
The Name
When asked about how the name of her label was coined, Ashima says, “I believe in Astrology & Numerology, and I was advised to pick something starting from J, and preferably, after a stone that symbolises good luck & fortune.”
Jade is the name of a lucky stone, and a lucky plant too. The mother-son duo decided to go forward with it after the addition of by Ashima, highlighting the designer.
The Jade Woman
The woman who wears a Jade by Ashima is in line with modern trends. She wants to experiment, and knows she can carry off the label’s designs with panache!
“We majorly cater to the 20 to 40 age group. We feel the older generations may not be comfortable in the drapes and designs we offer,” says Ashima. She goes on to say that when someone comes to them with a customization request, or when they need to create made-to-measure pieces, they mainly focus on the body type, the occasion, and the comfort. The priority, besides these factors, is always to offer uncompromised quality.
Signature Aesthetic
One look at Jade by Ashima’s collections will not just take you by awe, but also familiarise you with its signature aesthetic of Traditional Meets Modern. The designs are steeped in culture yet portray global sensibilities. The founders always knew that they wanted to tap into the Indo-Western space, thus establishing an individual identity for their label. Ashima & Waaris both are inclined towards drapes, and the same can be seen in their creations.
Identifying one’s signature aesthetic may happen over time, or right from the get-go. For young designers struggling to find their own, Ashima says, “First, figure out what you want to make, what your forte is. It should be something in particular and not everything, otherwise you won’t be doing anything. Introduce colours that you think the wearer wants or would want to, rather than only working with the ones you personally like. Streamline a palette, decide the elements, and decide the genre.”
Way Forward
The pandemic caused a major shift in the way businesses function. It strengthened e-commerce and brought to light its many boons. Jade by Ashima launched its website to align with the customers’ needs, and delved deeper into the digital world. The designs too saw a change. To keep up with current trends, the team worked on pieces that were lighter than what they’d been used to creating.
In the coming years, the label aims to launch more standalone stores in India, and go global. “We also want to start worldwide shipping,” says Waaris Arora. “We see ourselves doing really well in international markets. Our clothes are more suited to the modern world,” he concludes.
Shop the label here.
