Trained as a lawyer but guided by instinct, Jaina Lalbhai has quietly reshaped how contemporary Indian women approach everyday luxury. Through her platform Style Audit, she championed a new wave of designers long before digital visibility transformed fashion retail – curating wardrobes that balanced modernity with craft integrity. Rooted in Ahmedabad yet culturally far-reaching, Lalbhai’s work sits at the intersection of taste, trust, and transformation. Today, as she builds Gaia, she continues to position fashion not merely as consumption, but as confidence, cultural continuity, and conscious self-expression.

FL: When did you realise your taste didn’t fit neatly into what already existed?

JL: Around twelve years ago. The fashion ecosystem was dominated by traditional Indian wear. I was drawn instead to luxury prêt that elevated everyday dressing. As I began wearing these designers regularly, people kept asking who I was wearing and where they could find it. That curiosity led to my first Style Audit trunk show.

FL: What do you reject even if it sells or trends?

JL: Work that dilutes craft. For me, integrity in craft will always matter more than what sells fastest. I believe it is our responsibility to support extraordinary artisans and their craftsmanship even when it takes months to weave, embroider, and create.

FL: Who or what shaped your sensibility early on, outside formal training?
JL: My earliest influence was my grandmother. She remains one of the most impeccably dressed women I know; always in crisp saris, perfectly paired with her jewellery. Later, I learnt just as much from my mother, whose style feels instinctively modern and striking.

FL: What does success look like to you now, compared to five years ago?

JL: Five years ago, success was visibility. Today, legacy matters more. If success means anything now, it’s becoming a custodian of craft – helping it survive, evolve, and remain relevant.

FL: What are you currently unlearning?

JL: That constant newness equals progress. The industry moves at an exhausting pace. What I’m learning now is that relevance doesn’t come from producing endlessly; it comes from clarity and knowing when to pause. 

FL: According to you, what distinguishes a brand that merely uses craft from one that truly builds its philosophy around it?

JL: Two words – intent & accountability. A brand that truly builds its philosophy around craft understands process, respects timelines. It works with artisans, not around them. There is a partnership and a willingness to grow together. True craft-led brands don’t just showcase heritage; they invest in its future. 

FL: What’s next for Jaina?

JL: You’ve caught me at a moment of transition. I’m currently building Gaia – an iconic, multidisciplinary space envisioned as a meeting ground for craft, culture, and conversation. While couture sits at its core, Gaia will champion design in all its forms from jewellery and apparel to home, art, and food – curated with intention.

The Tastemaker Code

A silhouette you’re obsessed with right now

Barrel pants are having a moment. 

Tradition you keep returning to

The Hanuman Chalisa, every single day.

A rule you’re happy to break

Any rule that dictates how one should dress.

What people get wrong about my work

That designers choose me. In truth, my curation is deeply personal. I only host what resonates with my own sense of style.

Currently watching/reading

Completely addicted to K-dramas on Netflix.