A world that reflects Jaipur’s regal heritage.

When many designers create fusion masterpieces by infusing the best of both worlds, Surbhi Shah sticks to her traditional roots. We conversed with the creative genius herself, who took us through her one and a half decade long journey in fashion and showed us how she keeps her legacy alive.

FL: How would you describe label Surbhi Shah’s journey throughout these years?

SS: My label’s journey began in those early years when I learned the royal aesthetic from my mother, who masterfully draped her sarees with grace and grandeur. Her elegance and style sparked a passion in my heart, planting the seed for what would eventually become my label. After my marriage, with my husband Varun Shah’s support, I poured more of myself into the brand, which marked significant growth. By expanding my creative horizons, I began establishing the label’s identity. My designs started to reflect the royal elegance I had admired in my mother and the new experiences and inspirations I encountered.  What began as a personal passion evolved into a celebrated brand, embodying artistry and heritage that I am incredibly proud to have built.

FL: Can you tell us more about the influence that reflects in your designs?

SS: The rich traditions of Rajasthan, especially the intricate art of Gota Patti, have profoundly influenced my designs. Growing up surrounded by vibrant garments and lively colours that characterise our festivals, these elements have left an indelible mark on my creative spirit. Over time, the influence expanded, incorporating the essence into Zardosi and Marodi’s designs as well. By blending these traditional techniques with royal aesthetics, I strive to create pieces that honour our heritage, offering something regal and unique. My designs reflect my deep connection to the culture in which I was raised, and they carry forward the legacy of Rajasthan’s artistry in every stitch.

FL: What is that one signature Surbhi Shah element highlighted in your designs?

SS: If there is that one signature element that truly embodies Surbhi Shah’s designs, it’s the vibrant and bold use of colour. While my creations are rich with various unique touches, the dazzling hues always catch the eye first. These colours aren’t just random choices—they’re deeply rooted in the royal legacy of Jaipur, where kings and queens celebrated life with an explosion of vivid shades.

FL: The label is known for traditional craftsmanship. What are your favourite techniques to work with?

SS: The heart of my label lies in its dedication to traditional craftsmanship. For me, there’s nothing more exhilarating than working with various techniques simultaneously. This approach allows me to express myself fully, allowing each creation to be a canvas of endless possibilities. I revel in the richness of Gota Patti, the elegance of Resham, the timeless allure of Pearls, and the intricate beauty of Zardosi and Marodi. But what truly excites me is the ability to weave these techniques together in my unique style. I’ve found that limiting these crafts to their traditional confines would be a disservice to their beauty. Instead, I embrace the challenge of blending them, creating something that honours their origins while pushing the boundaries of what they can become.

FL: Who or what do you consider to be the driving force behind you and your label?

SS: The driving force behind me and my label is undoubtedly my husband, Varun Shah. He has been the anchor and the energy propelling our journey forward. From the moment we married, he became the backbone of the business, managing every aspect with unwavering dedication. His belief in my vision and relentless support have allowed me to focus on the creative side, knowing that everything else is in capable hands. But it’s not just him; our family’s support has been equally instrumental. Their encouragement and belief in what we’re building have been a constant source of strength.

FL: What change have you seen in Indian fashion in the last 10 years?

SS: As I see it, over the past decade, Indian fashion has undergone a stunning transformation, blending tradition with modernity in exhilarating new ways. What was once an experimental phase has evolved into a dynamic fusion of classic craftsmanship and contemporary innovation. Designers now merge traditional fabrics with cutting-edge techniques, creating pieces that feature sleek silhouettes and avant-garde designs while celebrating our rich heritage. This evolution is marked by a harmonious mix of intricate embroidery and minimalist aesthetics, reflecting a global shift towards sustainable and conscious fashion. Indian fashion today is not just a tribute to our past but a vibrant narrative that embraces the future with flair and sophistication.

FL: What are your future plans for the brand?

SS: Our future for the brand is all about evolving with intention and passion. After 15 years of crafting our story, the Bagh collection is our boldest step yet into the future. This collection is a testament to our journey, showcasing innovative Marodi work that reflects our vision. The response to Bagh has been nothing short of exhilarating, and it fuels my passion as I look ahead. I’m eager to dive into new ideas and push creative boundaries. Every piece we create reflects our dreams and aspirations, and I can’t wait to see where this journey takes us next.