For us, every piece begins with a story
Teejh celebrates the many avatars of the modern Indian woman by blending timeless tradition with contemporary design. In an era where fashion is increasingly about personal expression and conscious choices, Teejh stands out for its commitment to storytelling, sustainability, and artisan empowerment.
In this conversation with Fibre2Fashion, Co-founders Maya Verma and Satish Singh share how Teejh is bridging the gap between heritage and modernity, navigating the digital-first retail landscape, and inspiring a new generation to wear their culture with pride.
What role do regional crafts and artisanal techniques play in shaping the future of India’s fashion ecosystem on a global stage?
They ‘are’ the future. As global fashion moves towards uniqueness and sustainability, India’s diverse craftsmanship offers what mass production never can—soul. Whether it is intricate embroidery or antique silver finishes, these techniques carry centuries of history. The world is just beginning to discover what we have always known: that true luxury lies in the handmade, the heartfelt, and the historically rich.
With growing conversations around conscious consumption, how is the fashion and accessories industry responding to demands for sustainability and transparency?
Today’s customers want to know more. They care about who made their products and how they were made. And we think that is a great thing. The industry is slowly moving towards smaller, more thoughtful collections that support artisans and focus on quality over quantity. At Teejh, we believe in being honest and open. We try to show the people and the process behind every piece, because that is what makes it truly special.
How has the rise of digital marketplaces and social commerce transformed the way fashion and accessory brands approach product storytelling and customer engagement?
It has changed the game. Storytelling is no longer a luxury—it is the only way to stand out. Social commerce has made fashion more democratic and dynamic. It has allowed us to connect directly with our audience, show the making-of journey, celebrate artisan hands, and most importantly—make heritage feel personal, visual, and alive.
In a market crowded with D2C lifestyle brands, what do you think are the key differentiators that help a brand build lasting emotional connections with customers?
In a word—meaning. Brands that last are not just selling things, they are telling stories, building community, and staying authentic. At Teejh, we do not chase trends—we chase truth. We speak to women who are not looking to fit in, but to stand rooted. That emotional resonance—of tradition worn with pride—is what sets us apart and keeps our customers coming back.
How do you see consumer preferences evolving in the ethnic and fusion fashion space, especially among Gen Z and millennials?
The new generation is redefining ‘ethnic’. For them, it is no longer just about festivals or traditions—it is personal, expressive, and proudly Indian. They are mixing old and new, creating looks that are as comfortable at a brunch as they are at a puja. They want pieces that are wearable and meaningful, not just pretty props for a photo. This shift is both exciting and deeply validating for what Teejh stands for.
What was the core inspiration behind starting the brand, and how has that vision evolved since inception?
Teejh was born from a desire to create something that honoured our cultural roots but spoke to the now. We noticed a gap—most ethnic jewellery was designed just for occasions. We asked, why should not heritage be a part of everyday wear? That question became our mission. What started as a brand known for oxidised jewellery has now grown into a movement—one that dresses the modern Indian woman in designs that reflect both her identity and her individuality.
How do you ensure that Teejh maintains its cultural authenticity while appealing to a new-age, global Indian consumer?
At Teejh, authenticity is about staying rooted without being rigid. Our designs draw from centuries-old motifs and regional artistry, but they are always filtered through the lens of today’s woman—someone who wears her culture on her sleeve, but on her terms. We honour the original craft, while reimagining it in versatile silhouettes that work across time zones, cities, and occasions.
Beyond aesthetics, what values such as sustainability, empowerment, or storytelling do you prioritise while curating Teejh’s offerings?
For us, every piece begins with a story—of a craft passed down through generations, of an artisan’s hands shaping tradition into something new, and of the woman who wears it to celebrate her own journey. Every piece is a story—not just of heritage, but of the artisan who brought it to life. We consciously support local craftspeople, ensuring fair wages and ethical practices. Storytelling is at the core of Teejh. Whether it is a mirror-work earring from Gujarat or a saree inspired by temple motifs, each product carries meaning. It is not just jewellery or clothing—it is memory, emotion, and legacy woven together. That is what makes it special.
Many Teejh pieces draw from India’s rich cultural heritage. How do you and your design team research and incorporate regional craft narratives into your collections?
We work closely with artisans across India—each piece is a collaboration between design sensibility and traditional expertise. Whether it is sourcing mirrorwork from Kutch, tribal motifs from Odisha, or temple elements from the South, we spend time understanding the history and symbolism behind every design. From ideation to execution, the goal is to preserve the soul of the craft while making it relevant for today’s lifestyle.
How do you approach the balance between seasonless designs rooted in heritage and staying relevant to current fashion trends?
We believe heritage is timeless, but how you wear it can evolve. Our pieces are seasonless by design yet styled with the mood of the moment. We take cues from our community—whether it is layering jhumkas with jeans or draping a saree with sneakers. Our aim is always to offer designs that last beyond trends but still feel current and creatively liberating.
Teejh resonates deeply with young, culturally rooted women. How do you stay in tune with the evolving preferences and sentiments of your audience?
She is our muse, and we are always listening. Whether through direct messages, feedback loops, or the way she styles her Teejh pieces on Instagram, our audience shows us what she wants. We build in flexibility by launching capsule collections, responding to seasonal festivals, and introducing new silhouettes that reflect her evolving lifestyle and mindset.
Teejh has built a strong digital presence. What role has social media and influencer marketing played in shaping your brand’s identity and reach?
Social media has been our window to the world—and a mirror for our community. Influencers helped us shape an accessible, modern voice for Indian jewellery and sarees. But more than reach, it is the conversations, feedback, and stories shared by our audience that have helped us stay relevant. Every save, share, or customer styling video is a reminder that Teejh is not just a brand; it is a shared emotion.
Can you share a moment or customer story that made you feel Teejh was creating meaningful cultural impact beyond commerce?
One that recently touched us deeply was from a bride-to-be who ordered our sunflower yellow saree for her Haldi ceremony. She messaged us saying, “Hi, I ordered the sunflower yellow saree for my Haldi function, and it turned out to be bomb—the prettiest saree!” Moments like these remind us that Teejh is not just about clothing; it is about being part of someone’s most cherished memories. That a bride chose us for her wedding day tells us we are doing something truly meaningful, bringing tradition to life in joyful, personal ways.
As a founder, what have been some of the biggest operational challenges you have faced in scaling a heritage-driven lifestyle brand online?
Scaling a brand that relies on handcrafted artistry comes with its own challenges—artisan timelines, production constraints, and maintaining consistency without losing the charm of individuality. There is also the complexity of educating a digital-first audience on the richness of our crafts while ensuring seamless e-commerce experiences. But it is a challenge we welcome—because building Teejh is about building a bridge between two worlds.
Are there any upcoming brand collaborations, retail partnerships, or collection launches we can look forward to?
We are incredibly excited about the months ahead. We are working on a festive line that reimagines heirloom pieces with a youthful twist. There are also plans to collaborate with creators and artists who share our love for heritage and handmade stories. And yes, offline experiences are in the works, so Teejh can be felt, not just seen.
