OUR STORY
Once upon a time, not too long ago, the journey of Label-‘JUHI MALHOTRA’ began in the summer of 2014. From its humble beginnings in a 2 bedroom apartment, the brand today retails across multiple designer stores in Goa, Mumbai, Pune, Delhi, Bengaluru, and New Jersey, and has a passionate and loyal client base.
The brand's mission is to redefine sustainable and hand-crafted fashion choices for people. The products are an expression of creative and artistic joy and aim to deliver the same to people. The USP of the range is using handmade fabric created using weaving and pasting cotton cords, a technique developed by the founder during her college days. The brand also involves artisanal work from Kutch which is all but lost but kept alive by women of Kutch.
Such has been the response from clients, that the label now employs more than 10 ppl, mostly young women from less affluent backgrounds who work out of two studio cum workshops in Delhi & Mumbai. The brand has been winning hearts for the past 8 years and continues to deliver on its motto "Weaving cords into fabric and dreams into reality".
FOUNDER
Juhi Malhotra is a graduate of Fashion Design from Pearl Academy of Fashion, Delhi. An artist by heart and a designer by profession, her story of becoming an entrepreneur and launching her label took roots early on in her childhood.
Her mother was an extremely creative and talented artist, and she also infused much of her talents into her daughter. Juhi found her calling at a very young age and later decided to convert her passion into a profession and ventured into the field of design. During her college years, she developed a novel and handcrafted textile.
Before venturing on her own, she worked for Manish Arora where she led his Fish Fry line as well as other international collaborations of the brand. In the summer of 2014, with little savings, and immense family support, her brainchild took its physical form, and Label 'JUHI MALHOTRA' was born.
Her brand is an artistic expression of joy, beauty, laughter, innocence, and color. She is passionate about Indian art and crafts and does her bit to preserve the traditions by taking craft and sustainability workshops at various corporates, schools, and colleges. She recognizes the value of giving back to society and is associated with an NGO where she helps impart creative skills to underprivileged children and guides them toward their chosen path.
TECHNIQUE
A simple cotton Dori has been given a new meaning by the founder. It was her creative bent of mind that transformed a basic Nadha (Cotton cord) into beautiful products back in her college days.
The technique DORI WORK which is the USP of the label has been evolving for the past 15 years and has now given the brand its identity.
This technique involves cotton cords that are woven or pasted together and are reinforced by hand sewing and stitching to create a plethora of products like Jewelry, Bags, Home décor, and Apparel.
The embroideries are often inspired by Indian graphics and traditions and are hand-created by young women that are being trained in hand skills at the brand’s workshop in Delhi.