Amiraah aims to supplement revival of Indian crafts

Amiraah stems from the philosophy of preserving indigenous arts and homespun craftsmanship and extending the same vision of cultural, deep rooted Indian aesthetics for the design and outlook of the store. “That is why we have all sustainable, make in India brands on board with us. And we move ahead with the core values of our culture,” Gupta said in an interview with Fibre2Fashion.

Like most fashion brands, Amiraah also struggled during the COVID-19-induced lockdowns last year. Talking about the impact of the pandemic, she said: “The first three months of the lockdown were frankly difficult to navigate as sales had drastically reduced for the Amiraah store. We had to go back to the drawing board and re-evaluate our position, find solutions for problems we didn't think would ever arise. Unfortunately, tough calls had to be made from downsizing staff to salary cut downs, rentals, general and miscellaneous amenities to putting off a lot of new avenues that we wanted to explore -- all this to keep the brand afloat.”

For the full interview, please click here.

Fibre2Fashion News Desk (KD)