Helmed by the sisters-in-law duo Monica Shah and Karishma Swali, JADE has always endeavoured to explore the nuances of Indian art, thereby spearheading the reinvention of traditional handcraft as modern masterpieces. As the brand clocks 15 years, co-founder Monica Shah speaks to us about its relentless focus on cultural sustainability.
ELLE: How do you, as a designer, manage to consistently realise JADE’s commitment to craft in all your collections?
Monica Shah (MS): Our commitment to craft has been our DNA since the beginning. We have always acknowledged that Indian techniques and crafts are both timeless and versatile, with ample room to innovate while still keeping their unique essence intact.
ELLE: Your love for interior design has led to many JADE stores being designed in-house. How do you design a space in alignment with the sensibilities of your brand?
MS: As a designer, I owe a lot of my artistic inspiration to travel. I love to see what vintage means in different parts of the world and how the same technique is used in different parts of the country. When a customer walks into a JADE Store, I want them to experience the same kind of love and reverence we pour into our ensembles.
ELLE: What led you to launch JADE Man and your accessories line in 2022?
MS: Our accessories line reflects a love for craftsmanship. We have collaborated with silversmiths and meenakari artists from across the country to bring this collection to life. As for menswear, our vision for JADE Man has always been to bring modern Indian men closer to their heritage.
ELLE: What are your plans for JADE at the 15-year milestone?
MS: We are definitely putting more of JADE on the map. After establishing a presence in Mumbai, Delhi and Hyderabad, we’re now expanding to another store in Delhi, along with a presence in Ahmedabad and Bangalore.
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Also read, The DNA Of Indian Fashion: Gaurav Gupta
